FA20 Working Adults Facebook Instagram
Office of Marketing and Brand Management
2019-09-20
WA_DC Campaign
Phase I: August 15 - August 30, 2019
Phase II: October 1, 2019 - December 31, 2019
Phase I 7 Day Report
Description
From August 15 through August 30, 2019, the Office of Marketing and Brand Management at USM is running Phase I of a two phase FB/IG campaign of display ads targeting working adults to consider the Degree Completion program at USM by driving traffic to https://usm.maine.edu/here-online-degree-seekers. This webpage is a status report on the first days of the live ads.
Findings
Facebook WA_DC
| Code_Audience | ReportingPeriod | YTD_Impressions | Avg_CTR | YTD_UPV | Avg_BR | Av_TOP | Cost |
|---|---|---|---|---|---|---|---|
| WA | YTD | 91,387 | 0.26% | 122 | 90.76% | 00:00:50 | $200.51 |
Instagram WA_DC
| Code_Audience | ReportingPeriod | YTD_Impressions | Avg_CTR | YTD_UPV | Avg_BR | Av_TOP | Cost |
|---|---|---|---|---|---|---|---|
| WA | YTD | 2,836 | 0.88% | 17 | 94.12% | 00:15:45 | $34.96 |
Conclusions for Phase I 7 Day WA_DC Report
Both Facebook and Instagram display ads are live and working as anticipated. Clicks on the ads are driving traffic to the campaign landing page.
Phase I Final Report
Description
From August 15 through August 30, 2019, the Office of Marketing and Brand Management at USM ran Phase I of a two phase campaign promoting degree completion program that targeted towards working adults (WA_DC) by driving traffic to https://usm.maine.edu/here-online-degree-seekers. Phase II goes live October 1, 2019 and will run through the end of the calendar year. This report shows the performance of Part I of the WA_DC campaign. This page summarises the final performance of Phase I of the WA_DC Campaign for FB and IG.
Findings
Facebook WA_DC
| Code_Audience | ReportingPeriod | YTD_Impressions | Avg_CTR | YTD_UPV | Avg_BR | Av_TOP | Cost |
|---|---|---|---|---|---|---|---|
| WA | YTD | 263,780 | 0.27% | 401 | 91.1% | 00:02:00 | $599.40 |
Instagram WA_DC
| Code_Audience | ReportingPeriod | YTD_Impressions | Avg_CTR | YTD_UPV | Avg_BR | Av_TOP | Cost |
|---|---|---|---|---|---|---|---|
| WA | YTD | 5,871 | 0.7% | 31 | 96.77% | 00:15:45 | $68.89 |
Conclusions for Phase I Final WA_DC Report
Instagram metrics for phase I are above the benchmark.
Facebook metrics for Phase I are lower than benchmark.
Previously, our CTR was consistently above benchmark during fall months; we anticipate the same this fall.
Phase II will begin October 2019.
Phase II 7 Day Report
Description
October 1, 2019 - December 31, 2019
Findings
Facebook WA_DC
Instagram WA_DC
Conclusions
Phase II Final Report
Description
October 1, 2019 - December 31, 2019
Findings
Facebook WA_DC
Instagram WA_DC
Conclusions