Supporting Charities To Improve Online Exposure

As the leading UK charity providing support to autistic individuals, The National Autistic Society partnered with Absolute Digital Media to improve their online exposure through PPC.

Client: The National Autistic Society
Category:
Sector: Charity
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The Client

The National Autistic Society is the leading UK charity providing information and support for autistic individuals and their families.

NAS logo
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The Challenge

NAS wanted to improve their online exposure through a PPC campaign which could help them to reach their target audience and generate new leads, while also securing the $40,000 a month Google Grant awarded to non-profit organisations that use AdWords. In order to meet Google’s eligibility guidelines to obtain the $40,000 grant, the campaign had to reach an ad spend of $9,900 – at least twice within a six-month period, without exceeding a maximum bid of $2 per ad. We also had to follow the grant account rules as follows: Must have valid conversion tracking, must maintain a 5% click-through rate (CTR) each month, must have at least 2 ads per ad group, must have at least 2 ad groups per campaign and must have at least 2 sitelink ad extensions.

The Objectives

The Solution

  • Significantly increase the volume of clicks by improving quality score.
  • Audit each landing page to ensure each user was being sent to the right page.
  • Design a series of unique ads for each group and A/B split test each one.
  • Optimise ad copy, increase quality scores & run the most successful ads after testing.

Results.

-7%
decrease in CPL
+26%
increase in conversions
+21%
increase in campaign clicks
Quote

Absolute Digital Media is responsive, proactive, and easy to work with. Their expertise is proven with the results they produce – in the period of 2015 – 2016 they achieved 215,000 clicks and increased the ads click-through rate by 3%. They also give valuable feedback and advice.

Martynas Lazdauskas
Digital Marketing and Website Officer

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