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 28,059 0.42% 67 90.62% 00:00:45 $102.5

Instagram TL_UG_DISP

Code_Audience ReportingPeriod YTD_Impressions Avg_CTR YTD_UPV Avg_BR Av_TOP Cost
TL YTD 12,072 0.13% 19 100% NA $67.96

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, but I can confirm they are getting clicks and driving traffic to the website. See Video and Carousel tabs.

Midterm Report

Description

The Office of Marketing and Brand Management is running a high school digital campaign via social and programmatic ads supporting Admissions’ out-of-state (OOS) travel. Ads drive OOS high school students to our NEBHE Regional Student Program page: https://usm.maine.edu/office-of-admissions/new-england-regional-tuition-program. This page serves as a mid-campaign report.

Findings

Facebook TL_UG

Code_Audience ReportingPeriod YTD_Impressions Avg_CTR YTD_UPV Avg_BR Av_TOP Cost
TL YTD 93,442 0.37% 178 86.83% 00:03:00 $322.18

Instagram TL_UG

Code_Audience ReportingPeriod YTD_Impressions Avg_CTR YTD_UPV Avg_BR Av_TOP Cost
TL YTD 23,062 0.16% 28 100% NA $143.41

DBM TL_UG

Code_Audience ReportingPeriod YTD_Impressions Avg_CTR YTD_UPV Avg_BR Av_TOP Cost
TL YTD 278,561 0.15% 704 84.65% 00:00:45 $3315.47

Conclusions for Midterm TL_UG Report

  • Both DBM and Instagram are performing above benchmark CTR.

  • Facebook CTR is below the USM benchmark, however, these ads drive traffic to the RSP information page and the bounce rate is below 90%.

  • We have allocated the largest part of the budget to DBM and the results are positive. The CTR is above our benchmark and the bounce rate is 77%.

Final Report

Description

A final report covering this campaign through the end of November, will come out the first week in December, 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 226,142 0.37% 444 87.92% 00:02:35 $707.12

Instagram TL_UG

Code_Audience ReportingPeriod YTD_Impressions Avg_CTR YTD_UPV Avg_BR Av_TOP Cost
TL YTD 29,440 0.19% 38 94.44% 00:00:30 $175.37

DBM TL_UG

Code_Audience ReportingPeriod YTD_Impressions Avg_CTR YTD_UPV Avg_BR Av_TOP Cost
TL YTD 825,448 0.12% 1,772 76.46% 00:00:30 $9999.79

Conclusions for Midterm TL_UG Report

Both DBM and Instagram display adsperformed above benchmark for CTR.

Facebook CTR is below the USM benchmark, however, these ads drove traffic to the RSP information page and the bounce rate is below 90%.

We have allocated the largest part of the budget to DBM and the results are positive. The CTR is above our benchmark and the bounce rate is 76%.

Video

Facebook TL_UG_VID

Code_Audience ReportingPeriod YTD_Impressions Avg_CTR YTD_UPV Avg_BR Av_TOP Cost
TL YTD 393,275 0.52% 619 94.98% 00:01:40 $2056.43

Instagram TL_UG_VID

Code_Audience ReportingPeriod YTD_Impressions Avg_CTR YTD_UPV Avg_BR Av_TOP Cost
TL YTD 38,249 0.17% 55 96.23% 00:01:15 $234.13