PPC | Digital Strategy
This is exclusive to charities and is eligible for $10,000 USD worth of free ad spend every month in exchange for meeting certain criteria.
With this free ad spend, our aim is to drive as much high quality traffic as possible through the account to help poorly children who need our help.
To make sure we’re making the most of our allowance, we also ensure that we continue to meet Google’s criteria so that we can continue to provide for the charity whilst keeping the grant in place.
The Children’s Hospital Charity has a grant account for their Google ads, which opens up challenges due to the fact that you are then limited on how much you can bid for each keyword.
This can significantly limit visibility for certain keywords, creating a consistent issue in the ad account and stopping us from driving enough traffic. Similarly, there were also a few gaps in our keyword list, which meant that we were missing relevant opportunities to show our ads.
To combat the challenges we were experiencing, we started a fresh and completely restructured the ad account.
This meant rebuilding our keyword list to make sure that we had all relevant opportunities covered. As an example, we began including keywords around ‘will gifts’, ‘charity donations’ and ‘charity events’ to make sure we had all bases covered.
We also tested our Google smart bidding strategies, which is a form of automated keyword bidding, that enabled us to bypass the bidding limits imposed by Google.
The results we drove for The Children’s Hospital have had a significant influx on the overall amount of online donations they receive – ultimately helping the charity continue to provide for ill and vulnerable children.
After the restructure, we saw significant growth in comparison to the previous period. Clicks increased by 320%, enabling us to drive a 1710% in utilised ad spend. Website donations also increased by 144% – all from free website traffic!
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