Charity industry case study - Google Grants for charities
Case study: Arthritis Research UK
Challenge:
- Arthritis Research UK were looking for a way to increase:
a) traffic to their website
b) website conversions including registrations, number of people sharing their stories and donations
- They approached Tug to come up with a search marketing solution to meet this challenge
Solution:
- Tug informed and advised Arthritis Research UK about the Google AdWords grants that are available to non-profit charity organisations. This led to Arthritis Research UK applying for a Google Grant.
- Arthritis Research UK was awarded a free grant worth $10,000 per month to use on AdWords advertising. Tug was employed to run their new Google Grant AdWords account.
- Extensive keyword mining was undertaken by Tug to ensure that Arthritis Research UK ads appeared for all relevant searches.
- A comprehensive account structure was created to ensure the best possible quality score, the best use of budgets, as well as ensuring that every ‘pay per click’ (PPC) ad served was 100% relevant to the search term used.
- Regular ad testing is carried out to ensure the highest possible click-through-rate (CTR).
- All PPC is integrated to complement Arthritis Research UK’s search engine optimisation and social media strategies
Results:
- 25,000 new users
- 30 Arthritis Research UK registrations
- 15 data captures – this is where a user leaves a story about how Arthritis has affected their life
- Multiple donations
- A CTR of over 4%
- The AdWords Grant has now been extended to $40,000 per month due to the successful Arthritis Research UK campaign. The account has been such a success that Arthritis Research UK have now decided to budget some of their own money into a new PPC account that focuses on the Google Display Network (GDN) - spend on the GDN is not permitted within the Google Grant. This new account will use banners, text ads and click-to-play video ads to target users on the GDN.
- Besides the agency management fee, all of this extra traffic and website engagement comes at no extra cost to Arthritis Research UK.
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