During Operation Protective Edge we wanted to help get Israel's point of view to the world. With the help of privately raised funds, we created advertising campaigns on Google and Outbrain, spreading our side of the story to thousands of Americans and Brits. These are the results.

1. PRO-ISRAEL
GOOGLE ADS
CAMPAIGN
OPERATION “PROTECTIVE EDGE”:

2. THE PROBLEM:
When searching Google during operation
“Protective Edge” for terms like “War in Gaza” or
“#FreePalestine”, most of the content on the first
page was anti-Israeli. Israeli content was clearly
loosing the battle.

3. THE OPPORTUNITY:
Although there were over 30,000 daily search
queries for conflict-relevant terms on Google in
US, UK and Canada, only a fraction of these pages
showed ads.

4. THE SOLUTION:
We launched a Google AdWords campaign,
explaining the Israeli point of view of the conflict to
users searching terms like “Hamas”, “War in
Israel” or “Israeli Palestinian Conflict”.

5. THE LANDING PAGES:
We built 3 landing pages using visuals provided by
“StandWithUs” and videos found on YouTube.
http://www.swanscreen.com/stand-with-us/

6. THE LANDING PAGES:
http://www.swanscreen.com/stand-with-us/var3.html

7. THE RESULTS:
8.5% conversion
From visit to click
on “Learn More”
12% of users spent more
than 1 Min on the site

8. WHAT DID PEOPLE SAY?
We generated 200 comments in over 50
conversations on our pages.
http://www.swanscreen.com/stand-with-us/var2.html

9. THE COSTS:
Over-All we spent $4000 in two weeks
Average CPC = $0.3
Average CTR = 3.2%
Average ad position = 1.5

10. THE POTENTIAL:
There are over 30,000 relevant daily searches on
Google in US alone with Over 1,000 potential clicks
a day.
If targeting US, UK and Canada, we could easily
get to 50,000 daily impressions and around 2,000
daily clicks.
THE NEEDED BUDGET: $3000/DAY

11. PRO-ISRAEL
OUTBRAIN
CAMPAIGN
OPERATION “PROTECTIVE EDGE”:

12. THE CONCEPT:
To boost awareness to the Israeli side of the
conflict, we used the Outbrain platform to promote
pro-Israeli articles on leading news sites.

13. TOP SITES ADVERTISED ON

14. COST SUMMARY:
THE POTENTIAL:
320,000 impressions and 5,000 clicks daily
THE NEEDED BUDGET: $400/DAY