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National Ovarian Cancer Coalition

Services Utilized

  • Digital Content Development
  • Online Display Advertising
  • Search Engine Marketing
  • Web Analytics

Campaign Objective

  • Increase search spending to take advantage of a NOCC grant for Search Engine Marketing

Tactical Approach

  • Build out of highly-targeted campaign terms and ad groups with a balance between long and short tail keywords
  • Multiple creative testing and optimization

Results

  • The best performing group had an overall CTR of over 10%, a 78% increase year over year
  • Our identified keywords in these highly-targeted groups maintained perfect quality scores

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The Challenge of Metrics in Digital Marketing

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