NDA placeholder logo | Pledge Consultancy

Non-Profit Research Organisation PPC Case Study

67%
Increase in Engaged Traffic
41%
Increase in Conversions
25%
Increase in Younger Demographics

About the client

I was approached by a charitable research organisation requiring a bespoke strategy to enhance their online presence and engage a younger demographic. Operating under a Non-Disclosure Agreement, I crafted a unique approach utilising the Google Ads Grant, a process distinctly different from conventional business advertising campaigns.

Objective

My primary goal was to increase traffic to the client's website, specifically targeting younger participants for their surveys. Historically, their survey participants were predominantly older, necessitating a more balanced age representation.

Strategy

In managing the client's campaign, I first set up their account to utilise the Google Ads Grant, a provision offering eligible non-profits free advertising on Google Ads, albeit with specific rules and guidelines. To ensure compliance and streamline management, I tailored the campaign structure to meet the unique requirements of the Google Ads Grant. This process included maintaining a minimum 5% click-through rate (CTR) each month, implementing geo-targeting to focus on relevant areas, using specific campaign settings as per Google's guidelines, and ensuring all ads led to high-quality, mission-based content. Additionally, to attract a younger demographic, I strategically employed targeted keywords and ad placements, concentrating on platforms and channels popular with this age group.

Results

The campaign I managed yielded remarkable results, marked by a 67% increase in engaged traffic, indicating a significant rise in users actively engaging with the website. Additionally, there was a 41% increase in conversions, reflecting a substantial uptick in desired actions such as survey participation. Most notably, there was a 25% increase in younger demographics, demonstrating my success in attracting a larger proportion of younger participants to the surveys.

Summary

This case study exemplifies the effectiveness of a customised Google Ads strategy for a charitable organisation under the constraints of the Google Ads Grant. By adhering to the specific rules of the grant and focusing on the target demographic, I achieved significant improvements in traffic, engagement, and demographic representation.

More case studies

NDA placeholder logo | Pledge Consultancy
Adult Education Community Interest Company
100% increase in web leads
cardyard logo
Gift Card Exchange
32.44% Increase in sales
Garage Door Company
30% Increase in conversion rate
David&Charles logo
Online Training Provider
50% Decrease in cost per click
NDA placeholder logo | Pledge Consultancy
Cyber Security Company
20% increase in website traffic
NDA placeholder logo | Pledge Consultancy
Garage Door Company
136% increase in click-through rate
NDA placeholder logo | Pledge Consultancy
Travel Insurance Provider
148% decrease in cost per acquisition
Mardon Logo | PPC Case Study | Pledge Consultancy
Recycling Machinery Supplier
51% increase in website traffic
NutriCalc Logo
Software-as-a-Service
59% Decrease in wasted ad spend

Want better results from Google Ads? Let’s chat about your business and how to make your ads work smarter.

Let’s Improve Your Ads

Get in touch

Let's talk about your goals and how I can help you achieve them with Google Ads.
=
searchclosedownloadmap-markerchevron-leftchevron-rightlinkedin-squarephoneenvelopeinfocrosschevron-down