HS_UG Campaign

Phase I: August 15 - August 30, 2019

Phase II: November 1, 2019 - Twitter added

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 current undergraduates to consider the Transfer program at USM by driving traffic to https://usm.maine.edu/here-high-school-students. This webpage is a status report on the first days of the live ads.

Findings

Facebook HS_UG

Code_Audience ReportingPeriod YTD_Impressions Avg_CTR YTD_UPV Avg_BR Av_TOP Cost
HS YTD 82,166 0.51% 104 86.81% 00:01:35 $229.68

Instagram HS_UG

Code_Audience ReportingPeriod YTD_Impressions Avg_CTR YTD_UPV Avg_BR Av_TOP Cost
HS YTD 75,563 0.28% 78 91.55% 00:01:50 $572.95

Twitter HS_UG

Code_Audience ReportingPeriod YTD_Impressions Avg_ER YTD_UPV Avg_BR Av_TOP Avg_RR Cost
HS YTD 2,141 1.91% 9 83.33% 00:00:20 1.63% $97.37

Conclusions for Phase I 7 Day HS_UG Report

Facebook, Instagram, and Twitter display ads are live and working as anticipated. Clicks on the ads are driving traffic to the campaign landing page. Twitter performance is based on Engagement Eate and Results Rate, ours fall within the benchmark range.

Phase I Midterm 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 current undergraduates to consider the Transfer program at USM by driving traffic to https://usm.maine.edu/here-high-school-students. This webpage is a status report on the first days of the live ads.

Findings

Facebook HS_UG

Code_Audience ReportingPeriod YTD_Impressions Avg_CTR YTD_UPV Avg_BR Av_TOP Cost
HS YTD 221,709 0.45% 228 89.05% 00:01:15 $584.52

Instagram HS_UG

Code_Audience ReportingPeriod YTD_Impressions Avg_CTR YTD_UPV Avg_BR Av_TOP Cost
HS YTD 192,097 0.25% 209 92.35% 00:01:10 $1458.58

Twitter HS_UG

Code_Audience ReportingPeriod YTD_Impressions Avg_ER YTD_UPV Avg_BR Av_TOP Avg_RR Cost
HS YTD 4,071 1.45% 17 75% 00:00:15 1.15% $169.18

Conclusions for Phase I Midterm HS_UG Report

Phase I Final 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 current undergraduates to consider the Transfer program at USM by driving traffic to https://usm.maine.edu/here-high-school-students. This webpage is a status report on the first days of the live ads.

Findings

Facebook HS_UG

Code_Audience ReportingPeriod YTD_Impressions Avg_CTR YTD_UPV Avg_BR Av_TOP Cost
HS YTD 221,709 0.45% 228 89.05% 00:01:15 $584.52

Instagram HS_UG

Code_Audience ReportingPeriod YTD_Impressions Avg_CTR YTD_UPV Avg_BR Av_TOP Cost
HS YTD 192,097 0.25% 209 92.35% 00:01:10 $1458.58

Twitter HS_UG

Code_Audience ReportingPeriod YTD_Impressions Avg_ER YTD_UPV Avg_BR Av_TOP Avg_RR Cost
HS YTD 4,071 1.45% 17 75% 00:00:15 1.15% $169.18

Conclusions for Phase I Final Report HS_UG Report