Higher Education Marketing: How PPC and Programmatic Ads Drive Enrollments

In an increasingly competitive higher education environment, institutions must go beyond traditional recruitment strategies to meet enrollment targets. From rising tuition concerns to the proliferation of online learning options, students have more choices than ever before. In this landscape, pay-per-click (PPC) and programmatic advertising have emerged as powerful tools that enable universities and colleges to target, engage, and convert prospective students at every stage of the enrollment funnel.

This article explores how these two digital advertising strategies work, why they’re essential for higher education marketing, and how schools can use them to boost applications, improve yield rates, and achieve their enrollment goals.

The Current State of Higher Education Marketing

Before diving into the specifics of PPC and programmatic advertising, it’s important to understand the challenges facing higher education marketers:

• Declining enrollment rates in certain regions and demographics.

• Increased competition from both traditional institutions and online education providers.

• Budget constraints, especially for public institutions.

• A diverse and digitally savvy audience, including Gen Z and adult learners.

With traditional marketing tactics like mailers and billboards falling short, universities need to adopt targeted, data-driven strategies that deliver measurable results. This is where PPC and programmatic advertising shine.

What Is PPC Advertising in Higher Education?

Pay-per-click (PPC) advertising is a digital marketing strategy where institutions bid on keywords and pay only when a prospective student clicks on their ad. Common platforms include Google Search, Bing, and social channels like Facebook, Instagram, LinkedIn, and YouTube. These platforms allow universities to show highly targeted ads to users actively searching for educational opportunities.

Why PPC Matters for Enrollment Marketing

PPC is especially valuable for higher education because of its intent-based targeting. When someone searches “top business schools near me” or “RN to BSN programs,” PPC ads place your institution directly in front of them at the moment of interest. This allows schools to reach prospects at critical decision points.

It also delivers instant visibility, bypassing the long timeline of SEO rankings. Whether launching a new program or promoting enrollment deadlines, PPC delivers results quickly.

Schools benefit from budget flexibility — campaigns can be scaled based on seasonality, degree types, or geography, with full control over spend by keyword, device, or audience segment.

Finally, performance tracking is a major strength. PPC platforms provide real-time insights on impressions, clicks, conversions, and costs, allowing higher ed marketers to refine messaging, targeting, and ROI with precision. Metrics like CPC, CPL, and ROAS are invaluable in justifying marketing investments and guiding future strategy.

In short, PPC offers a fast, measurable, and scalable path to attracting high-intent prospective students.

What Is Programmatic Advertising?

Programmatic advertising is a data-driven method that automates the buying, placement, and optimization of digital ads through real-time bidding. Using demand-side platforms (DSPs), institutions can purchase ad space across a wide range of digital environments—including websites, mobile apps, streaming platforms (like Connected TV), and audio channels—without having to manually negotiate each placement.

Why It Works for Higher Ed

Programmatic is ideal for schools looking to scale outreach efficiently. With a single campaign, institutions can reach prospective students on thousands of channels and platforms, expanding their visibility far beyond a handful of ad placements.

Its advanced targeting capabilities are particularly powerful. Advertisers can define audiences based on demographics (age, income, education level), location (down to zip codes), behavior (past website visits or search activity), device type, and even time of day. This ensures messages reach the right individuals at the most effective moments.

Another key benefit is omnichannel reach. Whether your audience is watching videos on CTV, reading blogs on their phone, or streaming music, programmatic ensures your ads follow them across channels, reinforcing your brand consistently.

Finally, personalization at scale makes programmatic uniquely effective. Dynamic creative optimization (DCO) allows ads to adjust automatically—changing headlines, images, or calls-to-action—based on who’s viewing, making each impression more relevant and engaging.

In essence, programmatic gives higher education marketers the tools to drive awareness, engagement, and conversions with unmatched precision and reach.

PPC vs. Programmatic: What’s the Difference?

Key takeaway: PPC captures high-intent prospects at the bottom of the funnel, while programmatic builds awareness and nurtures interest across the funnel.

Use Cases: How Colleges Use PPC and Programmatic

Here are three real-world examples of how Propellant Media has helped higher education institutions boost enrollment and engagement through digital advertising:

1. University Increases MBA Applications with Programmatic Advertising

Challenge: A university aimed to boost applications for its fall MBA program but struggled to achieve a cost per acquisition (CPA) of $200 within its desired market areas.

Solution: Propellant Media implemented a comprehensive strategy that included search retargeting to reach an engaged audience near six campus locations. Customized ads were served based on the campus closest to each user.

Results: The campaign achieved a CPA of $159, surpassing the goal, and maintained a 0.45% click-through rate (CTR), indicating effective audience engagement. (Propellant Media)

2. Local College Grows Campus Visits with Geofencing Marketing

Challenge: A local college sought to increase campus visits and overall engagement beyond traditional digital advertising channels.

Solution: Propellant Media utilized geofencing marketing to target SAT & ACT locations and the college’s top 20 feeder high schools. Compelling creative ads were developed to appeal to students’ career interests, and omnichannel site retargeting was employed to re-engage interested users.(Propellant Media)

Results: Within approximately 1.5 weeks, the geofencing campaign drove over 30 walk-in visits and campus tours. Additionally, the college observed a reduction in overall cost per conversion for Google Ads and Facebook campaigns due to the implemented site retargeting. (Propellant Media)

3. Stevens Institute of Technology Enhances Summer Housing Engagement

Challenge: Stevens Institute of Technology aimed to promote its summer housing options to students seeking accommodations during internships in New York City.

Solution: Propellant Media developed a targeted Google Ads campaign focusing on in-market “summer housing” search terms. The campaigns were geo-specific, targeting students in New York City and other relevant areas with high-intent keywords.

Results: The strategic use of geo-targeted Google Ads effectively reached students looking for summer housing, directing them to Stevens’ housing options and enhancing student engagement for their summer programs. (Propellant Media)

These case studies demonstrate how tailored digital advertising strategies, including programmatic advertising and geofencing, can effectively address specific challenges in higher education marketing, leading to increased applications, campus visits, and student engagement.

Advanced Targeting Capabilities

Modern PPC and programmatic platforms offer deep audience segmentation tools:

• Custom Audiences: Upload email lists to serve ads to prospective or past applicants.

• Lookalike Audiences: Use data to find people similar to current students.

• Retargeting: Show follow-up ads to users who visited the admissions page but didn’t apply.

• Contextual Targeting: Serve ads on web pages relevant to education, career planning, or specific industries.

• Behavioral Targeting: Reach users based on online behavior patterns like researching degrees, visiting education blogs, or watching related videos.

Tracking Success: KPIs to Monitor

To ensure ROI, institutions should define and track clear KPIs for their campaigns:

• Click-Through Rate (CTR): Indicates the relevance and appeal of the ad.

• Conversion Rate: Measures the percentage of clicks that result in actions like form fills or applications.

• Cost-Per-Lead (CPL): Helps evaluate the efficiency of the campaign.

• Enrollment Yield: The percentage of applicants who enroll after clicking or viewing an ad.

• View-Through Conversions: Tracks people who didn’t click the ad but converted later.

Best Practices for Higher Education PPC Campaigns

To maximize ROI from pay-per-click advertising, higher education marketers must ensure every element of the campaign is strategically aligned with student behavior and institutional goals.

Align Keywords With Program Offerings
Start by selecting high-intent keywords tailored to specific programs, certifications, and outcomes. Use phrases like “online bachelor’s in nursing” or “top cybersecurity bootcamp” to attract qualified traffic ready to convert.

Use Compelling Ad Copy

Students are driven by outcomes. Highlight unique value propositions like job placement rates, scholarship availability, or rolling admissions. Use urgency-based CTAs like “Apply by June 1” to boost click-through rates.

Leverage Ad Extensions
Ad extensions enhance visibility and user engagement. Use sitelinks for curriculum, application deadlines, and testimonials. Add call extensions for direct inquiries and location extensions to drive in-person visits.

Schedule Strategically
Timing matters. Run campaigns in Q4 and Q1 for traditional students researching fall enrollment. Mid-year is ideal for adult learners or online programs. Adjust bids and budgets accordingly based on search volume trends.

Optimize Landing Pages
Once users click, ensure the landing page loads quickly and is mobile-optimized. Each page should mirror ad messaging, offer clear CTAs (like “Request Info”), and limit distractions. Use short forms and include trust signals such as accreditation badges or student testimonials.

Together, these best practices ensure that PPC campaigns not only generate traffic but drive meaningful conversions that support enrollment goals.

Best Practices for Programmatic Campaigns

Programmatic advertising excels in building brand awareness and nurturing prospective students over time. To achieve this, campaigns must be intentionally designed and optimized at every level.

Start With Defined Personas
Clarify who you’re targeting: recent high school grads, transfer students, or working professionals? Understand their motivations, goals, and digital habits. This informs everything from creative direction to channel selection.

Create Multiple Ad Variations
A/B test headlines, visuals, and calls-to-action. For example, a campaign targeting adult learners might test “Advance Your Career” versus “Finish Your Degree.” Monitor performance and allocate spend to top-performing creatives.

Utilize Retargeting and Sequential Messaging
Use retargeting to stay in front of visitors who didn’t convert. Sequence your messaging—starting with awareness, followed by testimonials, and ending with application reminders—to mirror the decision-making process.

Invest in Connected TV (CTV)
CTV is a premium, high-attention format that’s ideal for reaching younger audiences. Use video ads that showcase student life, faculty, and success stories. Pair CTV with companion display ads for omnichannel reinforcement.

Monitor Frequency
Avoid overexposing your audience. Use frequency caps to ensure users aren’t bombarded with the same ad. Rotate creative assets every few weeks to keep content fresh and maintain engagement.

Following these programmatic best practices, higher ed institutions can build trust, guide prospects through the funnel, and ultimately increase applications and enrollment.

Final Thoughts: Integration Is Key

While PPC and programmatic ads each have unique strengths, they work best together as part of a full-funnel strategy. PPC captures high-intent traffic ready to apply, while programmatic builds brand recognition, nurtures interest, and retargets potential students who need more touchpoints.

By combining both, higher education marketers can:

• Cast a wide net while also zeroing in on specific audience segments.

• Maximize visibility during key decision-making periods.

• Generate measurable enrollment growth while optimizing costs.

Ultimately, success in higher education marketing today means meeting prospective students where they are — online, across devices, and throughout their journey. With PPC and programmatic advertising, institutions can do just that — and do it smarter.

Ready to Boost Your Enrollment Strategy?

Looking to elevate your enrollment marketing? At Propellant Media, we specialize in higher education advertising—combining data-driven PPC and programmatic strategies with a deep understanding of the student journey. We don’t hand-hold or overpromise; we partner with your team as equals to build smart, scalable campaigns that drive real enrollment results.

👉 Schedule your FREE 30-minute demo with our higher education marketing experts and learn how to attract more of the right students—faster.

Let’s turn interest into enrollment!