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OSU002 - Brand Search - Final (1).xlsx

ClientOSUVersion4 StatusApproved
LIDActivityPhasePlatform MediumTargeting Start DateEnd DateSpendDaily SpendWeighting ImpressionsClickseCPCCTR % Leads
20 lines 4 phases 2 platforms 2026-10-012027-07-31£360,000
1Phase 1 · 10/1–11/1 (Nov 2 Early Action) 2026-10-012026-11-01£64,800 18.0%435,06929,320 £2.216.74% 6,412
1.1(no platform) 2026-10-012026-11-01£32,400 9.0%217,53514,661 £2.216.74% 3,206
1.00Phase 1 · 10/1–11/1 (Nov 2 Early Action) Phase 1 · 10/1–11/1 (Nov 2 Early Action) 2026-10-012026-11-01 £32,400£1,012.50 9.0% 217,53514,661 £2.21 6.74% 3,206
1.2Google Ads 2026-10-012026-11-01£32,400 9.0%217,53414,659 £2.216.74% 3,206
1.01Google Brand Search Phase 1 · 10/1–11/1 (Nov 2 Early Action)Google Ads SearchIn-state — Oregon 2026-10-012026-11-01 £11,016£344.25 3.1% 71,5075,634 £1.96 7.88% 1,435
1.02Google Brand Search Phase 1 · 10/1–11/1 (Nov 2 Early Action)Google Ads SearchOOS Primary — CA/HI/WA 2026-10-012026-11-01 £11,664£364.50 3.2% 77,0305,338 £2.19 6.93% 1,201
1.03Google Brand Search Phase 1 · 10/1–11/1 (Nov 2 Early Action)Google Ads SearchOOS Secondary — TX/MN/CO (Denver, Colorado Springs) 2026-10-012026-11-01 £6,480£202.50 1.8% 45,1722,561 £2.53 5.67% 426
1.04Google Brand Search Phase 1 · 10/1–11/1 (Nov 2 Early Action)Google Ads SearchCascades OOS radius + AZ (Flagstaff/Phoenix/Sedona) + CO (Telluride/Breckenridge/Steamboat) 2026-10-012026-11-01 £3,240£101.25 0.9% 23,8251,126 £2.88 4.73% 144
2Phase 2 · 11/2–2/1 (Feb 2 Priority) 2026-11-022027-02-01£145,800 40.5%735,11357,804 £2.527.86% 12,632
2.1(no platform) 2026-11-022027-02-01£72,900 20.2%367,55728,903 £2.527.86% 6,316
2.00Phase 2 · 11/2–2/1 (Feb 2 Priority) Phase 2 · 11/2–2/1 (Feb 2 Priority) 2026-11-022027-02-01 £72,900£792.39 20.2% 367,55728,903 £2.52 7.86% 6,316
2.2Google Ads 2026-11-022027-02-01£72,900 20.2%367,55628,901 £2.527.86% 6,316
2.01Google Brand Search Phase 2 · 11/2–2/1 (Feb 2 Priority)Google Ads SearchIn-state — Oregon 2026-11-022027-02-01 £24,786£269.41 6.9% 120,87611,108 £2.23 9.19% 2,827
2.02Google Brand Search Phase 2 · 11/2–2/1 (Feb 2 Priority)Google Ads SearchOOS Primary — CA/HI/WA 2026-11-022027-02-01 £26,244£285.26 7.3% 130,08510,523 £2.49 8.09% 2,368
2.03Google Brand Search Phase 2 · 11/2–2/1 (Feb 2 Priority)Google Ads SearchOOS Secondary — TX/MN/CO (Denver, Colorado Springs) 2026-11-022027-02-01 £14,580£158.48 4.0% 76,2745,049 £2.89 6.62% 840
2.04Google Brand Search Phase 2 · 11/2–2/1 (Feb 2 Priority)Google Ads SearchCascades OOS radius + AZ (Flagstaff/Phoenix/Sedona) + CO (Telluride/Breckenridge/Steamboat) 2026-11-022027-02-01 £7,290£79.24 2.0% 40,3212,221 £3.28 5.51% 281
3Phase 3 · 2/2–4/30 (May 1 Enroll) 2027-02-022027-04-30£113,400 31.5%563,08147,207 £2.408.38% 10,316
3.1(no platform) 2027-02-022027-04-30£56,700 15.8%281,54123,604 £2.408.38% 5,158
3.00Phase 3 · 2/2–4/30 (May 1 Enroll) Phase 3 · 2/2–4/30 (May 1 Enroll) 2027-02-022027-04-30 £56,700£644.32 15.8% 281,54123,604 £2.40 8.38% 5,158
3.2Google Ads 2027-02-022027-04-30£56,700 15.8%281,54023,603 £2.408.38% 5,158
3.01Google Brand Search Phase 3 · 2/2–4/30 (May 1 Enroll)Google Ads SearchIn-state — Oregon 2027-02-022027-04-30 £19,278£219.07 5.4% 92,5719,072 £2.12 9.80% 2,307
3.02Google Brand Search Phase 3 · 2/2–4/30 (May 1 Enroll)Google Ads SearchOOS Primary — CA/HI/WA 2027-02-022027-04-30 £20,412£231.95 5.7% 99,7048,594 £2.38 8.62% 1,934
3.03Google Brand Search Phase 3 · 2/2–4/30 (May 1 Enroll)Google Ads SearchOOS Secondary — TX/MN/CO (Denver, Colorado Springs) 2027-02-022027-04-30 £11,340£128.86 3.1% 58,4084,123 £2.75 7.06% 686
3.04Google Brand Search Phase 3 · 2/2–4/30 (May 1 Enroll)Google Ads SearchCascades OOS radius + AZ (Flagstaff/Phoenix/Sedona) + CO (Telluride/Breckenridge/Steamboat) 2027-02-022027-04-30 £5,670£64.43 1.6% 30,8571,814 £3.13 5.88% 231
4Phase 4 · 5/1–7/31 (F28 Awareness · RFI) 2027-05-012027-07-31£36,000 10.0%294,40617,629 £2.045.99% 3,366
4.1(no platform) 2027-05-012027-07-31£18,000 5.0%147,2048,815 £2.045.99% 1,683
4.00Phase 4 · 5/1–7/31 (F28 Awareness · RFI) Phase 4 · 5/1–7/31 (F28 Awareness · RFI) 2027-05-012027-07-31 £18,000£195.65 5.0% 147,2048,815 £2.04 5.99% 1,683
4.2Google Ads 2027-05-012027-07-31£18,000 5.0%147,2028,814 £2.045.99% 1,683
4.01Google Brand Search Phase 4 · 5/1–7/31 (F28 Awareness · RFI)Google Ads SearchIn-state — Oregon 2027-05-012027-07-31 £6,120£66.52 1.7% 48,4033,388 £1.81 7.00% 753
4.02Google Brand Search Phase 4 · 5/1–7/31 (F28 Awareness · RFI)Google Ads SearchOOS Primary — CA/HI/WA 2027-05-012027-07-31 £6,480£70.43 1.8% 52,1083,209 £2.02 6.16% 631
4.03Google Brand Search Phase 4 · 5/1–7/31 (F28 Awareness · RFI)Google Ads SearchOOS Secondary — TX/MN/CO (Denver, Colorado Springs) 2027-05-012027-07-31 £3,600£39.13 1.0% 30,5571,540 £2.34 5.04% 223
4.04Google Brand Search Phase 4 · 5/1–7/31 (F28 Awareness · RFI)Google Ads SearchCascades OOS radius + AZ (Flagstaff/Phoenix/Sedona) + CO (Telluride/Breckenridge/Steamboat) 2027-05-012027-07-31 £1,800£19.57 0.5% 16,134677 £2.66 4.20% 76
Plan totals 2026-10-012027-07-31£360,000 100.0%2,027,669151,960 £2.377.49% 32,726

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PhaseBudgetWeight %Flight startFlight end
Phase 1 · 10/1–11/1 (Nov 2 Early Action)£64,80018.00% 2026-10-012026-11-01
Phase 2 · 11/2–2/1 (Feb 2 Priority)£145,80040.50% 2026-11-022027-02-01
Phase 3 · 2/2–4/30 (May 1 Enroll)£113,40031.50% 2027-02-022027-04-30
Phase 4 · 5/1–7/31 (F28 Awareness · RFI)£36,00010.00% 2027-05-012027-07-31