Google Grants Case Study

PROBLEM A: Does this disease still exist?

Search volume for the website beyond branded terms was extremely low. Most people landing on the site were either current donors or doing research on the disease. With low search volume, we needed to create a bigger “net” to drive traffic to the site.

SOLUTION: Create additional site content to improve Quality Score.

THE RESULTS:

• Quality Score increased 111%
• Average ad position moved to page 1 position 3
• 26% increase in web traffic
• 40% of non-branded keyword visitors are returning
• Page conversion increased by 300% over the current form

PROBLEM B: Failing to reach the core demographic.

SOLUTION: Expand the digital footprint by analyzing search queries and build additional content tailored to that audience, using non-branded keywords.

TrueSense’s search query analysis determined that religious — and more specifically Christian — phrases worked well for this client. We decided that our next content marketing page would be a resource for searchers who were looking to find the true meaning of Christmas around the holidays. The key questions or concepts that we believed needed to be answered within the content on the landing page included:

• What is the conclusion: What are the key elements that a prospect is looking for to feel that they are experiencing the true meaning of Christmas, not just the commercialization of it?
• What are some of the questions we want this content to address? • How to keep Christ at the center of Christmas celebrations? • How does someone experience the true meaning of Christmas through giving to this organization? • How can someone give back during the holiday season in a meaningful way?

THE RESULTS:

• Over 3.5 million impressions and 15,000 clicks during November and December.
• Average ad position of page 1 position 1 or 2.
• Expanded digital marketing outside the Ad Grants account to Facebook advertising, Bing Search Network, and traditional display advertising on Google Display Network.
• Received over $10,000 directly through the donation form within the content marketing page from new and existing donors.

This case study is part of our new white paper: "Google Ad Grants Without the Stress."

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