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Project Scleroderma

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Industry

Nonprofit

What We Did

Google Ad Grant

Paid Media

Scaling visibility for a rare disease mission with Google Ad Grant.

Since December 2023, Big Sea has set up, managed, and optimized Google Ad Grants for Project Scleroderma—a nonprofit that raises awareness of Scleroderma and supports patient communities worldwide. The free advertising dollars from Google Ad Grants supported the delivery of incredible traffic to their website from patients and families interested in learning about what Scleroderma is, how to find support for the auto-immune disease, and ways to spread awareness of the medical condition. We also created a YouTube strategy to work with Google Ads and increase video views and conversions.

A challenging landscape

Project Scleroderma could not effectively bid on its target keywords with its current website and Google Analytics setup. Their website was not receiving conversions from these keywords organically due to a low domain authority.

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The Strategy

Expert Google Ad Grant management

The Google Ad Grants program provides a boost of up to $10,000 per month in free advertising to help nonprofits reach audiences in challenging SEO areas. Using the Google Ad Grants account, we leveraged strategies to ensure that Project Scleroderma reached its audience and bypassed the high domain authority needed to rank for terms like “Scleroderma.”

We did this through three key steps:

  1. We assisted them with troubleshooting their website so Google could crawl it properly.
  2. We then installed Google Tag Manager and added precise conversions to their account that directly aligned with their KPIs.
  3. We guided them in creating a Google Ad Grants-optimized landing page and laid out very clear instructions for making a web page perform better as a PPC landing page.

 

Our Tactics

Optimizing for impact

  • Created a content strategy and guided the nonprofit on a pillar page recommendation that is now the highest-performing page on the website
  • Developed a Google Ads-optimized web page strategy focused on clear and actionable conversions, coupled with rich content that pushes users to other places within the website
  • Maximized the Google Ad Grants program through two campaigns that reached 368 conversions over the first two months of the campaign

A successful Google Ad Grants launch

The average CPC was lower than the industry average and the CTR was higher than the industry average, showing that the program is cost-effective compared to other marketing channels and highlighting the efficient use of free Google Ad Grant budgets.

63%

First-time Website Vistors were driven to the site by Google Ad Grants

175Conversions

Conversions on the new pillar page we strategized