Founded in 1993, LOVE is a Canadian non-profit organization offering programs that enhance the mental, emotional and social health of young people. LOVE (Quebec) helps youths aged 12 to 21 develop their emotional intelligence in order to better overcome the challenges of the modern world. LOVE (Quebec) is more than 30 programs offered in 25 schools in the Greater Montreal area. Each year, 800 young people undertake this transformative process, which will make them leaders in their community.
Results
119 000 $ US
In free annual advertising expenditure with Google Ad Grants
100 000
Sessions per year on the organization’s website
+35%
Increase in overall traffic (year-over-year)
Context
In the spring of 2021, LOVE saw the need for marketing efforts to increase its visibility and brand awareness. Its mission had to be better known among young people in need and potential donors! The organization’s website generated little traffic, and LOVE was looking for an agency capable of implementing a viable NPO strategy.
We suggested that they use the full potential of the Google Ad Grants program,which is designed to promote an NPO’s mission through ads displayed on the search engine results page (SERP). The maximum support available to an organization with a Google Ad Grants account is $10,000 USD per month.
“Working with Turko is a very pleasant experience: they are flexible, dynamic and definitely consumer-centric.” – Robyn Dalton – Executive Director, LOVE
A must for any non-profit organization, the generous program nevertheless has several restrictions that make it difficult to use the monthly grants (the ad message cannot be promotional in nature, the cost per click must not exceed a set threshold, etc.).
Therefore, Turko offered to manage LOVE’s Google Ad Grants account to optimize its use and design a content strategy allowing the organization to benefit from the full advertising amount available each month.
Objectives
- Increase the organization’s brand awareness and visibility
- Increase traffic to the organization’s website
- Increase donations
Strategies
We have developed a two-pronged game plan to design quality content that directly reaches young people, while maximizing 100% of the Google Ad Grants account management. This strategy will result in more calls for information from youths and parents as well as an increase in donations.
Complete management of the Google Ad Grants account. After keyword research, we create audiences and structure campaigns. In order to make full use of the monthly $10,000 USD available through the Google Ad Grants program, we combine our account optimization with our content strategy for the blog section of the site. Each published article can then receive its own promotional campaign.
We designed a content calendar around the issues and challenges faced by young people. We divided the content into six main areas: school issues, addiction, home issues, emotional issues, self-esteem issues and sexual/relationship issues. The articles published on the blog section of the site are promoted through our paid traffic campaign offered by Google Ad Grants, but also generate organic traffic over time.
Services used
SEO
- SEO Strategy
- Content marketing
- Google Ads (Google Ad Grants)
