A Window Between Worlds
Art as a window to the soul
About the Client
A Window Between Worlds (AWBW) is a nonprofit organization that serves trauma survivors through various art programs. Together with their partners, AWBW provides facilitator training to service providers who work with survivors of trauma, to teach them how they can incorporate art healing workshops in their approaches. In 2023 alone, facilitators trained through the organization’s Windows program served over 100,000 survivors of trauma and violence. Their mission continues to focus on cultivating a network of support and resources for those working with survivors of trauma.
The Challenge
AWBW had been using the Google Ad Grant for a few years, previously managed by a different agency, but when concerns about cost and results arose, they went looking for a new Google Ad Grant partner.. AWBW wanted to use their Grant in more effectively by targeting actions that made an impact on the organization’s bottom line, such as more calls, emails, newsletter signups, and form submissions from website visitors. Most importantly, they wanted to shift the Grant strategy to attract more trainees, workshop attendees, and potential donors.
Knowing the level of expertise that Getting Attention provides their clientele, they decided to partner with us to achieve the results they wanted.
The Results
Conversion Rate
59.14%
Clicks
+14.6K
Conversions
+5.11K
Our account managers started by auditing AWBW’s existing Ad Grant account to identify roadblocks and opportunities. We found that their previous Ad Grant managers only ran one campaign in the account, using too many ad groups containing all the landing pages on their website. This resulted in an unequal distribution of their Grant budget, with some top-of-funnel ads (such as those targeting informational blogs) eating most of their daily budget and leaving their priorities, such as generating interest for their programs, with none. We also found that they were running campaigns that highlighted the wrong keywords. These keywords were targeting services that they did not offer and as a result, cannibalized the ads of their partner organizations.
To fix the issues in the account, we created several campaigns, each highlighting a separate goal, program, or desired conversion action, and made sure to allocate the daily Ad Grant budget according to the highest priority. Our account manager took extra time to understand the specific voice and goal of AWBW to ensure we could target the most appropriate keywords. Through these strategies, we garnered a 30% increase in conversions at a lower cost-per-click.
In the early months of the AWBW engagement, Google rolled out new algorithm updates which caused their metrics to crash. Immediately, our account manager got to work adjusting campaign strategy and settings to accommodate the updates. This helped their metrics recover quickly from the downturn. As a company, we pride ourselves on the expertise and responsiveness of our Ads managers, which means that our clients’ accounts are never behind on optimization even with frequent Google updates.
Through our partnership, AWBW achieved 14.6K clicks at a 12.23% CTR- more than double Google’s compliance standard. They also garnered 8.65K conversions at a 59.14% conversion rate and managed to maximize
Ready for us to supercharge your Google Ad Grant management?
