Google Ads Management & Analytics for Bishop Arts Theatre Center

Summary

Bishop Arts Theatre Center (BATC) is a Dallas arts nonprofit whose mission is “to to cultivate a diverse and vibrant arts community while creating sustainable opportunities for local and emerging artists through performances and education”.

Taylored Data provided marketing and analytics support for their 2020 North Texas Giving Day campaign to raise brand awareness during the fundraising event.

Challenge

Dallas arts and cultural nonprofits are heavily impacted by COVID-19. While Bishop Arts Theatre Center has a loyal donor base, without continued donations, the nonprofit could experience significant annual loss in funding. Here are some numbers about the current landscape for Dallas Arts/Cultural nonprofits:

Solution

…but that’s not the full story. During extensive research, I found some opportunities to position BATC as a local resource for entertainment and enrichment during the pandemic.

With only 3 days before the event, I dived into the campaign and made the following optimizations:

• Created 5 ads that resulted in 1,545 impressions and 202 clicks

• Created tracking in Google Ads to track user behavior in Google Analytics

• Optimized the campaign budget to ensure the ads were reaching the target audience

• Monitored the ads each day

• Added new keywords and match types to the campaign

Results

Before Taylored Data began managing the campaign, there was one ad in the campaign and it had 1 click and 11 impressions and by the end of the campaign these were the results:

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