Ad Grants

At a glance

Location: USA www.daysforgirls.orgwww.communityboost.org

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Mission

Days for Girls increases access to menstrual care and education by developing global partnerships, cultivating social enterprises, mobilising volunteers and innovating sustainable solutions that shatter stigmas and limitations for women and girls. The organisation has reached more than one million women and girls in over 120 countries around the world.

Marketing Goals

The organisation relies on their Google Ad Grants account to raise awareness for their cause and reach users looking to support and empower women around the world. Google Ads are also used to raise funds, promote ecommerce orders, increase call volume and drive email subscriptions to cultivate donor relationships.

The Approach

Community Boost Consulting, a digital marketing agency, manages Days for Girls’ Ad Grants account. Conversion tracking was implemented to track donations, ecommerce sales, email subscriptions and calls generated by Google Ads. Cameron Ripley, CEO of Community Boost Consulting explains, 'Through conversion data, we are able to optimise campaigns and allocate spend more efficiently because we know exactly what types of search queries have led to meaningful actions on the organisation’s website. We set up conversion goals within Google Analytics and directly import the goals into Google Ads, allowing us to edit conversion settings for goals within Google Ads.'

Additionally, Smart Bidding optimises for conversions and maximises the Ad Grants budget for Days for Girls. Cameron says, 'Maximise conversions bidding has been extremely successful. This automated bidding strategy has led to some of the highest click volume and highest converting campaigns within the account.'

Impact of Google Ad Grants

In 60 days, Google Ad Grants generated 24 online donations with an average donation value of $212, resulting in more than $5,000. During this time frame Google Ads drove 10,000 visits to the website and more than 400 conversions. Google Ads makes it easy for Days for Girls to raise awareness and the ads effectively generate new donors each month due to their targeted and extensive reach.