Gwinnett Cares Google Ads Grant PPC Campaign – N
The Challenge
Gwinnett Cares, a program of the Gwinnett Coalition, was established as a grassroots collaborative by community stakeholders to streamline communication to the county’s very diverse population of nearly one million people to share how to get and give help during the COVID-19 pandemic.
With such a large and diverse population, paired with how quickly misinformation about the virus and treatment options spread, the Gwinnett Coalition wanted to find a way to share factual information to help keep our residents safe and healthy, especially as vaccines became available.
The Solution
We recommended the Gwinnett Coalition apply for a Google Ads Grant to secure funding to help get critical messages about the COVID-19 virus and its variants, vaccines, long-COVID, and more into the community via Pay-Per-Click (PPC) Ads. Through this grant, qualified nonprofits have access to up to $10,000 per month in search ads shown on Google.com that do not expire, as long as the nonprofits remain in compliance with the Google Ads Grant policies, allowing them to maximize the efforts of their work made possible by partnerships with the Partnering for Vaccine Equity program and GNR Public Health.
Once the Google Ads Grant application was approved, we were able to develop and submit a full campaign to Google that included ad messages and landing pages providing valuable resources to inform the community on how they could protect themselves during an unprecedented situation.
Ad messages were created to be displayed on Google.com in search results, and each ad included a link to a landing page that expanded on the content of the ad messages, providing users with options to visit additional resources, such as the CDC website for more information, or to vaccines.gov where they could find local vaccine sites and schedule appointments.
In addition to linking the landing pages to the PPC ad, we also linked them to QR codes on printed materials that were distributed by the Gwinnett Coalition and displayed at various community events to help drive community members to the resources they needed.
The Results
Since the campaign’s inception in November 2021, the Gwinnett Coalition has achieved an impressive +90% conversion rate, compared to the average of 3.75% across all industries. The campaign has also achieved a +7% click-through rate (CTR), which is considerably higher than the average CTR of 3.17% across all industries.
Over time, we reviewed the results of the campaign and, based on the data, the current status of the pandemic, and new initiatives for health equity and mental and behavioral health, made adjustments along the way to ensure the campaign performed to its maximum potential.
About Gwinnett Coalition
Client Since 2012
The Gwinnett Coalition is a nonprofit organization working alongside local nonprofits, faith-based organizations, government and business leaders, and concerned citizens to champion health equity, mental and behavioral health, and nonprofit capacity building to advance health and well-being for all Gwinnettians.
Interested in learning more about Google Ads Grants and Pay-Per-Click?
