Reply To: GDN Campaign Structure

[Aika_LW]

or education, broad GDN can definitely get messy — tons of impressions, little intent, and lots of wasted budget. That’s pretty common.

What I’ve found works better:

* **Remarketing first** → nurture people who already visited key pages (course details, sign-up form, etc.).
* **Custom segments** → build audiences around search terms like “online degree in X” or “best certification for Y.” This narrows it down to higher-intent users.
* **Placement exclusions** → education campaigns often get dumped on kids’ apps/sites unless you clean that up aggressively.

PMax can work, but it’s a black box. I usually run PMax alongside remarketing GDN — then compare quality of leads and cost per enrollment.

In short: for education, GDN shines more as a *support channel* (retargeting + very specific custom audiences), while PMax can test broader reach.