The Intro:
Nonprofits often face unique challenges when trying to spread the word and connect with their target audience. One of our clients, The Collaborative for Leadership in Ayres Sensory Integration (CLASI), came to us looking to increase their visibility and boost sign-ups for their Ayres Sensory Integration® (ASI) courses. By using Google Ads for nonprofits and optimising their SEO, we helped CLASI drive more traffic to their site and achieve their goal of reaching more people, but we first did a complete rehaul of their website. Let’s dive into how we did it.
About CLASI:
CLASI, or the Collaborative for Leadership in Ayres Sensory Integration, is a nonprofit that supports, researches, and trains occupational therapists, parents, and professionals involved in Ayres Sensory Integration® (ASI). Their mission is to provide leadership and promote evidence-based knowledge in ASI theory and practice. They offer a wide range of courses, both online and onsite, in 13 languages to a global community of professionals.
The Goals:
- Raise awareness about the ASI Certificate courses that CLASI offers,
- Increase course sign-ups, particularly in the United States,
- A boost in website traffic, and
- Reach a broader audience, especially therapists and parents working with autistic children.
To achieve these goals, we focused on refreshing their website, improving SEO, and using Google Ads for nonprofits through the Google NPO grant.
How we Made it Happen:
To help CLASI achieve their goals, we developed and executed a comprehensive strategy focusing on three key areas: website redesign, targeted Google Ads for nonprofits, and SEO optimisation.
- We began by revamping their Squarespace website, creating a clean, modern design that enhanced user experience. We streamlined navigation, showcased CLASI’s global offerings, and implemented clear calls to action to drive course sign-ups. Engaging visuals and testimonials were added to boost trust and credibility.
- Next, we made the most of the Google NPO grant by conducting thorough keyword research, targeting terms like “Ayres Sensory Integration®”, “autism”, and “occupational therapy”. The campaign was tailored to U.S. audiences, with ongoing weekly monitoring to optimise keywords, ad copy, and bidding strategies, ensuring the ads reached CLASI’s target market and drove meaningful traffic.
- For SEO, we maximised their existing content, updating meta descriptions, page titles, and alt text, while also working on technical SEO elements like site structure, crawlability, and mobile responsiveness. This helped boost visibility without the need for new content creation.
This cohesive approach allowed us to meet CLASI’s objectives while continuously fine-tuning each aspect for long-term results.
Results – The Impact of Google Ads for Nonprofits:
To measure success, we tracked key performance indicators using Google Analytics, Google Ads, and Google Search Console. Here are the results:
- Traffic Boost: After launching Google Ads for nonprofits and optimising their SEO, CLASI saw a huge increase in website traffic. Between July and September, their website impressions more than doubled, jumping from 7,730 to 16,216.
- Increased Engagement and Sign-Ups: The targeted ads and optimised SEO helped drive more engaged visitors to the site, resulting in a steady increase in course sign-ups, particularly from the U.S. audience.
- Improved Google Ads Performance: Our weekly monitoring of the Google Ads campaign led to improved click-through rates and more relevant keyword targeting. This helped CLASI make the most of their NPO grant budget.
Conclusion:
With a combination of Google Ads for nonprofits, SEO optimisation, and a website refresh, we helped CLASI increase brand awareness and boost course sign-ups. By tailoring our digital marketing strategy to their specific needs, we created a sustainable solution that continues to deliver positive results.
Top Tips for Nonprofits Looking to Improve Their Digital Marketing:
- Maximise the Google NPO Grant: If your nonprofit qualifies, don’t miss out on using the Google NPO grant. Conduct solid keyword research and monitor your ads regularly for the best results.
- Optimise Existing Content for SEO: Even if you’re not producing new content, make sure to optimise your current site. Updating meta tags, page titles, and alt text can lead to big improvements in your search rankings.
- Keep an Eye on Your Ads: Weekly monitoring and adjusting are crucial when running Google Ads for nonprofits. Tweaking your keywords, ad copy, and bidding strategy can significantly boost performance.
- Build Quality Backlinks: Partner with other organisations to exchange backlinks, improving your SEO and building authority in your field.
Create a User-Friendly Website: Whether you’re aiming for sign-ups or donations, your website should be clear, engaging, and easy to navigate. Make sure visitors know exactly what to do when they land on your site.
Ready to boost awareness with Google Ads for nonprofits? Let’s chat!
Whether your nonprofit is well-established or just getting started, The Juice Creative is here to help you maximise the potential of Google Ads for nonprofits and SEO. Together, we’ll build a strategy that drives awareness, boosts traffic, and helps you reach the people who matter most.
Don’t miss out on the opportunity to make a bigger impact. Get in touch today, and let’s start crafting a digital marketing plan that works for your mission!
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