In the fall of 2007, the Mason City Noon Rotary Club asked me to run a direct response web campaign for their holiday season charity raffle.
The campaign would run for five weeks, Thanksgiving through Christmas, and end with a charity raffle New Year's Eve. As always, local non-profits have extremely limited marketing budgets so every dollar spent had to generate positive return on investment.
My web strategy called for keyword research using Wordtracker and Google Keywords tools to determine what prospective donors were searching for and how they were searching for it.
AdWords ads were written using the most relevant keywords and keyword phrases gleaned from the keyword research.
The ads drove prospective donors to a specially written, search engine optimized landing page.
The landing page also incorporated those search terms. The headline was similar to the AdWords headlines to maintain relevance and cut down on page abandons.
Email appeals were tested and sent to the club's existing house list. The copy was targeted at "hot" (recent) donors and drove them to the same landing page. A viral component was incorporated into the message asking prospective donors to "Please forward this to a friend who might share your interest in helping [targeted cause].".
Keyword research was ongoing throughout the campaign to keep tabs on our target prospects mind-set and stay on top of search words, phrases, and search behavior. AdWords ad copy, email copy, and landing page copy were adjusted based on ongoing AdWords testing and Analytics reporting as well as changes in donor attitudes and behavior.
Return on investment was tracked to the penny as the campaign unfolded. As initial results proved positive, the club increased the budget to get more impressions. Strategically managed keyword bids maximized ROI per click.
When the results were in, the campaign achieved a 208% ROI over the course of the five week campaign.
But the true payoff came when the club was able to help many people in need as a result of their well-managed Pay-Per-Click campaign.
To discover how I can help your business or non-profit be more successful, call me for a free consultation today at 641.423.9226 or email michael@michaelfialacopywriter.com
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"Michael did a great job with the landing page and Google AdWords campaign for our Rotary raffle. We got a 208% ROI with a very limited budget. We're definitely going to use Michael's services to expand our internet fundraising in the future." - Greg Benedict, President Mason City Noon Rotary