How Menschen für Menschen achieved impressive reach with Google Ads Demand Gen
Intro
The Demand Gen campaign for “Menschen für Menschen” was a compelling example of how digital advertising can be used effectively to spread an NGO’s message and strengthen awareness of important projects. With the right campaign type, targeted messaging, the right bidding strategy, and emotionally engaging content, the message “Together with you, we change the world” was successfully shared widely and inspired many people.
Challenge
For the “Together with you” project with the guiding principle “Together with you, we change the world!”, an awareness campaign was to be carried out that would bring both the organisation name “Menschen für Menschen” and the project to the attention of a broad target audience, while also encouraging a high level of interaction with the campaign.
The goal: to reach as many people as possible to highlight the power of community and the importance of individual support.
Especially in the pre-Christmas period, which is so important for aid organisations, it is crucial to reach as many people as possible and raise awareness of our work. Thanks to the professional support from e-dialog, we were able to implement a successful Demand Gen campaign. It achieved very strong reach with a significantly higher click-through rate than traditional campaigns. A successful showcase of how digital strategies can help manage budgets efficiently and deliver the desired output. This is particularly important for us as an aid organisation.
Alexandra Bigl
Board Member and Head of Public Relations, Menschen für Menschen Austria
Measures
To achieve maximum attention, a Demand Gen campaign was launched via Google Ads. The campaign focused on the following measures:
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- “Maximise clicks” bidding strategy to reach as many potential supporters as possible.
- Visually appealing ad creatives (image and video) that conveyed the core messages of the “Together with you” project in an emotional way.
- Precise targeting to reach relevant audiences in Austria and ensure optimal visibility for the campaign (e.g., “Custom Intent – NGO / Africa Custom”, “Custom Affinity – NGO / Africa”, “Interest: donors and volunteers for charitable causes”)
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Results
The campaign was a complete success and achieved remarkable KPIs:
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- Impressive reach: 3,685,735 impressions delivered enormous visibility and effective audience targeting.
- Strong engagement: With 62,022 clicks, the target audience showed high interest and engagement with the project.
- Cost efficiency: 1,065,459 individual users were reached, making the campaign a cost-efficient measure with minimal cost per contact.
- High relevance and interaction: The click-through rate of 1.68% shows that the high reach not only generated visibility, but also specifically encouraged interaction. With an average of 3.5 impressions per user, the message was effectively reinforced and anchored sustainably in the target audience’s awareness.
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+ Awareness
>3 million impressions
+ Engagement
> 62,000 clicks
+ Efficiency
+ Relevance
1.68% click-through rate
