About
Since its founding, this minority education organization has helped over 150,000 students from disadvantaged backgrounds. For more than 3 decades, it has provided support by awarding over 2,400 student scholarships and providing financial support to minority colleges and universities. This approach has helped it double the number of minorities attending college.
The Challenges
After a recent re-branding exercise, which involved changing its name, this charity's challenges were twofold:
- A significant loss of website search traffic due to the re-branding
- A lack of specialist digital marketing skills internally, meant they couldn't generate awareness and drive views of educational content and resources on their website
The Solution
After their account was verified, we started a Google search campaign optimised for brand terms, driving maximum search traffic towards their website. As part of their content strategy. we promoted a range of articles, research and videos to audiences already searching for this type of content. We then created multiple campaigns designed to drive awareness for their colleges and universities, scholarship opportunities, as well as informational resources.
The Results
By utilising the extra funding provided by Google and WiserPPC's expert Google grant management, they saw over 4,800 visitors to their website as well as more than 114 new email subscribers. We also increased the utilisation of the $10,000 Google Ad Grant from 42% to 95%.
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