Google Ad Grant

Case Study: Amazon Frontlines

https://amazonfrontlines.org/
Data period: Aug 2023 – Jul 2024

Unleashing the Power of Impact & Awareness: How Amazon Frontlines Boosted Website Traffic with Google Ad Grant
MISSION

Amazon Frontlines is a nonprofit organization committed to partnering with Indigenous communities to protect their rights to land, life, and cultural survival in the Amazon rainforest. To support their mission, they sought to increase donations and grow their supporter base through targeted outreach efforts.

IMPACT

Donations

Over $2,500 raised from users accessing the site via Google Ad Grants ads.

Newsletter Subscriptions

1,500+ new subscribers, with Google Ad Grants being the second-largest source.

Ad Clicks

20,724 clicks, a 32.6% increase from the previous period.

Click-Through Rate (CTR)

12.37%, improving by 43.8%.

Monthly Ad Spend

+$9,500 avg, a 273% increase.

Challenge

Amazon Frontlines faced the challenge of increasing their online presence to amplify their mission of defending Indigenous rights. Their primary objective was the need to drive more traffic to their website, grow their newsletter subscriber base, and boost donations. Although they had a clear vision, they required expertise to effectively manage and optimize their outreach efforts.

SOLUTION

Partnering with Elevation

To tackle these challenges, Amazon Frontlines partnered with Elevation, leveraging their expertise in managing Google Ad Grants campaigns. Elevation developed and implemented a series of targeted campaigns to address specific needs:

  • Brand Awareness Campaign: Designed to increase visibility in key markets such as the United States, United Kingdom, and Australia.
  • Stories & News Campaign: Focused on sharing impactful stories about the organization’s work, connecting with the audience on an emotional level.
  • Take Action & Donations Campaigns: Encouraged audience participation through donations and other forms of support.
  • Classy Integration: Enhanced donation tracking, enabling Amazon Frontlines to better measure the success of their campaigns.
  • Newsletter Subscription Tracking: Implemented to help grow the organization’s supporter base.

The Google Ad Grant provides Amazon Frontlines with $10,000/mo to help spread awareness about their mission.

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Outcome

Performance Metrics

  • Visibility and Traffic: The Google Ad Grants campaigns became a key driver of traffic, contributing over 10% of total site visits.
  • Donation Growth: The campaigns led to more than $2,500 in donations, directly supporting Amazon Frontlines’ mission.
  • Supporter Base Expansion: Over 1,500 new subscribers were gained, significantly boosting the organization’s outreach.
  • Campaign Performance: The total number of ad clicks reached 20,724, marking a 32.6% increase, with an impressive CTR of 12.37%. The campaigns utilized an average of $9,549.40 per month of the available $10,000 Google Ad Grant.
Google Ads chart.

CONCLUSION

The partnership between Amazon Frontlines and Elevation resulted in significant advancements in the organization’s visibility, donation growth, and supporter base expansion. Elevation’s strategic management of the Google Ad Grants campaigns played a crucial role in driving meaningful traffic and engagement, helping Amazon Frontlines achieve their key objectives.

If your nonprofit is looking to maximize the impact of your Google Ad Grants campaigns and achieve similar results, we invite you to explore how Elevation’s expertise can support your mission.

Achievement of Objectives:

  • Increased Donations: Successfully raised funds to support the organization’s goals.
  • Expanded Supporter Base: Grew the newsletter subscriber list, increasing overall engagement and support.

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