They wanted to increase awareness and prompt more downloads of their free guides to making a will and estate planning at a time when PPC costs were increasing.

Age UK wanted to provide people looking for advice on estate planning, making a will or those simply in need of support, with relevant and useful information before taking the next step.

With ‘Free Wills Month’ being of interest for a huge number of charities, PPC Cost per Clicks were rising and charities were being priced out of the market when using Google Grants funds due to the $2 maximum Cost per Click restriction.

Native advertising gave us the opportunity to reach relevant audiences and pay less per Click than we would when using the PPC channel. This solution resulted in the campaign driving increased awareness of Age UK guides, a huge volume of downloads and the cost per download was kept to a minimum.

The results from the 2016 Age UK campaign smashed the original targets. Having been set a target of driving 32 downloads, by the end of the campaign the guide had been downloaded over 3000 times through the native advertising campaign.

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