About Client
The Challenge
The initial audit revealed gaps in the existing campaign structure, including improperly targeted keywords and unoptimized account configurations. A significant concern was the inadequate setup of conversion goals centered around donations, leading to a lack of actionable insights from the website data. The undefined KPIs resulted in cumbersome reporting, hindering efficient decision-making at the executive level.
The Solution
Addressing the concerns head-on, we redefined the campaign strategy, focusing on a comprehensive restructuring of the account, campaigns, ad groups, and keywords. A meticulous mapping of user touch points laid the foundation of potent funnels directed at encouraging donations. Through a harmonized strategy, we aimed to create a user journey that naturally culminated in a donation, effectively channeling the goodwill of the donors to the intended beneficiaries.
The Results
In just 30 days, the refined strategy bore fruit, with a remarkable reduction in costs from $20,000 to $7,300 and a decrease in CPC from $5.22 to $3.65. More importantly, the conversion rate more than doubled to 4.35%, facilitating 84 new donations and skyrocketing the revenue from $32 to an impressive $69,000, thus bringing in substantial support for the NGO’s mission while substantially elevating the ROI
