Sullivan University Online Executive Summary November 2015 Performance Overview: November 1 st through November 30 th, 2015

Transcription

1 Sullivan University Online Executive Summary November 2015 Performance Overview: November 1 st through November 30 th, 2015 Search Spend: $20, CPL: $149 Display Spend: $22, CPL: $931 CPL including VTCs: $894 Remarketing Spend: $2, CPL: $215 CPL including VTCs: $51 Overall Spend: $45, CPL: $260 CPL including VTCs: $219 Name Impressions Clicks Visits CTR Page Views Total Leads VTCs Sullivan University - Online Sullivan University - Online - Display Sullivan University - Online - Remarketing 28,701 1,125 1, % 6, ,672,276 15,101 15, % 52, ,744 1,384 1, % 4, Program Campaign Impressions Clicks CTR % Spend Leads BSN Nursing Search % $3, BSN Nursing Display 160, % $ Program Impressions Clicks CTR % Spend Leads PhD in Management % $1, Phone Calls

2 Search CPL, CPC & Leads per Month Spend amounts do not include the cost of the Return Call Forwarding tracking lines. The Search campaign is using three RCF lines at a cost of $20/mo. per line. CPL in Networks chart does not include phone calls. Visitors by Device

3 Search cont d Page Views & Leads by Hour and Day The best day for Search campaign lead generation in November were Wednesdays followed closely by Tuesdays. Lead volume was heaviest from 8 am - 11 pm EST.

4 Search cont d 140 Web Leads

5 Search cont d Top Referring Sites & Top Lead Sources Visitors are being driven to the site from hundreds of different online venues. We are tracking which venues deliver leads at the lowest cost per. Systems are allocating more dollars with greater frequency to these optimal converting sites, taking budget away from non-performers.

6 Search cont d Visitor and Converting Visitor Maps The Online program is running in the following DMAs: Louisville, Lexington & Bowling Green, KY; Augusta, Atlanta, Albany & Thomasville, GA; Indianapolis, IN; Miami, Ft. Lauderdale, Tallahassee, Orlando, Daytona Beach, Melbourne, Tampa, West Palm Beach, Fort Pierce, St. Petersburg & Jacksonville, FL; Columbia, Myrtle Beach & Florence, SC; St. Louis & Kansas City, MO; New Orleans, LA; Birmingham, Huntsville & Decatur AL; Memphis & Nashville, TN; and Hattiesburg, Laurel & Jackson, MS.

7 Search cont d Visits and Conversions by City Call Summary 8 Calls Received

8 Average Call Duration: 3:19 Search cont d *Calls from cell phones are often labeled (Not Available) Top Performing Ad Copy Brand Major

9 Display Spend amounts do not include the cost of the Return Call Forwarding tracking lines. The Display campaign is using three RCF lines at a cost of $20/mo. per line. CPL in Networks chart does not include phone calls Top Referring Sites & Top Lead Sources

10 Display cont d Page Views & Leads by Hour and Day Wednesdays and Friday were the best days for lead generation in November. Most Display leads occurred from 3 pm 6 am EST. The Display campaign had one View Thru Conversion attributed to it in November.

11 22 Web Leads Display cont d Visits and Conversions by City

12 Display cont d Call Summary 5 Calls Received Average Call Duration: 0:34

13 Remarketing

14 Spend amounts do not include the cost of the Return Call Forwarding tracking lines. The Remarketing campaign is using three RCF lines at a cost of $20/mo. per line. CPL in Networks chart does not include phone calls Top Referring & Converting Sites Remarketing cont d

15 Page Views & Leads by Hour and Day The best days for Remarketing lead generation in November were Thursdays. The Remarketing campaign also had thirty-two View thru Conversions attributed to it. Remarketing cont d

16 10 Web Leads Visits and Conversions by City

17 Optimizations The following optimizations were made to the Sullivan Online program in November: Launched International Search campaign Swapped out creatives to include January 4 th start date Display & Remarketing Launched new text ads to A/B test against banners Display Paused inefficient keywords with low search volume Researched and added new keywords for PhD Management Lead Breakdown November 2015 Row Labels # of Web Leads # of Phone Calls account B/AS - image ads 1 0 account B/AS - text ads 1 0 Branding - non-online keywords 96 1 Branding - online programs 14 0 BSHRL - image ads 0 0 BSHRL - text ads 0 0 BSN 2 0 BSN - image ads 0 0 BSN - text ads 0 0 compsys B - image ads 0 0 compsys B - text ads 0 0 finance B - image ads 1 0 finance B - text ads 0 0 graduate programs - image ads 2 5 graduate programs - text ads 0 0 Medical coding 30 1 Medical Coding C - image ads 0 0 Medical Coding C - text ads 0 0 MPM - image ads 3 4 MPM - text ads 1 0 MSHRL - image ads 0 0 MSHRL - text ads 3 0 PhD in Management 3 0 Supply B/AS - image ads 0 2 Supply B/AS - text ads 0 0 Visitors not converted 7 0 (blank) Grand Total