Optimizing Impact through Google Ads

 

Founded in 1986, Comic Relief US is a distinguished non-profit organization that channels the power of humor to address critical social issues, focusing primarily on poverty and injustice. Through engaging events like comedy specials and telethons, featuring prominent comedians and celebrities, Comic Relief US raises funds for charitable projects. The organization's unique approach intertwining humor with philanthropy actively involves the public in addressing pressing social challenges.

Aligned with its overarching mission, Comic Relief US outlined three core objectives for its Google Ads campaign:

  • Homelessness Reduction - Ensuring individuals, irrespective of their living conditions, receive essential care and stability during upheavals.
  • Food Insecurity Mitigation - Ensuring access to nutritious food for children in need and addressing the root causes of food insecurity.
  • Education Enhancement - Facilitating universal access to quality early education for students, empowering them to maximize their learning potential.

Challenges

Comic Relief US faced the challenge of steering user engagement towards their services, rather than merely amplifying brand awareness. Given the already widespread popularity of the Comic Relief brand, a substantial portion of search traffic was dominated by brand-related keywords, limiting visibility for service-specific queries.

Strategy

To overcome this challenge, a comprehensive strategy was devised. Our team collaborated closely with Comic Relief to conduct in-depth keyword research, identifying highly relevant keywords with substantial search volume. This approach aimed at broadening the scope beyond brand-specific searches. Additionally, ad copy was tailored to align with the organization's marketing objectives and insights into the target audience, ensuring relevance and resonance.

Results

The implemented strategy produced the desired effect, with increased searches for non-brand-related terms and improved conversions. Despite initial account struggles, the 2023 performance data demonstrates the success of the Google Ads strategy. Comic Relief spent nearly $80,000 over the year, achieving a 10.5% click-through rate, a conversion rate exceeding 17%, over 18,500 clicks, and nearly 2,500 downloads of PDF resources from the website.

The collaboration between Comic Relief US and uluad using our strategic Google Ads approach resulted in many successful campaigns. The impact, as reflected in the performance metrics, underscores the effectiveness of a tailored and research-driven digital marketing strategy in achieving non-profit objectives. This case study showcases the significance of a professional and data-driven approach to optimizing online visibility and engagement for organizations with altruistic missions.


CHALLENGE


Comic Relief US faced the challenge of steering user engagement towards their services, rather than merely amplifying brand awareness.

SOLUTION


uluad collaborated closely with Comic Relief to conduct in-depth keyword research, identifying highly relevant keywords with substantial search volume.

TOTAL ADVERTISING SPENT


$78,900

TOP CONVERSION


2,435 PDF Downloads