Education Marketing in Melbourne
Melbourne education marketing splits across four universities (Melbourne, Monash, RMIT, La Trobe), 30+ TAFE and private RTOs, and a significant international-student pipeline that drives ~25% of total Melbourne education enrolments. The structural challenge is that international student search behaviour (long-cycle, multi-country comparison, source-language) is completely different from domestic mature-student search (short-cycle, ATAR-anxious, parent-influenced). Generic education campaigns blend both audiences and convert badly at both ends.
What works here
Source-language international-student campaigns
International students researching Melbourne education search in Mandarin, Hindi, Vietnamese, and Bahasa Indonesia for 70%+ of the funnel. Source-language ad groups with localised landing pages convert at 2-4x English-only campaigns and cost 30-50% less per click because of lower competition.
ATAR-window dayparting for domestic campaigns
Domestic high-school students and parents search heavily in November (ATAR release week) and January (offer-acceptance week). We set 200-300% bid multipliers during these windows and pull back during low-intent months. Same annual budget produces materially more enrolments.
TAFE/RTO career-change targeting
Vocational education and short-course training serves a different audience: career-changing adults aged 28-45. We run separate campaigns targeting LinkedIn-derived job-title audiences with 'career change' lead magnets. Different funnel, different conversion rates, different price points.
Questions, answered
How do you handle international student campaigns in Melbourne?
International student campaigns need to run in the source country, in the source language, with culturally-tuned landing pages. We build separate ad-group hierarchies for Mainland China, India, Vietnam, and Indonesia (the four largest source markets for Melbourne education) with localised copy and source-language search terms. Conversion rates on properly-localised campaigns typically run 4-8x the English-only baseline.
What's the CPL for Melbourne university course enquiries?
Domestic undergraduate enquiries: A$30-A$90. International undergraduate enquiries: A$80-A$220 (higher CPC but higher conversion rate). Domestic postgraduate: A$60-A$180. International postgraduate: A$120-A$400. The number that matters more than CPL is conversion-to-enrolment, which typically runs 8-15% of qualified enquiries depending on course and price point.
Education leads in Melbourne.
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