Case Study: The Fred Hollows Foundation
The Fred Hollows Foundation use their Google Ad Grants and paid Google AdWords accounts to magnify the impact of their online marketing campaigns.
The Fred Hollows Foundation is an Australian-based organisation with a vision of ending avoidable blindness and improving Indigenous eye health. Over 200 million people worldwide are either blind or visually impaired and often this can be remedied by a simple procedure, however many are without the resources to get quality help. The Foundation focuses on delivering comprehensive treatments for the various conditions causing these problems and helping improve the quality of life for millions of people.
Google Ad Grants provide $10,000 per month to eligible nonprofit organisations to promote their initiatives via Google AdWords. Although a much-welcomed resource, Ad Grants only allows for a maximum bid of $2 per keyword, meaning that competitive keywords cannot be targeted cost-effectively. Remarketing and the Google Display Network are also features that are not available to Ad Grant account holders.
The Foundation maximised their online marketing impact by supplementing their Ad Grants account with a separate paid AdWords account. Loves Data used the Foundation’s Ad Grants to target less competitive keywords and used a paid AdWords account to bid on more on general, high traffic keywords. In tandem, Loves Data also used the paid AdWords account to take advantage of remarketing and the Google Display Network to recapture the attention of users who had previously visited their site.
Over the 2013 fiscal year, the Google Ad Grants account contributed to almost 15% of the organisation’s online donations and enabled The Foundation to complete over 4.5 million eye operations, procedures and treatments. The Ad Grants account drove over 87,000 clicks and 2,000 conversions in 12 months. The Foundation applies the learnings from their Ad Grants account to their paid AdWords account to better roll out their campaigns.
Originally published by Google in collaboration with The Fred Hollows Foundation and Loves Data. Download the PDF case study