Objectives
Hft is a charity on a mission to change the lives of learning-disabled people for the better. Hft provides care and support in a number of formats including residential care, supported living and day services. They also run charitable services to enable learning disabled adults to find and stay in meaningful work that they enjoy, make new friends and try new experiences.
Hft wanted three months of our support to help them make the most of their existing Google Grant Account. The priority was to improve the volume of Carer recruitment leads, increase online donations and increase awareness of their work.
- Restructure the account
- Increase applicants for Carer job vacancies
- Increase budget efficiency
Our Approach
Working within the restrictions of a Google charity Grant account can be tricky. We needed to be cautious in deciding how the account is structured and maintained. A grant account has a cap of $2 per bid, meaning we cannot always compete for the highest value keywords.
Additionally, there is a minimum click-through rate of 5% which must be maintained, so we needed to be conservative in our approach to account changes, to avoid losing the account.
The first step was to restructure the account. Tidying the keywords within the ad groups and campaigns ensured the results data we generate is accurate and works to achieve the overall objectives.
Next, we created a comprehensive Looker Studio dashboard to give the Hft team complete visibility of the campaigns and their performance, including an overview of monthly conversions and the ability to dive deep into the week-on-week keyword performance changes.
We then spent time continuously optimising the campaigns; monitoring keyword performance to shift focus from ineffective approaches and refocusing on areas where we were having success.
Results
Within two months, the account had an 11% uplift in impressions, clicks were up 2% and average CPC was down 2%. All this was achieved through the restructuring and optimisations, with no additional investment needed.
The account is now working hard for Hft and making the most of the Google grant funds. The recruitment campaign, in particular, saw immense success, with 53% increase in impressions and 35% increase in clicks. Not only did we see no dip in the CTR (Click Through Rate), but it in fact CTR increased to 11%. By the end of our three months of support, we were seeing consistent month-on-month growth across priority donation, recruitment and information download campaigns.
- 53% increase in impressions
- 35% increase in clicks
- CTR increased to 11%
- Month-on month increase in donation, recruitment and information downloads
Katie Williams, Digital Communications Manager at Hft said:
“We lent on Equimedia for their expert knowledge on how we could best utilise our grant account. Their deep understanding of our mission, and our team, meant their recommendations were considered and tailored to our needs. The results were fantastic and while we would have loved to continue with their management support, the knowledge and resources shared throughout the project meant we have a solid foundation to continue their splendid work internally.”
53% increase in impressions
35% increase in clicks
CTR increased to 11%
Interested in seeing what we can do for you? Get in touch and let us know about your requirements today.
