Google Ad Grant Case Study
MISSION
In partnership with the National Park Service since 1938, WNPA advances education, interpretation, research, and community engagement to ensure national parks are increasingly valued by all.
In partnership with the National Park Service since 1938, WNPA advances education, interpretation, research, and community engagement to ensure national parks are increasingly valued by all.
Results that speak for themselves
Increase in online sales revenue
Increase in new visitors to WNPA’s main site
Increase in searches for “WNPA Store”
The leadership at WNPA knew about the existence and the benefits of the Google Ad Grant before partnering with Elevation, but in the words of Maria DelVecchio, Marketing Manager at WNPA, “we studied the requirements, and came to the conclusion that we didn’t have the internal resources to manage it ourselves.”
Maria didn’t think passing on $10,000/mth would be wise, and instead made the case inside of WNPA that hiring a marketing agency would essentially amount to “free money to advance our mission.”
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WNPA and Elevation were no strangers to each other. Less than a year before, WNPA had worked with Elevation to wholly redesign their website. And after a successful launch, their partnership only deepened: WNPA entrusted Elevation with the handling of their SEO and social media accounts.
So when the time came to select an agency to manage their Ad Grant, Elevation was the obvious choice.
The strategy crafted by Elevation was designed to ensure WNPA campaigns performed beyond and above what is required by Google. The plan included:
Moreover, because Elevation also manages SEO and social media for WNPA, Elevation was able to build a global strategy that encompasses all of WNPA’s digital marketing efforts. This level of coordination across different platforms further enhanced the per-formance of WNPA’s ad campaigns.
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Compared to both industry averages and the minimum requirements set by Google, the performance of WNPA’s campaigns can only be described as outstanding:
WNPA is using the Google Ad Grant to accomplish two primary objectives that directly affect their ability to advance their mission: