Building Marketing Campaigns with Digital Ninjas: AI-Driven Insights from Website Data

About Client

Our client, a Sydney-based digital marketing agency, empowers organizations to achieve their marketing goals with data-driven strategies and proven methodologies. Their team of experts offers a comprehensive suite of services like social media marketing, user-journey and web design, SEO, etc.

What truly sets our client apart is their commitment to supporting social missions. Beyond marketing expertise, they distinguish themselves by focusing on organizations with a social purpose. That’s why our client provides them with Google Ad Grants, a service aimed at contributing to the financial capabilities of nonprofit organizations. They create impactful campaigns for nonprofits, helping them increase donation revenue and lead generation.

Recently, our client noticed that nonprofits need more expertise to fully use the grand opportunities. That’s why Digital Ninjas contacted us with the request to develop a tool that would help nonprofits with the mentioned issue.

The Challenge

While it’s simple for nonprofit organizations to receive Google Ads grants, they often need more in-house expertise and digital marketing skills to utilize them effectively. Organizations may result in underutilized grant budgets and missed opportunities for increased visibility.

Also, manually creating, managing, and optimizing these ad campaigns can be extremely time-consuming, requiring not only a deep understanding of Google Ads but also constant monitoring and adjustments. This process heavily burdens organizations already operating with limited staff and resources.

The challenge, therefore, was to develop a solution that could automate campaign creation and optimization without relying heavily on costly manual intervention.

Dev Process

Targeted Crawling

Our development team engineered a custom crawler to extract relevant data from the website. This tool gathers information from the exact pages, like the keywords and the links. Users can choose specific pages to crawl, optimizing efficiency and avoiding unnecessary data collection.

Pages Processing

If several crawling attempts fail, the page is marked as “failed,” and this status is displayed to the user. Subsequently, the crawler continues to work with other pages. Upon completing the crawling process, users can view a list of successfully crawled pages along with any pages that encountered errors. Users have the option to address failed pages or initiate another crawling attempt manually.

AI Integration for Smart Campaign Creation

We also integrated OpenAI to analyze the collected website data. Based on this analysis, OpenAI generates keyword suggestions and ad copy tailored to the client’s website content.

Design Process

Developing Flow and Mockups for MVP

While comprehensive design for the MVP wasn’t our priority, our team developed mockups to maintain a user-centric approach. These mockups focused on usability testing, allowing us to assess user interaction and information flow within the application.

Implementing Core Features Mockups & Awaiting Feedback

As the project is in MVP status, the mockups prioritized a clean and straightforward user interface. This minimized distractions and ensured users could easily grasp the core functionalities of the platform.

Laying the Foundation for Future Design

The decisions made during the MVP mockup stage were made with future design iterations in mind. The core structure of the mockups is built to accommodate a more comprehensive design in later releases, allowing for a seamless transition based on user feedback. Although the MVP model is minimalistic, we added engaging text at the client’s request to make the interface more user-friendly.

Outcome

The platform successfully addresses the challenge of optimizing Google Ads campaigns for nonprofits with limited resources. Automating manual tasks and leveraging AI reduces the burden on nonprofits, maximizing the impact of Google’s grants. User control features ensure flexibility and customization options tailored to the unique needs of each nonprofit client.

By getting a Google Ads grant from our customer, nonprofits have also become equipped to create effective campaigns, potentially leading to increased website traffic, donations, and overall impact.

Now we are actively gathering and incorporating user feedback to improve the platform. This will help us prepare the platform for scaling and successful launch.