How Context Increased Traffic 358% With The Google Ad Grant And Our Help

Nonprofit Supply Co. has been instrumental in helping not only grow our traffic and allow us to qualify for Google Grants Pro, but increase our understanding of digital marketing.
— Jeff Groenewald, President and CEO, Context With Lorna Dueck

The Client and Background

Context with Lorna Dueck is a weekly, half-hour, independently-produced television program whose mission is to create boundary breaking media that reveals Christ. They explore news and current affairs stories from a Christian worldview by looking into the stories and issues that matter to you. Journalist and host Lorna Dueck and the Context team deliver media that explores people's experience of God in the topical happenings of our day.

The Results

Covering December 2015 through September 2016

  • Spent: $157,075.19 ($15,707.52 per month)
  • Clicks: 103,927
  • Google Grants Pro Eligible: Yes (secured in July 2016)
  • Traffic: 358% increase compared to the same period the previous year with 43% of all visits coming from Google AdWords
  • Conversions: 292 email signups (conversions not tracked until April 2016)

What were we trying to achieve

Context was looking to expand their audience reach by focusing on online and digital channels with blog content, web videos, and increased social media activity. To both reach new viewers and possible donors but also extend the experience with Context content beyond the weekly, half-hour show.

What did we do and how did it help

Context had applied for a Google Grant in the past but it was done under past leadership so the first thing we helped them do is figure out their application status and re-activate their Google Grant. With a lot of great content and some fairly high-traffic levels, our goal was to increase total website visitors and put Context in a position to apply for Google Grant Pro status and benefit from up to $40,000 in advertising each month - compared to the standard $10,000 for regular Google Grant recipients.

Once visitors to website and maximizing the spend each month were achieved, we started to focus on increasing conversions - email sign ups - and optimizing effective campaigns to make better use of the $10,000 being spent each month.