FIRSTLY, LET’S LOOK AT WHO GOOGLE IS READY TO GIVE A GRANT.
WHAT IS A GOOGLE AD GRANT? IT’S $10,000 FOR SEARCH ADVERTISING (EXCLUSIVELY) THAT GOOGLE GIVES TO NPOs.
Who can receive Google Ad Grants? NPOs are charities, foundations, associations, and religious organizations, registered in accordance with current legislation and having a social (i.e. non-commercial) oriented website.
Are there any exceptions? Yes. Government organizations, hospitals, schools, public educational institutions, and universities are not eligible for Google Ad Grants.
ABOUT THE GERMAN-UKRAINIAN SOCIETY
In November 2022, the Panem team began actively working to obtain a grant and set up an advertising account to support the German-Ukrainian Society project. This is a non-profit organization of dedicated Germans of Ukrainian origin who are determined to help Ukraine.
The organization focuses on collecting financial and humanitarian aid for Ukrainians affected by the russian invasion, supporting IDPs in Germany, and sending humanitarian aid to the affected regions of Ukraine.
German-Ukrainian Society provides food, medicines, hygiene products, and other necessary items to help restore full life in these areas.
THE TASK FROM THE GERMAN-UKRAINIAN SOCIETY
We received the grant and our task was to use it properly and not to lose it.
- Setting up analytics and conversions on the site. To make the most of marketing tools, it’s crucial to understand how many people are interested in helping the project and how many actually donate.
- Setting up an advertising account. This is the most important part of the project that involves collecting keywords, creating ad copies, and maintaining and adjusting the campaign.
The organization appeared at the beginning of the full-scale russian invasion into Ukraine. At that time, the fund wasn’t popular. The primary goal of the campaign was not only to receive donations, but also build awareness and attract partners willing to help.
SETTING UP AND LAUNCHING THE CAMPAIGN
We got down to work immediately after the grant was approved.
COLLECTING KEYWORDS AND CREATING AD COPIES
We planned to display ads on the territory of Germany, so we collected semantics for topics «Sachspenden für Ukraine», «Sachspenden für Kinder», «Ukrainerin aufnehmen».
After collecting data, we created ads with keywords and added campaign extensions to draw the target audience’s attention to the organization’s mission and raise funds. Below is an example of an ad that users see on a search engine:
SETTING UP THE ADVERTISING CAMPAIGN AND PECULIARITIES OF USING GRANT FUNDS
It’s easy as 1-2-3: Google provides $10,000 for a month, and there are 30 days in a month, so you can spend $329 per day. However, there’s a trick: while PPC specialists who work with commercial projects do their best to SAVE money, everything is different with a charity project.
STEP 1
When launching the campaign, we chose the Maximize clicks strategy to ensure maximum reach and visitors. After receiving the first data from analytics, we switched to the Maximize Conversions bidding strategy. This was necessary to go beyond the grant program terms of $2 per click and only possible with the Maximize Conversions bidding strategy.
- Maximum reach and maximum use of grant funds ($329 per day).
- Creating ads for all main pages.
- Creating ads for special projects.
- Creating ads for articles and news. If the client actively works with the content, they provide us with the topics of the articles, and we select keywords, increasing the efficiency of each page.
STEP 2
- Data analysis
- Adapting the campaign to the target audience
- Adjusting the campaign and reducing the cost per click to increase the traffic after using up the grant funds
Once a week, we declutter search queries, removing the inefficient ones.
REPORTING
After adjusting all the settings, we synchronized Google Tag Manager, Analytics, and Google Ads with the Looker Studio interactive dashboard to ensure maximum reporting simplicity and efficiency.
The German-Ukrainian Society has seen a significant growth in website traffic and an increase in donations. The indicators and results are exactly what they should be for an organization that has just started its activities and hasn’t done much PR. We continue to work and maintain the indicators and level of project efficiency.
