RKD’s disaster relief optimizations aided in year-over-year Google Ad Grant results:

504%

rise in clicks

294%

increase in impressions

1,283%

increase in donations

The Challenge

Shifting strategy to meet demand

The COVID-19 pandemic created unexpected job loss for many people throughout North Carolina. Because of this, the Food Bank of Central & Eastern North Carolina saw an increase in demand for their services. In order to meet this demand and stay true to their mission of feeding families while ensuring the health and safety of their community, the food bank needed to shift their search strategy to reach both those in need and those able to donate.

The Solution

Disaster-related optimizations

RKD created COVID-19 ads and keywords to attract more relevant traffic and raise awareness of the food bank’s COVID-relief efforts for those who may not have known about it. Additionally, we submitted the food bank’s Google Ad Grant program for additional funding. We were able to secure an increased budget starting April 13 through June at $658 per day compared to the standard $330 each day.

Breakthrough

Ad Grant growth helps those in need

The digital optimizations aided in the overall COVID-relief efforts for the food bank. Their Google Ad Grant campaigns saw a 504% increase in clicks and a 294% rise in impressions. Donations were also up by 1,283%, helping the food bank help those who need it most.

The digital optimizations aided in the overall COVID-relief efforts for the food bank. Their Ad Grant campaigns saw a 504% increase in clicks and a 294% rise in impressions. Donations were also up by 1,283%, helping the food bank help those who need it most.