The Good Exchange (https://thegoodexchange.com/) located in Berkshire is a fundraising platform which brings together funders, fundraisers and donors to support local charities and projects.
The brief for the campaign is to encourage people looking for a platform for fundraising or charities and NPOs looking for funding to sign up.
The website went live in August 2016 and Front Page Advantage has been providing SEO services from the beginning of the project. PPC, funded through the Google Ad Grant programme has been added since August 2017.
The Good Exchange is a relatively new brand competing against some big brands in this marketplace. Using the $10,000 from Google Ad Grants we have been able to set up a campaign very quickly to help raise awareness of the platform.
The AdWords feature that has helped drive this campaign is the geographical targeting which enables us to target those in the desired area where funding is available and so to keep traffic quality high.
We have set up a number of different ad groups which use unique dedicated ad copy and the use of the site extensions. This has driven a high CTR (click through rate) even with the $2.00 max CPC limited enforced by the Ad Grant.
Since August 2017 when the PPC campaign began we have seen traffic grow month on month while maintaining strong campaign metrics including a CTR of over 2.5% and an average ad position of first or second in the paid search results.