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About the Episode:
Google Marketing Live 2025 Updates
Google Marketing Live 2025: Everything you need to know
In this episode of Higher Ed Pulse, host Mallory Willsea sits down with Sarah Russell, VP of Marketing at EducationDynamics, to unpack the seismic changes to Google Search and what it means for higher ed marketers. With AI Overviews now default in U.S. search and ad automation expanding fast, SEO and paid media are undergoing a full-blown transformation. The duo dives deep into how institutions must shift from ranking-focused strategies to becoming AI’s go-to source of truth — and why your data might be your greatest asset right now.
Key Takeaways
- AI in Google Search is changing the game — summarized answers now appear before links or ads, making zero-click results the new norm.
- Visibility now means being AI’s "source of truth," not just ranking high.
- SEO and paid media must work together — siloed strategies are a thing of the past.
- Your first-party data is your most powerful advantage in a privacy-focused, AI-optimized landscape.
- Human strategists are more essential than ever to preserve brand voice in an AI-dominated ecosystem.
- Redefining metrics is a must — clicks are out, search share of voice and engagement quality are in.
- Performance ≠ Promises — compliance and brand consistency must anchor any AI-led campaign strategy.
What does Google's new AI-driven search mean for enrollment marketing?
Google's latest shift—introducing AI Overviews as the default search experience—is forcing a complete rethink of digital strategy. Instead of simply ranking high on SERPs, institutions now need to ensure their content is reliable, accurate, and likely to be cited by AI models. That means focusing less on rankings and more on content quality, structure, and how well your site answers key student questions. For enrollment marketers, this change redefines "visibility" in search and makes it less about being clickable and more about being credible.
How should higher ed marketers adapt their measurement strategies in a zero-click world?
Traditional success metrics—like click-through rates—no longer tell the full story. Sarah Russell encourages marketers to evolve their approach by tracking newer indicators such as AI density (how often you're included in AI overviews), search share of voice, and engagement quality. This demands more sophisticated analytics and cross-functional insight, particularly from SEO and media teams. Marketers must reframe what early indicators of interest look like, understanding that influence may now happen off-site, without the click.
Where’s the line between AI optimization and brand protection?
Automated tools like Performance Max offer major performance gains, but there's a risk—especially in higher ed—of AI generating ad copy that strays from brand tone, over-promises outcomes, or misses compliance marks. Sarah’s advice? Don’t let the algorithm drive without giving it a map. Define clear brand guidelines, prepare strong creative assets, and ensure a human strategist remains in the loop. AI is a powerful assistant—not your strategist-in-chief.
What should institutions do right now to get ahead?
Step one: eliminate internal silos. SEO, paid media, and social should no longer function in isolation. As Sarah explains, “AI doesn’t see paid vs. organic—it sees a prospective student with a question.” That means unified campaign planning, cross-channel collaboration, and feedback loops are non-negotiable. AI is blending these traditionally separate efforts, and marketers must mirror that shift internally to remain effective.
Is moving too fast a risk in adopting AI-powered media strategies?
Yes—but so is moving too slow. The key is intentional implementation. Rushing AI adoption without adequate oversight can result in compliance issues, disjointed messaging, or even misleading claims. Marketers need to build a sturdy foundation first: vet content, develop clear guardrails, and establish a clear role for human oversight. As Sarah puts it, “AI is here to level up your team, not replace it.”
If you had one thing to fix this summer, what should it be?
Sarah’s magic-wand answer: leverage your first-party data. In a world where third-party cookies are fading and AI thrives on context, your CRM and analytics data are gold. Clean it. Understand it. Use it to inform segmentation, campaign optimization, and content strategies. Institutions that know their own data intimately will ride the AI wave more successfully—and future-proof their digital marketing efforts.
Connect With Our Host:
Mallory Willsea
https://www.linkedin.com/in/mallorywillsea/
https://twitter.com/mallorywillsea
About The Enrollify Podcast Network: The Higher Ed Pulse is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!
Some of our favorites include Generation AI and Confessions of a Higher Education Social Media Manager.
Enrollify is produced by Element451 — the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com.
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