As part of their overall digital marketing strategy, WWT were keen to ensure they were maximising the effectiveness of their Google Grant account.

The Wildfowl & Wetlands Trust is one of the largest and most respected wetland conservation organisations. They work with communities, businesses and governments to save wetlands, the primary source of drinking water for people and wildlife. From geese and swans to water voles and otters, thousands of hectares of wetland habitat are created and maintained. With a million visitors to their Wetlands Centres and 200,000 members supporting their work in the UK, WWT’s work is important and far reaching.

With multiple objectives to raise awareness of their work, drive visitors to their wetlands centres and encourage membership, the PPC Grant account was running the risk of quickly capping out by reaching the maximum daily budget whilst not delivering the ticket sales WWT wanted. This meant the charity was having to invest its own funds to deliver ticket sales instead of capitalizing on the Google Grant effectively.

The account was restructured using a granular approach to incorporate “centre campaigns”. These were set up for brand, generic and longtail keywords for each location. The primary focus to begin with was to drive centre visits, and therefore ticket sales; these activities were then supported with brand awareness PPC campaigns.

Once the restructure was in place, an in-depth review of the keywords quality score was undertaken. It was essential to ensure the keyword performance was optimised so that the budget was invested so that ticket sales were maximised.

With more tactical campaigns in place during the day to maximize ticket sales, brand awareness campaigns can be increased to ensure any surplus Google budget is used to generate future interest. This guaranteed a greater return on investment with higher ticket sales, and an overall reduction in charity budget spent:

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