Maximising Cancer Society NZ’s Google Ad Grant Performance
Cancer Society NZ came to Somar Digital to help maximise the return on their Google Ad Grant account. To do this we undertook a comprehensive SEM (Search Engine Marketing) Audit and identified ways in which Cancer Society NZ could get more out of the Google Ad Grant for not-for-profits.
Some key outcomes that the Cancer Society saw with their Google Ad account include enhanced visibility of their ads, a dramatic jump in engagement which meant more people are clicking on their ads, and maximising the $10,000 Google Ad grant for greater impact.
Increased Investment for Greater Impact
Cancer Society’s Google Ad account now maximises the Google Ad grant that is available to them. This means the account now spends the full US$10,000 that is available, a significant rise of 200.8% from previously. This has directly resulted in generating more traffic to the donation page as well as helping users find their local Cancer Society, accommodation for people travelling for cancer appointments and treatment, and the cancer hotline, which helps connect people with cancer support nurses.
There's been a 56% surge in impressions, with Cancer Society’s ads reaching an impressive 252.8K people, compared to 162.1K the previous year. That's nearly 100,000 additional users getting familiar with the Cancer Society brand.
Dramatic Jump in Engagement
Cancer Society’s ads are not only seen but clicked. We've driven an impressive 31,517 clicks, an upswing of 93.7% compared to the previous period's 16,217. This substantial increase shows how the Cancer Society NZ brand is compelling more people to explore and interact.
Superior Click-Through Rate (CTR)
The effectiveness of the ads has also improved, with CTR increasing to 12.5%. That's an increase of 24.2% from last year and significantly higher than the industry average of 4.41%, signifying a higher percentage of viewers who are not just seeing, but engaging with their ads.
Julia Frater, Cancer Society New Zealand