Previously, this audience of fishermen was one they struggled to reach, however, since launching this new ad group they've seen an enormous increase in traffic!
Identify emerging trends to reach new audiences
- Tread Lightly! was seeing a spike in the popularity of UTVs, resulting in a growing need for UTV ethics. As a result, they created an ad group focused on UTV ethics with unique ads pointing to a targeted landing page, which helped them successfully reach this new audience of recreationalists.
Unique ways to measure success with AdWordsEncourage engagement and advocacy
- If you have ways for users to engage with your organization, you can track them. This helps you measure brand awareness and engagement and see how your audience is growing. Tread Lightly! encourages visitors to become a “Friend of Tread Lightly!” as a pledge to recreate responsibly, and through tracking they've seen an increase of over 50% in new "friends".
Track your org's mission-based goals
- Look at your org's mission to see what goals you have as a non-profit that could benefit from tracking. This can be an easy way to relate marketing efforts back to the mission of your organization. Tread Lightly! wanted to become more involved in the water recreation community which was reflected during last summer's water sports tips ads, when they saw nearly 10,000 clicks to their boating/personal watercraft tips and video.
Use
impression data to gauge brand awareness
- Measuring brand or cause awareness is a challenge for all businesses, for-profit and non-profit alike. Tread Lightly! equates impressions to valuable exposure because they know that it helps associate Tread Lightly! with outdoor recreation - an awareness goal. In their yearly analysis, they found that their campaigns received approximately 15.3 million impressions - even if searchers never clicked through to their site. That's a lot of awareness for minimal effort! If you designate individual ad groups in your campaign to brand awareness, you can validate their ROI by tracking growth in impressions.
Tread Lightly! is a nonprofit organization that strives promote responsible outdoor recreation through ethics education and stewardship. Tread Lightly! has been a participant in the Google Grants program since 2007 and uses
tracking tools and
reporting within AdWords as part of their online marketing program.
If you have your own best practices or experiences that you'd like to share with other grantees and nonprofits, we encourage you to strike up a conversation with other members in the
discussion forum and possibly
submit your testimonial to our team.
Posted by Jessica Vaughan, Google Grants Team
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