Optimizing Account Growth & User Engagement

 

Teaching American History is dedicated to empowering American history and government teachers through the provision of primary documents, continuing education opportunities, and a vibrant community. This case study delves into the organization's efforts to foster critical thinking and deeper engagement among educators through seminars, webinars, and access to an extensive library of American historical documents. Despite the initial challenge of launching with fewer campaigns, Teaching American History leveraged a strategic approach to achieve sustained growth and drive membership.

Challenges & Strategy

To address the challenge of a limited campaign launch, Teaching American History focused on delivering core offerings to ensure high relevance and targeted engagement from the outset. With gradual budget utilization, the organization anticipated attracting users who align with their vision and objectives, resulting in high-quality conversions and increased membership.

Results

An analysis of performance data collected from April 2022 to April 2023 provides valuable insights into the success of Teaching American History's account:

  • Click-through Rate (CTR): During the study period, Teaching American History achieved an impressive CTR of 12.85%. This metric indicates the effectiveness of the ad campaigns in capturing user interest and driving engagement.
  • Advertising Spend: With a total spend of $19,273, the organization effectively utilized its budget to optimize account growth and expand reach.
  • Conversion Rate: Teaching American History achieved a noteworthy conversion rate of 17.41%, indicating successful engagement and high-quality conversions from their targeted audience.
  • Clicks: The campaigns generated a total of 3,200 clicks, reflecting the effectiveness of the strategy in attracting users and driving traffic to Teaching American History's resources.
  • Seminar Attendance Registration: Through the marketing initiatives, Teaching American History achieved 40 registrations for seminars, demonstrating the successful promotion and engagement of educators in their educational events.

The data analysis highlights the positive outcomes of Teaching American History's strategic approach. Despite the initial challenge of launching with fewer campaigns, the organization's highly targeted and relevant account structure facilitated sustained growth and achievement of milestones within the Google Grants program. The high CTR, conversion rate, and seminar attendance registrations affirm the success of the strategy in attracting educators who align with the organization's vision and objectives.

This case study emphasizes the importance of targeted relevance and gradual account growth in the success of educational organizations like Teaching American History. Despite the initial limitations, the strategic approach employed resulted in sustained growth, high-quality conversions, and increased membership. The findings of this study provide valuable insights for similar organizations seeking to optimize their online marketing efforts, engage their target audience, and achieve long-term sustainability and impact.


CHALLENGE


The primary challenge faced in our relationship with Teaching American History was that the account was launched with a limited number of campaigns. This was due to the organization having very specific goals but made it more difficult to generate enough traffic.

SOLUTION


To address the challenge of a limited campaign launch, uluad focused on delivering core offerings to ensure high relevance and targeted engagement from the outset. So while traffic might not have been large in terms of volume, it still represented Teaching American History’s core audience.

TOTAL ADVERTISING SPENT


$103,000

TOP CONVERSION


1,420 Webinar Registrations