Enhancing Diver Safety with Google Ads for Divers Alert Network

 

Divers Alert Network (DAN), a global nonprofit dedicated to diving safety, partnered with our marketing agency to boost membership rates and raise awareness of their insurance products through Google ads. Established in 1980, DAN is a vital resource for emergency medical assistance, dive safety education, and underwater medicine research.

Our primary marketing objectives were to increase DAN's membership rates and promote awareness of their diverse insurance offerings. However, the challenge emerged when generating clicks and impressions for non-brand-related terms, especially in the travel and diving insurance segments. Despite national geo-targeting efforts, these campaigns struggled to gain traction.

Challenges & Strategy

To tackle these challenges, our strategy included employing broad match keywords and destination-specific keywords to cast a wider net for potential users. Additionally, we implemented Single-Keyword Ad Groups (SKAGs) to enhance campaign effectiveness.

Results

The results were compelling, with the account spending around $18,000 on 9,500 clicks. These efforts translated into key conversion points, as evidenced by 545 new (or renewed) memberships, 444 new newsletter subscribers, and nearly 2,500 PDF downloads of DAN's informational resources in 2023. Our strategic approach not only increased DAN's online visibility but also significantly contributed to the organization's mission of promoting a culture of safety and responsibility among divers worldwide.

This case study stands as a testament to the power of strategic digital marketing in driving tangible results for nonprofits with a global mission. By leveraging the versatility of Google Ads and tailoring our approach to DAN's unique challenges, we not only enhanced their online presence but also made a meaningful impact on diver safety, reinforcing DAN's position as a leader in the diving community.


CHALLENGE


The challenge faced by DAN was generating clicks and impressions for non-brand-related terms, especially in the travel and diving insurance segments.

SOLUTION


Our strategy included employing broad match keywords and destination-specific keywords to cast a wider net for potential users. Additionally, we implemented Single-Keyword Ad Groups (SKAGs) to enhance campaign effectiveness.

TOTAL ADVERTISING SPENT


$18,200

TOP CONVERSION


545 New Members