Google Ad Grant

Managed the Google Ad Grant for National Women’s Council of Ireland’s for 5 months with 4 other students from my Masters.

Challenge

  • Design and pilot a Google Ad Grant campaign for 5 months between 11th November 2018 and 31st March 2019.
  • Focus on NCBI’s key goals:
    • Raise awareness
    • Drive website traffic
    • Promote charity events
    • Generate newsletter and membership sign-ups
    • Increase donations

Solutions

  • Built Google Ad Account Structure which included include:
    • 8 campaigns
    • 19 Ad Groups
    • 246 Ads
    • 41,762 keywords
  • Experimented with bidding strategies, , branded/non-branded keywords, and A/B testing ad copies.
  • Measured performance of each campaign using click-through-rate, impressions and average cost per click

Tools/Software Used

  • Google Ads
  • Google Analytics
  • Google Keyword Planner
  • Tableau
  • Microsoft Excel

Results

 During these 5 months, we achieved a total of 8,592 impressions, 1,027 clicks (754% and 406% increase respectively on the previous 5 months) and a total spend of $1,104.72.

Sample of Results