Senior Friendship Centers Sarasota

Using the $10K grant within the first month.

About

Senior Friendship Centers Sarasota is a nonprofit organization dedicated to enriching the lives of seniors through community support, wellness programs, and essential services. Their mission is to enhance the quality of life for older adults in Sarasota, ensuring they remain healthy, connected, and independent.

Website: https://friendshipcenters.org/
Location: Sarasota, Florida
Cooperation Period: November 2023 – ongoing

Marketing Goals
  • Maximize the use of Google Ad Grants to increase awareness about Senior Friendship Centers Sarasota’s programs and services.
  • Drive inquiries for services, volunteer registrations, and donations.
  • Reach Sarasota-area seniors, caregivers, and supporters through targeted campaigns.

Initial Situation

Another senior care center seeking assistance with their Google Ad Grants turned to our agency for account management. While they had successfully submitted their Ad Grants application independently, their account was a blank slate, lacking any active campaigns. This marked the starting point of our collaboration.

With extensive experience managing similar accounts, we had a clear vision of how to structure campaigns and navigate the steps leading up to a successful launch. It’s important to note that senior care campaigns operate in a highly competitive space, often vying against commercial Google Ads accounts, which are given priority over Ad Grantees.

Moreover, this segment frequently encounters ad disapprovals due to strict Housing and Health policies, presenting additional hurdles to overcome.

Results Of Our Intervention
Campaign Implementation

Following a thorough analysis of the nonprofit’s objectives and website, we drafted an initial version of the campaign structure. In doing so, we aimed to align the structure with the logical flow and content of the website to ensure consistency and relevance. After a few tweaks here and there, we finalized the document. The campaigns were organized as follows:

Example Campaigns:
  • Brand
  • Local
  • Dynamic
  • Services – Senior Activity Centers
  • Services – Caregiver Resource Center
  • Services – Alumni Association
  • Programs – Senior Learning
  • Programs – Healthy Meals
  • Programs – Adult Day Care
Ad Copy Proposal

Our goal was to craft compelling and effective ad copies that not only adhered to Google’s policies but also resonated with the target audience, driving meaningful engagement. We were also focused on aligning them closely with the content and messaging of the respective landing pages.

After drafting the initial ad copy proposals, we refined them in collaboration with the client to ensure they met the organization’s objectives and ideas. Once approved, the ads were pushed live. As the campaigns ran and data accumulated, we revisited the ad copies, fine-tuning them further based on performance metrics and insights. This iterative process, supported by Google’s Recommendations section, allowed us to improve the messaging, enhance relevance, and maximize click-through rates, ensuring the ads delivered optimal results.

Due to the strict policies in the Housing and Health segments, some ads were initially disapproved. However, through appeals and strategic adjustments, we successfully gained approval for all ads.

Below you may find one of the ad copies that was marked as excellent in terms of its performance:

Sample Ad Structure:
  • Headline 1: Safety Net For Older Adults
  • Headline 2: Community Of Compassion & Care
  • Headline 3: Visit friendshipcenters.org
  • Headline 4: Senior Friendship Centers
  • Headline 5: Find Support, Friendship & Fun
  • Headline 6: Take A Virtual Tour Of Our Hub
  • Description Line 1: Building Vibrant Communities Through Wellness & Connection For Every Stage Of Aging. Call!
  • Description Line 2: We Envision SFC As An Age-Friendly Haven Where Everyone Feels Supported & Included. Call!
  • Description Line 3: SFC Boasts Hubs & Resources For Seniors To Flourish. Let’s Transform Aging Into Thriving!
  • Description Line 4: Powerful Connections Combat Isolation. SFC Cares For 10,000 Seniors Across Four Counties.
  • Final URL: https://friendshipcenters.org/
Conversion Tracking Implementation

At the heart of any successful Ad Grants campaign lies accurate conversion tracking, and we approached this task with the same level of diligence and effort as any other critical campaign element. Our team thoroughly reviewed the organization’s website, combing through each page to identify actions that could indicate meaningful engagement.

Advanced conversion tracking was configured to monitor and measure key interactions that directly supported the nonprofit’s mission. We worked closely with the organization to define and prioritize conversions that mattered most. These included:

  • Volunteer sign-ups
  • Donation completions
  • Clinks on social media buttons
  • Session duration > 120 seconds
  • Session duration > 60 seconds
  • Phone contact
  • Other
Key Performance Highlights

Within a month after launching the campaigns in January 2024, the account utilized the full $10,000 grant and achieved over 600 clicks. Below you may find the 2024 results overview of the account.

Future Opportunities

Our collaboration with Senior Friendship Centers Sarasota is ongoing, and there are multiple opportunities for further optimization and growth:

  • New Campaigns: Launch initiatives aligned with upcoming organizational goals.
  • Bid Optimization: Lower bids to maximize the number of clicks while maintaining conversion quality.
  • Performance Max Campaigns: Incorporate PMax campaigns for better audience reach.
  • Commercial Retargeting: Run commercial campaigns to re-engage past visitors and supporters.
  • Bing Ads Integration: Explore cost-effective advertising opportunities on Bing.
  • Value-Based Bidding: Focus on maximizing the total value generated by conversions.
Conclusion

Our work with Senior Friendship Centers Sarasota has already demonstrated the potential of Google Ad Grants in the senior care segment. By overcoming initial challenges, implementing effective campaigns, and ensuring compliance with policies, we have delivered promising early results. The client’s satisfaction and our experience with similar accounts reinforce our belief that Google Ad Grants can be a valuable tool for senior care organizations.

We look forward to continuing this partnership and helping Senior Friendship Centers Sarasota reach new heights in their mission to support seniors in their community.

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