About
This local organisation offers hands-on environmental education and research, by bringing people together with leading scientists. They provide individuals the ability to take part in sustainability field research, so they can see first hand, the impact of their efforts. Visitors to their website can sign up for paid expeditions like studying birds or deforestation.
The Challenges
One of the main goals was to make the "Expeditions model" both environmentally sustainable and financially sustainable. The charity were keen to increase both brand awareness of their cause and to promote their excursions, after finding they were under utilising their Google Ad Grants monthly spend. This meant that they were failing to reach a wider audience.
The Solution
WiserPPC partnered with them to use the Google Ad Grant to reach an increasingly environmentally aware audience in support of its sustainability mission, and to drive highly relevant traffic to their website. We identified content pieces on their website that weren't being effectively utilised.
The ad groups contained general keywords, which were way too broad. We increased relevance by creating new ad groups focussing on tightly targeted keywords.
The Results
The charity saw an immediate impact on their previous results, including a 189% increase in clicks, and a significant rise in click-through rate, from 3.94% to 8.70%. In addition to raising awareness, the Google Ad Grant ads are leading to more Expedition bookings. While the financial ROI has been great (each booking represents $1.2k to $2.6k in revenue), the longer term environmental impact of these programs will be far greater.
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