Driving Engagement & Reaching Audiences

 

PBS SoCal, a member-supported nonprofit organization, sought to engage the diverse Southern California community by delivering educational, informative, entertaining, and empowering PBS programming. This case study examines the challenges faced in utilizing the Ad Grants program, along with the strategies implemented to maximize budget allocation and drive relevant traffic to the website, ultimately increasing engagement with PBS SoCal's content.

Challenges

PBS SoCal encountered two major challenges: fully spending the Ad Grants monthly budget while ensuring relevance of the generated traffic, and overcoming Google's bid cap restrictions on new Ad Grants accounts. The primary objective was to address these challenges by implementing smart bidding strategies, releasing bid caps, and promoting PBS shows consistently to drive website visitors and increase engagement metrics.

Strategy

To overcome the challenges, PBS SoCal's marketing team collaborated with uluad to implement smart bidding strategies. By utilizing these strategies, bid caps were quickly released, allowing for bidding on more expensive keywords and generating increased traffic. The team also emphasized proper conversion tracking to optimize auction bidding, ensuring effective budget allocation and improved performance.

Consistent promotion of PBS shows was another crucial aspect of the strategy. By regularly highlighting new shows and leveraging the unique relationship between PBS SoCal and the marketing team, efforts were made to attract more visitors to the website, encouraging them to watch the shows and engage further.

Results

During the period from April 2022 to April 2023, PBS SoCal witnessed remarkable outcomes as a result of the implemented strategies:

  • Click-through Rate (CTR): PBS SoCal achieved an impressive CTR of 15.66%, reflecting the high level of user engagement with the ads and the relevance of the traffic directed to the website. This performance surpassed industry benchmarks, indicating the success of smart bidding strategies and effective campaign management.
  • Budget Utilization: The monthly Ad Grants budget of $10,000 was fully spent, ensuring optimal utilization of available resources to drive audience engagement with PBS SoCal's content.
  • Conversion Rate: PBS SoCal achieved a significant conversion rate of 33.53%, indicating the effectiveness of the campaigns in motivating users to take desired actions, such as making donations, signing up for PBS Passport membership, and downloading apps across platforms.
  • Clicks and Engagements: The campaigns generated a total of 23,047 clicks, indicating substantial user interest and engagement with PBS SoCal's ads. Notably, the efforts led to 749 donations, 371 new PBS Passport members, and 1,249 app downloads across various platforms, reflecting the success of the strategies in driving conversions and audience participation.

This case study showcases how PBS SoCal successfully utilized the Ad Grants program to drive engagement and reach audiences in Southern California. By implementing smart bidding strategies, releasing bid caps, and consistently promoting PBS shows, the organization achieved remarkable outcomes in terms of click-through rates, conversion rates, budget utilization, and various engagement metrics. The strategies employed can serve as a valuable reference for nonprofits seeking to maximize their impact through digital advertising and audience engagement.


CHALLENGE


PBS SoCal encountered two major challenges; fully spending the Ad Grants monthly budget while ensuring the relevance of the generated traffic, and overcoming Google's bid cap restrictions on new Ad Grants accounts.

SOLUTION


PBS SoCal's marketing team collaborated with uluad to implement smart bidding strategies. By utilizing these strategies, bid caps were quickly released, allowing for bidding on more expensive keywords and generating increased traffic.

TOTAL ADVERTISING SPENT


$121,160

TOP CONVERSION


371 New Members