Opening a Door to a Brighter Future

 

Catie's Closet is a nonprofit organization that provides clothes, toiletries, and other bare essentials to impoverished students right within their schools. The organization has been able to use the free advertising money from Google to bring awareness to its work and mission, sparking genuine conversations that compel communities to support students living in poverty.

Challenges & Strategy

The organization faced two significant challenges, the first being maintaining compliance with Google's click-through rate (CTR) policy. The Grants program requires organizations to maintain a CTR above 5%, which is more than double the average CTR recorded by paid Google Ads users. However, Catie's Closet has been able to consistently create well-structured and well-thought-out campaigns in the account, hitting and surpassing the 5% CTR threshold.

The second challenge was to increase and spark more genuine conversations around the organization's work and interests. This was more difficult because there aren't ways to directly measure this kind of user engagement with a high degree of accuracy. However, through significantly increased traffic and secondary methods of tracking, it is clear that there is more conversation about the topics Catie's Closet cares about, and the organization is successfully associated with these topics in the minds of web users.

Results

Thanks to the successful partnership between Catie's Closet and the Google Ad Grants program, the organization is achieving impressive results. Currently, the CTR is 7.50%, and the conversion rate is 7.48%. The organization has spent over $105,000 and received 15,300 clicks.

In conclusion, Catie's Closet is a shining example of how a nonprofit organization can make a significant impact with the help of Google's free advertising money. With a well-structured campaign and a clear mission, the organization has been able to increase traffic, spark genuine conversations, and ultimately make a difference in the lives of students living in poverty.


CHALLENGE


The organization faced two significant challenges, the first being maintaining compliance with Google's click-through rate (CTR) policy. The second challenge was to increase and spark more genuine conversations around the organization's work and interests.

SOLUTION


To meet Google's Grants program requirement of maintaining a click-through rate (CTR) above 5%, uluad consistently implemented well-structured and thoughtful campaigns, surpassing the specified threshold. Secondly, in the quest to increase genuine conversations, uluad employed strategies that led to a notable surge in traffic.

TOTAL ADVERTISING SPENT


$107,000

TOP CONVERSION


30 Ticket Sales