YMCA Case Study

Overview
YMCA of Greater Seattle has provided safe and caring environments, positive role models, creative activities and opportunities to serve the needs of others for over 132 years. With the school year ending and the summer beginning, YMCA was eager to drive immediate traffic to the summer camp and youth program verticals on their website; with the end conversion goal of generating summer programs registrations. Formic was challenged with launching an effective Pay-per-Click (PPC) campaign to generate targeted traffic and secure conversions, while also beginning SEO efforts for the website.

Objective
Formic's overall objective was to effectively create, launch and optimize YMCA's first Pay-per-Click (PPC) campaign and demonstrate ROI.

Challenge
A seasonally competitive market and limited historical data required Formic to bring the account to an optimal performance level in just 2 months. YMCA's goal was to drive an increase in registration volume during the summer months.

Strategy
Formic's PPC strategy removed all ineffective keywords from the campaigns, and utilized geo-targeting specifications to manage spend efficiently and reach a more targeted audience with which to generate traffic and conversions.

Results
Just 2 months after the initial campaign launched and active PPC management was performed, Formic was able to generate the following results for YMCA:

• 50% increase in campaign click-through rate (CTR)
• 79% increase in click-to-conversion-rate
• 47% decrease in overall cost per conversion

URL
Seattle YMCA