Paid Search Case Study: Charity Event Organization Adds Participants and Lowers Costs

Since 2000, Seattle area agency Lodestar Marketing Group has provided digital marketing services to some of the world’s leading brands and favorite local companies. With their experience and knowledge, they have helped clients achieve impressive results. One such success story involves a charity event organization that approached Lodestar Marketing Group to develop a paid search strategy to increase participants and reduce the cost per lead for events.

The Challenge

The foundation was experiencing a downturn in interest and registrations over the past several years and needed to find a way to reinvigorate the campaign. They primarily utilized direct mail and telemarketing, and the campaigns were significantly underperforming.

Strategic Solutions

Lodestar Marketing Group implemented a rigorous test campaign to determine how to increase total leads cost-effectively while still generating quality leads. Lodestar implemented paid search campaigns in Google, Yahoo, and Bing.

Results

In the first year, Lodestar generated 16,000 total leads at a cost per lead of $38. In year two, 17,800 were generated at a significantly reduced cost of $21 per lead. In year three, 29,000 leads were generated for $11.50 per lead. The digital marketing test strategy allowed the team to continually optimize the campaign, which generated significant improvements and reinvigorated the interest and participation in the breast cancer walk.

Conclusion

Lodestar Marketing Group helped this foundation implement a digital marketing strategy that significantly improved the number of walkers in the breast cancer walk while lowering costs. The foundation was nearly ready to cancel future walks, but the new strategy was successful at not only sustaining but growing the program. Lodestar Marketing Group is dedicated to finding effective solutions for all our clients to help them reach their marketing goals.

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