Education'24 Playbook - Go - India-Education

Education - India
Industry Insights & Practitioner’s Guide

go/india-education
Agenda
1 2 3
India’s Education Higher Education Online Higher Education

Landscape landscape in India in India today
4 5 6
Test Preparation Professional certifications Education seekers of today -

landscape in India for upskilling in India Google Consumer Profile
7 8
Path to purchase of education Building a media plan that helps drive

seekers today your objectives with Google
Higher Ed, Test Prep and Professional Courses
01
India’s Education
Landscape
An overview of the market
The market for education in India continues to grow and is set to be a
global hub in the future
Indian Education Market Size
● India’s education and skills market is set to grow

~2x this decade
C AGR ○ From $180 Bn in 2020 to $313 Bn in 2030
14%
○ Projected to create 5 Mn incremental jobs
● India is becoming the Ed Tech capital of the

In Billion $
world
○ 7/30 Ed Tech unicorns are Indian brands
● India is one of the largest education markets in

the world
○ With 1.49 Mn schools, 9.5 Mn teachers, and
nearly 265 Mn students
Sources: MARC-Insights-Education-Industry-Overview, HolonIQ

India’s education sector is booming via a combination of demographic,
policy and macroeconomic drivers
Favourable supply and demand dynamics in the industry fuel growth today
India's demographic transition has Online education is on the rise People are investing more in Favourable policies (such
created a burgeoning cohort with multiple emerging players their education and future as 100% FDI), have led to a
ready for quality education in this space rise in foreign interest in
India as a market
★ 100% FDI in education

9.5x increase in approved Rising % contribution of allowed through automatic
online degrees between expenditure on education to route
India has the world's largest 2020 and 2022 GDP
population in the age cohort ★ NEP aims to increase the
5-24 years and with a median age GER to 100% in
of 28.4 years, presenting a pre-school to secondary
significant opportunity in the education by 2030, and to
education sector 50% (from 26.3% in 2018)
in higher education
(including vocational
Online learning platform users in millions* education) by 2035
GER: Gross Enrolment Ratio: ratio to determine the number of students enrolled in a particular level of education | *Users for online learning platforms in India
Sources: Statista, MARC-Insights-Education-Industry-Overview, Worldbank.org

Education is one of the largest categories on Google Search in
Proprietary + Confidential
India with over 32B annual queries, growing at 15% YoY

Category demand on Google Search builds earlier
(March onwards) and sustains longer today (peak
observed May - Aug) compared to pre-COVID years
Growing at 18% YoY

Indexed searches
77% are
Generic and are focused on
Queries searches related to
specific courses
UP, MH have the highest demand for education;

Bihar and MP are key emerging markets
★ 1/4th of demand is comprised by 2 geos - UP &

MH
★ BH and MP are growing at more than 25% YoY
Demand in the category continues to grow year on year and capturing net new demand through sustained
So what? brand building initiatives is the need of the hour
Source : Google Internal Data | Date: Nov’22 to Oct’23 vs Nov’21 to Oct’22

Preschool & Nursery Education market in India -
Segment composition
Emerging segment expected to grow to 1.7x by 2028
K12
Largest market segment expected to double in size to ~$86 Bn. by 2028
Education in India
Higher Education
-
Second largest market segment to grow to 1.6x by 2028
Segment overview
Test prep
Emerging segment boosted by demand through digital
Professional courses
Includes language education, coding, vocational training and other courses
Sources: Verandalearning | Google Internal Data, Statista, IBEF report May’23, MARC Education Industry insights, EY higher
Key Takeaways
1 Market for Education in India
is poised for growth 2 Multiple growth drivers for the
market 3 Emerging demand trends on
Google Search
★ Demand on Google Search

Education market in India is displays longer
projected to reach $225 Bn by ★ Favourable demographic
dividend and policies sustenance
2025 @ 14% CAGR ★ UP and Maharashtra are
★ Rise of online education
- With 1.49Mn schools and nearly ★ Higher foreign investment the largest markets for
265Mn students, India is one of
in education Education demand
the largest education markets in ★ Bihar and MP are the
the world
emerging markets in the
category
Capitalize on the existing market Higher demand and favourable market Focused approach for top courses
momentum with dedicated digital conditions present a significant and key markets is the need of the
marketing efforts opportunity hour
02
Higher Education
landscape in India
The Higher Education market in India is projected to reach USD 10.5B by
2028 @ 9.9% CAGR
Student enrolment in higher education is expected to grow with strong government initiatives and rise in online education
Strong govt. impetus to Student enrollments are Infrastructure for Higher

Online education and
the sector with high expected to grow Education in India
indicating rising boosted by private Edtech segment rising
Union Budget [23-24]
rapidly in India
allocation & NEP targets demand in India universities
Highest-ever Union Driven by:

Budget allocation of ★ Flexibility of course
INR 1.12 lakh Crore modules
Estimated student
($ 13.66 Bn) 33% growth in 2023 vs. ★ Wide selection of
enrollment to grow
2015 in no. of higher programs
from 40M in 2020 to
NEP has a high target of education universities ★ Accessibility
93M in 2035 (+132%)
35% GER by 2035 ★ Customised
(currently ~27%) learning programs
★ Cost effectiveness
GER: Gross Enrolment Ratio: ratio to determine the number of students enrolled in a particular level of education
Source : EY higher education report, MARC education industry overview, Education of All In India
User interest in Higher Education is significant with 8.3B
Annual Searches which grew by 15% in the past 12 months

3 Rise in non-branded queries indicate users
1 undecided on their brand of choice
Google Searches growth for Higher Education mimicked 66% of the queries are non-branded & growing @19%
actual enrollment trend with a 15% YoY uptick in 2023 - Search Y/Y; Brand queries growing @7%
acting as a leading indicator for actual higher ed enrollments
4
Indexed Searches
~1/4th of demand belongs to UP & MH, however

other markets like KA & DL are emerging
Search Searches
Geo name Investment
Volume % YoY
Uttar Pradesh 12% 15% 10.4%

2
Maharashtra 12% 13% 15.7%
2023 saw a seasonality come in much
sooner and stay for longer May - Aug Tamil Nadu 8% 45% 17% 7.8%
Karnataka 7% 26% 9.4%
Delhi 6% 18% 7.6%
Opportunity to capture early adopters in the customer journey while building brand awareness. Top 5 geos
So what? to be focussed upon with KA & DL as hi-po locations
Source : Google Internal Data, MARC insights Education Industry report | Date: Nov’22 to Oct’23 vs Nov’21 to Oct’22
MBA, BBA & BTech have the highest demand with BTech
showcasing high annual growth @24% YoY

Decision making cycle for MBA is long
and involves research around multiple
High Volume
60M Annual Searches (7% of Higher Ed) parameters such as fees, salary and locations
Research based
Brand searches
demand is 40%
growing @22% YoY
High Growth of generic demand
driven by online MBA
Last year’s YoY ~21% for MBA
BTech decision making cycle is shorter and is

driven by course/branch related research
70% searches Specific courses

are exploratory displaying high demand
with no brand growth -
●Btech CSE 78% Y/Y
associations ●Btech Biotech 59% Y/Y
(@25% Y/Y) ●Btech IT 12% Y/Y
Source : Google Internal Data | India | Date: Nov’22 to Oct’23 vs Nov’21 to Oct’22
Rest of the courses are excluded due to their relatively lower volumes on Google search
Strong demand is witnessed in UP, Karnataka and Tamil Nadu
P0: Established Courses P1: Emerging Courses

MBA BTech
BBA BSc BCA Phd
Search Searches Search Searches
Geo name
Volume % YoY Volume % YoY Uttar
Maharashtra Maharashtra Maharashtra
Maharashtra 18% 6% 11% 18% Pradesh
Uttar
12% 18% 15% 31%
Pradesh
Uttar Uttar Uttar
Maharashtra
Karnataka 9% 24% 6% 27% Pradesh Pradesh Pradesh
Tamil Nadu 8% 11% 9% 41%
Delhi 7% 12% 6% 30%
Delhi Tamil Nadu Karnataka Karnataka
Others … …
India 100% 11% 100% 24%
Opportunity to capture strong demand growth

Expand to new courses in select Indian cities and states to build top of
from Hindi-belt (UP and Delhi) and South India
mind recall for interested students
(Bangalore, Chennai)
Source : Google Internal Data | India | Date: Nov’22 to Oct’23

Popular brands offer opportunities to students to pursue these
top courses across offline and online channels today
MBA BTech
Offline MBA Online MBA Offline Btech Online Btech
Brand presence across offline and online media is paramount to student acquisition
Brands across top courses mark their presence on digital with multiple
emerging brands on Google Search
MBA BTech
★ IIMs remain the popular choice for MBA related brand ★ IITs, BITS continue to garner interest on Google Search
associations on Google Search ★ Brand such as Parul University and Manipal driving their
★ Amity University emerges as the fastest growing brand presence via digital
in the category
Source: Google Internal Data, Last 12 months: Nov 2022 to Oct 2023
Key Takeaways
1 Higher education in India
continues to grow 2 Demand trends exhibit focused
growth opportunities for brands 3 Emerging brands on digital
across MBA and B.Tech
Specific courses and geos Focused digital efforts have

Higher Education market is provide pockets of high growth driven visibility for brands on
projected to reach USD 10.5B by Google Search
2028 @ 9.9% CAGR driven by - ★ Large share of demand does not
have brand associations ★ Legacy institutes across MBA
★ Strong govt. Impetus ★ 1/4th of demand concentrated in 2 (IIMs) and B.Tech (IITs, BITS)
★ High student enrollment top geographies - UP & MH. competing for visibility with
★ Growing infrastructure boosted Karnataka and Delhi are key brands such as Parul University
by private universities emerging markets and Manipal on Google Search
★ Rise of Online Degree Programs ★ MBA & Btech are the key courses
of focus
Capitalize on growing market and Leverage Google’s profitability

Drive effective brand presence through
search demand with dedicated digital oriented suite of solutions to drive
focused geo and course strategies
initiatives performance in key courses
03
Online Higher
Education in India
today
Online Higher Ed is projected to reach USD 2.28B by 2025 @ 20% CAGR
With advancements in technology and growth of major edtech players, growth outlook for the category is positive
Online education ecosystem in India has grown manifold over the recent past
2020 2021 2022
1
No. of Online
Degrees approved
by UGC
37 +575%
250 +40%
350+
2
No. of Universities
7 38 57
providing online
degrees approved by +442% +50%
UGC
Source : EY higher education report, MARC education industry overview

Online Higher Education saw a demand of 10.4M searches annually, Proprietary + Confidential
growing at 20.5% YoY

Demand for Online PG/UG courses sustains longer (March - November) than typical Higher Education demand (May-Aug)
★ Building Brand Recognition is key with emerging

demand
○ Only 30% queries have brand associations
○ Generic queries are driving category growth (21.8% YoY)
○ Brand CPCs are 14% lower compared to Generic CPCs
★ Strong preference for flexibility in career advancement
in business management through online MBA
○ Online MBA (27% YoY) forms 41% of online higher ed
★ YouTube is a crucial part of the student research journey
○ 1 in 4 searches are now happening on Youtube
○ Popular content across top courses, job prospects, and
entrance exams
So what? Opportunity to build brand awareness and drive efficient user acquisition on Search in the emerging
category
Source : Google Internal Data, YoY data in comparison of Nov’22-Oct’23 with Nov’21-Oct’22; Encompasses all searches relevant to online higher education like “online mba courses”, etc.
Why online education? Affordability is the primary reason why
Indian Students pursue online education
Education is popularly
India’s Annual Per Capita funded via Family Savings
Income stands at INR or Debt
91,481, with cost of
professional education
rising every year
Online Education proves
to be a viable option with
lower average costs
51%
of Indian Students
marked Affordability
Spend on Professional Education in India in 2021 as their top reason for
choosing
Online Education
Rural INR 50,307 / Year Urban
~INR
INR 32,137 / Year INR 64,763 / Year 21000
Avg. cost of
Higher
Education Online
Source: EY Report with FICCI - Higher education in India: Vision 2040, Statista
Online higher education seekers today are researching on specific courses
Prospective students today are
Affordability is a key parameter
looking to build specific skill sets for Course credibility is of paramount importance
for evaluation
career progression
38% 15% 14% 13%

Course related Searches With Certificate ‘Best’ Searches Free degrees/courses
Searches
Search Query Searches (YoY) Search Query Searches (YoY) Sample Queries Search Query Searches (YoY)
(YoY)
Online mba +46% harvard free online courses online degree courses best +21% free online courses with
+263% +37%
with certificate certificates
online mba courses +22% online masters best india +8%
online graphic design online free courses with
+16% +254%
graphic design courses courses with certificates best online university in certificate
+31% +76%
online free online hr courses with india
+34% free short online
certificates best online degree +360%
hr courses online +30% +199% courses with certificate
online courses free with university in india
+209% free masters degree
certificate +75%
best online mba in the world +1% online
High Intent Exploratory
Source : Google Internal Data, Nov’22-Oct’23; Encompasses generic searches relevant to online higher education like “online mba courses”, etc.
Delhi-NCR, Karnataka and Telangana are key emerging markets in the

category
Search Volume Industry Invt.
Geo name
% %
Maharashtra 16% 18%

Key
markets Uttar Pradesh 11% 10%
Tamil Nadu 9% 8%
Karnataka 8% 14%
Emerging
Geographies Delhi 8% 8%
Telangana 5% 5%
Haryana 4% 5%
Kerala 6% 3%
Gujarat 4% 4%
West Bengal 5% 5%
Madhya Pradesh 4% 3%
Rajasthan 3% 3%
Bihar 3% 2%
..Others..
India 100% 100%
Online MBA is the most popular course in the category
Online MBA related research indicates

Major Category
students look for course credibility and
4.3M Annual Searches competitive benchmarking
(40% of Online Higher Ed)
Indexed
Generic Queries YoY Growth
Searches
online mba 60 47%
online mba courses 32 23%
online mba courses in india 7 37%
is online mba worth it 5 46%
best online mba in india 5 51%
online mba from iim 4 62%
best online mba 3 33%
best online mba programs in
3 20%
india
So what? Building top of mind recall and course credibility are key for user acquisition for brands in Online MBA
Online MBA Types
Property
Top Brand related queries on Google Search for Online MBA
Brands increasingly capturing

demand for Online MBA on digital
with select brands witnessing
significant growth (+100% YoY ) in
brand visibility on Google
So what?
Brand visibility on Google
is key to capturing market
share within Online MBA
with multiple emerging
players in the category
looking to build brand
associations
Online MBA
Significantly increased focus for brand awareness within Online Proprietary + Confidential
MBA from select brands in 2023

Oct 1, 2022 to Apr 17, 2023 Apr 18, 2023 to Oct 30, 2023
Brands Indexed Searches YoY Growth Indexed Searches YoY Growth
nmims online mba 31 105% 42 47%

symbiosis online mba 20 79% 39 130%
Capitalizers
iim online mba 11 33% 13 100%
dy patil online mba 11 124% 37 125%
amity online mba 10 41% 15 Sprinter 378%
lpu online mba 9 255% 4 118%
ignou online mba 5 -7% 4 46%

Emergers
bharati vidyapeeth online mba 3 39% 9 82%
welingkar online mba 1 10% 8 161%
jain university online mba fees 4 57% 1 9%
Digital is a key touchpoint for student Brand associations in the category continue to
research in the category and has been So what? build rapidly and building brand awareness is
recognized by top brands essential for emerging brands
Key Takeaways
Infrastructure for Online Higher Demand in the category is majorly Online MBA is the largest course in the
1 Education in India has grown rapidly
leading to rising demand on Google
2 research oriented today and driven by
specific geographies
3 category and prospective students
seek course credibility
Nature of demand is unbranded; Specific Dedicated strategy to capture Online MBA

★ Multiple brands have gained UGC
geographies provide growth opportunity demand is crucial for emerging players in
approvals for online degrees in
the category
the recent past which has boosted ★ Users are yet undecided on their
the ecosystem brand of choice: - Online MBA constitutes 40% of
★ Demand growth for online higher Growing demand for “best”, “free” online higher education demand
education (20.5% YoY) outpaces and specific courses and is growing rapidly (27% YoY)
that for overall higher education ★ Delhi-NCR and South India are - 2023 has witnessed a heightened
(15% YoY) emerging geographies in the drive for brand awareness from
category select brands
Drive brand consideration through Focus on brand awareness and

Online as a channel for higher education
efforts aimed at highlighting performance efficiencies within
is set for rapid growth
competitive differentiators in top geos Online MBA
04
Test Preparation
Landscape in India
Test prep market is projected to grow to USD 12.4B by 2027 @ 23.2% CAGR
Rising volume of student enrolments in test preparation courses is a key driver for growth in the market
Key growth drivers Growth frontiers
Quality test Private tutors are

Rising competition Digital test prep is
preparation at becoming more
in exams growing
affordable costs popular
● Positive growth outlook

from investors in Edtech Private tutoring remains
Sharp decline in the sector boosts presence of a popular supplement
test pass rate for key Test preparation through
online platforms across to formal school and
exams propel need coaching classes is still
segments college education in
for structured expensive and
● Online presents a channel India and has an
coaching unaffordable for most
for quality test opportunity to be
preparation in T2, T3 organized
regions
Source : Research and Markets Report

Test preparation related demand has grown rapidly on Google
with 305M searches growing at 28% YoY annually
★ Aspirants showed desire to adjust their preparation as

per exam timelines depicted by a sustained peak
○ Driven by preponed timelines for select exams (CUET, UP Board
Indexed Searches
results, NEET results) in end of Q2/early Q3 vs. end of Q3 usually

○ 2024 is expected to witness a similar timeline
★ Students seek meaningful connections with brands

they can trust and relate to
○ Brand queries are driving category demand growing at 39% YoY
○ 1 in 3 searches for test preparation are now happening on Youtube
and this demand is outpacing that on Google Search growing at 31%
YoY
Capture category demand early in Q1 2024 with increased focus on building brand affinities via platforms
So what? such as Youtube
Source : Google Internal Data | Date: Nov’22 to Oct’23 vs Nov’21 to Oct’22
The rise of continuous learning is fueling a steady demand for
post-graduate exams throughout the year

Indexed Searches
★ MBA test prep has significantly high demand

throughout the year
MBA
○ Queries spike May onwards (~ 6 months before CAT
exam)
★ GMAT, GRE, LSAT- International exams have high

demand throughout the year
GRE,GMAT, LSAT
○ GMAT can be taken throughout the year
○ GRE has multiple dates in 3 months spread across the
year with multiple possible attempts
○ LSAT dates are spread across H1
So what? Always-on performance drive for PG exams throughout the year
Source : Google Internal Data | ET

Category demand on Google Search is largely high intent, exam related
In-year exam related research - Key buckets of information seeked by users - Searches for brand specific
Growing demand bucket test dates, syllabus, fees and pass marks offerings on the rise
45% 17% 15% 29%

2023/2024 Searches Test details like timelines, Results Related Branded Queries
fees, syllabus
Searches Search Query Searches (YoY)
Search Query Searches (YoY) Search Query Searches (YoY) Sample Queries
(YoY)
neet 2024 +1800% cuet exam date +41% allen test series for neet
cmat result +193% +9000%
2024
jee mains 2024 +9300% cmat exam date +219%
jee result +64%
aakash +36%
gate 2023 +150% neet syllabus 2024 +2400%
gate result +58%
bitsat 2023 +6800% clat syllabus +30% allen ac in +121%

viteee result +58%
clat exam date 2023 +870% gre exam fee +20% jee main result +5% goal institute patna +7%
High Intent & Growth Exploratory

Source : Google Internal Data, Nov’22-Oct’23
Preference for proven career paths like MBA, Medical & Engg is
witnessed; Interest in legal field has been rising at 52% YoY
Decision making cycle for Medical involves

brand-first searches
High Growth
High Volume
Year related
26% of searches
searches show high
are branded and
growth -
are growing at 34%
neet pg 2023, neet 2023
YoY
exam date
Engineering & MBA test preparation is

driven by JEE Mains & CAT exam related
queries with select brand interest
Admit Card related

Coaching for Engg
searches is an emerging
entrance exams
bucket:
saw a 2x jump in
jee mains admit card 2023,
branded searches
cmat admit card 2023
Source : Google Internal Data | India | Date: Nov’22 to Oct’23 vs Nov’21 to Oct’22 | International Exams include GRE, GMAT, LSAT
UP is the largest market for Engg and Medical coaching while MH is
the largest for MBA | Emerging geos present net new opportunity
MBA Engineering Medical
Geo name Search Volume % Searches YoY Search Volume % Searches YoY Search Volume % Searches YoY
Maharashtra 17% 18% 11% 42% 11% 13%
Uttar Pradesh 12% 23% 15% 40% 13% 42%
Karnataka 9% 31% 4% 62% 7% 17%
Tamil Nadu 7% 10% 6% 72% 8% 20%
Delhi 8% 21% 7% 46% 5% 27%
India 100% 100% 100%
Top Geos: MH and UP are high demand geographies in terms of volumes and stable growth across exams
Emerging Geos: Exam-wise high growth geographies present emerging opportunities for businesses today

Legacy coaching brands now face emerging competition via digital
MBA Engineering Medical
● Competition in the market for test preparation is consolidated with a few top players garnering high demand
● Emerging brands in the space are now leveraging digital to drive brand awareness and consideration
Youtube is a key platform for research for users in test preparation
1 in 3 searches in the category are now happening on Youtube outpacing demand on Google Search by 3pp Y/Y
Edu Youtube Lineups Youtube shorts on the rise Channels for Intl’ Admissions
English Mentor: 258K Subscribers

Learning Platinum (India): Educational YouTube Channel
620+ channels, ~8L subscribers that provides high-end
English lecture videos
Raman IELTS: 879K Subscribers

Ramandeep Singh, an IELTS
coach who has more than a
decade of experience in the field
of IELTS
GMAT Club:
Daily videos covering GMAT
Prep, MBA Admissions,
Applications, interviews
Key Takeaways
Test preparation market in India poised
1 for growth driven by a
combination of factors
2 Digital demand in the category is majorly
driven by top 3 entrance exams 3 Youtube is a key platform for
information gathering and preparation
MBA, Engg and Medical are the

Content consumption on
dominant exams in test preparation
Test prep market is projected to competitive exam preparation and
in India
reach USD 12.4B by 2027 @ 23.2% coaching has witnessed strong
CAGR - Form >75% of online searches for test interest
preparation/coaching
- Rising student enrollment - Select geographies driving growth for - 1 in 3 searches in the category are
- Wealth of brands offering quality specific exams: on Youtube
education - KA for MBA - Breadth of popular channels with
- KA & TN for Engineering >1Mn.+ subscribers
- TN & Delhi for Medical - Fresh forms of content consumption
in the category - Youtube shorts
Capitalize on growing market and Focus on high volume, high growth

Capture user interest through popular
search demand with focused digital geographies to drive business for
content and consumption formats
initiatives specific exams
05
Professional
Certifications for
upskilling in India
Professional courses market in India is projected to reach USD 12.8B by
2028 @ 21.9% CAGR
India is one of the fastest growing markets in the world for online professional courses; China leads the category with ~2x user
base compared to India
Significant revenue growth Market demand driven by a

Rapidly rising penetration rates in India present a lucrative
opportunity - combination of factors
opportunity in the near future
Category ARPU set to grow in India
★ Adoption of online channels for

Users in Millions
professional upskilling driven by

COVID impact
○ Category penetration
★ ARPU for India is set to
growing at 28% CAGR post
increase by 50% by 2028, with
COVID
increased government impetus
on education and rising
★ Strong demand for quality Tech
purchasing power within the
courses from working
user base
professionals
○ ~60% of the market by
revenue and highest demand
growth
Source : Statista | Technavio

Professional Courses have significant demand (~150 Mn. annually) on
Google and this has grown rapidly since 2021 (21% growth)
★ Category growth is driven by new-gen Tech

courses
○ Demand for Data Science, Digital Marketing, ML
and AI courses on the rise
Indexed Searches
★ User interest is largely driven by course specific

research; no distinct brand affinities
○ 80% of queries have no brand associations and
are growing @24% Y/Y (+9pp v.s queries with
brand associations)
★ Leading tech hubs dominate demand volumes –
Maharashtra, Tamil Nadu, Telangana, and
Karnataka
Opportunity to capture users exhibiting research focused interest by establishing brand awareness in tech
So what? courses
Source : Google Internal Data | Date: Dec’22 to Nov’23 vs Dec’20 to Nov’21

Tech courses* comprise ~80% demand in the category
Investment and Trading is an emerging course category with demand rising at 48% YoY
Tech Courses Searches Growth YoY

Tech Courses have the
Highest Demand Java 100 -7.9%
122M Annual Searches
(84% of Professional Courses)
Python 77 -0.1%
High Growth C Language 75 -8.2%
Machine Learning 71 10.5%
Cloud Computing 41 -1.9%
Digital Marketing 41 24.5%
Artificial Intelligence 26 65.0%
Data Science 26 9.4%
Business Analytics 13 11.6%
Demand for emerging tech (AI, ML, and personalized

marketing) outpacing traditional coding demand like
Java, Python
Source : Google Internal Data | India | Date: Dec’22 to Nov’23 vs Dec’21 to Nov’22
*Tech Courses are certificate courses related to technical fields. E.g. Computer language courses, analytics, etc.
Focus on AI/ML courses in the tech hubs of India while servicing
career diversification demand through non-tech courses
Tech Courses Non Tech Courses
Machine Learning Artificial Intelligence
Indexed Searches Indexed Searches

Geo name
Searches YoY Searches YoY
Maharashtra 100 -6% 100 51%
Tamil Nadu 92 20% 95 58%
Karnataka 70 2% 80 55%
Telangana 63 10% 52 51%

Others … …
India - 10.5% - 65%
India's leading tech hubs – Maharashtra, Tamil Nadu, People are actively seeking career advancement through non-tech professional
Telangana, and Karnataka – dominate upskilling demand in courses, demonstrating a strong and growing appetite for reskilling led career
AI and ML diversification across India

Market leaders dominate (by 5-6x) emerging brands in terms of brand
affinities; Emerging brands leveraging digital to build awareness

Market Leaders Emerging Brands
So what? Digital acts as a key channel for emerging brands to build brand affinities and capture user interest in the category

Key Takeaways
1 Market for professional courses is set to
grow rapidly 2 Digital demand in the category is majorly
driven by tech courses & certifications 3 Opportunity for emerging players to
build brand affinities
Tech courses comprise ~80%

demand in the category
Professional courses market in India Significant brand affinities for
- Emerging: AI/ML courses are significant
is projected to reach USD 12.8B by market leaders in the category
growth drivers outpacing traditional
2028 @ 21.9% CAGR coding like Java, Python
- Emerging brands leveraging digital
- Opportunity to capture strong demand
- Covid boost to digital adoption as a channel to drive brand
growth from Tech Hubs: Mumbai, Chennai,
- Upskilling demands of job market awareness
Bangalore & Hyderabad
- Low cost and accessibility of tech
- Investing & Trading is an emerging
courses
demand category growing rapidly
(@48% YoY)
Capitalize on industry growth and Be the brand of choice through

Capture rising demand for popular tech
positive outlook by concerted digital focused, always-on brand building
courses in key tech hubs in India
marketing efforts initiatives on Google
06
Education seekers of
today - Google
Consumer Profile
Who is our customer?
Millenials and Gen Zs are the key demographic driving higher education
Property Types
demand on Google Search

1 2
Education related research via digital is largely self-driven by students Majority of category demand is
themselves driven by males
Millenial and Gen Z

contribute to ~85% of
incoming traffic on Google
Only 36% are Parents 63% Male 37% Female

64% are non-parents
Build brand awareness with Millenial and GenZ audiences via a curated content and topic based
So what? approach
Source : Google Internal Data | India | Date: Nov’23 vs. June’23

What do they prefer?
Interests and lifestyle choices of the higher education audience on digital

are unique ..
Are information seekers and Are on top of their Have lifestyle-enhancing

prefer to have an active lifestyle entertainment through popular choices with Personalized
with hobbies movies and are iPhone shoppers Home, Tech, Education, and
Style Solutions
In-Market for Share %
What content do they
consume?
..and Youtube is a key platform for information gathering

Content consumption on competitive exam preparation and career guidance has witnessed strong
interest
Adda247
Study IQ IAS
7.6M Subscribers
16M Subscribers
46K Videos
43k Videos
Apna college
4.5M Subscribers
779K Videos
Key Takeaways
Higher education demand on Unique interests and affinities Youtube emerges as the key
1 Google is self driven by
students
2 to identify the most relevant
audience
3 platform for learning new
skills
★ Information seekers prefer to ★ Informative content

★ Millenial and Gen Z have an active lifestyle with consumed across
audiences contribute to hobbies categories on YouTube.
~85% of demand on ★ Consume popular (e.g. news, “how to do”
Google entertainment content and tutorials, competitive exam
★ 64% of users are are iPhone shoppers preparation & career
non-parents ★ Have personalized Home, guidance)
Tech, Education, and Style
Solutions
Capture the interest of Millenial and Reach out to relevant audiences via Dedicated content focused strategy
GenZ audience through curated Google’s suite of interest and persona to capture research related interest
content based audiences on Youtube
07
Path to purchase of
education seekers
today
Consumer purchase journeys are becoming increasingly
complex
with multiple intent rich moments...
... there are new opportunities to connect with your customers.

Let us understand how it looks like within the Education category
The purchase journey within education takes about 4.3 weeks to complete
For Online courses the journey is much shorter (~2.8 wks) where as that for University Education lasts longer (~6.5 wks)
Overall Time Taken to Decide
Overall time taken to Purchase Edu. Average 4.3 weeks

(Among users only)
Online courses: 2.8 weeks Benchmarks* FMCG - 1.8 week
(Other
By sub-category: Uni Edu: 6.5 weeks Technology/Appliance - 4.5 weeks
Categories)
Children’s Tutoring: 1.5 weeks
Online Hobbies: 1.7 weeks
Peak purchase periods by markets:
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
▲
*Benchmarks:
Base: all education users + intenders FMCG Avg (1.8 wk) based on n=12,800 surveys conducted since 2019
A1. Which month of the year did you plan to [usage][product] Technology/Appliances Avg (4.5 wks) based on n=7,700 surveys conducted since 2019
C1. Which month of the year did you start [usage][product]
B1. How much time passed between the moment you decided that you wanted to [USAGE PIPE IN]
A2.How much time passed between the moment you decided that you wanted to [USAGE]
[PRODUCT] to the point that you started to evaluate between options?
[PRODUCT] to the point that you started to actively search for information on the product?
C2. How much time passed between the moment you decided that you wanted to purchase / sign up
Source: ABAT- Google consumer survey [PRODUCT] to the point you actually made the purchase?
It is critical for brands to be highly visible on key platforms.
Consumers spend less than a week on high level research (upper funnel), providing a small but
critical window for brands to be salient for consumers.
Overall time taken to
Purchase Time Taken to Decide
(Among users only)
Edu Avg- 4.3 weeks

Upper Benchmarks* - Online Courses: 2.8 weeks; University Education: 6.5 weeks
funnel
0.3 wk [8% of Overall time
Info Gathering to purchase]
Middle
4.0 wks
Funnel Active Evaluation + Info Gathering
[92% of Overall time to purchase]
Lower Purchase
Funnel
One-click at
the end
*Benchmarks:
Base: all education users + intenders FMCG Avg (1.8 wk) based on n=12,800 surveys conducted since 2019
A1. Which month of the year did you plan to [usage][product] Technology/Appliances Avg (4.5 wks) based on n=7,700 surveys conducted since 2019
C1. Which month of the year did you start [usage][product] B1. How much time passed between the moment you decided that you wanted to [USAGE
A2.How much time passed between the moment you decided that you wanted to [USAGE] PIPE IN] [PRODUCT] to the point that you started to evaluate between options?
[PRODUCT] to the point that you started to actively search for information on the product? C2. How much time passed between the moment you decided that you wanted to purchase /
sign up [PRODUCT] to the point you actually made the purchase?
Source: ABAT- Google consumer survey
Consumers rely on a mix of conversations and Google to kick
start their journey.
Upper Funnel: Touchpoint Understanding
Purchase
Edu Avg- 4.3 weeks
(Among users only) Benchmarks* - Online Courses: 2.8 weeks; University Education: 6.5 weeks
0.3
weeks
Info Gathering
Upper
funnel [8% of Overall time to purchase]
First Touchpoints (top 5) Info Type Sought

Middle Conversations with Broad Search 21%
17%
Funnel family/friends Detailed info (3rd party) 18%
Google Search 16% Detailed info (brand) 15%
Visit Campus 10%

Lower
Funnel Visited library 7%
Used edu provider website 5%
Facebook 2% ; Instagram 2%
Base: all education users + intenders

A6. Among the activities you did to prepare yourself for your purchase/investment/procedure, which of the following did you do to first gather information?
A8. What activities do you typically do while using [touchpoint] to find information to help you [usage][product]?

Google search is key touchpoint in the middle funnel.
Primarily used as a channel to access other websites or for “objective” review by experts/users
Middle Funnel: Touchpoint Understanding

Purchase
Edu Avg- 4.3 weeks
(Among users only) Benchmarks* - FMCG: 1.8 weeks; Technology/Appliances: 4.5 weeks
Upper 4.0
0.8
weeks
Active Evaluation + Info Gathering
funnel
[92% of Overall time to purchase]
Pull Channels & Activities (top 5) Info Type Sought

Middle
Funnel Visit official brand websites via Google 14% Info. from official
search 31%
channels
Visit comparison websites via Google 9%
Watch review videos on YouTube 8% Reviews from
Lower 24%
Funnel Went directly to brand website for detailed info 6%
experts/users
Product comparisons/ranking 20%
Used Google to go to blogs/forums 6%

B3. When researching or preparing for [product], how do you typically prepare for these purchases?
B3b. Which were the top 3 most helpful sources that helped you in evaluating the product?

Purchase of education services is predominantly online
However, 3 in 5 consumers purchased it on the channel for the first time - indicating a potential shift in
payment for edu products.
86% purchased online

Upper
funnel
63 Web
% 23
App
% 14
Offline
%
Middle
Funnel
*Observation: Compared to other lead-gen verticals,

Education has the highest purchase via online;
Lower strongly correlated with the online shift for all types
Funnel of learning/upskilling.

S10c. Thinking about each of the products/services that you have signed up for or purchased, how did you purchase them?

Key Takeaways
Word-of-mouth or Google are Evaluation of options is the
1 Complex and long purchase
journey within education 2 preferred choices for
gathering information
3 most critical phase in the
journey
★ Average journey in the
★ Content from official brand
category ~4.3 wks with ★ Consumers rely on channels and expert/user
multiple touchpoints conversations with family / reviews are key.
★ Path to purchase for friends, or obtain ★ Purchase journeys are
university education is information from Google to largely completed
the longest - 6.5 weeks till kick start their process (0.3 digitally - Online
final purchase weeks) purchases/payment are
★ Journey for online courses
dominant compared to
is much shorter - ~2.8
offline purchases.
weeks
Building brand consideration ~8 weeks in advance of enrolments is key to influence student decision making
08
Building a media plan
that helps drive your
objectives with Google
-Higher Education
Key insights from our discussion so far
Demand for Higher Online higher education Consumer decision

Education in India gaining popularity in making journey is long
continues to grow India and complex
● 8.3 Bn. annual searches ● Growing at 20.5% YoY ● Avg. journey duration from
growing at 15% YoY outpaces demand growth for research to purchase is 4.3
● 2/3rd of demand in the Higher education weeks
category is non-branded in ● Online MBA is the most ● User touch points spread
nature and this drives popular course (~40% of across properties incl.
category demand (19% YoY) demand on Search) and is Search, GDN and Youtube
● MBA, BBA, B.Tech are the growing rapidly (27% YoY) ● Youtube content critical for
most in-demand courses research in the category - 1
in 4 searches for online
higher education on Youtube
Grow your business with Google
Yesterday Today Key focus areas
Video for Reach

and Awareness Establish brand presence in
the category to capture net
new demand
Search and Display
Ads for Consideration
Search, Shopping and Drive user acquisition

Discovery for Action through Google Search
Purchase
Scale acquisitions during peak
seasonality using Google’s
efficiency oriented solutions
People People
searching browsing
with intent
Plan your marketing calendar with Google powered by our insights
on seasonality of demand
Non peak Non peak

Peak seasonality seasonality
seasonality
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
★ User research journey ★ Decision making journey commences ★ Capture long tail category
commences for upcoming ★ Efficiently capture full-funnel demand leveraging Google’s ROI focused solutions interest on Google Search
sessions ★ Brand capture through always-on awareness and consideration initiatives on ★ Build foundation for RoI
★ Build brand momentum via Youtube and impact properties focused approach during
Youtube & premium peak season
publishers ★ Leverage Google’s RoI
oriented solutions to
understand solution-fit
Annual budget allocation - 20% Annual budget allocation - 60% Annual budget allocation - 20%
Efficient reach 50% Lead generation - Search 60% Efficient reach 50%
Engagement & Prospecting 30% Brand awareness & consideration 20% Engagement & Prospecting 30%
Drive qualified leads 20% Lead generation - Search+ 20% Drive qualified leads 20%
Non-peak seasonality: Build the foundations of success for peak
season
Build brand momentum for Capture research oriented Lay the foundation for RoI
peak seasonality interest oriented performance
● Establish brand query share in top ● Maintain visibility on Google ● Establish 1P data integration to
course categories - MBA, B.Tech Search to capture top of the enrich performance signals on
and BBA funnel interest for top courses Google
● Identify key markets for your brand ● Maintain presence on research ● Foundational campaigns for RoI
using Google’s BDI/CDI reports - oriented content via Youtube, oriented performance
○ Top markets - UP, MH and TN Discovery and Rich Media optimization with Google
○ Emerging markets - Karnataka
and Delhi
Non-peak seasonality: Media planning for success
Marketing Activity Solutions Budget

Objective Allocation
● VRC campaigns targeting relevant personas - UG & PG

Efficient Build brand learners, working professionals & young business
owners
50%
Reach momentum ● Rich media buys on relevant publishers via DV360 -
News Auction Pack, News English Specific (Custom) Pack
● Target full-funnel keywords for top courses on Google

Engagement & Capture research related
●
Search - B.Tech, BBA and MBA
Content lineups on YouTube 30%
Prospecting interest on Search ○ Learning - MBA/CAT
○ Learning - Education
● Broad match on Google Search optimizing for

Drive Qualified RoI oriented marketing qualified leads powered by your CRM
20%
Leads Google Solutions ● Pilot PMax and Demand Gen campaigns optimizing for
lower funnel actions
Setting up RoI oriented performance with Google
Max
Get Revenue
Set Objectives Take Action Evaluate & Expand
Launch
Ready
Growth
Profit
Intermediate Maturity LTV
Expand with broad match +

PMAX +
Search with DemandGen + VAC
Value-based bidding
Bids, Budgets, and

Coverage
Lower-funnel event
1st Party Data (OCT) + optimisation
Google Analytics 4 +
EC for Web +
Value-centric
measurement
Map lead-to-sale journey Lower funnel

and align KPIs campaigns on
(Identify Offline + Online Events) DemandGen + VAC
+ PMax
Upper funnel
campaigns on
DemandGen + VAC
+ PMax
CASE STUDY
Search-centric strategy The Challenge

Manav Rachna offers over 100 diverse post-secondary
“We are satisfied by the results generated by
Google AdWords and have noticed the quality of
helps Manav Rachna programs across India with emphasis on business,
technology, law and healthcare. The primary objective was
leads improve over time. We look forward to
running campaigns for the next session with even
achieves a 2.65x to improve the quality of leads that they were generating.
better outcome”
increase in ROAS
Dr. Gauri Bhasin
The Approach Executive Director, Marketing & Admissions
Manav Rachna started by identifying the offline actions and
started to import those offline actions back into the
adwords regularly. The aim was to optimize for a lower
27% 240% 2.65x

funnel revenue generating conversion action which was not
tracked and optimized towards earlier.
Educational University
APAC - India • manavrachna.edu.in Few Campaigns pilots were done using value based bidding
Increase in Increase in paid Increase in ROAS
for 2 weeks using value bidding, before finally moving larger Qualified Lead applications
campaigns to tROAS / value bidding
The Results
Primary Marketing Objective
Over a period of a month, qualified leads increased by 27%
❯ Generate Leads
and 240% increase in lead to application compared to
previous period. Based on these incredible results, Manav
Rachna is considering to ramp up this strategy across
Featured Product Area(s)
account in the upcoming season. ❯ Lead Gen: Offline ❯ Measurement: Data-Driven
Conversion Bidding Attribution
❯ Search Value Bidding
About Google Ads: Google Ads is a digital advertising solution for businesses of all sizes. Whether you’re a small business owner or enterprise
marketer, Google Ads delivers reach, relevance, and trusted results to help you grow your business. Learn more at ads.google.com/home.
© 2022 Google LLC. All rights reserved. Google and the Google logo are trademarks of Google LLC. All other company and product names may
be trademarks of the respective companies with which they are associated.
Capturing research oriented interest on Youtube via Lineups
Google Lineups
Pre Built Content Packs & Moments
Own targeted SoV on specific content via reservation
Content Lineups relevant for
Key examples
Higher Education
HDFC bank owned popular Car & ICICI Bank chose Patriotic and Defense channels for
Auto Channels for 2 weeks their Independence day campaign
➔ Learning - Education
➔ Learning - MBA
➔ Learning - LLM
➔ Top 200 CTV channels
➔ CTV - News &
Entertainment
➔ Cricket
➔ News in English/Hindi
Build brand interest by supplementing your Print initiatives with
rich media buys on premium publisher content via DV360
Pack overview -
Pack overview - News auction
News English specific (Custom)
Sample - Content on premium news websites
Peak seasonality: Drive business leveraging peak user demand for
Higher Education on Google
Capture full-funnel demand Build top of mind recall through Drive profitable user
on Google Search Awareness and Consideration acquisition beyond
initiatives on Youtube Google Search
● Ensure >85% search impression ● Leverage high impact properties ● Leverage PMax and Demand Gen
share on brand pool of queries built to drive A&C KPIs - CPM campaigns to drive profitable
through always-on branding during Masthead on Youtube for target performance in the competition
non-peak season geographies and premium intensive peak seasonality
● Drive leads through high intent publisher properties on DV360 powered by your 1P data
keywords and broad match ● Video Reach Campaigns to drive
powered by your 1P data efficient reach and frequency
Peak seasonality: Media planning for success

● Search campaigns targeting full-funnel generic

Lead Capture full-funnel keywords including broad match 60%
generation demand on Search ● Search campaigns targeting brand keywords
optimizing for impression share
● CPM Masthead targeting relevant audiences and

Brand awareness Drive brand geographies 20%
& consideration capture ● Auction buys and Roadblocks on premium publisher
properties via DV 360
Lead Drive performance ● Performance max and Demand Gen campaigns

optimizing for marketing qualified leads powered by 1P 20%
generation beyond Google Search data on Google
The challenge
upGrad had launched their new MBA
programme in collaboration with top global
EXTERNAL
universities. The team was looking to drive
awareness on a large scale to the most
India
relevant audiences. The team had used TV
upGrad sees +150% WoW and Print in early Feb to achieve this goal.
increase in “upGrad MBA” The approach

searches with CPM MH
upGrad is an online higher education platform
upGrad used CPM masthead with Google’s
audience solution to target the most relevant 150% 30% 98%
providing rigorous industry-relevant programs audiences. The team used their website Increase in Increase in Higher search
designed and delivered in collaboration with converters audience and passed the data into organic interest daily leads for lift Vs
world-class faculty and industry. (WoW) next 2 weeks TV/Print
adwords to find audiences that had maximum
Merging the latest technology, pedagogy, and correlation with the online purchasers
services, upGrad is creating an immersive learning
experience – anytime and anywhere. “Quote - upGrad Team
The results
"We've always adopted TV and Print for promoting
The CPM masthead delivered 16M our new course launches, for the first time during
impressions with 7M unique reach and 300K the launch of our new MBA Programme we
video views in 1 day. complimented our Brand campaign with CPM MH
upGrad’s search interest on Google increased on Youtube. The results we saw with the adoption of
YT CPM MH have been extremely promising and we
by 150% (WoW) and performed almost 2X are looking at adopting them as a part of our always
better than other channels in driving organic on brand strategy" Rahul Karthikeyan - Head of
interest. Digital Marketing
About Google Ads: Google Ads is a digital advertising solution for businesses of all sizes. Whether you’re a small business owner or enterprise marketer, Google Ads delivers reach, relevance and trusted results to help you grow your business. Learn more at ads.google.com/home.
© 2019 Google LLC. All rights reserved. Google and the Google logo are trademarks of Google LLC. All other company and product names may be trademarks of the respective companies with which they are associated.
08
-Test Preparation
Non peak Non peak seasonality
Peak seasonality
seasonality
★ Capture early interest in ★ Scale performance drive for key UG exams - ★ Capture post exam interest (UG)-
UG exams on Search - Engineering and Medical ○ User interest in answer keys, college recommendations
Exam related exploratory ○ Focus on relevant seasonal demand - mock ○ Drive traction through repeater courses and
research, key dates exams, crash courses and bite sized workshops/events
★ Drive business through high programs ★ Sustain performance drive on Search for key PG exams -
intent demand in PG ★ Drive RoI oriented performance - MBA and International (GRE, GMAT)
exams on Search- MBA and Scale ROAS focused solutions on Google ★ Leverage Google’s ROAS focused solutions to drive
International (GRE, GMAT) ★ Capture brand interest built during non peak - profitability during peak seasonality
★ Drive brand momentum by 1P remarketing and interested scholarship/olympiad
promoting - pool
Scholarships, olympiads ★ Sustain performance drive on Search for key PG
and workshops/events exams -
MBA and International (GRE, GMAT)
Annual budget allocation - 30% Annual budget allocation - 50% Annual budget allocation - 20%
Efficient reach 50% Lead generation - Search 60% Efficient reach 50%
Engagement & Prospecting 30% Brand awareness & consideration 20% Engagement & Prospecting 30%
Drive qualified leads 20% Lead generation - Search+ 20% Drive qualified leads 20%
Non-peak seasonality: Media planning for success

● VRC campaigns promoting scholarships, olympiads targeting
Efficient Build brand relevant audiences - Custom audiences
momentum (Key UG & PG exams), affinity audiences 50%
Reach ● Rich media buys on relevant publishers via DV360 -
News Auction Pack, News English Specific (Custom) Pack
● Leadgen campaigns for PG exams on Google Search - MBA,

Sustain performance International exams and GATE
Engagement & ● Full-funnel search campaigns for UG exams- 30%
drive - PG &
Prospecting Early/Post exam UG ●
Exam related research, dates
Post exam UG demand - Answer keys,result dates & repeater
courses
● Broad match on Google Search optimizing for marketing

Drive Qualified RoI oriented qualified leads powered by your CRM
20%
Leads Google Solutions ● PMax and Demand Gen campaigns optimizing for lower funnel
actions
Peak seasonality: Media planning for success

● Full-funnel Search campaigns for PG & UG focusing on

Capture full-funnel seasonal themes of demand
Lead demand for ○ Focus on mock exams, crash courses keywords
60%
generation performance - ●
for UG courses
Search campaigns targeting brand keywords optimizing
PG & UG for impression share
● Youtube retargeting campaigns - 1P remarketing for

Brand ●
brand aware & scholarship/olympiad cohort
Reach focused drives for specific exams in key
awareness & Drive brand geographies - 20%
capture CPM Masthead targeting relevant audience/geo
consideration ○
○ Auction buys and Roadblocks on premium
publisher properties via DV 360
Lead Drive performance ● Scale ROI focused Performance Max and Demand Gen
20%
generation beyond Google Search campaigns optimizing for marketing qualified leads
8
-Professional Courses
Non peak Non peak seasonality

Peak seasonality
seasonality
★ Scale performance drive on Google Search - ★ Sustain performance drive in key market-course
★ Brand capture - Focus on key ○ Address full-funnel generic category interest cohorts
geo-course pockets to drive ○ Capture rising demand from working ★ Establish market - course profitability dynamics
brand awareness professionals post appraisal season - through successful pilots
○ Chennai, Hyderabad and Computer education related and Role related ★ Leverage Google’s RoI oriented solutions across
Bangalore for Computer interest Search, PMax and Demand Gen to scale profitably
education ○ Drive course-wise KPIs via key market - course during peak season
○ MH, TN, UP, Karnataka & cohorts
Telangana for emerging ★ Scale RoI oriented performance on Google
courses Search, PMax and Demand Gen
★ Scale RoI focused performance ★ Capture brand interest in key markets for core
campaigns on Google Search courses built during non-peak
Media planning for success with Google

● VRC campaigns targeting key geos for specific courses -
Efficient Build brand Custom audiences (Key computer education courses), 30%
momentum affinity audiences
Reach ● Always-on reservation on key lineups on Youtube -
Education- Marketing/Digital Marketing, Data Science, ML
● Full-funnel search campaigns with geo-optimized budgets

Sustain performance for key courses - Computer education, role related 50%
Lead generation drive for key courses ● Scale ROAS focused campaigns optimizing for marketing
qualified leads across campaign types
● Broad match campaigns on Google Search optimizing for

Drive Qualified RoI focused marketing qualified leads powered by your CRM
20%
Leads optimization ● Pilot PMax and Demand Gen campaigns optimizing for lower
funnel actions
Setting up RoI oriented performance with Google
Max
Get Revenue
Set Objectives Take Action Evaluate & Expand
Launch
Ready
Growth
Profit
Intermediate Maturity LTV
Expand with broad match +

PMAX +
Search with DemandGen + VAC
Value-based bidding
Bids, Budgets, and

Coverage
Lower-funnel event
1st Party Data (OCT) + optimisation
Google Analytics 4 +
EC for Web +
Value-centric
measurement
Map lead-to-sale journey Lower funnel

and align KPIs campaigns on
(Identify Offline + Online Events) DemandGen + VAC
+ PMax
Upper funnel
campaigns on
DemandGen + VAC
+ PMax
CASE STUDY
Simplilearn sees 21% The Challenge

Simplilearn provides rigorous online training in disciplines such as
“Broad match and value-based
bidding truly made the most of the
higher ROAS and 9% cyber security, cloud computing, project management, digital
marketing, and data science. The online bootcamp was looking to power of machine learning and
lower CPL with tROAS scale profitably by driving lead volume growth along with
maximizing lead quality. However, it wanted to maintain its return on automation. Through this experiment,
we’ve built another powerful tool to
and broad match
ad spend (ROAS) while getting higher quality leads without
compromising on its profitability.
deliver results towards our financial
The Approach goals.”
First Simplilearn mapped its lead-to-sale journey to identify the right —Will Wei Lin, Chief Marketing Officer, Simplilearn
conversion value to assign. Then it imported its qualified leads from
its CRM into Google Ads using offline conversion import. It also
21% 10% 9%
Online bootcamp for digital skills training tested target cost per acquisition (tCPA) versus target return on ad
APAC - India • simplilearn.com spend (tROAS) bidding while optimizing for qualified leads to
understand which algorithm worked better. Lastly, it added broad
match to the test to increase the lead volume and revenue versus Higher ROAS Higher Lower CPL
phrase/exact match with tROAS bidding. revenue per
qualified lead
The Results
The experiment using broad match keywords with tROAS bidding Primary Marketing Objective
while optimizing towards qualified leads saw a 21% higher ROAS ❯ Generate Leads
and 10% higher revenue from qualified leads. It also saw a 4%
increase in lead quality and a 9% lower cost per qualified lead (CPL).
Featured Product Area
Simplilearn decided to keenly work towards solutions like
value-based bidding to continue growing revenue in the future. ❯ Search - Value Based Bidding
About Google Ads: Google Ads is a digital advertising solution for businesses of all sizes. Whether you’re a small business owner or enterprise
marketer, Google Ads delivers reach, relevance, and trusted results to help you grow your business. Learn more at ads.google.com/home.
© 2023 Google LLC. All rights reserved. Google and the Google logo are trademarks of Google LLC. All other company and product names may
be trademarks of the respective companies with which they are associated.
CASE STUDY
Youtube advertising has revolutionized

The challenge “ the marketer's mindset and evolved as a
Imarticus Learning Being an ROI driven business, that was heavily dependent on intent
based search campaigns, scaling up revenue beyond a point got perfect solution not just for branding but
deploys full funnel harder. The need of the hour was to tap into a channel that could
provide access to high quality audience with intent to opt into our also for the brand's performance
YouTube strategy to courses. marketing needs by allowing filtrations
based on demographics supplemented
drive incremental The approach with keywords that enable ads to be
business revenue Google team helped identify Youtube as both a Branding and a
served to an audience with high-intent.
Lead Generation platform. By leveraging high intent audience like We’ve observed a reduction in CPL’s along
Custom Intent and Similar Audiences, we were able to drive leads at
cheaper CPLs.
with a significant spike in the direct traffic
At the same time, we launched Brand Campaigns to enhance Brand and over revenue. - Sohail Merchant, AVP - Head of
Recall by adopting best practices for creatives assets and target Digital Marketing, Imarticus Learning
mid funnel audiences such as Life Events and In-market. A dual ”
strategy helped in generating last click leads, at the same time, drive
15% 10% 20%

assisted impact.
Imarticus Learning is a technology driven educational institute

based out of Mumbai that has immense expertise in transforming The results
Lesser CPLs Increase in Direct Traffic
careers across industries such as financial services, analytics and By aligning the right audience, platform, ad formats and bidding
than Google Business Improvement
AI, business analysis and core technology. Link strategies, Google team could help Imarticus with a new acquisition
Search Revenue
channel that is engaging for the customers as well as scalable and
efficient for the brand. Youtube is now an “always-on” in the
marketing mix.
© 2020 Google LLC. All rights reserved. Google and the Google logo are trademarks of Google LLC. All other company and product names may be trademarks of the respective companies with which they are associated.
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Education - India

Industry Insights & Practitioner’s Guide

India’s Education Higher Education Online Higher Education

Test Preparation Professional certifications Education seekers of today -

Path to purchase of education Building a media plan that helps drive

● India’s education and skills market is set to grow

● India is becoming the Ed Tech capital of the

● India is one of the largest education markets in

Sources: MARC-Insights-Education-Industry-Overview, HolonIQ

★ 100% FDI in education

Sources: Statista, MARC-Insights-Education-Industry-Overview, Worldbank.org

India with over 32B annual queries, growing at 15% YoY

Growing at 18% YoY

UP, MH have the highest demand for education;

★ 1/4th of demand is comprised by 2 geos - UP &

Source : Google Internal Data | Date: Nov’22 to Oct’23 vs Nov’21 to Oct’22

★ Demand on Google Search

Strong govt. impetus to Student enrollments are Infrastructure for Higher

Highest-ever Union Driven by:

Annual Searches which grew by 15% in the past 12 months

~1/4th of demand belongs to UP & MH, however

Uttar Pradesh 12% 15% 10.4%

showcasing high annual growth @24% YoY

BTech decision making cycle is shorter and is

70% searches Specific courses

P0: Established Courses P1: Emerging Courses

Opportunity to capture strong demand growth

Source : Google Internal Data | India | Date: Nov’22 to Oct’23

Offline MBA Online MBA Offline Btech Online Btech

Specific courses and geos Focused digital efforts have

Capitalize on growing market and Leverage Google’s profitability

2020 2021 2022

Source : EY higher education report, MARC education industry overview

growing at 20.5% YoY

★ Building Brand Recognition is key with emerging

38% 15% 14% 13%

High Intent Exploratory

Delhi-NCR, Karnataka and Telangana are key emerging markets in the

Maharashtra 16% 18%

India 100% 100%

Online MBA related research indicates

Top Brand related queries on Google Search for Online MBA

Brands increasingly capturing

MBA from select brands in 2023

Brands Indexed Searches YoY Growth Indexed Searches YoY Growth

nmims online mba 31 105% 42 47%

ignou online mba 5 -7% 4 46%

Nature of demand is unbranded; Specific Dedicated strategy to capture Online MBA

Drive brand consideration through Focus on brand awareness and

Key growth drivers Growth frontiers

Quality test Private tutors are

● Positive growth outlook

Source : Research and Markets Report

with 305M searches growing at 28% YoY annually

★ Aspirants showed desire to adjust their preparation as

results, NEET results) in end of Q2/early Q3 vs. end of Q3 usually

★ Students seek meaningful connections with brands

post-graduate exams throughout the year

★ MBA test prep has significantly high demand

★ GMAT, GRE, LSAT- International exams have high

So what? Always-on performance drive for PG exams throughout the year

Source : Google Internal Data | ET