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Spring 2015 Semester Campaign Analysis
January 2015
Background
• Objective– Drive Awareness– Interest– Grow pool of prospects/Generate leads
• Timing– Mid November 2014 leading up to Registration (Mid January
2015)• Key Measures– Fast Track registrations– Phone Calls– Form Submissions– Banner ads clicks/Web Traffic
Advertising Summary
• 37MM Campaign Impressions Delivered– Ongoing paid Search Engine Marketing (SEM) Campaign
• 230,503 Impressions and 31,916 clicks• Average ad position at 1.3• Well above average CTR of 14%, exceeded goal by almost 25x
– Digital Display/Online Banners• 2,748,176 impressions, 22,125 clicks, .81% CTR• Banner Ad CTR: .71%• Text Ad CTR: .88%• Over 10x the benchmark CTR
– ReMarketing• 1,811,778 impressions, 7,811 clicks, .43% CTR, 5x above benchmark
Advertising Summary
• Pandora– 710,382 impressions, +5% over the goal– Campaign generated 7,321 clicks equating to an average CTR
of 1.03%, +23% higher than education category benchmark of .84%
• TV and Cable (:30’s, :15’s and :10s)– 12,517,600 impressions
• Radio– 10,616,500 impressions
• Outdoor (30 geographically targeted posters)– 8,425,004 impressions
Campaign Schedule
Main Campus29 6 13 20 27 3 10 17 24 1 8 15 22 29 5 12 19
LR-12/20 1st day
10/23 11/8 11/13
FT FT FT FT FT
DIRECT MAIL / EBLASTS X X
RADIO
PANDORA
:30's / :10's :30's / :10's
TELEVISION:30's / :15's
CABLEGeographically targeted posters
OUTDOORNorton
SEM
GOOGLE DISPLAY NETWORK
2014
Registration begins for Spring through 12/20
10/15-10/22
one week
Mix of :10's/ :15's/ :30's
2015
December January
:30's / :15's / :10's
12/1 & 12/8
October November
Early Morning11%
Early Fringe10%
Early News10%
Prime Access
10%
Prime16%Late News
10%
Weekend8%
Cable25%
Television DeliveryFlight Dates (5 weeks) 11/10-11/30 and 12/15-12/28
Estimated A25-49 GRPs
Achieved A25-49 GRPs
Post Index
A18+ Impressions
799.7 681.3 85.2% 12,517,600
AMD20%
MD20%
PMD22%
Evenings3%
Weekend19%
M-F 5a-8p9%
M-Sun 6a-12a no
charge7%
Radio DeliveryFlight Dates: 10/15-11/16 and 11/24-12/7 10.6MM Impressions
IN DEPTH RESULTS ANALYSIS
DIGITAL / SEM / RE MARKETING
Digital / SEM
• Digital Marketing Program Components1. Search Engine Marketing 2. Display Campaign3. Remarketing Campaign
• Results vs. Goals– Click-Through-Rate– Clicks/Impressions/CPC– Phone Calls– Form Submissions (initial data)– Cost per Lead
• Next Steps
Note: Programs Launched 10/24/14 and all data is through 1/11/15
What Did we Promise To Deliver?SEM – Click Through Rate
Our Goal Was To
Increase CTR by 50%
May/June CS SEM Test Fusion/Accelerate Goal-0.50%
0.00%
0.50%
1.00%
1.50%
2.00%
0.37%0.56%
Click Through Rate
From
Rec
o Pr
esen
tatio
n 9/
14
SEM Results• CTR of almost 14%. Almost 25X our Goal CTR
• 31,916 Clicks & 230,503 Impressions• CPC was a low $1.30/Click• Ad Position was a strong 1.3
Source: Google AdWords 10/24-1/11/15
0.00%
4.00%
8.00%
12.00%
16.00%
0.37% 0.56%
13.85%Click Through Rate
Display Program• Placed Text and Banner ads on the GDN in a
“Keyword Contextual Manner”– Recall: The GDN or Google Display Network is
Google’s network of websites that reach 90+% of Internet Users Worldwide
– Recall: Keyword Contextual Targeting
Here's how it works: Your Ad is placed on a webpage if the content of the webpage matches the
Keywords in our SEM Program.
Note – the primary targeting method was KW contextual, we also tested an “interest group” of Colleges/Universities
Display Results• Google Benchmark CTR for Education: .08%• Accelerate/Fusion Delivery: .81%
• Over 10 times the benchmark CTRGoogle Display Benchmark -
EducationAccelerate/Fusion Display (thru
1/11/15)
0.00%
0.10%
0.20%
0.30%
0.40%
0.50%
0.60%
0.70%
0.80%
0.90%
0.08%
0.81%Click Through Rate
Other Display Results
• 22,125 Clicks & 2,748,176 Impressions• Very low CPC of $.36/Click• Text ads performed slightly better than banner
ads.– Overall Campaign CTR: .81%• Banner Ad CTR: .71%• Text Ad CTR: .88%
• In addition to our Keyword Contextual Placements we also placed against one Interest Group of “College & Universities”– Strong CTR Delivery of .86%
Remarketing Results• Lowest Performer of our 3 program elements but still
almost five times above our Benchmark
• .43% CTR, 7,811 Clicks & 1,811,778 Impressions and low CPC of $.70
0.00%
0.20%
0.40%
0.60%
0.80%
0.08%
0.81%
0.43%
Click Through Rate
Conversions/Leads• We delivered 260 Phone Calls – 189 Phone Calls came after 11/26– Form Submission Tracking enabled 11/26
• We delivered 513 Forms from 11/26/14 – 1/11/15• Fusion/Accelerate Delivery*: –$46 Per Lead**– Bully Pulpit Results (May/June ’14 – unclear on lead definition)
• $54/Lead CSTCC• $114/Lead Middletown
*Note: Time Period 11/26/14-1/11/15
**Data Above Assumes Leads are defined as Form Submissions + Phone Calls.
Pandora• The Pandora activity ran a total of seven weeks on mobile devices (audio and
accompanying display)• The campaign delivered 710.4k impressions, +5% over the goal• Campaign generated 7,321 clicks equating to an average CTR of 1.03%• Pandora’s average CTR for the Education category is .84%• Our Delivery of 1.03% CTR is 23% Higher than this benchmark!
Report Dates: 10/27 - 1/11
Campaign Overview Pandora Data
Placement Flight Start Date
Flight End Date Impression Goal Ad Name Comments Impressions Clicks CTR % Delivered
Mobile Audio :30 with Standard Banner 300x250 10/27/14 11/16/14 288,967 10/27/2014-11/16/2014 - Audio 303,430 3,123 1.03% 105.01%
Mobile Audio :30 with Standard Banner 300x250 11/24/14 12/07/14 227,210 11/24/2014-12/07/2014 - Audio 238,615 2,416 1.01% 105.02%
Mobile Audio :30 with Standard Banner 300x250 12/29/14 01/11/15 160,292 12/29/2014-01/11/2015 - Audio 168,337 1,783 1.06% 105.02%
Total 676,469 710,382 105.01%
Screenshots
Screenshots