Israel Gives

Managing a global and local campaign for a long-standing SaaS customer while maximizing ROI and Google's advertising platform capabilities as part of a significant business development process.

Overview

Ongoing Campaign Management for “Israel Gives” in Israel and abroad to increase brand awareness and the number of active users (User Acquisition).

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AVERAGE CTR

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CONVERSION RATE

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NEW USERS

The Challenge

2 Main Goals

Creating awareness and differentiation in local and global markets.
Increasing the number of users on the platform while creating a pool of new crowdfunding campaigns.

2 Secondary Goals

Creating a learning process for new users (campaign creators) on the fundraising software.
Providing tools and guides for maximizing fundraising amount per campaign, and donors retention.

The Solution

A digital marketing strategy that consists of the following:

Multi-channel digital marketing to specific and relevant target audiences with tailored messaging.
Incorporating email marketing to send information and explanations on how to use the software to increase customer lifetime value (LTV).
Global PPC campaign structure per selected countries. Drafting a unique sales proposition (USP) per each target audience’s pain and gain with “Go Global – Act Local” approach.
Activation of segmented remarketing campaigns to boost num. of onboardings & new users acquisition.

Einav Rada-Feldman

Marketing Director - Israel Gives

"I am happy to work with Pitango Digital on Google Ads Campaign Management. Professional, courteous, ready for challenges and initiates improvements to optimize campaigns.
There has indeed been an improvement in several parameters in our activity in Google ads. Omri has a broad vision and we always think about the connection between the various marketing channels to bring optimal results. I highly recommend."

What Did We Do

Conversion Rate Optimization (CRO)
Improvements in the website structure and elements (A/B Tests) and landing pages. Testing the marketing content, the onboarding process, customer journeys, pages micro-interactions, and more.
Creative
Creating a graphic concept and messaging (Display Network – GDN). Creating a visual concept that was used in the various publications and campaigns.
Google Ads Campaign Management
Advertising and optimization on Google search and display networks. Setting up a measurement system (conversions and events) and remarketing capabilities using Google Tag Manager and Google Analytics.

The Results

The campaign generated hundreds of conversions and new users with high & sustainable ROI over a period of months.

Advertising efficiency throughout the campaign was good with a click-through rate (CTR) of 10.6% and with a high conversion rate of 8.38%.