The Solution
The solution was to thoroughly research our target audience and target them using a number of complex targeting solutions, including Psychographic Targeting, Contextual Targeting, Geo Targeting, and Behavioral Targeting.
Competition for keywords: By utilizing data collected from our research and targeting techniques, we were able to create high-volume adjacent keywords that allowed us to reach our target audience, in addition to traditional keywords. We also optimized each campaign to bid competitively.
Maximizing allocated budget. By running 4-6 campaigns at any given time, we were able to maximize our monthly ad spend budget.
Measuring impact. Using the Google Tag, we were able to track conversions on our website for our workshops.
18.34%
average CTR across 8 campaigns
with the range 11.72% - 28.34%, well above the expected 7% - 9%.
The Challenge
Artportunity Knocks is a non-profit organization based in Atlanta, GA dedicated to creating educational and immersive after school programs for students K-12.
They received a number of grants, including the Google Ads Grant, and funds from donors to help promote their website, programs, and other events.
I was brought on to create various Google Search Ads campaigns, promoting website traffic, workshops, events, and more.
The 3 main challenges were:
competition for keywords.
maximizing the most out of our allocated monthly ad spend budget.
measuring impact.
The Results
4.52%
conversion rate
for our Logic Pro Workshop series, the upper-end of our projected 2% -5% target.
6.22%
conversion rate
for our E-Sport Gaming series, well above the projected 2% -5% target.