Pro-Israel campaign during operation Protective Edge
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Transcript of Pro-Israel campaign during operation Protective Edge
PRO-ISRAEL GOOGLE ADS CAMPAIGN
OPERATION “PROTECTIVE EDGE”:
THE PROBLEM:
When searching Google during operation “Protective Edge” for terms like “War in Gaza” or “#FreePalestine”, most of the content on the first page was anti-Israeli. Israeli content was clearly loosing the battle.
THE OPPORTUNITY:
Although there were over 30,000 daily search queries for conflict-relevant terms on Google in US, UK and Canada, only a fraction of these pages showed ads.
THE SOLUTION:
We launched a Google AdWords campaign, explaining the Israeli point of view of the conflict to users searching terms like “Hamas”, “War in Israel” or “Israeli Palestinian Conflict”.
THE LANDING PAGES:
We built 3 landing pages using visuals provided by “StandWithUs” and videos found on YouTube.
http://www.swanscreen.com/stand-with-us/
THE LANDING PAGES:
http://www.swanscreen.com/stand-with-us/var3.html
THE RESULTS:
8.5% conversion From visit to click on “Learn More”
12% of users spent more than 1 Min on the site
WHAT DID PEOPLE SAY?We generated 200 comments in over 50 conversations on our pages.
http://www.swanscreen.com/stand-with-us/var2.html
THE COSTS:Over-All we spent $4000 in two weeks
Average CPC = $0.3
Average CTR = 3.2%
Average ad position = 1.5
THE POTENTIAL:There are over 30,000 relevant daily searches on Google in US alone with Over 1,000 potential clicks a day.
If targeting US, UK and Canada, we could easily get to 50,000 daily impressions and around 2,000 daily clicks.
THE NEEDED BUDGET: $3000/DAY
PRO-ISRAEL OUTBRAIN CAMPAIGN
OPERATION “PROTECTIVE EDGE”:
THE CONCEPT:To boost awareness to the Israeli side of the conflict, we used the Outbrain platform to promote pro-Israeli articles on leading news sites.
TOP SITES ADVERTISED ON
COST SUMMARY:
THE POTENTIAL:320,000 impressions and 5,000 clicks daily
THE NEEDED BUDGET: $400/DAY