The Undergraduate Program ads targeting in-state HS students run throughout the entire year.The Office of Marketing and Brand Management will be running display, video, and carousel ads through Facebook, Instagram, Twitter, and DoubleClick driving traffic to the campaign landing page, https://usm.maine.edu/here-high-school-students.

HS_UG Campaign

September 1, 2019 - June 31, 2020

7 Day Report

Description

This webpage is a status report on the first days of the live ads.

Findings

Facebook HS_UG

Run Time: August 15, 2019 - June 30, 2020

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

Run Time: August 15, 2019 - June 30, 2020

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

DBM HS_UG

Run Time: August 15, 2019 - April 30, 2020

Code_Audience ReportingPeriod YTD_Impressions Avg_CTR YTD_UPV Avg_BR Av_TOP Cost
HS YTD 140,624 0.17% 461 73.07% 00:00:20 $2257.86

Twitter HS_UG

Run Time: September 1, 2019 - TBA

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

Snapchat HS_UG

Run Time: October 29, 2019 - November 30, 2019

Code_Audience ReportingPeriod YTD_Impressions Avg_CTR YTD_UPV Avg_BR Av_TOP Cost
HS YTD 117,276 0.78% 309 96.69% 00:05:35 $269.95

YouTube HS_UG

Run Time: October 29, 2019 - November 30, 2019

Code_Audience ReportingPeriod YTD_Impressions Avg_VR Avg_CTR Avg_CPV Avg_VTR YTD_UPV Avg_BR Av_TOP Cost
HS YTD 16,343 90.02% 0.17 0.03 76.59 11 70% 00:00:10 $358.37

Conclusions for 7 Day HS_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.

  • Twitter ads are live and driving traffic to the linked campaign landing page as expected.

  • 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.

  • Snapchat ads were initiated on 10/29/19. After 7 days, they working properly and driving traffic as expected.

  • YouTube ads were initiated on 10/29/19. After 7 days, they working properly and driving traffic as expected.

60 Day Report

Description

As of 10/25/2019, the Office of Marketing and Brand Management has been running display ads through FB, IG, DBM, and TW. This page provides a 60 day progress report.

Findings

Facebook HS_UG

Run Time: August 15, 2019 - June 30, 2020

Code_Audience ReportingPeriod YTD_Impressions Avg_CTR YTD_UPV Avg_BR Av_TOP Cost
HS YTD 381,796 0.42% 377 89.02% 00:01:25 $984.04

Instagram HS_UG

Run Time: August 15, 2019 - June 30, 2020

Code_Audience ReportingPeriod YTD_Impressions Avg_CTR YTD_UPV Avg_BR Av_TOP Cost
HS YTD 334,416 0.22% 325 93.56% 00:01:05 $2464.04

DBM HS_UG

Run Time: August 15, 2019 - April 30, 2020

Code_Audience ReportingPeriod YTD_Impressions Avg_CTR YTD_UPV Avg_BR Av_TOP Cost
HS YTD 744,887 0.08% 1,355 61.72% 00:00:10 $11,602.6

Twitter HS_UG

Run Time: September 1, 2019 - TBA

Code_Audience ReportingPeriod YTD_Impressions Avg_ER YTD_UPV Avg_BR Av_TOP Avg_RR Cost
HS YTD 10,285 NA% 24 86.67% 00:00:15 1.22% $459.11

Snapchat HS_UG

Run Time: October 29, 2019 - November 30, 2019

Code_Audience ReportingPeriod YTD_Impressions Avg_CTR YTD_UPV Avg_BR Av_TOP Cost
HS YTD 359,385 0.78% 900 96.18% 00:06:15 $944.9

YouTube HS_UG

Run Time: October 29, 2019 - November 30, 2019

Code_Audience ReportingPeriod YTD_Impressions Avg_VR Avg_CTR Avg_CPV Avg_VTR YTD_UPV Avg_BR Av_TOP Cost
HS YTD 90,561 91.15% 0.16 0.02 79.89 55 87.04% 00:00:05 $1539.24

Conclusions for Midterm HS_UG Report

  • As of mid-October, 60 days after launch, Facebook and Instagram ads continue to drive traffic to the campaign landing page. Instagram’s CTR performance is above benchmark, while that of Faceboook is slightly below the USM benchmark.

  • Doubleclick CTR is at our benchmark. These inquiry generation ads have driven most of the traffic to the CLP and the bounce rate is 62%. However, the average time on page is 10 seconds, much shorter than that of FB and IG and at a much higher cost.

  • Twitter ads are performing above benchmark. They are not major traffic drivers. Only a small portion of the budget is allocated to these ads.

Final Report

Description

This page provides the most up to date data on the performance of digital campaigns for the Undergraduate program targeting in-state HS students.

Findings

Facebook HS_UG

Run Time: August 15, 2019 - June 30, 2020

Code_Audience ReportingPeriod YTD_Impressions Avg_CTR YTD_UPV Avg_BR Av_TOP Cost
HS YTD 493,694 0.41% 502 89.98% 00:01:15 $1229.12

Instagram HS_UG

Run Time: August 15, 2019 - June 30, 2020

Code_Audience ReportingPeriod YTD_Impressions Avg_CTR YTD_UPV Avg_BR Av_TOP Cost
HS YTD 426,122 0.2% 371 93.49% 00:01:15 $3024.64

DBM HS_UG

Run Time: August 15, 2019 - April 30, 2020

Code_Audience ReportingPeriod YTD_Impressions Avg_CTR YTD_UPV Avg_BR Av_TOP Cost
HS YTD 979,481 0.08% 1,853 56.33% 00:00:10 $15,709.35

Twitter HS_UG

Run Time: September 1, 2019 - TBA

Code_Audience ReportingPeriod YTD_Impressions Avg_ER YTD_UPV Avg_BR Av_TOP Avg_RR Cost
HS YTD 15,383 NA% 34 86.96% 00:00:15 1.28% $677.7

Snapchat HS_UG

Run Time: October 29, 2019 - November 30, 2019

Code_Audience ReportingPeriod YTD_Impressions Avg_CTR YTD_UPV Avg_BR Av_TOP Cost
HS YTD 359,385 0.78% 900 96.18% 00:06:15 $944.9

Conclusions for Final HS_UG Report

Description

Findings

Conclusions