The client
The future of sustainable food production is regenerative. And that’s the vision local non-profit Sustainable Table wants to turn into a reality. Sustainable Table connects capital to local food producers and farmers committed to regenerative food production. When it comes to changing the way we eat for a healthier, more resilient, and prosperous planet, Sustainable Table is on the ground, working to make that happen.
The brief
Sustainable Table came to us for support on how to leverage their Google Ads Grant, which provides up to $10,000 USD in monthly ad spend for non-profits. The team saw opportunity, but was unsure how to use their grant to maximise meaningful traffic to the website and increase donations. They also needed support with a Google Analytics 4 configuration for better insights into website performance.
The solution
Grant accounts come with specific criteria and performance standards, and require strategic thinking and careful management to maintain eligibility for the $10,000 USD ad spend. To get started, our performance team ideated on the best ways to work around the grant rules.
Separating campaigns into branded and non-branded wasn’t a viable option as keywords were too expensive, leading us to a more creative approach. Taking stock of Sustainable Table’s existing content, we used their library of blogs to appear in search for a much broader range of keywords. After A/B testing different approaches, this strategy allowed us to expand our range of campaigns and ad groups, and create more opportunities to drive traffic to the website.
The result
After months of optimising and adjusting strategies, the campaign was a success, with an impressive CTR of 18.67%. Given that the average CTR for advocacy (NFP) search campaigns is 4.41%, our campaign outperformed the benchmark by more than four times.
Following our somewhat unorthodox but creative approach to maximising their grant account, Sustainable Table was able to make use of their range of online content to increase website traffic and drive donations.
