International Women’s Development Agency
About IWDA
Based in Australia, the International Women’s Development Agency is a not-for-profit organisation that defends and advances the rights of diverse women and girls.
Having championed gender equality for over 35 years and counting, it was time to promote their part in the global feminist movement with a stronger Search Engine Marketing strategy.
With Redback by their side, they have been able to reach more searchers, drive more donations and ultimately further their cause to empower women around the world.
GENDER EQUALITY FOR ALL
Improving PPC outcomes for an invaluable cause
829 % Increase in Conversions
73 % Reduction in Cost per Acquisition
2.24 % Higher Click Through Rate
Achieved using
Carefully crafted Google Ads Grants Campaigns
Strategy-driven results
How we supported IWDA’s digital success
To inform IWDA’s search strategy, our team carried out a comprehensive audit of their existing Google Ads account alongside a competitor review.
These are the core issues we came across:
- IWDA did not have the capacity to run this activity in-house, to the level of time needed to maximise performance
- IWDA wasn’t taking advantage of their free US$10,000 per month Google Grant
- Targeting covered a few broad topics, instead of honing in on high-value areas
- Major multinational organisations were dominating the ad space, making it a highly competitive landscape
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Account restructure
Cue a complete Pay-Per-Click overhaul. We restructured the entire account to equip every single landing page with its own ad group, split between campaigns for each topic area.
From there, our team continuously analysed campaign data and updated ads accordingly. That way, we could direct the budget towards the most effective assets and minimise wasted spend on underperformers.
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Precision targeting
These campaigns hit the US$10,000 spend almost instantly. Now in a strong position to optimise, we set clear-cut targeting parameters that zeroed in on demographics looking to donate.
Our strategy also made the most of seasonal events like 16 Days of Activism, temporarily pivoting activity to gain as much visibility and traction as possible.
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Copy & quality scores
From the ad to the landing page, our specialists worked closely with IWDA to ensure every sentence was on brand, relevant and resonated with the right audience.
By writing emotive, optimised copy tailored to each distinct ad group, we were able to boost keyword quality scores and secure cheaper bids. The result? More donations for less cost.
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