Digital Advertising

Prairie Paws Campaign

Nestled in a saturated metropolitan area, Prairie Paws Adoption Center competes for adoptions with over 40 other shelters within a 25-mile radius. In need of adopters, a three-month website campaign was created to increase awareness of the shelter in the Dallas-Fort Worth area.

Results

  • Website (landing page) views: 37,906
  • Increased rate of webpage views compared to the previous three months: 66%
  • Total adoptions: 522
  • Increased rate of adoptions compared to the same months as the previous year: 17%

 

The campaign was successful in drawing adopters to the shelter and increasing awareness of the shelter. With a total of 66% more views on the website, and an increased number of adoptions from the rate of the previous year, the website campaign completed the goal of website traffic, foot traffic and increasing adoption numbers.

WFAA Banners

This campaign was targeted to Pet Lovers ages 18-54 in the DFW area through WFAA Banners and WFAA partner banners.

  • 2,049,872 views
  • 2,309 clicks
  • 0.11% CTR

    GeoFencing Banners

    These banners were used to target people in specific areas who were online at the time of three different Waggin’ Wagon events.

    Wagon at Petco

    • 126,011 views
    • 208 clicks
    • 0.17% CTR

    Wagon at Verizon Theater

    •  views
    • 273 clicks
    • 0.17% CTR

    Wagon at PetSmart

    • 191,005 views
    • 366 clicks
    • 0.19% CTR

    Google Advertising

    A short campaign for an adoption special on Google Search was also run a month after to target people in the area searching for “adoptable pets,” “dog adoptions,” “cat adoptions,” and other specific keywords.

    The ads ran for only $60 for 10 days.

    • 7.87K impressions
    • 337 clicks