The National Autistic Society is a leading UK charity for autistic people. Due to this, NAS have several different campaigns running at any one time, adding greater complexity to their account and the way it shifts. We needed to create a strategy that would support these shifts, integrating the different campaigns they wanted to undertake across the account. We wanted to achieve the following objectives:
The National Autistic Society have four different campaigns set up on their account. These are: informational campaigns, brand campaigns, donation campaigns and school campaigns. Information campaigns and school campaigns are the most important, with their aim being to encourage users to stay on the site for longer as opposed to generating “conversions” such as a donation to the charity and its work.
We found that the biggest challenges were how to ensure that the campaigns generated the conversions required. This is when we began to devise the campaigns into different “budget buckets” which were primarily based on performance. Through doing so, we would be able to teach the machine the conversion type we wanted to achieve.
- We set up a series of dynamic search campaigns whilst checking the Google Grant to ensure each sufficiently passed the guidelines. This provided us with the chance to make changes during the initial set up of the campaign, which we could then utilise during the set-up of any future campaigns.
- We have since created a further campaign for popular charity event “World Autism Awareness Week” which aims to “The National Autistic Society is the leading UK charity for autistic people” according to Health Watch.
Across the account so far, we have seen a 19% increase in conversions.
Conversion value has also increased by 3,124.26%.
Conversion rate has improved by 6.4%.
We have also been able to reduce CPL by 28.80%.
Moreover, because of our work, the National Autistic Society has been rewarded with an increased Google Grant due to consistently passing the requirements.
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.
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