How We Use Google Ads To Promote Change

Heart & Hope was looking for a solution to the age-old question.

‍How do I drive awareness to my brand?

H&H has ambitious plans for its organization, events, seminars, and programs for professionals. The goal was to drive professionals to their site and promote signups as well as have users submit their email addresses for volunteer opportunities.

We went in knowing that Heart and Hope was a good candidate for the Google Ads for Non-Profits program. A grant that allows specific Non-Profit organizations to take advantage of up to $10,000/per month in ad spend, which the program provides.

We knew that a healthy ad budget would allow us to run awareness-focused ad campaigns for the organization on the Google Ads search network. We quickly identified an opportunity for a nationwide lead gen campaign in order to grow the Heart and Hope email list.

Grant accounts often require a bit of a different approach than regular paid accounts, and may require a more “upper funnel” strategy than the super intent-driven keywords we usually focus on for search. We started off with a few things. The search strategy was segmented into a few different campaigns with different objectives.

• 1. Awareness - This campaign focused on general terms regarding volunteer opportunities and local non-profits.
• 2. Mission specific keywords - These are specific terms related to for example - recidivism which is H&H’s focus.
• 3. All campaigns were setup using a target CPA bidding strategy, which allowed us to be flexible and still remain compliant with some of the grant program’s requirements.
• 4. Dynamic campaigns were added that allowed us to take advantage of the full $10k/mo ($329/day) grant allowance.
• 5. Lower intent conversion actions were prioritized, such as time on site metrics, and page views. This allowed us to take advantage of an abundance of user data to fuel our bidding strategy.

A custom intent display campaign and a remarketing campaign were also launched alongside the search campaigns in the organization’s self-funded account. B&G also provided all creative assets for the campaign including landing pages and display ad creative.

Within the first 30 days of launch, the campaign was able to drive an increase in traffic week/week, with over 1000 users on site.

For the lead gen portion of the campaign. CPAs (Cost Per Acquisition) for these campaigns ranged between $6-$9 for the grant account. Using the search campaigns as our awareness strategy, we were also able to grow H&H’s remarketing lists to be able to serve remarketing ads through their self-funded account.

By concentrating on users who spent a certain amount of time on the site, or who viewed certain pages, we were able to show customized display remarketing ads tailored to their area of interest.

Another aspect of the campaign was the creative. We were able to produce several, multi-purpose landing pages for H&H that could be used across campaigns, and other marketing efforts down the line.

Interested in how B&G Collective can help you drive traffic to your organization or company? Already have the traffic but struggling with conversions?

We can lend you a hand.