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Topics: Pollie Awards, Search Engine Marketing, Ted Cruz

‘SEARCH’ing for How to Win? We’ve Got You Covered!

What if we told you that in addition to getting key information in front of voters, you could actually make money running search ads?

We know - it sounds too good to be true.

But that’s exactly what we did for the Ted Cruz for the Senate campaign in 2018, and we want to put that experience to work for you!

At this year’s Pollie Awards in Napa, California, our efforts in the 2018 cycle earned The Prosper Group an outstanding five “Pollie” awards - the most of any GOP digital firm in the country.

This is the fourth in a five-part series detailing our efforts that took home hardware. If you like what you read, click here and let’s chat about how we can work together. 

GOLD: Best Use of Search Engine Marketing | Ted Cruz for Senate 
 


As we wrote about earlier in this blog series, Senator Ted Cruz ran for re-election in 2018 against an opponent (Beto O’Rourke) whose campaign evolved into a liberal fundraising juggernaut, ultimately raising more than $38 million.

The Prosper Group had to get creative - and take advantage of every possible avenue from which we could raise money - to secure the resources the Cruz campaign needed to share its message with targeted audiences during the fall lead-up to Election Day.

One of the ways we did that was running an aggressive search campaign. With national attention on this race, we saw the potential to seize on this “organic” interest to efficiently and effectively raise money via search.

Our primary objective was to bring in new donors to the campaign, to help build upon our successful fundraising efforts via email, Facebook advertising, and remarketing.

An aggressive paid search campaign also helped ensure that “Ted Cruz” and related search results were not dominated by content focused on Beto O’Rourke.

We broke up search campaigns geographically between users in Texas and those outside the state. This distinction helped us refine our messaging in order to connect more directly with users, and ensure our Texas campaign search keywords returned Ted Cruz as the top result. As potential voters in this race, and it was vital for Texans to see our desired results at top.

We also had to be quick on our feet in terms of content, as we worked to produce ads that were timely and focused on the issues that were important and motivating to users in Texas and users nationally.

Our efforts at The Prosper Group proved to be successful in driving the Ted Cruz for Senate website to the top of search results. And by including direct donation links in our search advertising, we were able to do all of this while netting money for the campaign - a true win/win at a critical time.

If you’re looking to launch a new website, we want to talk to you about your goals. 


You can read more from our five-part Pollie Award blog series here:
 

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