What Did We Do?
Our PPC team engaged with the client to build an account structure that would gain the maximum number of impressions and visits to the TOC site from searchers wanting to find out more about the symptoms of Ovarian Cancer as well as the those wishing to join in activities to raise donations for the charity. The team also engaged with Google’s Grant Aid division to explore ways to utilise the allowance for charitable organisations.
We found that the most efficient way to draw maximum impact and visits from the $10,000 monthly allowance in the grant was to bid algorithmically for maximised conversions. This was then paired with ad copy carefully curated in order to reach and resonate with both people directly affected by the disease and their loved ones. As a result, we were able to dramatically increase the volume of visits (see below) and interaction to the charity online.
What Were The Results?
Using Target Ovarian’s Google grant, and our extensive experience within Google Ads and paid media, we were able to drive significant volumes of qualified traffic to the website. As the account developed, we achieved overall click through rates (CTR) of 11.47%, an average conversion rate of 54.09%, a 60% decrease in cost per conversion and were reaching the top of the page for 76% of our targeted searches.
Our Pro Bono support ran over a period of many years and has resulted in an incredibly solid campaign, alongside a significant increase in the charity’s UK profile.