”Search, Display and TV Ads led to a 244% return on investment in AdWords campaign spend”

John Abdulla
New Media Specialist
Oxfam America

What they wanted to do

Oxfam America is an international relief organization that creates lasting solutions to poverty, hunger and injustice. Their charitable gift giving program, Oxfam America Unwrapped, is an online catalog where customers can choose a goat, mosquito nets, or even a fruit tree to donate in the name of friends and loved ones. Oxfam needed a new way to promote the catalog online and drive holiday sales.

How they did it

Oxfam America already had success with free search ads provided by the Google Grants program. They invested in their first paid search ads on Google AdWords in 2009, and after seeing positive returns, they decided to expand the campaign over the following two years.

To reach more supporters and increase branded searches in 2011, Oxfam America used Google TV Ads to get their commercials in front of a targeted national TV audience. They also used Contextual Targeting on the Google Display Network to reach consumers who were already on holiday gift sites, so more likely to buy. As if that wasn't enough, they continued to invest in paid search, reaching potential customers looking for alternative gift ideas.

Did it work?

You bet! During their 2011 campaign, AdWords was responsible for 21% of Oxfam America's total donations. Furthermore, their expanded strategy saw an impressive 244% return on investment. It’s no wonder that Oxfam America continues to use AdWords today.

“For us, the math is simple," says John Abdulla, New Media Specialist. "More targeted visitors to OxfamGifts.com leads to more gift buying, and that directly benefits the people who need it most.”