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ANALYTICS
REPORTING
GOOGLE AD GRANT MANAGEMENT
SEM
CONVERSION RATE OPTIMISATION
As a trailblazing non-profit organisation, the Centre for Public Impact reimagines government so that it works for everyone. Its critical contribution to modern-day governance addresses three fundamental elements: the beliefs, values, and principles that drive government action. Operating throughout Europe, North America, Australia, and New Zealand, the Centre for Public Impact tackles the complex challenges to bring about better outcomes for society.
As a non-profit, the Centre for Public Impact receives a monthly Google Ad grant. This grant requires the associated website meets a set of quality requirements enforced by Google every week. If these quality requirements are not met, the account is suspended. With a complete lack of tracking on the Centre for Public Impact website, this critical organisation had zero visibility into the quality and performance of its website and the traffic being driven to it, leading to constant account suspension. The paid search account drove extremely irrelevant traffic, producing bounce rates as high as 95%.
We jumped into action, implementing advanced behavioral traffic on the site by reconfiguring Google Analytics and deploying it via Google Tag Manager. We developed an entirely bespoke automated Data Studio report platform to provide a minute level of detail on user behavior. After restructuring the entire Google Ad grant account into a massive (yet scalable) system of more than 400 campaigns across 20 countries, we implemented a content plan, distributing a newly published article weekly. To elevate the Centre for Public Impact’s performance, we custom-made a series of scripts to automate components of the account management process.
