Project Description

Earthwatch Institute

Engaging the Science of Sustainability

The Challenge

After their grant was deactivated due to noncompliance, Earthwatch was searching for an agency partner to not only evaluate and ensure their account maintained compliance with the Google Ad Grant’s policies, but also an organization that could help them advance their overall mission.

The Outcome

Not only has the Earthwatch Google Grant maintained compliance, but within 10 months, a year-over-year comparison showed a 341% increase in clicks and a 415% increase in impressions while maintaining an average CTR of 10.60%. Furthermore, 31 confirmed expedition bookings have occurred after reaching their site via Google Ads, with each booking generating between $1,500 to $3,500 in revenue.

1,200+

New People Engaging with Earthwatch’s Website per Month

9.81%

Click Through Rate on Ads

31

Expedition Signups, Each Driving $1.5-3.5k Revenue

ENGAGING THE SCIENCE OF SUSTAINABILITY

The Earthwatch Institute (earthwatch.org) is an international organization that brings people together with leading scientists to provide hands-on environmental research and education. Instead of simply reading academic articles, Earthwatch gives individuals the opportunity to participate in sustainability field research themselves, allowing them to see the impact of their efforts firsthand.

This brilliant model is executed in part through Earthwatch’s “Expeditions,” which fuse adventure and scientific inquiry. Website visitors are invited to sign up for Expeditions ranging from studying “Birdsongs in the Olympic Peninsula” to “Reforestation in Brazil.” Participants pay to take part in these excursions, which makes the program both environmentally sustainable and financially sustainable. Earthwatch partnered with Nonprofit Megaphone to use the Google Ad Grant to reach an increasingly global audience in support of its global mission.

“We wanted a partner that could take the reins and move the strategy forward and come to the table with some ideas on how to improve the overall strategy . . . NPM has been a true partner who makes recommendations that they think would improve our end goals. It feels like they’re a part of the team.”

– Kyle Gaw, Digital Marketing Director

The results so far have been exceptional. In addition to great awareness, the Google Ad Grant ads are directly leading to Excursion bookings. With each booking representing $1.5k to $3.5k in revenue for Earthwatch, the financial ROI has been exceptional. But over the long term, the environmental ROI these programs help generate will be even greater.

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