Fundraising Gone Wild!

Ideally, Covario likes to leverage all areas of search for its clients, but given the tight time frame, things like content placement, banners, etc., were out of the equation, says Paul Grieselhuber, account manager at Covario at the time. "We basically took our highest-volume ad groups and keywords and those we thought would have the greatest overlap with the overall message of the campaign, and then we basically reworked our ad copy to create a sense of urgency as well as raising awareness about the event," he explains. "We launched about a week out, and starting at three days out we actually changed them to include a countdown each day for how long it was until the event."