Facing History and Ourselves uses lessons of history to challenge teachers and their students to stand up to bigotry and hate. They create professional development and classroom resources for educators.
“Facing History helps students connect choices made in the past to those they will confront in their own lives. Our resources address racism, antisemitism, and prejudice at pivotal moments in history.”
Facing History’s Ad Grant has multiple objectives: Website Traffic, PDF downloads, Account Creation, and Newsletter Sign-Up.
When we first started partnering (back in 2018), the account wasn’t structured correctly and we needed to start from scratch. We faced three challenges:
Finally, not sure if this could be considered as a challenge, but we wanted to be able to utilize the full Ad Grants budget.
In order to create a successful strategy driving traffic to the Facing History website, we focused on the keywords that educators might use while researching resources on search engines.
clicks (+177% YoY)
Spent during 2020 (+290% YoY)
Google Ad Grant Success
By leveraging Dynamic Search Campaigns and incorporating evergreen content we were able to maximize their grant month over month. We implemented an ongoing testing strategy and daily optimizations, which allowed us to increase their click-thru-rate from 9.4% to 11.4%.
We helped Facing History drive awareness and increase traffic to Facing History resources. By allocating the additional budget, we were able to increase the number of conversions significantly in 2020 (+400% YoY).