East Africa Crisis Appeal uses Google Ad Grants to raise awareness and funds

The challenge

Receptional’s aims were to:

1. Build awareness of the East Africa Crisis Appeal
2. Secure donations using both Google Ad Grants and paid PPC activity
3. Increase Concern’s online presence during the appeal’s TV and radio broadcasts.

The solution

To accomplish these goals, we:

1. Created new campaigns for both Google Grant and paid activity
2. Focused the campaigns on key themes matched to specific audiences
3. Used the budget to bid tactically – around radio and TV broadcasts when conversion rates were highest.

We also created a template plan that is ready to roll out whenever the next emergency occurs. We also worked with Concern to improve their landing page conversion rate – by testing landing page designs.