Transforming CARE’s Google PMax campaign to achieve 2x ROAS and 4x revenue

In Short:

Delve Deeper helped improve CARE’s ROAS and increase revenue significantly by auditing and optimizing the nonprofit’s campaigns on Google’s Performance Max platform.

The Challenge:

CARE, a nonprofit working around the world to defeat poverty and achieve social justice, approached Delve Deeper to improve its return on ad spend (ROAS) and grow revenue via digital marketing. The organization had been using Google’s Performance Max (PMax) platform but found it delivered a lower ROAS and less revenue than expected.

Delve Deeper was tasked with evaluating and optimizing CARE’s existing PMax setup to ensure it aligned with industry best practices to drive optimal ROAS and grow revenue.

The Approach:

Delve Deeper conducted a thorough audit of CARE’s current PMax structure, and concluded that the campaign was not set up for optimal performance for nonprofits. The campaign only used one group of assets, which produced mediocre results and ultimately limited the potential for driving meaningful engagement and donations.

To address these issues, Delve Deeper restructured the campaign and created five distinct asset groups. These asset groups were strategically themed around key audience pillars, ensuring that each group had tailored messaging, creative, audience segmentation, and relevant search themes.

We also trained PMax’s algorithm to optimize targeting by using the most appropriate of the five asset groups for each audience. By aligning each asset group closely with the interests and behaviors of different audience segments, Delve Deeper enhanced the relevance and engagement of the ads, which led to better performance across all fronts.

Summary:

We audite CARE’s PMax structure.
We restructured its campaign with five distinct asset groups.
We align each group with different audience segments.

Delve Deeper Results:

The new campaign structure delivered significant improvements in a short timeframe and with limited budget. Within just three weeks of launching the revised PMax setup, Delve Deeper helped increase ROAS by 209% and budget by 73%. As a result, revenue rose 437%.

ROaS
+209%
--- 111 × 191 ---
Conversion rate (CVR)
+257%
--- 2571 ---
Average order value (AOV)
+175%
--- 52 × 71 ---
Budget
+73%
--- 101 x 7.3 ---
Revenue
+437%
--- 191 × 231 ---

These results marked a promising shift and demonstrated the potential for sustained long-term improvement and continuous optimization as more data is gathered and Delve Deeper is given an increased budget to work with.

Platforms used:

Tech:
Google Ads
Media:
Google Ads
We used our proprietary optimization approach to find the best ad placements, driving app installs and other metrics.