In 2019, the Burnett Foundation Aotearoa (previously New Zealand Aids Foundation -NZAF) engaged Virtual Marketers to manage their Google Ads Grants Account, that at the time was at-risk of losing its ‘Grants’ status due to policy issues pertaining to account hygiene.
Their aim was to reach account compliance while maximising spend, reach and engagements through the Grants account, to support their mission – Prevent transmission, reduce stigma and maximise the wellbeing of those most affected by HIV.
Approach
Understanding issues impacting Burnett Foundation Aotearoa’s community was a central aspect to the success of the project undertaken, which saw the comprehensive cleansing of Burnett Foundation Aotearoa’s Google Ads (Grants) account. Central issues impacting the Grants account included unsatisfactory click through rates (CTR) that fell below the mandatory threshold, and ad policy compliance as they related to the advertisement and distribution of sensitive and explicit material (according to Google). Virtual Marketers worked alongside Burnett Foundation Aotearoa and Google to redefine the policy requirements for Burnett Foundation Aotearoa’s Grants account, given the nature of the charitable services provided, while performing account hygiene-related tasks.
As a measurement of engagement, improving the CTR required the serving of more relevant and relatable content to their audience – this required a strong understanding of the issues most impacting the communities Burnett Foundation Aotearoa serves. The simultaneous cleansing and policy change activities allowed Burnett Foundation Aotearoa to serve highly relevant, targeted ad content to their audience, achieving a CTR that eclipsed the policy requirement while supporting their charitable activities.
Solution
Working alongside the wonderful team at NZAF, we were able to achieve compliance and begin serving improved ads, and the account has gone from strength to strength ever since.
When comparing the 12 month periods of 2020 and 2021, Grant account spend increased by +133%, impressions by +123%, and total clicks by +101%.
The project result, and ongoing management of the Google Ads Grants account, has directly impacted the reach and engagement of NZAF and their EndingHIV brand, contributing to NZAF’s achievement of their mission.
Key Benefits & Results
- 123% increase in impressions.
- 101% increase in ad clicks.
- 133% increase in total Google Ad Grants Account spend.
“Since beginning to work with Virtual Marketers we’ve seen a dramatic increase in the performance of our Google Ads Account and have been impressed with the dedication that the team have shown towards improving our account.
Their expertise and advice in the SEO space has been instrumental for our small and busy team being able to put doable steps in place to ensure that our websites are better positioned. Communication and reporting from the Virtual Marketers team have been super informative and actionable and all members of the team have been a pleasure to work with.”
Hannah Watson‑Frank, Former Digital Marketing Specialist - The Burnett Foundation
