Case Study • Nonprofit • Google Ad Grants

Fundraising Software And Coaching

Hands with heart, signifying a nonprofit

The Challenge

A leading nationwide fundraising software and coaching company hired periscopeUP to set-up and manage its Google Ad Grants account and increase conversions.

The Solution

During the course of our engagement, we implemented best practices with regard to campaign management. The client base for online fundraising software is diverse, and with a large pool of relevant search queries. periscopeUP reviewed tens of thousands of keywords to find those that were most effective at driving conversions.

At the time, Google Grants capped bids at $2 CPC and monthly spend at $330/day. In order to fully exploit advantageous terms, we set-up additional paid search accounts and seeded them with any terms which were unsuccessful in the Google Grants campaign due to the cost per click limitation. We monitored both the paid and Google Grants campaigns very carefully, using negative match terms in order to avoid having multiple ads served up for the same query.

The positive results shown in the graph below demonstrate how balancing Google Ad Grants campaigns and AdWords paid search campaigns translates into gains in conversions and a reduction in cost-per-lead. Over the course of 10 months, converted clicks increased by ~136% while the client’s CPC was reduced by ~24%. These significant results enabled the organization to attract more clients at a lower spend, thereby increasing overall profitability.

Chart showing an increase in converted clicks and decrease in CPC's for a Nonprofit with Google Ad Grants.

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