Arc Maximizes Ad Impact for a Great Cause

Armed with only a $10,000 monthly ad grant for non-profits, Fair Trade USA aimed to increase awareness of its mission and brand, as well boost website traffic and conversions, while adhering to Google’s rules limiting how grant money can be used. 

Since working within the confines of a Google Grants program comes with some guardrails, including a capped budget and special rules set forth by Google about how the funds can be used, Arc both engaged the basics and got creative in order to maximize available resources. The strategy included:

• Building awareness with consumers by finding related topics that resonate with the cause
• Making it easier for producers who want to get certified to find more information
• Improve landing pages and other touch points to help drive leads

With a plan in place, the team got to work executing the strategy. This included:

• Continual optimization of the Google Grants account to effectively squeeze every bit out of the $10,000 monthly budget
• Creation of highly targeted ad groups to effectively capture both Educational and Producer audiences
• Leverage broad terms to make best use of the budget and create the largest possible (and most responsible) reach
• Creation of focused branded campaigns to increase control and search insights
• Ongoing analysis of search volume to effectively create A/B tests for even more optimized campaigns
• Utilization of heat mapping to optimize landing pages to improve conversion rates
• Optimizing of site links in ads to improve ad relevance, engagement, and conversion potential

Through strategic optimization and targeted campaigns, Fair Trade USA achieved significant milestones, including:

• Consistent budget optimization by fully leveraging the grant allocation to reach a wider audience and boost brand awareness
• Enhanced campaign reach with broader terms resonating with users early in the research phase
• Refined user journey resulting in an optimized user experience and higher conversion rates

This partnership demonstrates the power of strategic Google Grants management — utilizing in-depth campaign optimization, data-driven pivots, and comprehensive analyses to amplify reach, enhance user engagement, and drive conversions. All in the name of helping workers and the planet as a whole. We love the opportunity to use our talents to maximize impact for our non-profit clients.