Goodwill Industries of the Southern Piedmont PPC Case Study

139.68%

Increase in Clicks

96.85%

Increase in Conversions

98.99%

Increase in Click Through Rate

184.84%

Increase in Monthly Spend

Background

Goodwill is a 501(c)(3) nonprofit organization, founded in 1902 by Rev. Edgar J. Helms, whose mission is to change lives through the power of work. Goodwill of the Southern Piedmont is a branch of Goodwill that focuses on the Charlotte area and its surrounding counties. Goodwill of the Southern Piedmont offers a multitude of services to help everyone in the region have the opportunity to develop to their fullest potential through family-sustaining employment. With all the donations throughout the years, Goodwill of the Southern Piedmont has been able to help over 150,000 people overcome barriers in the workforce.

Challenge

Goodwill of the Southern Piedmont was looking to exponentially increase awareness about their mission and services. They asked Command Partners for help in coming up with ways to achieve their goals, which were to:

  • Increase donations

  • Increase foot traffic

  • Raise program awareness and enrollment by people needing their help

Strategy

Command Partners worked to come up with the best plan to achieve Goodwill of the Southern Piedmont’s goals and decided that pay-per-click advertising was the best route to take in order to increase awareness and donations.

Due to Goodwill’s eligibility as a valid, registered nonprofit, Command Partners was able to facilitate acceptance into the Google for Nonprofits Ad Grant program, which gave them access to advertising dollars across the Google AdWords platform that they wouldn't normally have been able to budget for. A Google Ad Grant campaign requires a different strategy than most PPC campaigns because of limitations on the maximum keyword bid and being restricted to the search network only.

Results

Increasing spend within the initial grant budget can be difficult with a maximum keyword bid of $2, but Command Partners steadily improved performance within the allowed budget with targeted choices that also increased conversion rates. Throughout the campaign, Command Partners maintained placement within the budget (all retail stores maintained an ad position above 1.6), avoided wasted spend and made the most of the money allocated to Goodwill through the program.

  • Clicks increased 139.68%

  • Impressions increased 20.45

  • Click-Through-Rate (CTR) increased 98.99

  • Cost-Per-Click (CPC) increased 18.84% (While increasing CPC is normally less than ideal, with grant money, this is a good thing!

  • Monthly spend increased 184.84%

  • Conversions increased 96.85%

Services Rendered

Throughout the campaign, Command Partners maintained placement within the budget (all retail stores maintained an ad position above 1.6), avoided wasted spend and made the most of the money allocated to Goodwill through the program.