Digital Advertising: Search, Display and Social Media

I have managed digital advertising campaigns on search engines, social platforms, and websites since 2009. This includes Google search and display, Bing search, YouTube, Facebook, LinkedIn, Twitter, and Instagram. The campaigns have run the gamut from $50 tests for a small business up to $10,000 per month in Google Ad Grants, and from $1,000 per month in consistent remarketing advertising for a national nonprofit all the way up to $240,000 per year in search advertising for a college.

Here are some of my previous digital advertising successes, to show what we might do together:

  • Increased impressions 56%
  • Increased clicks 52%
  • Increased conversion rate 65%
  • Raised an average of $5 per day on a $2 per day spend for a statewide nonprofit
  • Drove an 86% increase in college inquiries within 18 months
  • Increased advertising impressions by 600% while decreasing costs 33%

Finding the Right Digital Advertising Channel

With multiple colleges and nonprofits, I have tested advertising efforts on Google, Bing, YouTube, Facebook, Twitter (X), LinkedIn, and Instagram. The clients were not certain where to focus their efforts and new social media channels were enticing. Testing can be done in a cost-effective, quick manner, so we can move onto the best channel(s) and get your results rolling.

Transparency, Reporting, and Collaboration

I have often taken over advertising efforts from larger digital agencies (and I’m a one-woman shop). When I ask my clients what they would like to improve, they report wanting more communication, transparency and reporting, access to their data and accounts, collaboration and shorter turnaround times on changes, and, of course, results. On those things, I can deliver. I provide monthly reports, prompt communications, education, training, and documentation of how we’re managing the campaigns, and account set-up that will serve the client beyond my tenure.

Additional Projects to Consider

Even the best advertising campaigns won’t appear successful unless you have Google Analytics (GA4), events, and conversions set up properly. And you should add UTM tracking code to every inbound link so you know precisely where your advertising dollars are best spent. Read this blog post for instructions: Tracking Campaigns, for Non-Profits and Small Businesses. Additionally, if you’re a 501(c)3, you may quality for Google Ad Grants and Microsoft Ads for Social Impact! If you would like to learn more about any of those projects, click the links above or contact me.

Next Steps

I would love to speak with you about digital advertising for your college, university or nonprofit! Please fill out this Contact Form.

I’ll respond as soon as possible, and we’ll arrange a meeting over Zoom. This 30-60 minute discovery call is entirely free, and the purpose is twofold: to articulate what the project is and determine whether we would like to work together. After the call, and if we would like to proceed, I’ll develop a proposal / scope of work, which outlines the project, budget, and timeline. If we’re on the same page then, I’ll send a contract.

Let’s start with just a little more info first. Complete the contact form here, and I look forward to hearing from you!

Recommendations

Recommendation from Shireen Karimi, Director of Digital Communications at Green America
Recommendation from Rebecca Levy, Director of External Affairs at Palo Alto University
Recommendation from Scott Kindred, President at SafeHouse Web
Recommendation from Jessica Cox, Director of Harpoon Helps at Harpoon Brewery

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