The National Childbirth Trust are the UK’s largest charity focusing on parents. The charity provides support and advice relating to pregnancy, childbirth and early parenthood.
The National Childbirth Trust run two separate PPC accounts, a Google Grant account which allows them to showcase their offerings as a charity, but comes with limitations, and an additional paid account to advertise NCT’s antenatal classes. As the NCT’s antenatal class sales support their charitable work, the lead generation bought form their paid campaigns are crucial for the charity’s continued work. Utilising both platforms, we needed to create a PPC strategy which reached the different KPIs of each account.
- Successfully manage the Google Grant account and maintain the $40k monthly spend opportunities to brand awareness and information ads.
- Carefully selected keyword research using various tools to determine the most effective keywords for the campaign based on relevancy & search volume.
- Implement a highly granular campaign segmenting keywords into 6 sections: Brand, Branches, Commerce, Events, Info, Professional.
- Respond to the challenges of COVID-19 by helping the brand create virtual antenatal classes and promote these by targeting ‘virtual antenatal classes’ keywords.
- Developed localised ad targeting to support that NCT’s USP of allowing parents to meet other parents through their classes.
- Create dynamic ads to boost lead generation and class interest.
- Run 2 text ad A/B programmes.
- Implement granular campaign targeting options for ad schedule & locations.
The site improved exponentially by the end of the first month. Absolute Digital Media is proactive and approachable. Their quick response time eliminates the need for SLAs. The team researches into the markets they work in and to achieve great results. Their thoroughness, expertise, and proactive approach makes them a pleasure to work with.
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