The Prince’s Trust – Google Ads Case Study
PPC Success Stories
More traffic and better Google Ads Grant Usage
The Prince's Trust tasked us with enhancing their exposure among key demographics, with defined objectives concerning budget management and the identification of fundraising prospects. Furthermore, our remit included promoting awareness among young people about the availability of complimentary support and services.
Within the initial month, our campaign successfully elevated online visibility, improved the click-through rate, and enhanced the conversion rate, all the while adhering to the allocated budget.
Our primary contribution was to significantly increase their web traffic. Prior to our involvement, The Prince's Trust had not effectively implemented conversion tracking, nor were they fully utilising their grant budget.
"PPC Geeks have been instrumental in allowing us to meet those goals"
“The work Siobhain and the team at PPCGeeks did brought important structure to our account. All our important metrics immediately increased, and we were incredibly appreciative of their expert handling of our many campaigns and their complexities.”
Lia Kelly – Senior Marketing & Digital Manager
The Challenge
The client necessitated swift action on their account, necessitating light management to enhance performance simultaneously with our onboarding process.
The Impact
In the initial four weeks, we completely revamped the client's tracking system, ensuring accurate measurement of user interactions and conversions.
The Outcome
First 3 months (compared YoY)
241% increase in impressions
101% increase in clicks
1410% increase in spend (full Google Grant budget spent)
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The Brief
The Brief:
- For the first few months primary focus was volume of sign ups.
- Strategy to maintain sign ups long term
- Create new campaigns to support events (e.g. Palace 2 Palace, Charity Runs, Brilliant Breakfast)
- Overhaul and optimise existing campaigns
- Create new campaigns for micro-sites
- Target a fundraising demographic to encourage sign ups & donations
- Get the message out to a younger demographic that free support and assistance is available
- Reproportion budget according to priority events/activities
- Fully optimise the Google Paid Search Ads Grant for optimal spend and effectiveness
- Report on traffic and engagement from both the fundraising demographic as well as the young people who benefit from support
- Advise on short and long term strategy
The Results
Short-Term Results:
During onboarding we saw the potential for an immediate improvement just by setting up effective conversion tracking and switching the bidding strategy to use conversion focused smart bidding. The previous use of manual CPC was capped by Google Ads Grants policy to a maximum of $2/click, so by focusing on conversions and using smart bidding we were able to massively increase their spend and sign-ups before refining their performance through campaign restructuring, best practice settings, new ad copy and an in-depth search query review.
241%
INCREASE IN IMPRESSIONS
101%
INCREASE IN CLICKS
1,410%%
INCREASE IN SPEND
1,247%
INCREASE IN CONVERSIONS
Long-Term Results:
Over 6 months of management, we consistently made optimal use of the Google Ads Grant while at the same time balancing advertising for multiple events, as well as consistent and successful advertising of the core support services to young people in need.
How We Did It
How We Did It:
Initially expanding their offering by developing their Search & Shopping campaigns to run more efficiently
Ran experiments to gain insight to how broad match keywords could drive sales & other enquiries
Trialled changing the names of products to see if this made them more attractive to users
Moved some of the shopping campaigns over to Performance Max
Identifying those products that are high margin, that have a high CTR & lower CPC
Undertook market analysis to support the client launch & evolve their refurbished technology products
The Journey to Success
Prince's Trust:
“The work Siobhain and the team at PPCGeeks did brought important structure to our account. All our important metrics immediately increased, and we were incredibly appreciative of their expert handling of our many campaigns and their complexities.”
About Prince's Trust
About The Prince's Trust:
At The Prince’s Trust, we believe that every young person should have the chance to succeed, no matter their background or the challenges they are facing.
We help young people from disadvantaged communities and those facing the greatest adversity by supporting them to build the confidence and skills to live, learn and earn.
Our courses, resources and other support help people aged 11 to 30 to develop essential life skills, get ready for work and access job opportunities. We support young people to find work because having a job or running a business can lead to a more stable, fulfilling life.
Quotes from the Client
Quotes from the Client:
“The work Siobhain and the team at PPCGeeks did brought important structure to our account. All our important metrics immediately increased, and we were incredibly appreciative of their expert handling of our many campaigns and their complexities.”
~ Lia Kelly – Senior Marketing & Digital Manager
About The Prince's Trust
At The Prince’s Trust, we believe that every young person should have the chance to succeed, no matter their background or the challenges they are facing.
We help young people from disadvantaged communities and those facing the greatest adversity by supporting them to build the confidence and skills to live, learn and earn.
Our courses, resources and other support help people aged 11 to 30 to develop essential life skills, get ready for work and access job opportunities. We support young people to find work because having a job or running a business can lead to a more stable, fulfilling life.
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Quotes from
The Prince’s Trust
“The work Siobhain and the team at PPCGeeks did brought important structure to our account. All our important metrics immediately increased, and we were incredibly appreciative of their expert handling of our many campaigns and their complexities.”
Lia Kelly – Senior Marketing & Digital Manager
Quotes from
PPC Geeks
“We had to navigate carefully due to the restrictions, limitations and strict guidelines of the Google Ads Grant. Our first-class communications, transparency and experience helped to move The Princes Trust towards more effective use of the Grant. ”
- PPC Geeks Team
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