raising awareness of the target audience about the university and admission.
• Interests and socio-demographic targetings
• Google Analytics
Targetings
In order to reach the audience, we have targeted the users (male/female 16-19 y.o.) with relevant interests: Education, After Graduate Courses, University Life, School Graduates, Special Education, Business Education etc.
Landing page
Users were directed to the landing page where they could learn about the Open Doors dates and university itself.
Google analytics
By the start of the campaign, we had guest access to the website’s Google analytics, which allowed us to analyze the incoming traffic and promptly manage the progress of the campaign.
Track macros
By using track macros in the click link we have been collecting the detailed statistics in Google Analytics for each app in the campaign and keeping only the best post-click apps in the rotation.
Planned clicks — 4 192
Actual clicks — 4 195
Planned impressions — 279 467
Actual impressions — 279 465
Planned CTR — 1.50%
Actual CTR — 1.50%
KPIs reached in accordance with Google Analytics:
• Average session duration 1:15 (average session
duration from the mobile channels – 40-50 sec)
• Extremely low bounce rate 11.55%
(set KPI was 40-50%)
• Average amount of pages per session 1.28
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