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“Our PPC paid-search performance improved significantly under Nina’s management. Her knowledgeable guidance also helped us make inexpensive changes to our dynamic Web site which increased our natural search position and decreased our need to spend more on AdWords.” — , Webmaster, Hazelden Foundation
Traditional marketing tactics can often be unwieldy, taking precious time to launch that could cause a company to miss news event opportunities. Search marketing is flexible and allows for quick response for real time action to events. The constant challenge for any marketer is to capitalize on opportunities as they happen, and search marketing is designed for this type of flexibility.
Nina Hale Inc. works with a variety of Google Grant clients, including Ploughshares Fund, the Walker Art Center, and MinnPost. Organizations that are awarded a Google Grant receive up to $10,000 per month of in-kind advertising to promote outreach, fundraising, and volunteerism for their nonprofit organization. Due to limitations of the Google Grant, including a max CPC of $1.00 and limited channel access, Google Grant clients often find taking advantage of the entire grant fund difficult because they lack click-through traffic.
In instances with two Google Grant clients, Nina Hale Inc. created AdWords Campaigns and Ad Groups that capitalized on news events, improving click-through and conversion rates for Ploughshares Fund and the Walker Art Center.
Ploughshares Fund is a public grantmaking foundation that works to build a safe, secure, nuclear weapon-free world by developing and investing in initiatives to reduce and ultimately eliminate the world’s nuclear stockpiles. By staying aware of world events, specifically the Japanese earthquake and subsequent Fukushima Nuclear Crisis on March 14th, 2011, we were able to significantly grow the Ploughshares Fund account.
The Walker Art Center is a contemporary art center in Minneapolis, Minnesota which features contemporary visual and performing arts exhibits and programs. An online magazine feature from GQ Magazine increased clicks from an average 90 clicks per day to an average of 600 clicks per day.