NGO working towards a better tomorrow

About

Our client has a network of primary and secondary schools for underprivileged kids in a country in South Asia. For three of their international chapters they received a Google Grant of $30K per month. They were looking for an agency to manage their spending wisely and bring ROI through performance marketing campaigns. Annually, the client receives donations anywhere north of 20 million US dollars.

Problem:

  • Our audit showed that there was a huge opportunity in improving the campaign structure, keyword targeting, analytics implementation and account management.
  • Conversion goals such as donations were not set up accurately resulting in a lack of visibility on desirable actions on the website.
  • KPIs were not defined and tracked properly resulting in lengthy and cumbersome reporting which impacted decision making at the C level.

Solution:

We restructured the account, campaigns, ad groups, keywords and the campaign strategy. From a tracking standpoint, we mapped out every user touch point and built multiple funnels which are most likely to result in a donation.

Within 30 days, we achieved the following results
Cost Per Click

CPC dropped from $5.22 to $3.65

Conversion Rate

Increased from 1.88% to 4.35%

Number of Donations

No. of Donations Increased to 84

Revenue

Increased from $32 to $69000.

Tools
  • Google Analytics
  • Google Tag Manager
  • AppsFlyer
Platforms
  • Website
  • Mobile App ( IOS and Android)

Interested? Let's get in touch!