Data Genomix’s team recognized the need for a diverse, multi-channel approach, and introduced the Find the Right Care campaign to an array of new paid media channels. This included paid Google Search Engine Marketing (SEM ads), META ads, and digital display ads. This data-driven approach, led by skilled data science and paid media teams, was key to the success of these campaigns. In regards to SEM ads, Data Genomix was able to take advantage of the Google Ad Grant to fund the SEM campaigns for Find the Right Care. With consistent keyword research to stay up to date, Data Genomix was able to execute a more than successful SEM campaign. By the second year, Data Genomix was able to increase the digital media impact by increasing the Google Ad Grant click-through rate by 9.15% with no additional cost to the nonprofit.
An additional factor that played a key role in these campaigns’ success was the targeting of audiences across different platforms. Several ads were created for different audience groups: one for parents, and one for millennials. By intentionally reaching the correct audience with ad creative that was targeted just for them, Data Genomix was able to ensure a more straightforward and effective digital advertising campaign.
Leveraging the power of an iterative approach, Data Genomix's solution continually drives unparalleled results. This strategy is informed by an ongoing cycle of refining and optimizing, using key learnings from past campaign performances as a roadmap for future success. Every aspect of the campaign, from platforms and audiences to budgets, is reviewed and fine-tuned based on prior metrics.