FA20 Graduate Degree Campaign
Office of Marketing and Brand Management
2019-12-02
FA20 Graduate Campaign
Phase I: August 1, 2019 - September 30, 2019
Phase II: February, 2020 - TBA
Phase I 7 Day Report
Description
The Office of Marketing and Brand Management is running a two part campaign of display and text ads through Facebook, Instagram, Doubleclick, and LinkedIn to promote the University’s Graduate Degree. The ads drive traffic to https://usm.maine.edu/advance. This page provides a report of the first days of the campaign which started August 1, 2019.
Campaign Run Time: August 1, 2019 - September 30, 2019
Findings
| Code_Audience | ReportingPeriod | YTD_Impressions | Avg_CTR | YTD_UPV | Avg_BR | Av_TOP | Cost |
|---|---|---|---|---|---|---|---|
| ALL | YTD | 214,202 | 0.22% | 210 | 90.67% | 00:01:45 | $426.2 |
| Code_Audience | ReportingPeriod | YTD_Impressions | Avg_CTR | YTD_UPV | Avg_BR | Av_TOP | Cost |
|---|---|---|---|---|---|---|---|
| ALL | YTD | 10,505 | 0.81% | 56 | 100% | NA | $161.76 |
DBM
| Code_Audience | ReportingPeriod | YTD_Impressions | Avg_CTR | YTD_UPV | Avg_BR | Av_TOP | Cost |
|---|---|---|---|---|---|---|---|
| ALL | YTD | 122,939 | 0.06% | 127 | 71.93% | 00:01:10 | $1750.19 |
Run Time: August 9 - September 30, 2019
| Code_Product | ReportingPeriod | YTD_Impressions | Avg_OR | YTD_UPV | Avg_BR | Avg_CTOR | Av_TOP | Cost |
|---|---|---|---|---|---|---|---|---|
| GR | YTD | 670 | 43.13% | 3 | 100% | 1.38% | NA | $100.5 |
Conclusions
- Graduate ads are performing as expected through all vendors. The audience consists of both working adults and current undergraduates. Ad traffic is driving to the correct web page.
Phase I Final Report
Description
The Office of Marketing and Brand Management is running a two part campaign of display and text ads through Facebook, Instagram, Doubleclick, and LinkedIn to promote the University’s Graduate Degree. The ads drive traffic to https://usm.maine.edu/advance. This page provides a report of the first days of the campaign which started August 1, 2019.
Campaign Run Time: August 1, 2019 - September 30, 2019
Findings
| Code_Audience | ReportingPeriod | YTD_Impressions | Avg_CTR | YTD_UPV | Avg_BR | Av_TOP | Cost |
|---|---|---|---|---|---|---|---|
| ALL | YTD | 1,637,142 | 0.26% | 2,041 | 89.28% | 00:01:20 | $3838.2 |
| Code_Audience | ReportingPeriod | YTD_Impressions | Avg_CTR | YTD_UPV | Avg_BR | Av_TOP | Cost |
|---|---|---|---|---|---|---|---|
| ALL | YTD | 68,081 | 0.74% | 385 | 97.89% | 00:08:10 | $1057.72 |
DBM
| Code_Audience | ReportingPeriod | YTD_Impressions | Avg_CTR | YTD_UPV | Avg_BR | Av_TOP | Cost |
|---|---|---|---|---|---|---|---|
| ALL | YTD | 1,248,334 | 0.07% | 1,478 | 79.23% | 00:00:35 | $18451.01 |
Run Time: August 9 - September 30, 2019
| Code_Product | ReportingPeriod | YTD_Impressions | Avg_OR | YTD_UPV | Avg_BR | Avg_CTOR | Av_TOP | Cost |
|---|---|---|---|---|---|---|---|---|
| GR | YTD | 5,408 | 53.33% | 62 | 80% | 1.18% | 00:00:50 | $811.2 |
Conclusions
Instagram and LinkedIn performed performed well, with CTR well above benchmarks.
DBM CTR was slightly higher than that of our umbrella campaigns and the bounce rate was lower.Through the month of October, these ads drove less traffic to the campaign landing page.
Facebook CTR was overall below benchmark, however it drove 33% more unique pageviews to the webpage that the DBM display ads. THe bounce rate was higher for Facebook ads than that for DBM ads (89% vs. 75%) as was the average time on page (1m, 25s vs 0m, 35s). The DBM budget was nearly 400% higher than Facebook’s.