-42.7% drop How a highly relevant, but low perceived exclusivity offer impacted donor conversion rate

Date Added: January 7, 2020 Research Partner: The Heritage Foundation Element tested: Advertising

With the news cycle coverage focused around the impeachment of the president, Heritage wanted to test a news cycle focused offer to capitalize upon the market demand increase for information related to impeachment hearings and use this as an opportunity to generate new names, donors and dollars.

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392.8% lift How Adding Negative Search Terms Affected CTR in Google Ads

Date Added: January 2, 2020 Research Partner: The Heritage Foundation Element tested: Advertising

We saw an opportunity to improve our click through rate for The Heritage Foundation in Google Ads. 

  • We saw that the Ad copy was relevant and optimized for performance however, our click through rate and search impression share was lower.
  • We observed that our brand terms for our organization overlapped with other (non-competing) organizations as a universal term that is widely used.
We ran a search term analysis Google Ads Script - N-Gram Analysis by BrainLabs that compiles the search terms into phrases to discover patterns in search terms. We then selected the phrases that didn’t meet our target performance goals and we added these phrases to our negative search terms list as “phrase match” negative keywords.

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-98.5% drop How promoting a video, then retargeting video viewers with an offer decreased results

Date Added: November 8, 2019 Research Partner: The Heritage Foundation Element tested: Advertising

Facebook agency partners consistently tell agencies, who then tell the clients they serve, that the best way to promote an offer is to launch with a video, optimize your campaign for video views, then retarget video viewers with an offer. 

The Heritage Foundation decided that they would like to test this process once and for all and get to the bottom of whether or not this approach does indeed increase results.



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803.8% lift How promoting an offer in the Dear Reader ad copy instead of membership increased donor conversion rate

Date Added: September 22, 2019 Research Partner: The Heritage Foundation Element tested: Advertising

In previous experimentation with the "Dear Reader" ads for The Daily Signal, we had noticed that there was a consistent finding of 5x to 10x more click activity on the ad when we would change the call to action from "Activate your membership" to "Learn more." This told us that there was a lot of additional click activity available to us that we were not capturing.

In an attempt to see if this would translate into increased giving and revenue, we experimented with promoting a new offer instead of membership in this ad for The Heritage Foundation.



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-100.0% drop How using “lowest click” settings for donation remarketing decreased donor conversion rate

Date Added: August 16, 2019 Research Partner: The Heritage Foundation Element tested: Advertising

In an attempt to experiment with what drives remarketing gifts for the recent Board Challenge campaign for The Heritage Foundation, we decided to experiment with attempting to drive more click volume by targeting remarketing ads based upon "lowest cost per click" value against the "purchase" optimization ad serving method. Our hypothesis is that if someone entered into the remarketing ads campaign, they clicked an email to go to the campaign landing page. So, instead of paying a premium to serve remarketing ads to those who are only most likely to "purchase" based upon Facebook's algorithm, but rather try to get as many people back to the donation page that saw it before, in an attempt to secure more donations overall.

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-9.0% drop How a target impression share bid strategy decreased ROI

Date Added: July 12, 2019 Research Partner: The Heritage Foundation Element tested: Advertising

Within the Google Ads platform, we decided to test a target impression share bid strategy to see if we could increase our level of competitiveness and generate more clicks and donors more effectively than with a typical impression-based bid strategy.



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35.7% lift How a video ad increased email acquisition rate

Date Added: July 3, 2019 Research Partner: The Heritage Foundation Element tested: Advertising

As a part of The Heritage Foundation's acquisition efforts promoting their "What You Need to Know about Religious Freedom" ebook, we wondered what impact a video-based ad would have on our ability to acquire emails and donors.

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305.4% lift How a membership ask to new visitors to The Daily Signal increased donor conversion rate

Date Added: June 7, 2019 Research Partner: The Heritage Foundation Element tested: Advertising

Recently, we found that displaying the "core ask" for supporting The Daily Signal to "returning" visitors to the donation microsite increased results over a traditional membership ask. In phase 2 of this experiment, we decided to further experiment with a "membership ask" vs. a "core ask" to support The Daily Signal to "new" and "returning" visitors.



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