Google AdWords Grant for NonProfit Expansion Case Study Print View

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Google AdWords Grant for NonProfit Expansion Case Study

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Overview

The Google in-kind advertising grant provides up to $10,000 per month in ad spend for eligible nonprofits. The average spend is just over $300 per month. With this disparity, there is room for expansion. Most campaigns lack from a focus on strategy and understanding how to be effective within the limitations of the grant guidelines. 

Execution

Instead of focusing directly on fundraising and donors, we took a growth oriented approach to expand visits to the website, promotion of special events and awareness of volunteer opportunities. Keyphrase expansion including better match modifiers with improved landing pages on the website were used to increase Quality Score. This resulted in more impressions for lower bid phrases that the grant guidelines require. By setting goals for tracking conversions, better focus of resources were allocated to take note of when complimentary paid campaigns display targeting and social media campaigns would be effective. 

 

RESULTS

Grant utilization of the free in-kind advertising increased from ~$300-500 per month to as high as $9,000 per month in peak activity periods. Event attendance, membership, newsletter sign-ups and even donations have seen a steady increase consistent with the rates of increase in the grant advertising. Brand awareness and sentiment have also improved in the community and now reaching national audiences. 

Execution

The Google in-kind advertising grant provides up to $10,000 per month in ad spend for eligible nonprofits. The average spend is just over $300 per month. 

Results

Grant utilization increased by 1700% and all programs saw increased traffic and engagements.

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