Case Studies | AdWords Grant for Nonprofits
“We always knew we were doing good in the world, but could never effectively quantify it.
PBJ has truly helped take our organization to a whole new level.” ~Director of Global Communications
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We believed if we could utilize the Google AdWords Search Network to connect people who are already researching about social justice and conservation related topics to Arcus’ library of relevant resources and information, we would be able to cultivate a community of readership and potential brand advocates who repeatedly return to engage with and support Arcus’ grantees work.
PBJ secured an AdWords GrantsPro for Arcus, which awarded the foundation up to $40,000 monthly advertising budget to spend on Google AdWords. Over the course of a year-long engagement, PBJ built out an entire ecosystem of search campaigns closely related to the foundation’s mission and causes, PBJ launched a series of content-focused campaigns with ad copies customized to individual Publications, Stories of Impact, Blogs, and Reports on ArcusFoundation.com and StateoftheApes.com.
In addition, to assist the third annual online charity event “Giving Day for Apes” co-sponsored by the foundation in support of great apes sanctuaries and rescue centers, PBJ orchestrated a sequence of highly targeted two-week Facebook advertising campaigns to encourage donation.
Key Successes in 2017:
Increase in New Visitors
Increased Session Duration
Increase in Goal Completions
Increase in Publication Downloads!!!
Giving Day for Apes Campaign, 2017.
2x as many donors as last year
Facebook-only targeting campaign
Brand’s generated return on ad spend