MEDIA: GOOGLE AD GRANT
Campaign to Protect Rural England (CPRE) are a national environmental charity, with more than 100 active local groups, that has been standing up for the English countryside for more than 90 years. CPRE’s work encompasses a wide range of countryside issues that impact on the landscape.
increase in clicks
CTR jump (up from 0.95%)
of all website traffic
CPRE were already using a Google Grant Account for PPC Advertising but were looking to maximise its potential. They wanted to increase traffic to their website, increase awareness of their cause, drive more important actions and qualify for a Grantspro* account.
*The Grantspro programme is no longer open to new applicants
We restructured the account into Campaigns and Ad Groups with defined topics that mirrored the structure of the CPRE website. A tier system was developed with CPRE and Campaigns were ranked in order of priority. We also ensured conversions were tracking in Google Analytics.
We A/B split ad copy in each Ad Group so we could continually optimise the ads, selected highly relevant Keywords to ensure good Quality Scores, and used all available Ad Extensions. With this, alongside continual monitoring and tweaking, we created ads that performed well with good positions, and ensured that we always had some ‘spend’ available to target the most valuable search queries.
We immediately saw a significant increase in clicks, followed by an increase in valuable conversions including donations, appeals, membership signups and e-newsletter signups. We successfully secured a Grantspro* account for CPRE which increased the available ‘spend’ to $40,000 per month.
upriseUP began working with CPRE in January 2014. Clicks increased 353% from 2,895 in Q4 2013 to 13,121 in Q1 2014. Spend also increased 507% from $2,606.03 in Q4 2013 to $15,830.84 in Q1 2014.
Traffic continued to build and the Account was optimised to reach the criteria to qualify for the Grantspro* Programme, maximising the monthly $10,000 spend July – October 2015.
We secured the Grantspro account/increased $40,000 monthly spend in January 2016. Since we have been working on the CPRE Account CTR has increased from 0.95% in Q1 2014 to 5.54% in Q4 2016.
Before we managed the account, AdWords traffic accounted for 5.9% of the total traffic to the site compared to 18.2% in Q1 2014, a 340% increase in number of sessions. In Q4 2016, AdWords traffic accounted for 30.5% of the total traffic to the CPRE site.
Download the CPRE Case study here