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Client Overview
Client Overview
4Gs Kings and Queens is a nonprofit organization focused on empowering communities through educational initiatives and social programs. The organization sought to increase awareness, engagement, and donor contributions through strategic digital advertising.
Objective
To create a high-performing Google Ads strategy that
Increased brand visibility among target audiences.
Maximized conversions (form submissions, donations, and event sign-ups).
Ensured efficient ad spend to drive the highest possible Return on Ad Spend (ROAS).
Challenges Identified
Limited Online Presence
Limited Online Presence
The organization had low search visibility, leading to reduced organic reach.
Unoptimized Targeting
Unoptimized Targeting
Previous campaigns lacked audience segmentation, resulting in wasted ad spend on unqualified users
Inefficient Bidding Strategy
Inefficient Bidding Strategy
The use of manual bidding failed to optimize for high-value conversions effectively.
Underutilized Campaign Formats
Underutilized Campaign Formats
The organization was not leveraging all available Google Ads placements, reducing potential reach.
Google Ads Strategies Implemented
Optimized Campaign Structure & Targeting
Optimized Campaign Structure & Targeting
Developed a multi-channel strategy, incorporating Search, Display, Video, and Performance Max (PMax) campaigns to expand reach.
Used geo-targeting to ensure ads only reached relevant audiences, preventing wasted spend.
Adjusted language settings to English, aligning with the audience’s primary language preference.
Smart Bidding & Conversion Tracking
Smart Bidding & Conversion Tracking
Shifted from manual bidding to Maximize Conversion Value to allow Google’s AI to optimize for the highest-value leads.
Implemented Google Ads tracking tags on the website to gather real-time data on user interactions.
High-Performance Landing Page Optimization
High-Performance Landing Page Optimization
Designed a clear and conversion-driven landing page, featuring:
✅ Simple, user-friendly contact forms to increase form submissions.
✅ Strong CTAs (Call-to-Actions) guiding visitors toward donations & event sign-ups.
✅ Clickable phone icons for direct engagement with potential donors & volunteers.
Keyword Research & Audience Segmentation
Keyword Research & Audience Segmentation
Conducted in-depth keyword research using Google Keyword Planner to identify high-intent keywords related to nonprofit donations and community support.
Created custom audience segments based on demographics, behavior, and interests to improve ad relevance and engagement.
Performance Max (PMax) Implementation
Performance Max (PMax) Implementation
Introduced PMax campaigns to leverage Google’s full inventory:
✅ Search Ads – To capture active users searching for nonprofit programs.
✅ Display Ads – To raise awareness through visually compelling creatives.
✅ YouTube Ads – To educate audiences with impactful video storytelling.
✅ Shopping & Discovery Ads – To drive engagement across multiple touchpoints.
Results Achieved
High-Quality Conversions
High-Quality Conversions
High-Quality Conversions:
✔ 57 total conversions (Contact submissions, form fills, and event sign-ups).
✔ 29 qualified leads, ensuring high engagement and potential long-term supporters.
✔ 13 lead form submissions, generating strong donor prospects.
Increased Conversion Rate
Increased Conversion Rate
Increased Conversion Rate:
✔ Achieved a 14% conversion rate, surpassing industry benchmarks.
✔ Ensured high-value conversions, maximizing ROI.
Improved ROAS (Return on Ad Spend)
Improved ROAS (Return on Ad Spend)
✔ Achieved a 4x ROAS, ensuring the budget was allocated efficiently.
✔ Used automated bidding to increase donation sign-ups & event registrations.
Enhanced Targeting Efficiency
Enhanced Targeting Efficiency
✔ Minimized unqualified clicks by refining geo-targeting & audience segmentation.
✔ Reduced bounce rates by ensuring ads reached only relevant audiences.
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