+67% Budget-use

+47% CTR

-11%% Bounce-rate

Justice & Peace is dedicated to defending and promoting respect for human rights and social justice, worldwide and in the Netherlands.

This nonprofit focuses on pragmatic and solution-based approaches. Justice & Peace directs two distinct initiatives. First being, Samen hier, through which they offer an alternative model for the reception and resettlement of refugees, via the implementation of community sponsorship. The second initiative is the Shelter City Network which offers protection and support to human rights defenders at risk through temporary relocation and security training. Additionally, Justice & Peace actively promotes respect for human rights by raising awareness through events, publications, petitions, and educational outreach.


The challenge

Justice & Peace already had a Google Ad Grant account which was run by an agency for over a year. However, due to mixed results and budget constraints they had decided to start managing the account themselves. Unfortunately, the agency deleted all campaigns leaving an empty account behind. This is when Justice & Peace approached us.

As all campaigns were removed, we did not have any insight into performance or account structure in Google Ads itself. Nonetheless, by leveraging Google Analytics we were able to retrieve all data. After a thorough account audit, we found the following key areas for improvement:

  • Decent amount of website visitors/clicks on ads but largely as a result of irrelevant keywords
  • Poor onsite behavior metrics such as high bounce rate and low conversion rates
  • No or improper conversion tracking for: newsletter signup, actual donations, outbound clicks to Shelter City and Samen Hier initiatives

The approach

  • Restructure the account for easy management and control over who sees which ad when, resulting in more effective ads and an uplift in CTR (click-through-rate)
  • Write new ad copy and extensions resulting in strong uplift in CTR and subsequently website visitors. As well as improvement in quality score allowing us to enter more auctions and utilize more of the $10,000 budget
  • Expand with relevant (negative) keywords allowing us to utilize more of the budget as well as see an uplift in behavioral onsite metrics
  • Implemented comprehensive conversion tracking for newsletter signup, actual donations, outbound clicks to Shelter City and Samen Hier initiatives

Results

When we compare the same time frame year-over-year 2021 vs 2022 from the 1st of January until the 22nd of February we can see a strong improvement across the board:

  • We utilized +67% more of the monthly Google Grant budget, €5,874.40 vs €3,506.42
  • By implementing more granular conversion goals we were able to leverage the automated bid strategies in a smarter way resulting in a higher conversion volume and budget utilization
  • CTR improved +46.59%, 11.25% vs. 7.67%
  • Bounce rate decreased -11%, 69.74% vs 78.04%
  • Pages / Session increased +10%, 1.75 vs 1.59
  • Avg session duration increased +20%
  • We saw +50% more visitors to the donation page
  • We are now able to track newsletter signups (*no tracking prior)

See how your nonprofit could benefit from the Google Ad Grant