CHILDREN WITH CANCER UK

THE STRATEGY

Their Google grant had been poorly managed by another agency resulting in the majority of spend coming from highly irrelevant keywords. Over the years we’ve expanded the paid media services to include Google and Bing paid accounts and campaign-lead Facebook and Instagram activity, supporting the charity with digital acquisition to help the main annual campaigns. 

Firstly, we applied for the Grants Pro account and were accepted. This increased the scope of keyword coverage that could be used across campaigns. We worked closely with their communications team to set KPIs for the success of the Google Grant account, which informed our campaign strategy.

Due to the irrelevance of the previous setup, we rebuilt the Google Grant account from scratch, focusing on selecting campaigns that would drive conversions. We provided fresh keyword research, ad copy creation and landing page optimisation to help achieve the charity’s KPIs. We utilised a best practice structure to control irrelevancy and drive searches to the correct pages on their website.

On Facebook, we devised a robust testing matrix for creatives to drive the best results across campaigns.