In 2013, Eldis ran a number of experimental Google AdWords pay-per-click advertising campaigns with the objective of increasing traffic to the Eldis website, broadening our global audience and increasing the number of return visitors coming back to the site. The campaigns were related to the Eldis Climate Change Resource Guide (CCRG) and supported by the Climate and Development Knowledge Network (CDKN).
The aim of this paper is to share learning from this process to help us better understand, if Google AdWords is a cost-efficient and effective marketing tool for Eldis and share lessons learned with others considering using it as part of their marketing activities.
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