Glacier National Park Conservancy
Protecting glacier for future generations
About the Client
Glacier National Park Conservancy is the official nonprofit fundraising partner of Glacier National Park. The organization raises funds through the sales of merchandise and by soliciting donations to support the park. By supporting projects like youth outreach, preserving native plants, and promoting the health of key species like bears, Glacier National Parks Conservancy ensures a thriving park for future generations of Americans.
The Challenge
Glacier National Park Conservancy was looking for a partner to free up their marketing team’s time and ensure they were maximizing the Google Ad Grant. They had been using the Grant for a while as part of their marketing mix to promote purchases from their store, signups for their newsletter, and donations to the foundation. They wanted to ensure that they would get improved results from the Google Ad Grant campaigns, while not tying up their team’s time with active
monitoring and optimization.
They also wanted to make use of an expert-driven strategy to keep up with the latest trends in search advertising and the seasonality of their various programs. Since they are the only nonprofit channel set up for Glacier National Park, they wanted to target the park’s visitors and allow them to get involved. Because their programs involve a lot of scientific research, conservation, and education, their goal was not only to increase mission awareness, but also to drive traffic to their informational resources, store sales, and donations.
The Results
Ad Grant spend
$10,000
CTR
20.07%
Conversions
+487.52
After partnering with Glacier National Park Conservancy, we started by doing a full audit of their existing Ad Grant account. By assessing their past and current ads, we were able to strategize how to best implement campaigns that aligned with their goals.
We did thorough keyword research and set up dynamic search ads so that we could target both their key audiences and high-volume search terms. To optimize their campaigns, we also provided feedback on website changes, such as landing page improvements and better calls to action.
In just 3 months, Getting Attention had helped Glacier National Park Conservancy bring more than 18,000 new visitors to the website with a CTR of 20.07%.
By partnering with Getting Attention, Glacier National Park Conservancy got more than 487 new conversions to their website, bringing in more people to support their mission.
At the same time, the Getting Attention team was reducing the cost per conversion by $24.60, making the $10,000 Ad Grant go further each month.
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