University of Tasmania
How University of Tasmania Increased Student Applications by 821% While Reducing Ad Spend by 63%
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The Challenge
While working at Pivotus agency, I led the transformation of University of Tasmania's underperforming Google Ads account. The account had poorly structured campaigns with generic messaging, broad unfocused targeting, and inefficient budget allocation that failed to showcase their diverse course offerings effectively
The Goal
Significantly increase student applications across all course levels while improving cost efficiency.
The Solution
Campaign Restructure
Organized campaigns by course levels (Undergraduate, Postgraduate, Double Degrees, Online, Research, Short Courses)
Created one ad group per course type for maximum targeting precision
Shifted from generic university promotion to course-specific messaging
Strategic Approach
Search Campaigns: Course-specific targeting with ad customizers for tailored messaging
Deep University Analysis: Comprehensive mapping of all course offerings and website structure
Business Data Sheet: Foundation for campaign structure and keyword targeting methodology
Key Implementations
Advanced ad customizers implemented for hyper-specialized messaging at scale
Used extensions to showcase course-specific value propositions
Prioritized high-intent keywords related to specific course searches
Implemented negative keyword strategies to prevent irrelevant traffic
The Results
+821%
Applications (YOY)
-63%
Campaign costs
-42%
Average CPC
+112%
Users Reached
Key Takeaways
Course-specific campaign structure outperforms generic university promotion for higher education
Ad customizers enable hyper-personalization at scale for diverse educational offerings
Granular targeting with dedicated ad groups improves Quality Scores and reduces costs
Deep institutional understanding drives precise campaign architecture and better results
Search-focused strategy captures high-intent education seekers more effectively
