Making Awareness Our Mission

The Non-GMO Project wanted more traffic to their Living Non-GMO lifestyle website. Together, we harnessed the power of the $10,000 monthly credit from Google for Nonprofits for Google Ads.

THE CLIENT

Living Non-GMO

location

Bellingham, WA

A little background...

The Non-GMO Project is an international, non-profit organization that believes in the power of choice. By creating a trustworthy non-GMO labeling system and building it into an internationally recognized symbol, they make it possible for food-conscious individuals to build a non-GMO lifestyle. Their non-GMO verified symbol appears on 0.4% of products in the United States and Canada. That may seem like a small percentage, but that’s a LOT of products.

The Problem

They wanted to get more people living GMO-free. They already had a great website and a new smartphone app – they just needed to get the word out to new users.

The Non-GMO Project heard about Google Ad Grants but also knew about the many hoops it involves. Rather than squander their annual $120,000 in Google Ad credits, they wanted to bring in someone who knew how to make the most of it. On the flip side, they were handling their social media in-house but wanted a little direction on best practices.

The Solution

The Non-GMO Project came to us, and we’re glad they did. Through tireless keyword research and a careful examination of how users interact with the website, we made suggestions regarding their website and social media efforts, and launched an ad campaign that drove users to informative pages and right to the app download button.

Analyze

Online Audit: Living Non-GMO had a few website goals including increasing traffic, creating effective content, and understanding mobile-friendliness. We delivered by looking at organic competitors, keyword rankings (including their relevance and other opportunities), bounce rate, and local SEO – some major factors that helped us paint a fuller picture to attract more users via desktop and mobile.

Optimize

Paid Ads: After honing in on current user traffic, we knew exactly which pages to link to with each ad group. We constructed an ad campaign with more than 15,000 keywords compiled from search data and website keyword research, all organized in tightly-knit ad groups with highly-relevant ads.

Social Media Training: Their internal teams handled their social media advertising, but they wanted a little direction from people who do it day in and day out. We delivered a presentation via PPT based on their questions and goals.

The Results

The campaign was a huge success! The Non-GMO Project saw a sharp increase in website views as existing avenues improved and new avenues materialized. With finely honed tools, we practically doubled the website traffic. All it took was a finely honed website and ad campaigns.

Traffic
Keyword Rankings

website audit

Identified causes of key issues, most notably missed metadata and high bounce rates. On a positive note, their site was mobile-friendly and ready to attract app downloaders.

social media

Coached professional marketing  team in user demographic data and outreach.

ad grants

Created effective campaign that resulted in a 40% increase in overall traffic alone.