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The Jimmy Fund

Each year, the Dana-Farber Cancer Institute uses pay-per-click (PPC) search engine marketing to promote its holiday eCommerce and gifting fundraising campaign. SilverTech started by taking a look at the overall strategy, keyword targeting, and measurement metrics and saw opportunities to test, improve and evolve the campaign.

Taking the campaign to the next level involved crafting advertising copy, along with a scientific experiment to test the effectiveness of brand mentions in Dana-Farber’s online advertising. SilverTech helped to reduce the cost-per-conversion by 75 percent compared to prior year, along with a 42 percent reduction in average cost-per-click.

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