From mid-February through, the end of April, 2019, the Office of Marketing and Brand Management ran digital display ads promoting the Muskie graduate programs Public Policy and Public Health through LinkedIn, Facebook, and Doubleclick.
| MPH | POL | |
|---|---|---|
| Total Cost of Campaign | $1945.93 | $3111.29 |
| Metric | MPH | POL |
|---|---|---|
| Impressions | 19,418 | 22,397 |
| CTR | 0.47% | 0.57% |
| BounceRate | 95.16% | 87.21% |
| UPV | 64 | 87 |
| Cost | $544.31 | $702.83 |
| Av_TOP | 00:06:45 | 00:05:00 |
| Metric | MPH | POL |
|---|---|---|
| Impressions | 9,018 | 10,571 |
| CTR | 0.92% | 0.76% |
| BounceRate | 83.87% | 63.89% |
| UPV | 33 | 42 |
| Cost | $458.75 | $443.38 |
| Av_TOP | 00:00:21 | 00:00:22 |
| Metric | MPH | POL |
|---|---|---|
| Impressions | 170,008 | 460,188 |
| CTR | 0.41% | 0.25% |
| BounceRate | 93.75% | 93.31% |
| UPV | 342 | 695 |
| Cost | $715.01 | $1,784.97 |
| Av_TOP | 00:00:55 | 00:01:15 |
| Metric | MPH | POL |
|---|---|---|
| Impressions | 445,916 | 546,434 |
| CTR | 0.81% | 0.75% |
| BounceRate | 76.06% | 64.37% |
| UPV | 2,687 | 3,223 |
| Cost | $1,111.53 | $1,359.96 |
| Av_TOP | 00:00:43 | 00:00:41 |
| Metric | MPH | POL |
|---|---|---|
| Impressions | 62,942 | 59,742 |
| CTR | 0.09% | 0.08% |
| BounceRate | 72.22% | 67.67% |
| UPV | 239 | 214 |
| Cost | $686.61 | $623.49 |
| Av_TOP | 00:00:01 | 00:00:03 |
| Metric | MPH | POL |
|---|---|---|
| Impressions | 181,046 | 60,073 |
| CTR | 0.23% | 0.11% |
| BounceRate | 62.23% | 65.52% |
| UPV | 656 | 146 |
| Cost | $???.?? | $???.?? |
| Av_TOP | 00:00:30 | 00:00:34 |
We are pleased with LinkedIn and Doubleclick ad performance, the click-through-rates are above benchmark.
Because of a “back to school” mindset in the Fall, we showed about 35% more Impressions. The 75% fewer unique pageviews in the Spring could be due to this viewer behavior.
The strong CTR from LinkedIn Sponsored content in the Fall is very encouraging and, despite a drop in the Spring , the metric remains well above benchmark. The percentage of web visits out of impressions shown remained consistent into the spring.
Facebook CTR dropped from Fall to Spring. While we antipate lower values, it demands close consideration as it is below USM cutoff of 0.45%.