The Challenge

In March 2018, KLRU-TV, the PBS station in Austin, Texas, participated in “Amplify Austin,” a coordinated effort designed to raise the mission profiles of and drive donations to more than 600 central Texas charities. While the station had participated in “Amplify Austin” previously, KLRU came to Allegiance Group + Pursuant asking for help in making the most of this year’s “Amplify Austin” campaign.

The Solution

Our Digital Team reviewed the opportunity and recommended a combination of paid tactics, including Facebook, Bing, and Google Ads.

We also recommended getting out early in search, ahead of other teams, with a specific eye toward establishing Google Ads authority so that when central Texans started Googling for related keywords, KLRU’s search engine marketing ads would be most likely to appear in Google’s top search return positions.

The Allegiance Group + Pursuant Google Ads effort helped drive a 130% increase in KLRU’s donation page traffic during their Amplify Austin Central Texas charitable giving campaign, which led to their largest gross donation haul yet!

The Results

Our Facebook and search engine marketing efforts helped drive a 130% increase in traffic to KLRU’s donation pages, with Facebook click costs of less than $1.00 and a Google Ads click-through rate performance averaging over 5%. With no other paid campaigns in the mix, KLRU had its highest donation returns, and the Allegiance Group + Pursuant managed to spend the only addition to the promotion of their campaign.