The Chicago Reporter, an investigative journalism on issues of inequality website, brought me on to work on a 3-month contract to help manage their AdWords account. The organization received a grant of $10,000 a month from Google, however the person who was managing the account left the company and it was suspended. Add to that, at the same time, Google modified its rules for nonprofits to maintain the grant. The click-through rate was 1% when I started working on the account in late January. I was tasked with getting it up to 5% by the end of February. With a lot of trial and error, I got it up to 7%. By mid-March, I had tripled the number of clicks from February and I was hitting click-through rates in the 9% range. Scroll down the images to see the examples (use the red bar).