BRAND + BUSINESS OBJECTIVES
- Engage with audience
- Find donors
- Raise Awareness
Revised the marketing plan for Direct Relief which consisted of eight campaign categories in paid search and remarketing, and approximately 150 newly created text ads that were launched the first week of December. Focused on brand keywords as well as current initiatives.
WHAT I DID
Audited over 2000 existing ads that had zero results to remove duplication, out of date or irrelevant campaigns and zero in on audience, keywords and bids.
WHY IT WORKED
Ads were more on-brand, had better CTAs and better targeting.
- By January 1 — the close of the peak year-end giving season and one month after change — results showed a 44% year-over-year increase in the number of online donations, and a 40% increase in total dollars donated online.
- Overall site traffic increased by 84%.
- Remarketing ads resulted in a 2% lift in conversions. Brand paid search terms (those including some variation of “Direct Relief”) netted a 26% conversion rate.
- Brand paid search terms (those including some variation of “Direct Relief International”) netted a 26% conversion rate.