As a non-profit charity, generating donations is crucial to support your cause and make a positive impact in the world. While traditional marketing tactics such as direct mail and events can be effective, digital marketing techniques like pay-per-click (PPC) advertising can also drive significant results.
Our team was approached by a non-profit charity looking to increase donations through their online presence. Here’s how we approached the challenge:
Step 1: Identify campaign goals and target audience
The first step in developing a PPC campaign is to identify the goals and objectives you want to achieve. For our client, their goal was to increase online donations and raise awareness for their cause.
We also worked with the client to identify their target audience, including demographics, interests, and pain points. This helped us tailor our PPC ads to effectively reach and engage the right people.
Step 2: Research campaign keywords and create ad groups
To determine the most effective keywords for our PPC campaign, we conducted extensive research on the charity’s target audience and the causes they care about. We then organized these keywords into ad groups based on theme and relevance.
Step 3: Write compelling ad copy
To effectively communicate the charity’s message and inspire action, we wrote compelling ad copy that spoke to the pain points and values of the target audience. We also included a clear call-to-action (CTA) to encourage donations.
Step 4: Set up and launch the PPC campaign
With our keywords and ad copy in place, we set up and launched the PPC campaign on Google Ads. We carefully monitored the campaign’s performance and made adjustments as needed to optimize its effectiveness.
Step 5: Monitor and evaluate results
To track the success of our PPC campaign, we used metrics such as click-through rate (CTR), conversion rate, and cost-per-conversion. We also gathered feedback from the client and donors to identify areas for improvement.
Based on our analysis, the PPC campaign was a success. The charity saw a 50% increase in online donations, and their CTR and conversion rate significantly outperformed industry benchmarks. In addition, the cost-per-conversion was lower than expected, indicating a high return on investment.
Overall, our PPC campaign helped the non-profit charity increase online donations and raise awareness for their cause. By identifying goals, researching keywords, writing compelling ad copy, launching the campaign, and monitoring and evaluating results, we were able to drive success for our client.
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