Pro-Israel campaign during operation Protective Edge

PRO-ISRAEL GOOGLE ADS CAMPAIGN

OPERATION “PROTECTIVE EDGE”:

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.

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.

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”.

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/

THE LANDING PAGES:

http://www.swanscreen.com/stand-with-us/var3.html

THE RESULTS:

8.5% conversion From visit to click on “Learn More”

12% of users spent more than 1 Min on the site

WHAT DID PEOPLE SAY?We generated 200 comments in over 50 conversations on our pages.

http://www.swanscreen.com/stand-with-us/var2.html

THE COSTS:Over-All we spent $4000 in two weeks

Average CPC = $0.3

Average CTR = 3.2%

Average ad position = 1.5

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

PRO-ISRAEL OUTBRAIN CAMPAIGN

OPERATION “PROTECTIVE EDGE”:

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.

TOP SITES ADVERTISED ON

COST SUMMARY:

THE POTENTIAL:320,000 impressions and 5,000 clicks daily

THE NEEDED BUDGET: $400/DAY