CU_TR Campaign

Phase I: August 16 - August 31, 2019

Phase II: October 1, 2019 - December 31, 2019

Phase III: February 1, 2020 - April 30, 2020

Phase I 7 Day

Description

Run Time: August 16 - August 31, 2019

The Office of Marketing and Brand Management at USM is running Phase I of a three phase Programmatic campaign of display ads targeting current undergraduates to consider the Transfer program at USM by driving traffic to https://usm.maine.edu/here-transfer-students.. This webpage is a status report on the first days of the live ads.

Findings

Code_Audience ReportingPeriod YTD_Impressions Avg_CTR YTD_UPV Avg_BR Av_TOP Cost
CU YTD 52,166 0.13% 162 79.25% 00:00:25 $392.12

Conclusions

The Programmatic display ads are live and working as anticipated. Clicks on the ads are driving traffic to the linked campaign landing page.

Phase I Final

Description

Run Time: August 16 - August 31, 2019

The Office of Marketing and Brand Management at USM completed Phase I of a three phase Programmatic campaign of display ads targeting current undergraduates to consider the Transfer program at USM by driving traffic to https://usm.maine.edu/here-transfer-students. This webpage is a final report for Phase I.

August 16 - August 31, 2019

Findings

Code_Audience ReportingPeriod YTD_Impressions Avg_CTR YTD_UPV Avg_BR Av_TOP Cost
CU YTD 119,579 0.09% 243 72.5% 00:00:15 $1399.61

Conclusions

Programmatic Display ads promoting the transfer program aimed towards current undergraduates, performed above our benchmark during Phase I. The overall CTR, 0.09%, is just above what we have seen with Programmatic Umbrella ads we have run in the past, 0.06%. Overall there were 243 unique pageviews to the campaign landing page with a 73% bounce rate. This is the first time we are running targeted ads for the transfer program through Programmatic and the low bounce rate is promising.

Phase II 7 Day

Run Time

October 1, 2019 - December 31, 2019

Findings

Description

The Office of Marketing and Brand Management at USM is running Phase II of a three phase Programmatic campaign of display ads targeting current undergraduates to consider the Transfer program at USM by driving traffic to https://usm.maine.edu/here-transfer-students.This webpage is a status report on the first days of the live ads.

Findings

Code_Audience ReportingPeriod YTD_Impressions Avg_CTR YTD_UPV Avg_BR Av_TOP Cost
CU YTD 58,900 0.2% 214 84.91% 00:00:10 $701.6

Conclusions

The Programmatic display ads are live and working as anticipated. Clicks on the ads are driving traffic to the linked campaign landing page.

Phase II Midterm

Run Time

October 1, 2019 - December 31, 2019

Description

The Office of Marketing and Brand Management at USM is running Phase II of a three phase Programmatic campaign of display ads targeting current undergraduates to consider the Transfer program at USM by driving traffic to https://usm.maine.edu/here-transfer-students. A midterm performance report will be available by the 3rd week in November. Until then tables will reflect the campaign performance to-date.

Findings

Code_Audience ReportingPeriod YTD_Impressions Avg_CTR YTD_UPV Avg_BR Av_TOP Cost
CU YTD 342,007 0.08% 652 55.8% 00:00:10 $3512.7

Conclusions

This tabs provides a summary of data to date.

Phase III 7 Day

Description

February 1, 2020 - April 30, 2020

Findings

Conclusions

Phase III Final

Description

February 1, 2020 - April 30, 2020

Findings

Conclusions