The Tar Heels will face Mississippi State in the second round.
Tyler Zeller added 13 points for North Carolina and Marcus Ginyard gad 12 points and five steals.
David Schneider sank seven 3-pointers and led the Tribe with 21 points and eight assists. JohnMark Ludwick added 15 points.
North Carolina held a 43-33 lead at halftime and made 12-of-18 free throw attempts in the second half to lock up the victory.
William & Mary was 4-of-4 from the foul line for the entire game and shot 41.9 percent from the field.
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