Kids Saving the Rainforest
Teaching the next generation of conservationists
About the Client
For over 25 years, Kids Saving the Rainforest has been championing rainforest conservation in Costa Rica. Their mission is to preserve eco-diversity, which includes the conservation and rehabilitation of wildlife. They do incredible work in caring for sick, injured, orphaned, and captive animals for re-release into the wild.
To support their cause, they’ve set up programs such as wildlife sanctuary tours to spread awareness and study abroad programs to foster the next generation of ecologists and veterinarians.
Through their success, Costa Rican rainforests continue to serve as a shield against global warming, wildlife extinction, natural calamities, and disease.
The Challenge
Kids Saving the Rainforest has been running their Ad Grant account since 2012. They initially worked with a general marketing firm, but because the firm did not specialize in the Ad Grant, KSTR was getting poor results. The account ran several campaigns, which saw almost no clicks or conversions in recent years. It was then they decided to work with a team dedicated specifically to Google Ad Grant management.
Being operationally based in Costa Rica, they wanted to set up global campaigns to help expand their donor bases and promote their tour programs. Specifically, they were looking to target audiences from the US, Canada, the UK, and Germany to help support these crucial revenue streams.
They also wanted to target veterinary medicine or pre-vet students from these countries to join their study abroad programs. These programs are designed as an immersive training ground for tropical ecology and wildlife veterinary medicine – a crucial initiative in educating future conservationists.
The Results
Ad Grant spend
$10,000
CTR
11.03%
Conversions
+130
Upon kickoff, we immediately started looking into their historical data to see what needed improvement. Their previous campaigns were using keywords that were too broad. That’s why our first course of action was thorough keyword research which allowed us to apply conservation keywords with low competition. By implementing dynamic search ads, we were also able to find new opportunities for high-volume keywords from their website.
We recommended ways to improve their website landing pages and implement more effective calls-to-action in their blogs to increase relevancy. We then structured their campaigns into groups targeting specific audiences. There were campaigns focused on mission awareness, tour groups, and veterinary practice.
At Getting Attention, our primary metric for success is always conversions. So as we set up new campaigns, we made sure to tag the correct conversion actions on their site such as newsletter subscriptions, veterinary program forms, and tour sign-ups.
In just a matter of months, their CTR rose to 11% – more than double the Ad Grant required 5%. Their conversions went from 0 to 163, and with a combination of local and global campaigns, the Grant was being maximized to spend the whole $10,000.
These results have helped Kids Saving the Rainforest get back on track to widen their mission’s reach and garner continued support for their crucial work in environmental conservation.
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