The travel ads run on a very specific schedule meant to coordinate with the visits made by Admission’s Counselors to out-of-state high schools, mini-fairs, and national college fairs. To bring awareness to USM, the Office of Marketing and Brand Management ruus display, video, and carousel ads through Facebook, Instagram, and DoubleClick.

TL_UG Campaign

September 1, 2019 - November 31, 2019

7 Day Report

Description

The Office of Marketing and Brand Management at USM is running a social media campaign of display ads targeting current out-of-state high-school students to consider the Undergraduate program at USM by driving traffic to https://usm.maine.edu/office-of-admissions/new-england-regional-tuition-program. The ads are intended to promote awareness of the University coinciding with the Admissions’ Counselors travel events. This webpage is a status report on the first days of the live ads.

Findings

Facebook TL_UG_DISP

Code_Audience ReportingPeriod YTD_Impressions Avg_CTR YTD_UPV Avg_BR Av_TOP Cost
TL YTD 12,630 0.48% 36 91.43% 00:00:15 $44.13

Instagram TL_UG_DISP

Code_Audience ReportingPeriod YTD_Impressions Avg_CTR YTD_UPV Avg_BR Av_TOP Cost
TL YTD 7,093 0.1% 15 100% NA $39.57

DBM TL_UG

Code_Audience ReportingPeriod YTD_Impressions Avg_CTR YTD_UPV Avg_BR Av_TOP Cost
TL YTD 89,907 0.26% 427 83.9% 00:00:50 $978.85

Conclusions for 7 Day TL_UG 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.

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

  • This campaign also consists of Video and Carousel ads through Facebook and Instagram. I don’t have benchmarks on which to evaluate the performance of these ads, bur I can confirm they are getting clicks and driving traffic to the website.

Midterm Report

Description

A midterm report covering this campaign through the end of October, will come out the first week in November. Until then the tables will reflect the campaign performance to date.

Findings

Facebook TL_UG

Code_Audience ReportingPeriod YTD_Impressions Avg_CTR YTD_UPV Avg_BR Av_TOP Cost
TL YTD 98,472 0.37% 186 87.43% 00:03:00 $335.29

Instagram TL_UG

Code_Audience ReportingPeriod YTD_Impressions Avg_CTR YTD_UPV Avg_BR Av_TOP Cost
TL YTD 23,197 0.17% 28 100% NA $144.28

DBM TL_UG

Code_Audience ReportingPeriod YTD_Impressions Avg_CTR YTD_UPV Avg_BR Av_TOP Cost
TL YTD 290,110 0.15% 783 83.22% 00:00:40 $3491.33

Conclusions for Midterm TL_UG Report

Final Report

Description

Findings

Conclusions

Video

Facebook TL_UG_VID

Code_Audience ReportingPeriod YTD_Impressions Avg_CTR YTD_UPV Avg_BR Av_TOP Cost
TL YTD 103,271 0.58% 128 92.68% 00:01:30 $560.03

Instagram TL_UG_VID

Code_Audience ReportingPeriod YTD_Impressions Avg_CTR YTD_UPV Avg_BR Av_TOP Cost
TL YTD 15,365 0.29% 44 95.24% 00:01:15 $100.69