How do we leverage free Google Ad spend to increase traffic and optimize web engagement?

Challenge

The Global Project Against Hate and Extremism is an organization focused on combating right-wing extremism in the U.S. and globally. With a small team, GPAHE needed external support to drive traffic to their website, target individual donors, and raise awareness around their topical releases, reports, advocacy, and general research.

GPAHE asked KMSG to support with:

  • Raising awareness for their research and reports focused on right-wing extremism in Europe and globally

  • Driving traffic to (and engagement with) a number of online resources like its newly-launched Global Extremist Symbols Database

  • Increase the traffic to their website, particularly to their research and donor pages

Context

KMSG accomplished the following:

  • Created a Google for Nonprofits (G4NP) account for them, enabling them to access up to $10,000 per month in free Google Ads spend

  • Created a comprehensive list of targeted keywords to ensure the reports landed at the top of the Google search results

  • Garnered more than $50,000 in free ad spend over a 6-month period

Action & Impact

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