Challenge
Partner with GO2 for Lung Cancer and the Lung Cancer Registry to significantly boost website traffic, brand awareness, and engagement. The goal is to effectively promote their mission of becoming the go-to resource for lung cancer information and support. Create campaigns targeting a diverse audience, including cancer patients, caregivers, and loved ones seeking resources, while also engaging potential donors.
Solution
To solve the problem of reaching and engaging a diverse audience, we invested in a multichannel digital media program spanning Google Paid Search (Search Ads, Display Ads, and Performance Max), Google Grant Search Ads, Microsoft Search Ads on Bing, and social platforms like Facebook and Instagram. Additionally, programmatic ad buys were implemented across Display, Native, Digital Out of Home, Audio and Podcast ads, Connected TV, Over the Top Television ads, and Programmatic Video. Engaging creative assets and messaging were developed to address the specific needs of the targeted audience, ensuring maximum impact and reach across all platforms.
Results
The results demonstrate the power of an omnichannel digital marketing approach, showing how the organization can drive engaged-user traffic that ultimately leads to desired actions. With Google Grant, we generated nearly 4 times the clicks and doubled the spend year-over-year (2022 vs. 2021). In our second year of management, we increased spend by 86.6% and generated 52.6% more clicks. Website impacts were also significant: for GO2 for Lung Cancer, there was a 15.7% increase in total users, a 19% increase in total sessions, an 11.4% decrease in bounce rate, and an 11.4% increase in average session duration. The Lung Cancer Registry saw even more dramatic growth, with an 88.9% increase in total users, a 97.4% increase in total sessions, and a 16.2% lift in average session duration.
