2X More Applications: How Manipal Used Paytm Ads to Tap Tier-1 & Tier-2 Aspirants
In the competitive world of higher education, reaching qualified students at scale is both a challenge and an opportunity. Manipal University embraced this challenge by strategically using Paytm Ads to double its application numbers, especially from Tier-1 and Tier-2 cities. This success story highlights how targeted digital marketing can deliver measurable outcomes.
Understanding the Audience: Tier-1 vs Tier-2 Aspirants
Manipal began by segmenting its target audience into Tier-1 and Tier-2 cities.
Tier-1 Cities: High-Intent Digital Users
Tier-1 students are digitally native, exposed to numerous education options, and demand personalized outreach. Paytm Ads helped Manipal reach this tech-savvy audience in a non-intrusive, contextual manner—directly on a platform they use for daily transactions.
Tier-2 Cities: Emerging Aspirants
Tier-2 audiences, although less saturated with options, are highly motivated to access quality education. By delivering curated content through Paytm Ads, Manipal could break through traditional limitations and inspire students in smaller cities to explore online learning opportunities.
Why Paytm Ads Was the Right Choice
Paytm Ads offers precise geo-targeting, behavioral segmentation, and high visibility in an uncluttered environment. With millions of daily users, the platform became a powerful tool for education marketers like Manipal.
Native Targeting on a Trusted Platform
By leveraging Paytm Ads, Manipal accessed real-time data to show banners and native placements to users based on their age, interests, and browsing behavior. This high-intent targeting significantly improved lead quality.
Cost-Efficiency and ROI
Compared to traditional ad platforms, Paytm Ads allowed budget control and optimization in real time. Manipal monitored performance actively and shifted strategies dynamically to improve conversion rates.
Crafting the Campaign: Personalized Messaging
Content was a cornerstone of this campaign. Manipal used visual storytelling, alumni highlights, and clear CTAs to attract attention and build trust. Messages were personalized according to user cohorts, increasing resonance and click-through rates.
Measuring Impact: From Impressions to Admissions with Paytm Ads
The results of the campaign were impressive. Manipal saw a significant increase in applications, with over 4,000 leads generated. Out of these, more than 180 applications were received, leading to 85 admissions. This success was attributed to the strategic placement and timing of ads, as well as the effective use of Paytm’s data-driven targeting capabilities. The campaign’s reach extended across major cities, tapping into both Tier-1 and Tier-2 markets, which was crucial for maximizing visibility and engagement.
| Metric | Value | Details/Notes |
| Campaign Duration | Jan 2022 – July 2022 | Period during which the campaign ran |
| Age Group for UG | 16-25 years | Targeted users for Undergraduate courses |
| Age Group for PG | 20-30 years | Targeted users for Postgraduate courses |
| Leads Generated | 4000+ | Number of leads collected during the campaign |
| Applications Received | 180+ | Number of applications submitted as a result of campaign |
| Admissions Secured | 85+ | Number of admissions finalized due to the campaign |
Such outcomes validate Paytm Ads as an effective channel for student acquisition, particularly when layered with smart segmentation and creative strategy.
Real-Time Optimization
Throughout the campaign, Manipal analyzed which creative versions, audience segments, and timings yielded the best results. This approach allowed them to refine and double down on what worked—maximizing the effectiveness of their Paytm Ads investment.
Lessons for Other Educational Institutions
Manipal’s success offers key takeaways for other universities and ed-tech brands:
- Leverage behavioral data to deliver personalized messages.
- Combine awareness and performance marketing within one platform.
- Utilize Paytm Ads for both brand recall and lead conversion.
FAQs on Using Paytm Ads for Education Marketing
What Makes Paytm Ads Ideal for Education Brands?
Its vast reach, precise targeting, and low-friction user experience make Paytm Ads perfect for institutions looking to drive applications.
Can Tier-2 Cities Be Effectively Targeted?
Yes. The platform allows location-based segmentation and custom messages for Tier-2 users, enabling inclusivity and outreach expansion.
How Quickly Can Results Be Measured?
With built-in analytics, you can track performance in real time, adjust bids, and see lead flow immediately, ensuring campaigns stay agile.
Final Thoughts: Scaling with Smart Paytm Ads
Manipal’s approach with Paytm Ads is a prime example of how digital platforms can be used not just for awareness, but for driving meaningful action. By understanding its audience, tailoring messaging, and using a high-engagement ad ecosystem, Manipal doubled its application numbers in just six months. This playbook is now a benchmark for the education industry.
Karan Sachdeva
