pro-israel campaign during operation protective edge
DESCRIPTION
During Operation Protective Edge we wanted to help get Israel's point of view to the world. With the help of privately raised funds, we created advertising campaigns on Google and Outbrain, spreading our side of the story to thousands of Americans and Brits. These are the results.TRANSCRIPT
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PRO-ISRAEL GOOGLE ADS CAMPAIGN
OPERATION “PROTECTIVE EDGE”:
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THE PROBLEM:
When searching Google during operation “Protective Edge” for terms like “War in Gaza” or “#FreePalestine”, most of the content on the first page was anti-Israeli. Israeli content was clearly loosing the battle.
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THE OPPORTUNITY:
Although there were over 30,000 daily search queries for conflict-relevant terms on Google in US, UK and Canada, only a fraction of these pages showed ads.
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THE SOLUTION:
We launched a Google AdWords campaign, explaining the Israeli point of view of the conflict to users searching terms like “Hamas”, “War in Israel” or “Israeli Palestinian Conflict”.
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THE LANDING PAGES:
We built 3 landing pages using visuals provided by “StandWithUs” and videos found on YouTube.
http://www.swanscreen.com/stand-with-us/
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THE LANDING PAGES:
http://www.swanscreen.com/stand-with-us/var3.html
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THE RESULTS:
8.5% conversion From visit to click on “Learn More”
12% of users spent more than 1 Min on the site
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WHAT DID PEOPLE SAY?We generated 200 comments in over 50 conversations on our pages.
http://www.swanscreen.com/stand-with-us/var2.html
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THE COSTS:Over-All we spent $4000 in two weeks
Average CPC = $0.3
Average CTR = 3.2%
Average ad position = 1.5
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THE POTENTIAL:There are over 30,000 relevant daily searches on Google in US alone with Over 1,000 potential clicks a day.
If targeting US, UK and Canada, we could easily get to 50,000 daily impressions and around 2,000 daily clicks.
THE NEEDED BUDGET: $3000/DAY
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PRO-ISRAEL OUTBRAIN CAMPAIGN
OPERATION “PROTECTIVE EDGE”:
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THE CONCEPT:To boost awareness to the Israeli side of the conflict, we used the Outbrain platform to promote pro-Israeli articles on leading news sites.
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TOP SITES ADVERTISED ON
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COST SUMMARY:
THE POTENTIAL:320,000 impressions and 5,000 clicks daily
THE NEEDED BUDGET: $400/DAY