At Filla Life Media, we are dedicated to supporting organizations that make a profound impact in their communities. As a digital marketing agency, we specialize in assisting Non Profits, Churches, Schools and other small businesses with their paid ads and other digital media needs. Helping our clients reach, support and convert their audience is our passion and what fuels our desire to innovate and never give up. One such organization we are proud to partner with is Hand ‘n Hand Women’s Center in Barnhart, MO.
Hand ‘n Hand Women’s Center is a beacon of hope for women facing unplanned pregnancies, offering compassionate care, resources, and support. Their mission is to provide a safe space where women can receive the guidance and assistance they need during a challenging time. By focusing on reaching women facing a crisis pregnancy, Hand ‘n Hand strives to offer supportive services that can make a real difference in their lives.
We are so proud to share this remarkable success story of our partnership with Hand ‘n Hand Women’s Center. It was a challenging start, but through dedication, perseverance, and a relentless pursuit of success we have achieved outstanding results together.
The Initial Challenges
When beginning a Google Ads campaign for a pregnancy resource center client, the starting journey can sometimes require a bit of patience, persistence, and strategic problem-solving; our efforts for Hand ‘n Hand were no exception. The first six months were marked by slow delivery and sluggish performance, requiring continuous eyes on performance, flexibility in our strategies, and an open mind to creative solutions for continued optimization.
A Slow Start for Performance
During the first months of our Google Ads campaigns, conversions were lower than we would hope to see. Ads struggled to gain the traction needed to make a significant impact. This sluggish performance can be attributed to several factors that commonly affect new campaigns:
- Limited Historical Data: With no prior campaign data to build on, our team had to start from scratch, testing various keywords, ad copy, and targeting options to find what resonated best with the audience.
- Budget Constraints: Allocating an optimal budget for a new campaign is challenging. We needed to balance between maximizing reach and ensuring cost-effectiveness, which often resulted in cautious spending and slower momentum.
- Competition: Competing for visibility against established organizations with higher budgets and more extensive campaigns made it difficult to stand out in the crowded digital landscape.
- Ad Relevance and Quality Score: Achieving high relevance and quality scores for our ads took time. Initial attempts to align our ads with the search intent of potential clients required continuous tweaking and refinement.
- Audience Targeting: Identifying and reaching the right audience—a women in a crisi pregnancy—can be a complex task that requires thorough research and strategic adjustments.
- Despite these initial setbacks, our team remained steadfast in our commitment to overcome these challenges and achieve the results we aimed for.
- Explosive Results -
675% increase in conversions.
Within the first year!
Remarkable Turnaround
After a slow start, our persistent efforts with Hand ‘n Hand’s Google Ads campaign began to pay off. Over time, we witnessed a remarkable transformation in performance, culminating in a staggering 675% increase in conversions. This dramatic improvement was the result of strategic changes and optimizations that we implemented throughout the campaign.
Key Changes and Strategies
- Adjusting Time Targeting: Initially, our ads were restricted to specific times of the day. By expanding our time targeting, we ensured that Hand ‘n Hand’s message reached women whenever they needed support, maximizing our potential reach and engagement. Not every client is the same and while time targeting works flawlessly for most clients in this case we had to do things counter-intuitively.
- Bidding Strategies Changes: Once enough data was collected, we shifted our bidding strategies to focus on conversions. This data-driven approach allowed us to prioritize actions that led to appointments and direct engagements with their audience, enhancing the overall effectiveness of the ads.
- Normal Optimization on Campaigns: Regular optimization is crucial for any successful campaign. We continuously monitored performance metrics, adjusting keywords, ad copy, and targeting parameters to ensure the ads remained relevant and compelling. These ongoing tweaks helped improve ad quality scores and relevance, leading to better placement and higher engagement rates. On average, we make thousands of changes a month for our clients with our data-driven hands-on optimization approach.
- New and Updated Campaigns: To keep the campaign fresh and aligned with the evolving needs of Hand ‘n Hand Women’s Center, we introduced new campaigns and updated existing ones. This included creating new ad creatives, refining targeting options, and experimenting with different messaging strategies to find the most effective combinations.
The Impact on Hand ‘n Hand Women’s Center
The cumulative effect of these strategic adjustments translated to a significant rise in client appointments. As of June 2024, Hand ‘n Hand had seen 27 qualified women come through their doors, compared to only 4 they had seen during the same time frame the previous year.
A Successful Partnership
This remarkable turnaround highlights how, with the right strategies and a commitment to continuous improvement, even the most challenging campaigns can achieve outstanding results.
The work of Hand ‘n Hand Women’s Center is invaluable to their community. Through their dedicated work, Hand ‘n Hand Women’s Center continues to make a significant impact, offering hope and support to women in their community during some of the most challenging times in their lives. Filla Life Media is so proud to support their efforts and to stand alongside them in reaching and empowering women in need of their vital services.
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