The Auditorium Theatre is a historic music and performance venue in Chicago, Illinois. The theatre operates as a non-profit organization, and is funded through donations, fundraising, and government grants. Search ads are provided through the Google Ads Grant for Nonprofits.
Challenge:
The Auditorium Theatre in Chicago, Illinois, operated as a nonprofit music and performance venue reliant on donations, fundraising, and grants. The challenge was to audit and maximize the efficiency of their Google Ads Grant account, which had restrictions on budget and required strategic optimizations to drive higher engagement and ticket sales without exceeding grant limits.
Solution:
A comprehensive audit of the Google Ads Grant account was conducted, focusing on keyword optimization, ad copy refinement, and targeting improvements. Underserved high-intent search terms were prioritized, negative keywords were added to filter irrelevant traffic, and conversion tracking was enhanced to better measure ticket purchases and donations. Bid strategies were adjusted within grant constraints to reduce CPC, and campaigns were restructured to maximize conversions within the fixed budget.
Results:
The optimized Google Ads Grant account achieved a 51% decrease in cost per click (CPC), a 78% reduction in cost per acquisition (CPA), and a 223% increase in conversions, while reducing overall spend by 28.5%. These improvements significantly boosted the Auditorium Theatre's ability to attract ticket buyers and donors online while maintaining budget efficiency and grant compliance.
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