Driving Growth for ELIANT Through Google Ads and Meta Campaigns
ELIANT, the European Alliance of Initiatives for Applied Anthroposophy, promotes quality of life, cultural diversity, and availability of choice in Europe. In 2024, I had the opportunity to manage their digital campaigns on Google Ads and Meta platforms, with the goal of increasing newsletter subscriptions and expanding their online presence.
Objectives
ELIANT's primary goal was to gain new newsletter subscribers, increase website traffic, and build awareness about their mission across Europe. This was achieved through the effective use of Google Ads Grant Account and targeted Meta campaigns.
Strategy & Solution
Google Ads Grant Account
I managed ELIANT’s Google Ads Grant Account to increase website visitors and raise awareness about their initiatives. Although the campaigns primarily functioned as an awareness tool, the traffic they generated played a crucial role in amplifying the website’s overall visibility.
Awareness & Traffic: In 2024, the Google Ads Grant Account drove almost 7000 website visitors, representing 36% of the total website traffic for the year. These visitors were engaged through relevant ads, raising awareness of ELIANT’s mission and contributing to the website’s broader traffic growth.
Newsletter Signups: Despite its primary focus on awareness, the Google Ads campaigns directly led to 10 new newsletter subscriptions. While this number was relatively low compared to other channels, the campaigns helped drive valuable, targeted traffic to the site.
Meta Campaigns (Facebook & Instagram)
Meta ads were used to actively target potential newsletter subscribers, combining both organic content and paid advertising.
Newsletter Signups: Through paid Meta campaigns, I generated over 2,600 new newsletter signups in just seven months, showcasing the effectiveness of Meta in converting users into engaged subscribers.
Instagram Account Growth: I launched and managed ELIANT's Instagram account, growing the following organically and through ads. In just seven months (starting in January 2024), we gained 622 followers and reached over 124,000 people through ads.
Engagement & Reach: The Instagram presence served as an important channel for raising awareness about ELIANT's mission, driving engagement with followers through posts and stories that highlighted key initiatives.
Key Insights
While Google Ads acted as a pivotal awareness tool, the Meta campaigns proved to be the driving force behind new newsletter subscriptions. The combination of both platforms allowed ELIANT to significantly boost their visibility, engage their audience, and grow their community of supporters.
Google Ads, though lower in direct conversions, provided a substantial portion of website traffic that contributed to the overall success of the campaign. The integrated approach across Google and Meta platforms allowed ELIANT to reach a wider audience and increase engagement with their mission.
Conclusion
Through strategic management of both Google Ads and Meta campaigns, ELIANT was able to enhance their digital presence, expand their community, and significantly increase newsletter subscriptions. The campaigns succeeded in building awareness and driving tangible results, positioning ELIANT for continued growth in the future.
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