Case ANGELS OF UKRAINE

• Analyzed and correctly defined the target audience;
• Provided a list of recommendations for improving the site;
• Registered a charity to receive a Google ads Grants advertising account.

Campaign development

In programmatic campaigns Google Ad Grants can only run search and Pmax campaigns, so we launched the following campaigns:

• Search campaigns:
  • keyword campaigns (Ukrainian and English semantics) with different bidding strategies (for correct testing and determination of the most effective strategies);
  • campaigns with dynamic search ads;
  • campaigns against competitors.
• Campaigns Maximum efficiency - developed for different geos.

Campaign optimization work has been carried out all along to improve the effectiveness of advertising campaigns:

• Analyzed the received requests, adjusted the semantic core to get a more targeted audience that could potentially make a donation.
• Regularly added new semantics targeting different audiences to reach more users.
• Tested different types of bidding strategies and separated by geotargeting. Due to the fact that in accounts under the Google Ad Grants program, the maximum bid can be set to only $2.
• Texts of ads were adjusted to improve quality.
• Call ads were added to search campaigns. These are ads that contain short information with a call to action.

• Click on the "Support" button - 46;
• Click on the "Support via Paypal" button - 9;
• Click on the "Support via Zellepay" button - 2;
• Click on the "Support via Venmo" button - 1;
• Click transition to Instagram - 2;

• Clicks 250;
• Impressions 1,906;
• Conversion rate Click on the "Support" button 18.4%;
• CTR 13,12%;
• CPC $6.

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In the first 2 months of operation, we managed to attract 46 users who wanted to make a donation. Unfortunately, it is not possible to track exactly how many users have donated. 

Accounts under the Google Ad Grants program have a separate auction, and the algorithms are primarily focused on informing users about the activities of non-profit organizations.

However, already in the first months of operation, we managed to attract an audience that was eager to make a donation. Constant work with the semantic core and regular testing of strategies made it possible to get 250 clicks, 46 of which wanted to make a donation, and the conversion rate was 18.4%, which is a high indicator. This metric confirms that the engaged audience was targeted.