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.
