Google Ad Grants Help Nonprofit Reach Audiences on Challenging SEO Topics

Case Study: Project Scleroderma

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Click-through Rate

Conversions

On-page Video Engagement Compared to Organic

OVERVIEW

Since December 2023, JB Media has managed, optimized, and set up Google Ad Grants for Project Scleroderma—a nonprofit that raises awareness of Scleroderma and supports patient communities worldwide. The free advertising dollars from Google Ad Grants supported the delivery of incredible traffic to their website from patients and families interested in learning about what Scleroderma is, how to find support for the auto-immune disease, and ways to spread awareness of the medical condition. We also created a YouTube strategy to work with Google Ads and increase video views and conversions. 

    SERVICES PROVIDED

    • Google Ad Grants Strategy 
    • Content Strategy + Pillar Page Recommendations
    • YouTube Strategy 

      THE CHALLENGE

      Project Scleroderma could not effectively bid on its target keywords with its current website and Google Analytics setup. Their website was not receiving conversions from these keywords organically. 

      TACTICS

       

      • Created a content strategy and guided the nonprofit on a pillar page recommendation that is now the highest-performing page on the website
      • Developed a Google Ads-optimized web page strategy focused on clear and actionable conversions, coupled with rich content that pushes users to other places within the website
      • Maximized the Google Ad Grants program through two campaigns that reached 368 conversions over the first two months of the campaign

      OUR STRATEGY

      The Google Ad Grants program provides a boost of up to $10,000 per month in free advertising to help nonprofits reach audiences in challenging SEO areas. Using the Google Ad Grants account, we leveraged strategies to ensure that Project Scleroderma reached its audience and bypassed the high domain authority needed to rank for terms like “Scleroderma.” 

      We did this through three key tactics:

      1. We assisted them with troubleshooting their website so Google could crawl it properly.
      2. We then installed Google Tag Manager and added precise conversions to their account that directly aligned with their KPIs.
      3. We guided them in creating a Google Ad Grants-optimized landing page and laid out very clear instructions for making a web page perform better as a PPC landing page.

      ”Project Scleroderma’s videos are well-produced and personable. I knew people would be engaged. With Google Ads and Google Analytics, we were able to leverage conversion tracking with Project Scleroderma’s multimedia to put their videos in front of the right viewers right away.”

      —CHARLES HURT
      Google Grants, SEO, and IT Specialist,
      JB Media Group

      Results:
      A Successful Google Ad Grants Launch

      Google Ad Grants drive a high percentage of the total website traffic, grabbing 63% of first-time visitors. It also drives a high percentage of their on-site video views (12% of on-page starts).

      The average CPC for the two Google Ad Grants campaigns was lower than the industry average, showing that the program is cost-effective compared to other marketing channels and highlighting the efficient use of free Google Ad Grant budgets.

      CTRs were also far above the industry average of 5%, showing an immediate interest and a performance boost in the Project Scleroderma brand.

      The high average engagement time (1 minute, 31 seconds) and conversions (175) on the new pillar page we guided their team in creating suggest that focusing Google Ad Grants campaigns on comprehensive and informative content can yield high returns. 

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      If you are a nonprofit or a for-profit purpose-driven business or social venture or want to learn more about our services, mission, and team, contact us.