Digital and direct media agency Equi=Media has been handed a paid search marketing brief for RSPB, the UK charity dedicated to protecting birds and their environments.
Equi=Media already handles digital display media for RSPB after being appointed in 2008.
Equi=Media has been tasked with overseeing and optimising the charityâ€™s paid search work across multiple search engines, concentrating on membership and lead generation campaigns. It will also co-ordinate search activity with online display advertising, upweighted around seasonal activity including Christmas gifting and promotional campaigns.
The agency will use its bespoke Voyage software to provide RSPB with data showing the contribution digital media placements have on the number of new membership sign-ups, and how paid search and digital media activity interact.
The paid search drive is aimed at improving RSPBâ€™s search engine visibility to generate increased membership, encourage support for the charityâ€™s work and drive traffic to the website. The digital media work will feature across ad networks, environmental and wildlife sites, portals and ISPs.
Joanne Baker, client services director at Equi=Media, said: "Weâ€™re delighted to be strengthening our relationship with one of the UKâ€™s biggest and most recognisable charities. We have handled digital display for the client for more than a year and now look forward to overseeing a successful paid search campaign."
Carol Lamey, online marketing manager, RSPB, added: "We are excited that Equi=Media will now be involved in our paid search campaigns, and its ability to provide data on how our online activity works together to generate new memberships and create interest in our work will help us to make the most of our budgets.."