Raising Awareness for Social Change
India Development Review (IDR) is India’s first and largest independent media platform for the development community. They publish cutting-edge ideas, lessons and insights, written by and for the people working on some of India’s toughest problems. IDR team was in the process of building a strong digital backbone complete with analytics and paid promotion strategies when Forest Street came on board in October 2020.
Forest Street Consulting manages the Google Ads channel for IDR with the following goals :
IDR has a wealth of high-quality content that’s regularly updated. We built on this strength and focused on increasing the content coverage supported by keyword and search volume research. We can now systematically lower the cost of acquiring readers for IDR on an ongoing basis systematically as opposed to taking a reactive approach.
We took a first principles approach to performance marketing. We reviewed campaign history, invested in keyword research and a detailed survey of the website content. This helped us develop a campaign strategy that continues to demonstrate strong results month after month.