WWT - Let us do the paddling

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.

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 to maximise ticket sales.

With more tactical campaigns in place during the day to maximise 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.