{"id":9326,"date":"2026-06-22T10:41:25","date_gmt":"2026-06-22T14:41:25","guid":{"rendered":"https:\/\/charityrocket.com\/case-study\/how-gettysburg-history-doubled-website-traffic-while-improving-visitor-quality\/"},"modified":"2026-07-17T19:56:32","modified_gmt":"2026-07-17T23:56:32","slug":"gettysburg-history-en","status":"publish","type":"avada_portfolio","link":"https:\/\/charityrocket.com\/en\/case-study\/gettysburg-history-en\/","title":{"rendered":"Case Study"},"content":{"rendered":"

Case Study<\/h2><\/div>

How<\/span> Gettysburg History<\/span><\/path><\/svg><\/span> doubled its website traffic while improving visitor quality<\/span><\/h1><\/div>
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Every museum carries an essential mission to keep history, art, or science alive. But even the most incredible exhibits need a powerful launchpad to reach their audience. That\u2019s where Google comes in, offering eligible nonprofit organizations up to $10,000 USD per month in free search advertising. <\/span><\/p>\n

This is the story of how we helped Gettysburg History turn that grant into real, paying visitors.<\/span><\/p>\n<\/div>

Start A Similar Project<\/span><\/i><\/a><\/div><\/div><\/div><\/div><\/div><\/div>
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ABOUT THE ORGANIZATION<\/h2><\/div>

Preserving history and allowing more people to experience it<\/h1><\/div>

Gettysburg History is a nonprofit organization dedicated to preserving and sharing the history of the Battle of Gettysburg and the American Civil War.<\/p>\n

Through three different museums, educational programs, and historical exhibits, the organization welcomes visitors from across the United States and around the world.<\/p>\n<\/div>

Visit the website<\/span><\/a><\/div><\/div><\/div>
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THE CHALLENGE<\/h2><\/div>

Turning visibility into visitors<\/h1><\/div>

Gettysburg History had ambitious goals: increase ticket sales, attract more group bookings, <\/b>and<\/span> promote special events<\/b> across its growing network of museums and historical attractions.<\/p>\n

In fall 2025, as the organization expanded its digital presence, several new websites were launched to support different museums, exhibits, and educational initiatives. Alongside these launches, the focus of the Google Ad Grant account was to build awareness and establish maximum visibility for these new websites and museums. <\/p>\n

On paper, the results looked impressive. By October 2025, the account was generating more than 56,000 monthly ad impressions. <\/span><\/b>Thousands of people were discovering Gettysburg History through Google Search every month. <\/p>\n

However, a closer look revealed an important challenge.<\/p>\n

While visibility was high, engagement remained relatively low. Fewer than 2% of users<\/strong> seeing the ads <\/span><\/b> were actually clicking through to the website. The organization was successfully reaching large audiences, but many of those users were still in the early stages of their journey and were not actively planning a museum visit, booking a group tour, or purchasing tickets. <\/span><\/p>\n

The challenge was no longer awareness. The challenge was turning visibility into action. <\/span><\/b><\/p>\n<\/div><\/div><\/div><\/div><\/div>

OUR STRATEGY<\/h2><\/div>

Quality Over Quantity<\/h1><\/div>

With a strong foundation of visibility already established, the next step was to improve engagement and attract visitors who were more likely to take meaningful action.<\/span><\/p>\n

Our team refined the account to better align with Gettysburg History\u2019s business objectives through ongoing keyword optimization, audience refinement, ad copy testing, and landing page improvements. <\/span><\/p>\n<\/div><\/div><\/div>

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Reaching High-Intent Visitors<\/h3><\/div>
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Rather than maximizing visibility alone, we focused on connecting with users actively researching Gettysburg attractions, planning trips, exploring museum experiences, or organizing group tours.<\/p>\n<\/div>

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Stronger Message Alignment<\/h3><\/div>
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We reworked ad messaging to better reflect what prospective visitors were actually searching for, ensuring a stronger connection between search intent, ad copy, and the museum experience being promoted.<\/p>\n<\/div>

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A Smoother Visitor Journey<\/h3><\/div>
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We improved the path from search to conversion by directing visitors to the most relevant pages, including ticket purchase pages, event information, and group booking forms, making it easier for users to take the next step.<\/p>\n<\/div>

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A more targeted advertising strategy that generated fewer impressions, but much more relevant impressions, leading to better engagement, more website visitors, and stronger business outcomes.<\/span><\/p>\n<\/div><\/div><\/div><\/div><\/div>

THE DATA<\/h2><\/div>

Less Noise, More Engaged Visitors<\/h1><\/div><\/div><\/div>