How We Helped a Leading Not-For-Profit
Boost Monthly Donations Exponentially
86%
in donations from Paid Search
390%
over monthly donation targets
2145%
Return on Ad Spend (ROAS)
Services engaged: Search Engine Marketing
Industry: Not-for-Profit
Search Engine People are true experts in their field. They hit the ground running, on-boarding during an extremely busy time for the Foundation. They completed a full overhaul of our AdWords account and implemented new tracking all within a two-month period. On a weekly and monthly basis, we receive accurate, timely results alongside suggestions on how to continuously improve our activities. The team tackles each new challenge with innovative thinking and results-driven strategy.
Laura Bradley,
Senior Specialist, Digital Communications
SickKids Foundation
Challenge
Our client has been invested in leading the charge for improving children’s health since the late 1800s. Their moto: admission and treatment of all sick children, regardless of their financial condition. Since their inception, they have pioneered various preventative care and surgical treatments that are standard protocols today. And they’ve done it through the power of research funded by donations.
When they received a grant from Google to further their cause, they turned to us for help.
Solution
The goal was clear: drive more donations. After considerable analysis, we recommended a two-pronged approach that leveraged paid search to achieve this goal.
On one end we aimed to reduce ad spend, thereby improving ROI. For this, we restructured their entire AdWords account. Our first step was to revamp their ad groups to improve relevance between keywords and ad copy. We followed this up by adding more negative keywords to these groups ensuring that narrowed our focus to the right audience.
On the other end, we worked to improve their attribution tracking. By using dynamic tracking of conversion values, we further optimized their campaigns by investing more of their spend in high performing campaigns.
Results
In just one month, the SickKids Foundation saw an 86% increase in donations generated from Paid Search. The success continued through the remainder of the campaign, exceeding monthly donation targets by 390%. We also launched additional special promotion campaigns that performed well, generating 2145% in ROAS.
