Missouri State Outreach Marketing and Promotions launched a Facebook and Google Adwords campaign, specific to Off-Campus Programs, Summer/Fall 2015.
The Campaign Objectives:
- Increase Facebook page likes by at least 10%
- Increase Website traffic by at least 10%
- Increase engagement on Facebook
- Gain awareness for Waynesville, a new off-campus site
- Gain exposure for the criminology program in Lebanon
Facebook Campaign Specifics:
- Nine ads running at various times June 15-August 16, 2015
Facebook Campaign Outcomes:
Facebook Page “likes” gained over original count:
- Lebanon, 255 likes (60% increase)
- West Plains, 166 likes (57% increase)
- Joplin, 602 likes (56% increase)
- Waynesville, 99 likes (new page)
These Facebook ads (combined) resulted in:
- 7,968 clicks to Missouri State Outreach website
- 19,293 total number of clicks on ad (includes the clicks to our website (above), page likes, post comments, etc.)
- A click-through rate (for total number of clicks): 1.47% per impression.
- A reach of 252,397 people (to whom this ad was shown)
- 2,875 post likes, 112 post comments, 343 post shares, 890 Facebook page likes (as a direct result of the ad).
Google Adwords Campaign Specifics
- 19 ads running at various times June 15-August 16, 2015
- Each of the following satellite locations had three ads highlighting location, programs and affordability: Cassville, Joplin, Lebanon, Neosho, Nevada, and West Plains
- An ad highlighting all locations was also circulated with site extension links to each of the individual locations.
- Ads were part of Google Search Network and targeted specific areas and demographics.
- Site extension links to Web pages relevant to the main ad content appeared under the ads (see sample below for Cassville).
- Each ad had a vanity url assigned and Google Analytics link tagging was utilized.
Example of Google Adwords for Cassville:
Affordability Ad
Site Extensions:
Tuition, Costs and Fees
Request Information
Degree Programs Ad
Site Extensions:
General Studies
Tech Management
Education
Nursing
Location Ad
Site Extensions:
General Studies
Tech Management
Education
Nursing
Google Adwords for All Locations:
Site Extensions:
Cassville
Joplin
Lebanon
Neosho
Nevada
Mountain Grove
Waynesville
West Plains
Table Rock
Google Adwords Campaign Outcomes:
- 3,599 website clicks
- 143,631 people reached
- Click through rate: 2.51%.
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