The FUNetix 12-Hour Reading App is an initiative of the American Youth Literacy Foundation that helps new and struggling readers, and especially underprivileged children, overcome learning challenges and learn to read English. The app uses a patented system that simulates a one-on-one tutoring experience so that children can learn virtually and independently even in homes where no adult support is available.
Looking to see if Google Ads was the right long-term growth channel for them, FUNetix teamed with Galactic Fed to raise brand awareness and expand the reach of their free reading programs.
The Strategy
Galactic Fed started by homing in on the target audiences for the FUNetix app, conducting extensive keyword research including Brand, Competitor, and Category KW, and building out Google Ads campaigns optimized for demo button clicks/leads. They also used Firebase to import conversion events into Google Ads.
The team developed a Google Ads branding and lead-building strategy using Search Campaigns via FUNetix’s Google Grants account, targeting their efforts within the United States, India, Africa, and other countries where English is widely taught.
Search campaigns targeted parents whose kids cannot learn to read, or are struggling with reading, as well as teachers (and teacher-adjacent roles like mentors, educators, tutors, and childcare providers) living within those demographics, to promote the FUNetix app.
Galactic Fed also performed conversion tracking optimizations to ensure the Google Ads leads successfully progress through the funnel. A set of measures helped to improve overall account performance and bring more impressive results.
The Success
Over the course of almost four years, Galactic Fed has delivered multiple Google Ads wins that allowed FUNetix to help thousands of children become literate. Above listed the most recent wins (Sep 2023 – Jan 2024 VS Apr 2023 – Aug 2023).
