About The Nonprofit
For more than 50 years, Credit Canada has been providing debt relief to many people. As a nonprofit organization and Canada’s first and longest-standing credit counseling agency, Credit Canada has helped thousands avoid bankruptcy, become debt-free and achieve financial wellness.
What Their Goals Were
Credit Canada’s digital marketing goal is to generate leads through their website, which their in-house customer support team then converts into value. They use a hybrid approach to Google Ads, leveraging their Google Ad Grant account to build awareness and drive upper funnel traffic, while using their Paid Ads account to target more competitive lower funnel traffic. Since the Google Ad Grant has limitations when it comes to more competitive keywords, Paid Google Ads were crucial to generate high value conversions.
Because high levels of competition drive up advertising costs, it was crucial for us to justify the Paid Ad spend and continually optimize towards a positive Return On Ad Spend (ROAS), or the ratio of value generated by our Paid Ads to the amount spent on them.
Our Custom Strategy
Accurate Conversion Value Tracking
In Q2 of 2019, we worked with the client to implement an end-to-end conversion tracking setup so we were sure our data was foolproof. Any click on a Google Ad would be tracked all the way from the click to the final sale, and attributed appropriately. After ensuring that the tracking reflected accurate values, it was clear that the ad spend was not resulting in a positive return for the client in Q3. While the poor ROAS was disheartening, we now had accurate data about keyword and campaign inefficiencies to inform our optimizations and work towards a positive return.
Data-Driven Account Structure
Since Credit Canada had been running Paid Google Ads for a number of months, we could export all of their conversion data to create a new and better structure. The new structure featured only the top performing keywords, carefully organized into campaigns with budgets allocated accordingly. The structure was designed not only for increased performance right off the bat, but additionally for more transparency and opportunity for granular optimization going forward. We expect to see results continue to improve as we hone in further on the top performing ads, keywords, and landing pages.
Our Results
Comparing results from Q1 2020 to Q4 2019, revenue generated from CCDS’s Paid Google Ads increased by 160%, with only an 11% increase in ad costs. Simultaneously, their Grant account generated 18% more revenue in Q1 2020 compared to Q4 2019, as we are careful to ensure our Paid Ads were not cannibalizing results from the Grant account. Overall, we saw a 126% increase in revenue after restructuring the paid account.
