Canadian Education Association (CEA)

 

Organization

  • A leading research and action centre to influence educational transformation in Canada
Goal

  • Advocacy and Awareness
Challenge

  • CEA had already received Google Grants but was looking to maximize their clicks and ad spend with the end goal of generating awareness
Action

  • Collaborated with CEA to review and understand the main tags they use for all their existing content
  • Developed campaigns based on the tags with both high content and high search estimates
  • CEA also installed conversion tracking in Google Analytics to monitor actions like sign-ups and registrations
Results
Increased Ad Spend

  • Monthly ad spend went up from $838 to a high of $7,943 within the first 6 months
  • This represented an 8.5 times increase in ad spend

Significant Traffic Growth

  • Similarly, monthly clicks went up from 1,000 to a high of 10,500 within the first 6 months, or a 10 times increase

Conversion Goals

  • Number of users visiting membership sign-up page increased 14.5% directly from Google Grants traffic
  • Number of users visiting paid magazine subscription page increased 3.25% directly from Google Grants traffic, despite not being a focus of the campaigns