The Google Ad Grants programme allows nonprofit organisations to advertise on Google AdWords cost-free. Eligible non-profit organisations are allocated $10,000/month AdWords budget to promote themselves and advance their missions.
Early on in our working partnership with CBUK, we realised that their AdWords account was set up poorly. Google requires beneficiaries of their grant to have a specific and specialised AdWords set up. This meant that, despite having a grant, CBUK were unable to make use of the funding. Through our expertise and optimisation work, we were able to meet Google’s requirements for ‘quality score’ within the account and begin sending high intent traffic to the website at no extra cost to Child Bereavement UK.
The campaign worked incredibly well and spurred a lot of engagement on Facebook. Our engagement metrics were strong, and notably, we received comments from many users discussing what they would say if they had one more minute with their loved one, which was very moving and showed the emotional connection people were experiencing with the campaign.