Melwood is a charitable organization providing training, employment, support and recreational services for people with differing abilities and wounded warriors in the Washington D.C. metro area for over 50 years. Melwood currently serves more than 2,000 people.
Melwood was a pioneer of the nonprofit car donation model — but as the practice became more commonplace, Melwood saw a steady drop in donations.
PPC Conversion Rate +413%
Melwood asked Silverback to help untangle attribution issues and improve ad efficiency. We implemented a revamped SEO program and updated approaches to Google Ads, the Google Display Network and ad retargeting. Then, we built custom goals in Google Analytics to better measure marketing strategies.
Finally, we developed microsites specific to audience segments and launched a linkbuilding campaign to improve authority.