Ad Grants OMC 2018

Post-Campaign Analysis Report

Drishti Foundation Trust

 Executive Summary

Goals set before the start of the Campaign were successfully met & surpassed expectations. The 28 days
1 Campaign was marked with truly remarkable success for achieving Drishti Foundation Trust’s goals.

Awareness: Mission to spread the message of the nonprofit partner brought us: 8257 Clicks, 111074
2 Impressions, 7.42% CTR, $0.90 Avg. CPC, 10290 Pageviews, 6318 Conversions & 76.43% Conversion Rate.

Donation: Helped to achieve donation of ₹123384 INR in total from which the online donation was ₹55977
3 INR & offline donation was ₹67407 INR for DFT, during the period of 4 weeks. The online revenue of the
nonprofit before our collaboration was negligible.

Volunteers: Brought us huge individual volunteers enrolment for online & offline support and CSR
4 Partnership agreement with an Indian giant company called Mahindra & Mahindra Limited.

Events: Helped to gain relief materials from volunteers support for campaigns based on disaster relief (3
trucks of clothes & 1 truck of food items), volunteers enrolment for several events both seasonal &
5 sustained, 2909 eBook downloads, 239 volunteerships & event promotion helped DFT efforts to get
featured in local newspaper Dainik Jagran and several online portals.
★ Drishti Foundation Trust abbreviated as DFT
2
 Campaign Overview
Avg. Ad Position - ( Per day)

◆ The primary goal of the Ad Campaign was to garner online donations and volunteers to provide quality education,
awareness and healthcare in the spirit of the society, especially for the disadvantaged and disenfranchised.
◆ Continual Optimization of the account structure and greater relevance of our ads ensured that we achieved an average ad
position of 2.1 irrespective of the competition.
◆ A total of 11 comprehensively designed Campaigns were run in the 4 weeks Campaign window from 1st to 28th August,
2018 utilising $7474.3. Five sustained campaigns were created ‘Donation’, ‘Volunteers’, ‘Branding’, ‘Awareness’ and ‘Events’.
◆ Four special Campaigns were run on specific occasions including ‘Eid', ‘Raksha Bandhan’, ‘Onam’ and ‘Janmashtami’
(Indian festivals) encouraging users to donate to the cause on these auspicious days. One campaign on ‘Independence
day’ was created to support orphan children. Given the client’s preference of engaging in CSR, the online CSR Ads were run
under Awareness campaign. Our client is very active in seasonal & disaster relief activities as well so we created 'Kerala
Flood Relief' campaign for flood hit Kerala (Indian state).
◆ All Campaigns utilized powerful ad-texts and a combination of structured snippet, call-out, sitelinks and call Ad Extensions
to ensure that DFT’s holistic approach to social work was depicted in every ad, encouraging users to engage with and
donate to the organisation. Owing to the extensive experimentation with different elements of the ad-text, we created a
total of 65 distinct ad-copies, distributed under 20 ad-groups and featuring 379 keywords in all.

3
 Campaign Overview (contd.)
Avg. CPC ( Per day)

◆ The keywords were first experimented with by setting the match type to Broad match followed by actions toward zeroing in
on specific and relevant target audiences through the use of other match types, especially Modified Broad. Furthermore,
numerous negative keywords were identified to ensure that only quality searches led to our landing pages.
◆ Initially, to gauge the market, geographical targeting of our Campaigns was set to pan India. However, as the Campaign
progressed, by making use of Geographical Reports, cities and states that offered higher CTR, better ad position, lower CPC
and greater conversions were targeted. Best average CPC rate achieved was $0.90.
◆ Additionally, a custom ad schedule was created and subsequent bid adjustments made to ensure that our ads were
displayed only at times when users had a high engagement rate (high CTR and high average session duration).
◆ To gauge performance and subsequent costs incurred, automated bidding was used, we were engaged bidding strategies
such as Maximize Conversions and Enhanced CPC for experimenting. Aided by the Opportunities tab and substantial data
from AdWords Search Term Reports and the User Behaviour Flow from Google Analytics, we engaged in Granular Account
Organisation.
◆ Better tracking and flow of audiences been taken care through conversion tracking codes integration between Google
analytics and Google adWords. Creation of new goals to track audience’s conversion on landing pages like donation page,
volunteers sign ups, newsletter signups and eBook download etc.

4
 Campaign Overview (contd.)

◆ Previous version of website design was taking too much time to load which from the perspective of SEO is not good, so our
team decided to create a new fast, more user & mobile friendly web design for NGO as a token of appreciation which was an
extra effort from our end which will give the NGO website edge over its competitors.
◆ After the DFT website was redesigned, we took charge of dynamically reviewing and revising landing pages on the website.
We created Infographics, graphic animations and direct call to action buttons like “Donate Now” and “Download NGO Guide”
etc. were added to landing page on the team’s recommendation for strong call to action.
◆ The website was SEO optimized from the perspective of off-page SEO as well as onpage SEO and hence improving the
website Alexa rank of DFT from 18 Lacs to 9.5 Lacs.
◆ DFT website was lacking HTTPS and SSL certificate so our team decided to make the website https secured first and then
only move on, by the way SSL is one of the ranking factors considered by Google Search Engine.
◆ Our client’s website didn’t have XML Sitemap, so we generated a new sitemap which we verified and submitted to Google
Webmasters Tools for consideration in indexing of all the pages of website.
◆ DFT website had lack of proper opt-ins, funnels and retargeting. We set up proper opt-ins like newsletter signup, volunteers
sign up etc. to convert traffic into email lists. Now using email list our client can retarget the audience for events and
donations and also set up automation funnels for conversions.
5
 Campaign Performance

Great performance as compared to the earlier as evidenced and

appreciated by our client itself. Total 11 campaigns were created during
our campaign window from which 5 campaigns were sustained and 6
were seasonal campaigns. Sustained campaigns were Donation, Event,
Branding, Awareness and Volunteers. Seasonal campaigns performed
exceptionally good and converted more, the seasonal campaigns were
( Clicks vs. CTR vs. Con. rate vs. Conversions)
Kerala flood relief, independence day, raksha bandhan, eid festival, onam
festival & janmashtami festival.

(Sustained Campaigns) Donation Event Branding Awareness Volunteers

CLICKS/TRAFFIC 790 387 177 114 96

CLICK THROUGH Rate

4.73% 5.36% 7.72% 4.79%
% 10.34%

CONVERSION RATE 178.73% 12.14% 142.94% 82.46% 75%

%

CONVERSIONS
1412 47 253 94 72

6
Campaign Performance (Contd.)

The continuous optimization of all our campaigns resulted into

improvements in key metrics. We examined that the mindful creation
of campaigns based on seasonal events can result into more number
of conversions. Previously our client was not able to create and
maintain ads effectively with proper use of targeted keywords.
Seasonal campaign keywords need to be used wisely as they don’t
have record of audience in Google keyword planner. We targeted
most essential landing pages like donation, volunteers & signup page ( Campaigns with key metrics from Google Ads)

(Seasonal Campaigns) Independence Day Raksha Bandhan Kerala Flood Relief Eid Festival Onam Festival
Festival
CLICKS/TRAFFIC 2209 1530 1492 962 509

CLICK THROUGH Rate

10.07% 9.05% 6.38% 8.65%
% 6.04%

CONVERSION RATE 103.21% 80.20% 6.70% 83.58% 5.70%

%

CONVERSIONS
2280 1227 100 804 29

7
 Account Performance
Google Analytics

Impressions
Impressions Desktop: 25366
Impressions Mobile: 85708
Clicks
Complete Desktop: 1574
Complete Mobile: 6683
Complete Tablet: 0

Click through Rate

CTR Desktop: 6.21%
CTR Mobile: 7.80%
Conversions/Conversion Rates Google Ads
Conversions over 28 days: 6318
Conversion Rates: 76.43%
Google Analytics
Website traffics: 5845 visitors & 10290 Pageviews
Conversion values: Not defined
8
 Online Marketing Strategy Analysis
Web Design
DFT’s website was
completely recreated from
scratch with the use of highly
optimized, user friendly &
mobile responsive web design
by us. Now hosted on reliable
web host with google
analytics & conversion
tracking. Use of strong call to
action, opt-ins, buttons,
landing pages & social media
accessibility have been added
for better performance &
conversion.
9
Blogging
Search Engine Marketing DFT didn’t have a blog earlier.
Email Marketing We added a blog section where
Implementation of SEM
DFT didn’t have this facility we published high quality
techniques like search engine
earlier. We built email list keywords optimized articles
optimization (off-page & on- with the help of DFT
with targeted audience by
page), backlinking, social media volunteers, featuring social
using email opt-ins on
optimization, guest posting, issues & efforts of DFT. We
landing pages for better
sitemap submission etc. It believe that a blog plays very
conversion. Used the email
allowed DFT to organically important role in reaching
list to communicate with
reach donors who are looking to audience organically through
volunteers & donors for
donate to a credible & worthy targeted keywords & in getting
sharing email newsletters,
nonprofit organisation. Current a better rank on search engines,
events information, donation
Alexa rank is 9.5 Lacs & also the blog helps a website in
& volunteers opportunities
previously it was 18 Lacs. a long run.
etc for conversion.
 Marketing Goal Achievement and Social Impact

◆ How the Non-profit is Making a Social Impact: Drishti Foundation Trust (DFT) is working tirelessly in the area of Health,
Education, relief of poor and providing facilities to differently abled people in several states of India. DFT is involved and
running major projects and services: Oral cancer treatment project in the tribal areas where is no hospitals/clinics, safe &
proper care for the orphan girl child for supporting the movement of "Beti Bachao Beti Padhao Yojna", dental care & oral
hygiene awareness to the needy people in India where is no access to the dental care providers in most of the parts of
India, environmental conservation project, medical social welfare activities, slum healthcare centres, mobile clinics and
blood bank service-all aligned with the primary objective of providing holistic, free of cost facilities to underprivileged. Mr
Dinesh Kumar Gautam is the founder of DFT and running it with other noble souls for a good cause.
◆ How the Ad Campaign was Designed to Meet the Non-profit’s Goals: As outlined by our client, DFT’s primary goals were to
achieve substantive donations for the cause of educating girl child, bring light to the dire situation of India’s orphan girl
child, saving the child from abuse and build brand awareness for DFT as the pioneer non-profit organisation in India
working for the cause of girl child and their welfare, along with several other sustained and seasonal causes.The Ad
Campaign was designed comprehensively to meet every outlined goal. A total of 11 Campaigns were run during the
competition, with specific Campaigns namely - ‘Donations’, aimed at raising donations for DFT;

10
 Contd.

‘Events’ campaign aimed at capturing enrolments for specific events of DFT; ‘Awareness’, aimed at creating awareness
about the cause of DFT with special focus on saving & educating girl child and dental care. The team also targeted an info
guide (eBook), whose download counted as a conversion; ‘Volunteers’ and ‘Branding’ campaigns, aimed at building brand
awareness by providing volunteering and social work opportunities, besides enabling users to download DFT’s annual
report of events & achievements. Four special Campaigns were run on specific occasions including ‘Raksha Bandhan’, ‘Eid',
‘Onam’ and ‘Janmashtami’ (Indian festivals) to encourage users to donate to the cause on these auspicious days. Two
special and most profitable campaigns were run which were ‘Independence day’ for raising donations for children and
‘Kerala Flood Relief’ for helping flood victims in the state Kerala of India.
Campaign Results: Throughout the 4 week campaign period, we achieved a CTR of 7.42% (Much more than target),
111074 impressions (More), 8257 clicks (More), 6318 conversions and an average CPC of $0.90 with $7474.3 ad spend.
The traffic brought by the Campaign was highly engaged with a conversion rate of 76.43%. The Campaign helped DFT earn
₹123384 in donations (More than client expectation), 2909 info guide (eBook) downloads and 239 volunteers sign up
along with bringing 5845 users on their website, 92.5% of whom were new.

11
 Contd.

◆ Impact of Google Ads on DFT’s Mission: Given that the Campaign raised over ₹123384 in donations, 239 volunteers sign
ups and received 2909 info guide (eBook) downloads, the primary goals detailed by the client were met directly. Hence, the
Google Ad Campaign that we created impacted DFT in an extremely positive way. We were able to drive highly qualified
traffic to their website, creating brand exposure with the 111074 impressions received by our ads. Furthermore, the Google
Ad Campaign enabled DFT to address competition from other non-profit organisations, given that our ads received an
average ad position of 2.1. We are convinced that empowered by the donations received via the Campaign, DFT has
increased their efforts in making a difference in the lives of orphan girl child in India, while also raising awareness about
their holistic approach to social work. Event promotion helped DFT efforts to get featured in local newspaper ‘Dainik
Jagran’ and several online portals. Also help gaining relief materials from volunteers support for campaigns based on
disaster relief (3 trucks of clothes & 1 truck of food items).
◆ Advice for DFT regarding Google Ads: The team is confident DFT would derive great benefits by allocating appreciable
resources for online marketing as the continuous use of Google Ads as a digital marketing tool will help immensely in
raising donations for DFT’s social work. We recommend complementing it with a dynamic presence on social media
platforms like Google Plus etc. As the Ad Grants account provides only search ads option, we would recommend our client
to go for Google’s other ad display options like video ads and display ads etc which are also powerful tools for getting
quality traffic. DFT has their youtube channel which is holding many inspirational and brand related videos so using video
ads options for promoting those videos then it will get DFT great attention from public for the great conversion.
12
 Future Recommendations

◆ Bearing in mind the success of the Google Ads Campaign in a four week duration, we believe that DFT would highly
benefit from the continued use of Google Ads to help achieve their future goals. To improve and optimise their
performance on Google Ads, it is recommended that the client engage in website optimisation through Google
Analytics data to improve the quality of the landing pages so as to bring users to a more detailed page that is relevant
to their search query.
◆ We suggest DFT the creation of special Campaigns on seasonal occasions because through our experience of 4
weeks of running campaigns for DFT we witnessed extremely high and converting traffic on seasonal campaigns as
compared to sustained ones. Seasonal campaigns were Kerala flood relief, independence day, raksha bandhan, eid
festival, onam festival & janmashtami festival.
◆ The use of the ‘Keyword Planner tool’ to gauge relevant search trends is necessary. Due to some glitches in selection
of right keywords, few of our ad campaigns were unable to run for first 5 days.
◆ To maintain Google Ad Grants account active & performing uninterruptedly, all DFT’s campaign should strictly follow
these guidelines: Mustn't have single or generic keywords, Mustn't have keywords with a Quality Score of 1 or 2, Must
have >= 2 Ads per Ad Group and >= 2 Ad Groups per Campaign, Must maintain a 5% click-through rate (CTR) each
month, Must have at least 2 sitelink ad extensions, Must respond to program survey, Must have valid conversion
tracking, if applicable, Must have relevant geo-targeting

13
 Learning Component

Learning Objectives &

Outcomes

Being a team of students of final year, Google Ad Grants OMC was challenging from not only at an intellectual level but also at
an aptitudinal level. This clearly reflects our enthusiasm to deal with the challenge that online advertising posed, our team
was emotionally driven to achieve the objectives of the nonprofit for the sake of social cause and one of the most heart
touching purpose was the welfare for orphan girl child. We observed Google OMC as a unique opportunity to acquire practical
experience of advertising and providing profitable guidance to the client. Our objectives were to understand account
structuring, campaign optimization, keywords selection, campaign setting, budget usage, bids, reports & metrics and google
tools. This would enable us to apply the knowledge to produce exceptionally good results, give the client valuable insight,
qualify for the Google Ads Certification program and benefit the Drishti Foundation Trust to gain support.

We believe our team accomplished all the objectives. Making efficient use of Google Ads tools including Keyword Planner,
Search Term Report, Opportunity tab, Attribution, Conversion, Negative Keywords, Ad Preview and Diagnosis, we were able to
identify quality keywords and quality ads. We also recognized the significance of mobile friendly websites, as 60% of website
traffic is based on mobile devices. We learned writing shorter ads with mobile specific ad copy and bids contributed success
of mobile ads.
14
 Contd.

The profits gained by the participation of our team in the competition exceeded the expectations. Through continuous
experimentation with Google Ads platform and the tools provided to our team with an opportunity to gain real world experience in
skills like keywords selection, account structuring and ads development. There are many lessons we learned, the key lessons are:
Take Client Advice as Guidance: DFT advised our team to run Kerala Flood Relief Campaign to support the Kerala flood victims
with donations, this was a seasonal type ad and it was the most successful campaign from the rest. Taking clients inputs and
following ways to materialize them helped us to gain huge profits for client.
Aiming High to Achieve Goals: Our team was cautious from beginning about setting campaign goals. As a result of which we
were able to surpass all the expectations that were mentioned in the pre-campaign report. Our results are very impressive from
the point of view of our client, as comparing to the previous performance of the clients account where the donation generated
was nearly negligible.

Our team had been very busy and engaged in several commitments like academics, pre-placement interviews
Group and being a final year students we were also involved in various major and minor projects related to our field of
Dynamics study. Bearing in mind all these responsibilities, making productive use of our time became crucial. As the ad
campaigns were exigent, the team had to constantly put in time whenever necessary because we were
analysing and optimizing for every single possible correction in the account. Designation of roles were set by
the team captain according to the feasibility and optimum utilization of knowledge in the right area like ad
creation, analysis, optimization etc.
15
 Contd.

Google tools like Docs, Hangouts, Duo App, Slides, Sheets, Drive, Gmail etc. were extensively used which helped us to
communicate and work cohesively under coordination in a team for achieving common goals. In achieving our objective, a
viewpoint was defined through the predefined goals and KPIs to keep in sight a final goal of winning the challenge, while
accomplishing the non profits targets. Everyday our team reviews and audits the progress and registering it in a spreadsheet for
future references. Persistent research, innovative ideas, continuous optimization and smart work by the team led to achieve all
key performance indicators that are mentioned in our pre-campaign report with a huge margin. All team members towards the
end of the challenge was able to follow the routine of analysis, debugging and optimization of account.

Our client Drishti Foundation Trust, was very enthusiastic to learn that we would be running campaigns to
Client promote their organisation through Google Ads, though they were already seeking someone to teach them
Dynamics
the right way to maintain their campaigns and account so that they can gather funds for non profit activities.
Before our association with DFT the revenue generated through online was negligible, as their website was not promoted the right
way and without follow right plan to promote it. Their main focus before our collaboration was conventional modes of marketing
so they used to put all their budget over offline marketing. But now after seeing the mind blowing results through our collaboration
they are ready to put more than 50% of their overall marketing budget to promote and expand their digital marketing presence.
Clients website required serious changes according to our point of view of security, usability and convertibility so we build the
whole website from scratch, to which the client was very grateful. We helped our client in every possible way, we were their
webmaster, web designer, blogger, author, SEO analyst, marketer and so on.
16
 Contd.

DFT gave us full independence of control which helped us to perform and make necessary changes. Daily meetings helped to
plan the strategy according to the requirement of client and communicate the benefits of using Google Ads platform. Client
responded quickly, allowing changes to be resolved in a timely manner. We developed faithful and professional relationship with
client because of which the client was able to share and communicate all their problems clearly so that we can understand
better and come up with a solution. Also our team will train their marketing team about PPC search best practices, tracking
behavior reports of google analytics, so they can continue benefiting from Google Ads.

The team overcame many challenges and performed tasks that were required to accomplish
Future essential results. Coordination and cooperation of our team members helped making unanimous
Recommendations decisions and served as a strength to overcome every challenge of the competition.
It is recommended to do more in depth keywords research before running any campaign this will reduce the cost and lead to
more traffic. It is beneficial to learn to analyse and making decision in short span of time. Doing more meetings to strategize
campaigns will assure all team member are up to date with the evolving campaign strategy. The client website should be
maintained with proper bandwidth and resources so that it don't show error.

17