CaringBridge.org

Problem

CaringBridge.org is an organization that offers free websites for patients who need support from friends and family during major health challenges and was awarded a Google Grant. Organizations that are awarded a Google Grant, receive $10,000 of in-kind advertising to promote outreach, fundraising, and volunteers for their nonprofit organization. Due to the limitations of the Google Grant, including a max CPC of $1.00 and limited access to ad extensions, CaringBridge.org was unable to reach its full potential and take advantage of the entire grant fund because it was lacking click-through traffic.

Strategy

In order to obtain more click-through traffic, the account was expanded to include:

• A campaign aimed at cancer patients and their families
• A campaign aimed at hospital personnel hoping to improve patient satisfaction
• A campaign designed to raise awareness of the CaringBridge program

Each of these campaigns was broken down into unique adgroups and included unique ads and an extensive keyword list. Conversion tracking was also implemented to track how many websites were created as a direct result of the Google Grant.

Result

The account spent $10,000 for three consecutive months thus making it eligible for Grantspro which expands the current grant to a budget of $40,000/month of in-kind advertising. Also, in addition to hitting their monthly budget, CaringBridge also received 145 conversions meaning 145 personal sites were created and helping families and friends stay connected with loved ones.

To learn how Nina Hale, Inc can help you apply for a Google Grant, contact Lee Ann Villella.

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