Let’s have a look at 3 case studies that highlight how organisations have taken advantage of the Google Ad Grant program to: (click on the title that interests you most)
SOS Children’s Villages leveraged Google Ads tools such as conversion tracking, sitelinks and the Opportunities tab to maximise the impact of their Ad Grants account.
Samaritans uses conversion tracking to measure the impact of their Google Ad Grants account, which helps the organisation plan digital spend allocation on their biggest marketing campaigns.
Ad Grants helps The Federation of Canadian Artists connect people interested in art to a range of courses and exhibitions using Google Ads Smart Campaigns.
SOS Children’s Villages
New Dehli, IN
100% Increase in monthly website visits
40k INR monthly donations
30% Growth in website traffic annually
“Ad Grants enables resource-constrained organisations to meet their goals and reach the right audience.”
— Kanchan Sen, Head of Individual Partnerships, Fund Development & Communications, SOS Children’s Villages
SOS Children’s Villages is an independent, non-governmental, social development organisation that has provided family-based care for children in India since 1964. Currently, more than 6,600 children and young people live in 32 SOS Children’s Villages and 27 SOS Youth Facilities in the country.
SOS Children’s Villages was not a digital-savvy organisation before setting up their Google Ad Grants account. The organisation creates their Google Ads campaigns based on marketing goals. They also leverage different Google Ads tools and adopt best practices shared by the Google Ad Grants team to achieve their goals.
SOS relies on free Google Ads tools to manage their Ad Grants account. They review and implement the suggestions offered on the Recommendations tab and recommend this tool to other resource-constrained Grantees. In addition, SOS regularly adds relevant keywords to their campaigns and uses ad text that highlights key messages to target their audience and drive qualified traffic to the SOS website.
Impact Of Google Ad Grants
After launching their Ad Grants account, SOS monthly site visits soared from 3,000 to 8,000 and the organisation receives an average of INR 40,000 in donations a month from their Ad Grants ads. Conversion tracking allows the organisation to measure the impact of their campaigns, understand what actions users take after clicking on their ads and shows what campaigns drive the most donations.
They use this data to ensure their daily budget is allocated to the campaigns helping them meet their goals. Lastly, sitelinks help SOS promote pages of their website that drive engagement such as the ‘Donate and help’ page.
Founded in 1953, Samaritans’ vision is that fewer people die by suicide. To do that, the organisation runs an emotional support helpline which is available for free, 24 hours a day, 7 days a week, on the phone, by email and face-to-face in 201 branches in the UK and Ireland – a service that’s provided by 20,000 volunteers. The support channels are contacted every 6 seconds and each year the organisation reaches more than half a million people through their work in local communities.
Samaritans’ primary marketing goal is to raise awareness of their helpline
to ultimately reduce suicide rates. Michael Keating, Digital Communications Manager, explains, “We are focused on getting our message in front of
people who are thinking about taking their lives so they are aware of the support that we can offer.” As the organisation has become more digitally
savvy, Samaritans has also set up conversion goals around fundraising, event sign-ups and volunteer recruitment.
Samaritans uses conversion tracking in Google Ads and Google Analytics to measure the impact of their Ad Grants campaigns and make decisions on where to invest their marketing spend. “Across Google Ads and Analytics, the key things we track are donations made through the website, volunteer sign ups and email newsletter sign ups,” says Keating. Conversion tracking and Analytics data insights help the organisation plan digital spend for their biggest marketing campaigns.
Samaritans uses their Ad Grants account to test marketing strategies and supplements the account with a paid Google Ads account over the holiday season to boost their fundraising efforts. Michael says, “Implementing conversion tracking has reassured our organisation that investing in paid Google Ads is worth it.
The data shows just how much value this channel can offer.” Over the previous holiday season, paid Google Ads campaigns drove the highest value donations for the organisation.
Impact Of Google Ad Grants
Conversion tracking and Analytics data insights influence Samaritans’
marketing budget allocation and enables the organisation to reach their marketing goals effectively. In the last year, the organisation’s Ad Grants campaigns drove over $48,000 or 10% of online donations, 11% of fundraising event registrations and 1,769 volunteer sign ups. Michael says, “Investing in Google Ads helps Samaritans reach more people to offer support and drives more people to support the organisation.”
10% Online donations driven in year 1
1,700 Volunteer sign ups in 1 year
“We recommend other nonprofits use Google Analytics and conversion tracking to understand that supplementing an Ad Grants account with a paid Google Ads account is worth the investment.”
— Michael Keating, Digital Communications Manager, Samaritans
Federation of Canadian Artists
70k Clicks to their website
23% Increase in online activity
“[Smart Campaigns] have proven to be one of the easiest and most efficient ways to reach out beyond our current members and clients.”
— Patrick Meyer, Executive Director, Federation of Canadian Artists
The Federation of Canadian Artists (FCA) was founded in 1941. The organisation is dedicated to advancing the knowledge and appreciation of art and culture to all Canadians, offering education, exhibition and communication in the Visual Arts, and to support and promote emerging to professional member artists
The FCA is focused on increasing awareness to grow their artistic community, promoting class and exhibition engagement from the Canadian public and driving donations. Ad Grants helped the organisation achieve
these goals by increasing their website traffic, promoting activity signups and driving donations through online membership registrations.
To achieve the FCA’s marketing objectives, Patrick Meyer, the Executive
Director of FCA needed to ensure that he structured his Ad Grants’ account effectively. Google Ads Smart Campaigns offered a broad range of
categories for Patrick to choose from. He carefully selected categories that represented his organisation and the system automatically generated a list
of related search terms that would trigger the FCA’s ads.
Location targeting was another effective Smart Campaign targeting strategy implemented by Patrick, which he used to show exhibition ads internationally but art classes ads to show locally, within a region people would be willing to travel. Patrick was able to further refine his campaigns by monitoring the Smart Campaign dashboard which displays search phrases assigned to his ads. He identified search phrases that may be driving irrelevant traffic to his ads and removed
Impact Of Google Ad Grants
Smart Campaigns allowed the FCA to easily reach their target audience and drove new visitors to their website and through their gallery doors.
Their Smart Campaign ads received 70,000 clicks, online signups for activities increased by 23% and regular donor registrations increased by 7%. The flexible functionality of Smart Campaigns allowed Patrick to tailor and target his message but has enough automation to make ongoing management of the account maintainable. The FCA will continue to rely on Smart Campaigns to meet their marketing goals and advance the mission of their organisation.
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