Paid Search Program

Southeastern Food Bank

About Southeastern Food Banks

Southeastern Food Bank is a faith based organization that distributes food to qualified 501(c)(3) nonprofits and charities, which are called member agencies, that feed the hungry like food pantries, soup kitchen and emergency shelters. The organization has grown over 28 years and developed a reach of 26 counties where they can help attain their goal, which is to provide food and services to those in need.

Objectives of this Paid Search Program

Through these Ad campaigns Southeastern Food Bank is looking to help provide relief to those suffering through the pandemic by:

• Increasing food donations by 10% for the month of August.
• Increasing monetary donations by 15% for the month of August.

Who are we looking to target in each campaign?

The types of people that we want to advertise to are specific to each campaign.

Targeting the Right Audience

Food Donations Campaign Audience -

The way that I would go about targeting this audience on Google Ads would primarily rely on the location.

• I would have Ad groups separated by county and try to keep them 25 miles from the sites where food can be donated to.
• The language would be English.
• There will not at first be a separation by age, gender or parental status until I’m able to glean more insight from the campaign after it has had some time to pass, then I will make the modifications accordingly if needed.

Targeting the Right Audience

Monetary Donations Campaign Audience -

The targeting strategy for monetary donations will be separated by locations as well but also their reasoning for donating.

• Demographics like age, gender and parental status will be looked into after more information has been received from the campaign.
• The language will be English for the Campaign.
• The Ad group for Local Donors will target people within a radius of 20 from Southeastern Food Banks and partnered locations and they will be targeted based of their interest in helping their community.
• The Faith Based donors Ad group will target people in a similar location as the local donors Ad group, but they will be targeted based on their involvement in faith based community outreach programs.
• The Covid - 19 Ad group will be targeting people in the Florida area where they are willing to donate to people in need of Covid relief.

What would justify someone being a competitor?

ANyone that is advertising as a non profit organization that receives donations and/or a food bank would fit the bill as a competitor for southeastern food bank.

The Competition

Second Harvest Food Bank of Central Florida -

This nonprofit has a much more updated and informative website that gives them a large SEO advantage over others. Second Harvest is partnered with Feeding Florida which is also partnered with Feeding America. (Social Media tag is Feed Hope Now)

• All social media imagery is pretty much the same, but the wording is specific to the platform.
• 22,686 Facebook page likes; tone of voice is community involvement.
• 3,985 Instagram followers; tov is positivity and hope.
• 172 YouTube subscribers; tov is testimonials and the lives they impacted and those they want to help.
• 7,707 Twitter followers; tov is more politically forward in trying to help people.

The Competition

Feeding Florida -

Feeding Florida connects other Food Banks together to increase their reach and efficiency to provide as many people with food as they can. Their website is polished and links to the other food banks that they are partnered with in Florida.

• Overall tone of voice is informative and providing resources. Lack the human and personal elements that are needed to grow social media presence and following.
• 2,001 Facebook page likes
• 527 Instagram followers
• 18 YouTube subscribers
• 1,068 Twitter followers

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The Competition

Legal Zoom -

Legal Zoom has a well polished website that also lists a service where they help nonprofits with legal application with is why an ad for them popped up when doing research on potential competitors. Legal Zoom is a competitor for potential ad space.

• All social media platforms look and feel different with different deliverables and imagery. They do a great job of using the most appropriate tov for each platform.
• 250,269 Facebook page likes; tov is very informative with linking to articles and resources on their site as well as articles on other news sites.
• 8,320 Instagram followers; tov has a human element of images of people as well as animals. They also have quotes and do “ask a lawyer” which is similar to an AMA.
• 3.37k YouTube subscribers; tov is a mixture of testimonials, services they provide, and legal help and resources.
• 20.6 Twitter followers; tov talks about current events and helps with providing information as well as solutions. They also communicate with their consumers on this platform.

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The Competition

Meals on Wheels America -

Meals on Wheels has a decent website that is easy to navigate and helps them tell their story as well as their mission.

• They do an decent job of taking advantage of the use of social media, but they don’t use each platform to the best of their ability and lack the human elements.
• 76,658 Facebook page likes; tov is a showing people what they do and they post almost everyday.
• 21k Instagram followers; tov is personal storytelling of their volunteers and the people that receive assistance.
• 514 YouTube subscribers; inconsistent posting and there isn’t one story that they are trying to push.
• 72.7k Twitter followers; Very similar to their Facebook posts and approach.

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Market Research and Insights

Southeastern Food Bank -

The website was recently redesigned and looks good with an easy UX/UI. The website however was not built mobile first due to a low pagespeed reading of a 1 on mobile and 42 on desktop. Landing pages will need to be established that will provide more data to people that will see the ads for food donations. A Testimonials page would be great for the website to demonstrate how SFB impacted their lives.

• Do to the low online presence of Southeastern Food Bank and lack of branding, SFB has a lot of work to do to establish a tov and audience that it can communicate its community involvement.
• 1,450 Facebook Page Likes
• No Instagram page established
• No YouTube Subscribers
• 15 Twitter Followers.

* A brand awareness campaign would be great to let the local communities know that Southeastern Food Bank is there to help and would like the support of the community to continue their mission of helping others in need.

* Running a sales campaign to increase their conversions for monetary donations as well as a website traffic campaign to garner more interest and consideration in SFB.

Which KPI’s provide the most Insight?

The KPIs that would indicate the best performance for the the ad campaigns would be Conversions, CTR, and Bounces.

• Conversions will indicate how many times that there was a monetary donation to SFB and will indicate if there are any changes that need to made to the deliverables.
• CTR will help determine the clicks to impressions and tell us how effective the ad is at getting people to the website.
• Bounces are very important because it will let us know what will need to be changed to the landing page to help lead everyone that lands on the page to enter the consideration and conversion stages.

What is the Budget?

With Southeastern Food Banks being a nonprofit, they have been able to qualify for the Google for Nonprofit Ads Grant of $10,000.

1. The budget will be split equally to each ad.
2. After some time passes for data collection, the next step would be to move the budget from low performing ads to the higher performing ads.
3. Lower performing ads would be looked at for further review to see if deliverables would need to be changed after budget changes.
4. Then will be under review to see if the changes improved the performance of the ad.
5. This process will be done repeatedly to help increase the performance of each ad delivery.

Southeastern food bank campaign structure

1. Account name:

NP Southeastern food bank account

Southeastern food bank Keywords to target

1. Food donations
2. Monetary donations

First Campaign Structure

Seminole County

Food Donations (Campaign)

Marion County

Keywords

Ad

Ad

Landing Page

Lake County

Osceola County

Orange County (Ad Group)

Keywords

Ad

Ad

Keywords

Ad

Ad

Keywords

Ad

Ad

Keywords

Ad

Ad

Distribution Center

Keywords

Ad

Ad

Landing Page

Landing Page

Landing Page

Landing Page

Landing Page

Keywords for Food Donations Campaign

Keywords for Food Donations Campaign

Southeastern food bank Ad Group Breakdown & Example ads

Campaign: Food Donations

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AD Groups:

1. Orange county
2. Osceola county
3. Lake county
4. Seminole county
5. Marion county
6. Distribution center

1. Orange county

Example Ads

2. Osceola county

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Example Ads

3. Lake county

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Example Ads

4. Seminole county

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Example Ads

5. Marion county

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Example Ads

6. Distribution center

Example Ads

Second Campaign Structure

Monetary Donations (Campaign)

Keywords

Ad

Ad

Landing Page

Local Donors

Faith Based

COVID - 19(Ad Group)

Keywords

Ad

Ad

Keywords

Ad

Ad

Landing Page

Landing Page

Keywords for Monetary Donations Campaign

Keywords for Monetary Donations Campaign

Southeastern food bank Example ads

Campaign: Monetary Donations

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AD Groups:

• Covid - 19 donors
• Faith based donors
• Local donors

1. Covid - 19 donors

Example Ads

1. Faith based donors

Example Ads

1. local donors

Example Ads

Extra Credit: Google ads certification

THANKS!

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