Transcript Digital Marketing Reco for - Daily News | Cincinnati State

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 Campus
29
October
6
13
20
10/23
FT
DIRECT MAIL / EBLASTS
X
27
2014
November
December
3
10
17
24
1
8
15
Registration begins for Spring through 12/20
11/8 11/13
12/1 & 12/8
FT
FT
FT
FT
22
LR-12/20
X
Mix of :10's/:15's/:30's
RADIO
10/15-10/22
one week
PANDORA
:30's / :10's
:30's / :10's
TELEVISION
:30's / :15's
CABLE
Geographically targeted posters
OUTDOOR
Norton
SEM
GOOGLE DISPLAY NETWORK
:30's / :15's / :10's
29
2015
January
5
12
1st day
19
Television Delivery
Flight Dates (5 weeks) 11/10-11/30 and 12/15-12/28
Estimated
A25-49 GRPs
799.7
Achieved
A25-49 GRPs
681.3
Cable
25%
Post
Index
85.2%
Early Morning
11%
Early Fringe
10%
Early News
10%
Weekend
8%
Late News
10%
A18+
Impressions
12,517,600
Prime Access
10%
Prime
16%
Radio Delivery
Flight Dates: 10/15-11/16 and 11/24-12/7
10.6MM Impressions
Weekend
19%
M-F 5a-8p
9%
Evenings
3%
M-Sun 6a-12a
no charge
7%
AMD
20%
PMD
22%
MD
20%
DIGITAL / SEM / RE MARKETING
IN DEPTH RESULTS ANALYSIS
Digital / SEM
• Digital Marketing Program Components
1. Search Engine Marketing
2. Display Campaign
3. 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
From Reco Presentation 9/14
Click Through Rate
2.00%
Our Goal
Was To
Increase CTR
by 50%
1.50%
1.00%
0.56%
0.50%
0.37%
0.00%
May/June CS SEM Test
Fusion/Accelerate Goal
SEM Results
• CTR of almost 14%. Almost 25X our Goal CTR
Click Through Rate
16.00%
13.85%
14.00%
12.00%
10.00%
8.00%
6.00%
4.00%
2.00%
0.37%
0.56%
May/June CS Test
Fusion/Accelerate
Goal
0.00%
Fusion/Accelerage
Delivery (thru
1/11/15)
• 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
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%
Click Through Rate
0.81%
0.90%
0.80%
0.70%
0.60%
0.50%
0.40%
0.30%
0.20%
0.10%
0.08%
0.00%
Google Display Benchmark Education
Accelerate/Fusion Display (thru
1/11/15)
• Over 10 times the benchmark CTR
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
Click Through Rate
0.81%
0.90%
0.80%
0.70%
0.60%
0.43%
0.50%
0.40%
0.30%
0.20%
0.10%
0.08%
0.00%
Google Display
Accelerate/Fusion
Benchmark - Education Display (thru 1/11/15)
Accelerate/Fusion
Remarketing (thru
1/11/15)
• .43% CTR, 7,811 Clicks & 1,811,778 Impressions
and low CPC of $.70
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
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
Placement
710,382
105.01%
Screenshots
Screenshots