DRUM Agency to Speak at Bridge Conference 2019 on How Nonprofits Can Optimize Search Marketing in their Digital Media Mix

by DRUM, 27 Jun 2019

New York, NY— June 27, 2019 — Joining an expected record-breaking attendance of 2,500+ fundraising and marketing professionals from around the world, DRUM’s Vice President of Integrated Media Strategy, Mike Lamar, will be speaking with Michelle Mueller, Online Fundraising Manager at Wounded Warrior Project (WWP), at the 14th annual Bridge To Integrated Marketing and Fundraising conference in National Harbor, Maryland, July 10-12.

This year, Lamar and Mueller will discuss the importance of periodically re-categorizing Paid Search accounts and the success WWP has had in its search strategy optimization including improved quality score, increased CTR [click-through rates] and lower average CPC [cost per click].

"Many marketers manage search with an ‘eyes down’ approach,” Lamar said, “solely focusing on managing keywords and bids. At DRUM, we know keywords and bids are important, however, we also employ a ‘heads up’ model to ensure we are managing an account’s longterm productivity and efficiency.

“In re-categorizing our client's search accounts, we have seen tremendous success in SEM [search engine marketing] via continuous iterations in search structure,” he said. “Through this evolution, we bring tighter alignment at a keyword/ad group level, which then allows us to create more granular and relevant ad copy. These structural enhancements lead to higher click-through rates, improved quality scores and lower cost per click, which ultimately lead to improved efficiency for our clients."

“We [WWP] have been very pleased with the outcome of the re-categorizations,” Mueller said. “Finding efficiencies and saving donor dollars so we can serve more warriors is something we strive for.”

DRUM has been working with WWP since 2015 and handles online fundraising strategy, creative, search, social, display, email and analytics for the nonprofit.

The Bridge Conference is among the nation’s leading marketing events for nonprofit professionals. Attendees learn what’s going on in the industry, how others are tackling challenges like those that nonprofit organizations face and how today’s trends can be incorporated into their practices including: latest strategies, techniques and most current innovations in all areas of fundraising and marketing. Search optimization plays a vital role in donor outreach and public education, Lamar said.

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About Wounded Warrior Project:

Since 2003, Wounded Warrior Project® (WWP) has been meeting the growing needs of warriors, their families, and caregivers – helping them achieve their highest ambition. Learn more: http://newsroom.woundedwarriorproject.org/about-us.