Founded in 1982, the North Texas Food Bank (NTFB) is a nonprofit hunger relief organization that distributes donated, purchased and prepared foods through a network of more than 200 partner agencies in 13 counties.
“With RKD Group’s management of our Google Ad Grant, we’re able to maximize our impact during a critical time. Our key focus with our Grant has been to drive donations and generate awareness of the increased demand. It has substantially helped point those in need to our critical services. We saw a 670% increase in searches for food assistance on our website from March 1, 2020 to April 15, 2020 compared to the prior year. As a result, we have been able to distribute over 11 million pounds of food to children, seniors and families during COVID-19.”
-Lexi Kay, Annual Campaign Manager, North Texas Food Bank
RKD’s Google Grant management led to:
1,514%
increase in conversions
354%
increase in clicks
268%
lift in impressions
1,514%
increase in conversions
354%
increase in clicks
268%
lift in impressions
The Challenge
Increased demand for food assistance
The COVID-19 pandemic resulted in a sharp increase in demand and search traffic for North Texas Food Bank. To help get people the food they need, we had to pivot our Google Grant strategy to come up with the most efficient and effective ways to get the most out of their monthly budget.
The Solution
Optimizing Grant spend for disaster relief
RKD contacted our representative at Google to gain additional funds for Grant accounts that were reaching their maximum spend due to the increase in search traffic. We also optimized the account by focusing our attention and efforts on well-performing campaigns. We started by developing new ad copy, adding keywords based on search-term reports that would yield high results and creating ad extensions that encourage people to donate or get help.
Breakthrough
Sharp rise in conversions
After NTFB received additional funds, the account saw a 1,514% increase in conversions year over year. Clicks rose 354% and impressions were up 268%. The brand and food bank campaigns that were optimized for disaster relief were a strong contributor to this success.
