Our paid strategy includes targeting people at various points in the customer journey to make sure they are aware of COA.
- Our PPC strategy would start by using display ads on website and social media platforms. These would be to introduce people who are unfamiliar with COA’s mission and activities.
- We will also target non-branded search ads. These ads might include “volunteering clean oceans” or “how to make the ocean cleaner”. These ads would come up when people are using our list of keywords, which we will construct based on Emma’s persona, to maximize ROI.
- Remarketing social ads would be targeted towards people that have already engaged with us on social media, we can retarget these people with ads and track their conversion to our website using tools such as Facebook Pixel.
- Remarketing display ads will target people who have visited our website; we would deliver ads to them based on content, specific pages, they interact with on the website.
- Brand search ads will be ads targeted towards people searching for “Clean Ocean Action” or brand specific events.
- Remarketing search ads, also known as Remarketing Lists for Search Ads, will allow us to customize our search ads for people who have already visited the COA website. These search ads would only be delivered if an individual was on the remarketing lists and search for specific keywords.
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