Description:
The following provides a comparison of FY 19 and FY20 Adwords Cost-per-Click campaigns. The FY20 data is up to date. The FY19 data is from the same time period as FY20.
Findings
Impressions
|
Product
|
FY19
|
FY20
|
|
Undergraduate
|
22,440
|
101,509
|
|
Transfer
|
26,346
|
9,107
|
|
Online
|
10,994
|
15,719
|
|
Graduate
|
15,625
|
28,995
|
Clicks
|
Product
|
FY19
|
FY20
|
|
Undergraduate
|
998
|
3,394
|
|
Transfer
|
980
|
401
|
|
Online
|
357
|
709
|
|
Graduate
|
790
|
2,389
|
CTR
|
Product
|
FY19
|
FY20
|
|
Undergraduate
|
4.45%
|
3.34%
|
|
Transfer
|
3.72%
|
4.4%
|
|
Online
|
3.25%
|
4.51%
|
|
Graduate
|
5.06%
|
8.24%
|
CPC
|
Product
|
FY19
|
FY20
|
|
Undergraduate
|
$3.07
|
$0.9
|
|
Transfer
|
$3.15
|
$1.35
|
|
Online
|
$5.76
|
$1.48
|
|
Graduate
|
$4.33
|
$0.98
|
Unique Pageviews
|
Product
|
FY19
|
FY20
|
|
Undergraduate
|
8,538
|
6,454
|
|
Transfer
|
3,884
|
4,285
|
|
Online
|
2,754
|
4,242
|
|
Graduate
|
6,163
|
6,365
|
Bounce Rate
|
Product
|
FY19
|
FY20
|
|
Undergraduate
|
51.1%
|
63.93%
|
|
Transfer
|
54.53%
|
60.37%
|
|
Online
|
54.14%
|
44.01%
|
|
Graduate
|
46.86%
|
49.64%
|
Average Time on Page
|
Product
|
FY19
|
FY20
|
|
Undergraduate
|
00:01:00
|
00:01:10
|
|
Transfer
|
00:00:55
|
00:01:10
|
|
Online
|
00:00:45
|
00:00:50
|
|
Graduate
|
00:00:55
|
00:01:10
|
Cost
|
Product
|
FY19
|
FY20
|
|
Undergraduate
|
$3,066
|
$3,067
|
|
Transfer
|
$3,086
|
$542
|
|
Online
|
$2,055
|
$1,052
|
|
Graduate
|
$3,424
|
$2,340
|
Conclusions:
All campaigns have above benchmark click-through-rates (CTR).
All campaigns, aside from the Undergraduate, have higher CTR in FY20 than FY19. This is likely due to the much higher available search volume. We have been able to serve about 5 times more impressions and have seen many more cicks to the website. While the CTR is lower than it was this time last year, it is still well above benchmark (1.00%).
However, we in FY20 we have seen a large decrease in the web traffic, 6,454 vs 8,538 UPV, and a higher bounce rate, 63.93% vs. 51.1%. This warrents some exploration. Perhaps the ads are not running to out-of -state HS students?
All campaigns have a longer average time on page this year.
We see a contracting Transfer campaign available audience. I would like to understand more.
The CPC has dropped dramatically from FY19 to FY20.