- Display ads for Palm Beach State College have been displayed over 5.4MM times, resulting in 13,270 clicks, and a 0.25% CTR.
- PBSC’s targeted display ads performed 79% above Google’s CTR benchmark for the education vertical in 2017 from display ads (0.05% CTR).
- The Video tactic continues to have the highest rate of engagement again with a .81% CTR.
- From the view through pixel that was placed on the Admissions and Schedule a Tour pages of the PBSC website (in order to track visits that have been influenced by targeted display ad units) 17,184 view through conversions have been recorded to date.
Display Tactic Highlights
Tactic Performance
Display Advertising - Campaign Performance July - December
| Initiative | Impressions | Clicks | CTR |
|---|---|---|---|
| Retargeting | 856,240 | 1,382 | 0.16% |
| Targeted Display | 2,037,065 | 1,934 | 0.09% |
| Streaming Music | 1,532,648 | 3,160 | 0.21% |
| Connected TV | 201,111 | 461 | 0.23% |
| Video | 783,619 | 6,333 | 0.81% |
| Totals | 5,410,683 | 13,270 | 0.25% |
Initiatives - Tactic Performance (Connected TV)
| Connected TV | Impressions | Completed | VCR |
|---|---|---|---|
| Arts/Ent/News | 67,595 | 66,837 | 98.88% |
| Fitness/Health/Sports | 32,077 | 31,562 | 98.39% |
| RON/ROE | 101,439 | 98,316 | 96.92% |
| Totals | 201,111 | 196,715 | 97.81% |
Initiatives - Tactic Performance (Targeted Display)
| Targeted Display | Impressions | Clicks | CTR |
|---|---|---|---|
| Contextual Targeting (African American Demo) | 640,334 | 719 | 0.11% |
| Website Targeting (All Demos) | 175,642 | 118 | 0.07% |
| Contextual Targeting (Hispanic Demo) | 611,551 | 635 | 0.10% |
| Website Targeting (Hispanic Demo) | 135,615 | 118 | 0.09% |
| Contextual Targeting (Caucasian Demo) | 473,924 | 345 | 0.07% |
| Totals | 2,037,066 | 1,935 | 0.09% |
Initiatives - Tactic Performance (Video)
| Video | Impressions | Clicks | CTR | Completes |
|---|---|---|---|---|
| All Website Targeting | 276,773 | 641 | 0.23% | 78,158 |
| Hispanic Audience | 223,586 | 1,989 | 0.89% | 45,732 |
| Mobile | 283,260 | 3,703 | 1.31% | 50,903 |
| Totals | 783,619 | 6,333 | 0.81% | 174,793 |
Initiatives - Tactic Performance (Retargeting)
| Retargeting | Impressions | Clicks | CTR |
|---|---|---|---|
| Retargeting | 856,239 | 1,382 | 0.16% |
Initiatives - Tactic Performance (Streaming Music)
| Streaming Music | Impressions | Clicks | CTR |
|---|---|---|---|
| Streaming Music ROS (Display) | 813,699 | 1,575 | 0.19% |
| Pandora (Display/Video) | 622,358 | 1,284 | 0.21% |
| Streaming Video ROS | 23,536 | 93 | 0.40% |
| Spotify (Video) | 73,055 | 208 | 0.28% |
| Totals | 1,532,648 | 3,160 | 0.21% |
Creative Performance
| Ad Size | Impressions | Clicks | CTR |
|---|---|---|---|
| 300x250 | 930,621 | 1,307 | 0.14% |
| 300x600 | 82,840 | 155 | 0.19% |
| 320x50 | 948,061 | 2,068 | 0.22% |
| 728x90 | 387,579 | 580 | 0.15% |
| :15 Video | 339,522 | 3,509 | 1.03% |
| :30 Video | 54,883 | 37 | 0.07% |
| Totals | 2,743,506 | 7,656 | 0.28% |
| Message | Impressions | Clicks | CTR |
|---|---|---|---|
| 2+2 | 380,386 | 617 | 0.16% |
| Achiever | 103,094 | 269 | 0.26% |
| Believe | 178,449 | 353 | 0.20% |
| Corner | 124,856 | 224 | 0.18% |
| Cybersecurity | 382,037 | 610 | 0.16% |
| Healthcare | 152,516 | 302 | 0.20% |
| Hispanic | 101,684 | 158 | 0.16% |
| Undergrad | 69,840 | 195 | 0.28% |
| Retargeting | 856,239 | 1,382 | 0.16% |
| Video | 394,405 | 3,546 | 0.90% |
| Totals | 2,743,506 | 7,656 | 0.28% |
Top Static Creative
IMPRESSIONS
320x50_PBSC_RT_V1: 206,244
CTR:
320x50_PBSC_Brand_Undergrad: 0.31%
CLICKS:
320x50_PBSC_RT_V1: 418
Top Video Creative
IMPRESSIONS
PBSCLEVELUP15B_15_Acheiver: 65,555
CTR:
PBSCLEVELUP15D_15_Corner: 1.12%
CLICKS:
PBSCLEVELUP15D_15_Corner: 733