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Facebook campaign
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Facebook campaign

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  1. Facebook campaign Geography

  2. The campaign • Aim: Create a Facebook advertising campaign promoting undergraduate Geography courses ahead of the UCAS deadline (15 January 2018) • Budget: £1,000 • Duration: Four weeks (10 December – 6 January) • Requirements: • Facebook post • Campaign landing page • Review of course profiles and all ‘Study’ pages

  3. The audience • Age: 17-18 • Locations: Birmingham, Bristol, London, Manchester, Newcastle, Leeds (all +40km) • Interests: geography, human geography, social geography, physical geography, economics, inequality, austerity, poverty, sociology, ecology, environmental science, environmentalism, natural environment, climate change, pollution, sustainability, environmental resource management, renewable energy, fracking/anti-fracking

  4. Facebook post • News feed link description changed to ‘Outstanding teaching and unmissable fieldwork opportunities at a Russell Group university.’ • Both posts were split tested for four days, with the left-hand post declared ‘winner’

  5. Landing page Banner image Key message Important messages Further information Quote e

  6. Landing page Explanation of different courses Links to four courses Link to UCAS

  7. Results • Reach: 23,069 • Impressions: 300,093 • Link clicks: 880, 693 of which were unique • Click-through rate: 0.29% • CPM (cost per 1,000 impressions): £3.02 • CPC (cost per click): £1.03 • Spend: £906.40

  8. Results n.b. Investigation into difference between Facebook and Google Analytics stats taking place • Pageviews: 332, 310 of which were unique (c. 12 per day) = Reasonably strong traffic • Average time on page: 00:00:55 = Good engagement, see also ‘Next Page Path’ • Bounce rate: 89.68% = We should aim to lower this figure in future campaigns • Exit rate: 87.35% = We should aim to lower this figure in future campaigns

  9. Results

  10. UCAS applications 12-Jan 19-Jan

  11. Summary • We need to review both the Facebook post and landing page, comparing to other campaigns (e.g. Law) and advice provided by NetNatives. • Generating more than 300 leads for around £900 seems relatively strong. However, the landing page hasn’t performed significantly better than subject homepages or course profiles used in other campaigns. • Increase in applications after 22 December could be influenced by the campaign, but further investigation into this is required.

  12. Questions • Why are the Facebook and Google Analytics statistics so different? • Which Facebook account(s) should we use to post from? • How can we improve posts (e.g. split testing)? • How can we improve landing pages (e.g. format, location, visibility) to best appeal to potential undergraduate students? • Should ‘Apply now’ be more prominent, especially when prospective students are at the ‘action’ stage rather than ‘research’ stage? • How can we ensure all ‘Apply through UCAS’ links are tracked? • How can we narrow the user journey? • How can we fully measure the campaign’s success? Please send all feedback to dominic.claeys-jackson@manchester.ac.uk