- Facebook served over 5.7MM impressions with an average CTR of 1.02% to over 457K unique Facebook users in Q3 & Q4 2018.
- The average click through rate of 1.02% for Q3 & Q4 ended 41% above the 2017 benchmark for CTR from the Education vertical (0.73% CTR – Facebook).
- As expected, the Enrollment initiative delivered the bulk of the impressions (2,189,364) and clicks (22,767) while the Branding campaign reached more unique people.
- Within in Enrollment campaign, the Reinventor tactic leads the way in impressions (714,795), while the Striver tactic leads in unique video views and video completions, the Influencers had more ad engagement in terms of Post Shares, Comments and Likes, while the Reinventors had the highest CTR.
Facebook Highlights
Facebook Performance
| Initiative | Impressions | Clicks | CTR |
|---|---|---|---|
| Martin County (paused) | 369,735 | 4,768 | 1.29% |
| Retargeting | 1,459,055 | 18,316 | 1.26% |
| Enrollment | 2,189,364 | 22,767 | 1.04% |
| Brand | 1,720,515 | 12,755 | 0.74% |
| Totals | 5,738,669 | 58,606 | 1.02% |
Facebook - Enrollment Initiative
| Branding | Impressions | Clicks | CTR |
|---|---|---|---|
| Influencer | 813,775 | 5,700 | 0.70% |
| Striver/Reinventor/Explorer | 906,740 | 7,055 | 0.78% |
| Totals | 1,720,515 | 12,755 | 0.74% |
Facebook - Branding Initiative
| Enrollment | Impressions | Clicks | CTR |
|---|---|---|---|
| Influencer | 358,033 | 3,355 | 0.94% |
| Explorer | 572,851 | 6,460 | 1.13% |
| Reinventor | 714,795 | 7,186 | 1.01% |
| Striver | 543,685 | 5,766 | 1.06% |
| Totals | 2,189,364 | 22,767 | 1.04% |
Top Performing Facebook Creative
Hero Video: 15 – Highest CTR 1.25%
2+2: Caucasian – Highest CTR 1.68%
Healthcare Video: 15 – Highest VCR 100%
2+2: African American – Most Impressions: 530,223
