Online Advertising Platform for Candidates and Causes
Case Studies
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Client: Multiple Sclerosis Association of America
Overview: Nonprofit Industry: Medical Client Mission: To enrich the quality of life for everyone affected by multiple sclerosis. Our wide array of programs and services bring going support and direct services to people with MS and their families throughout the country. MSAA also serves to promote greater understanding of multiple sclerosis and the diverse needs and challenges of people with MS. Objective/Goals: The goal of the online advertising efforts is to increase the traffic to the MSAA website. With this traffic the Association is looking for people to watch the MSI Video Series “A Closer Look”. These informational videos are a great source of knowledge for people trying to understand more about this complex and debilitating disease. Pre-Campaign Analysis: MSAA did not engage any prior paid search and or online marketing initiatives, so the benefit of the Google Grants management to drive new qualified visitors to the website to increase awareness, and generate more interest in the MSI Video Series was an obvious one. All previous traffic to the website consisted of organic search traffic, few link referrers and word of mouth. |
Client
Testimonial: “This program works and you can see the results immediately. World Benefactor is great to work with. They are very professional and know how to best maximize your Google Grant. I highly recommend them to any non-profit looking to increase their website traffic” - Amanda Bednar, Manager Multiple Sclerosis Association of America Implementation: As part of initial paid search strategy, WB created the following in Phase I.
Results: Following the previous 3 months of website traffic data, in the first 2 months since the Google Grants campaign was launched, the targeted traffic to the MSI Videos page increased by an astounding 1900% while the actual video views increased to a similar 1877% Another key metric that was observed was the dramatic 50% increase in page views compared from the previous 3 months, which is aligned with the 8% jump in the new vs. returning %visitors metric. Overall, the Google Grants campaign contributed over 23,000+ qualified new and existing visitors to the MSAA website. In addition, MSAA receives grant money for the videos, and the companies that provide the grant money are very pleased to see the increase in viewership. This will hopefully lead to more funding in the future for the many great things that MSAA provides to the cause.
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