Facebook Clinical Rehabilitation Counseling

August 15, 2019 - November 15, 2019

7 Day Report

Description

The Office of Marketing and Brand Management is running ads to promote the Master’s Clinical Rehabilitation The ads drive traffic to https://usm.maine.edu/counselor-education/masters-science-counseling-rehabilitation-counseling-concentration. Ads are running both In-State and Out-of-State. This page is provides a report on the first days of the campaign, 8/15/19-8/25/19.

Findings

Code_Audience ReportingPeriod YTD_Impressions Avg_CTR YTD_UPV Avg_BR Av_TOP Cost
ALL YTD 39,330 0.41% 121 99.17% 00:00:10.0 $250.76
TL YTD 1,121 0.54% 5 100% NA $13.81

Conclusions

  • In-state ads are performing as expected. The audience consists of both working adults and current undergraduates. Ad traffic is driving to the right web page.

  • Out-of-state ads appear to be in the testing phase.

Mid-Campaign Report

Description

The Office of Marketing and Brand Management is running ads to promote the Master’s Clinical Rehabilitation The ads drive traffic to https://usm.maine.edu/counselor-education/masters-science-counseling-rehabilitation-counseling-concentration. Ads are running both In-State and Out-of-State. This pages provides a mid-campaign, 10/15/19.

Findings

Code_Audience ReportingPeriod YTD_Impressions Avg_CTR YTD_UPV Avg_BR Av_TOP Cost
ALL YTD 182,734 0.49% 693 97.2% 00:02:55 $1386.49
TL YTD 27,600 0.45% 82 97.53% 00:00:05 $263.04

Conclusions

  • In-state ads are performing well. The audience consists of both working adults and current undergraduates. The CTR is within our benchmark range

  • Because Out-of-state ads appeared to not have taken off as of mid-late September, 2019, I sent a follow up email to the agency .

  • Update 10/21/2019 The agency addressed the geotargeting earlier this month. In-State ads were using up the entire budget, depriving out-of-state. Minimum/maximum impressions were adjusted and out-of state ads are performing at benchmark, as are in-state,

Final Report

Description

The Office of Marketing and Brand Management is running ads to promote the Master’s Clinical Rehabilitation The ads drive traffic to https://usm.maine.edu/counselor-education/masters-science-counseling-rehabilitation-counseling-concentration. Ads are running both In-State and Out-of-State. Until the end of the campaign, November 15, 2019, this page will feature the most up-to-date data.

Findings

Code_Audience ReportingPeriod YTD_Impressions Avg_CTR YTD_UPV Avg_BR Av_TOP Cost
ALL YTD 297,684 0.39% 871 95.9% 00:03:00 $1721.80
TL YTD 111,292 0.4% 288 95.36% 00:04:10 $751.50

Conclusions

  • Facebook ads promoting the Clinical Rehabilitation Counseling program ended their run on November 15, 2019.

  • The ads targeted adult audiences both in-state and out-of-state. After some initial hurdles with out-of-state ads not running due to budget allocation minimum and maximums, ads during October and the first half of November hit both geo-targets.

  • The CTR for both audiences averaged 0.4%, slightly below USM’s 0.45% cut-off. It appears the the CTR was stronger during the first month of the campaign.

  • Because the in-state ads were live for a longer period of time, they drove 60% more traffic to the landing page. Web traffic was consistent throughout the campaign.