Using the Google Adwords Grant to increase donation revenue, newsletter sign-ups and raise awareness of the issues.

Background

One in 10 Australian children are living in jobless families*, where even life’s basics are hard to come by. When families are experiencing financial disadvantage children can fall behind with their learning, leaving them more vulnerable to experiencing hardship themselves later in the life. The Smith Family are dedicated to helping children receive the education that they’re entitled to. They do this by raising awareness of the issues impacting children, working with the government and encouraging the Australian public to donate in order to support programmes that deliver education.
* Australian Bureau of Statistics 2013. Labour force status and other characteristics of families, June 2012).

Challenge

• The Smith Family already had a Google Grant account but had reached a plateau in terms of spend and traffic, which they were finding difficult to surpass with limited internal resources.

The Brief

• Digital Ninjas were briefed to audit the existing Adwords account and develop a strategy to help deliver against the organisations objectives of raising more money for children and raising awareness of the issues they face.

Solution

• Full account audit undertaken using data from Google Adwords and Google Analytics
• Recommendations implemented at Ninja speed
• New grant account performance reports built and delivered on a regular basis
• Proactive addition of campaigns in line with The Smith Families campaign schedule

Ninja Skills Used

• Analysis of existing performance and identification of untapped opportunities
• Fast response campaign deployment
• Testing of goal and ecommerce conversion tracking
• Follow up reports and client briefing

 Results

• Donation revenue increased by 910%
• Newsletter sign-ups increased by 240%
• Traffic increased by 60%
• Google Adwords grant maximised

Read more about our Google Grant optimisation and management services.

Download PDF case study

About The Smith Family

The Smith Family is a national, independent children’s charity helping disadvantaged Australians to get the most out of their education, so they can create better futures for themselves.

Driving incremental uplift in child sponsorship sign-ups.

Background

One in 10 Australian children are living in jobless families¹, where even life’s basics are hard to come by. When families are experiencing financial disadvantage children can fall behind with their learning, leaving them more vulnerable to experiencing hardship themselves later in the life. The Smith Family are dedicated to helping children receive the education that they’re entitled to. They do this by raising awareness of the issues impacting children, working with the government and encouraging the Australian public to donate in order to support programmes that deliver education.

Digital was identified as a key channel as part of this focus on raising awareness and driving donations. Digital channels are used both as a standalone source of supporters but also as part of a wider integrated approach to marketing that will compliment and boost offline activity.

¹Australian Bureau of Statistics 2013. Labour force status and other characteristics of families, June 2012.

Challenge

• 34,480 Australian students are helped through The Smith Family’s Learning for Life sponsorships. There are thousands more that need our support to help them make the most of their education and break the cycle of disadvantage.
• The Smith family wanted to ensure that the current child sponsorship landing page was tuned to maximise the conversion rate of those people visiting the page.

The Brief

• Digital Ninjas were briefed to analyse the existing child sponsorship landing page and produce a testing roadmap with the objective of improving the conversion rate of the page.

Solution

• Review of existing page performance
• Produce testing roadmap
• Mock-up each test for approval
• Launch test and analyse results
• Feed results into testing roadmap and tweak as necessary

Ninja Skills Used

• Analysis of existing performance and identification of untapped opportunities
• Fast response campaign deployment
• Testing of goal and ecommerce conversion tracking
• Follow up reports and client briefing

Results

• Increased clicks through to the child sponsorship form by 350%
• Testing roadmap expanded to deliver further growth

Download the PDF case study

Helping Amnesty to call on the Egyptian authorities to release Peter Greste and his Al Jazeera colleagues immediately and unconditionally.

Background

Australian journalist Peter Greste and his Al Jazeera colleagues Mohamed Fahmy and Baher Mohamed were unfairly jailed in Egypt under the guise of terrorism-related charges for ‘airing misleading news’ about Egypt’s political situation.

Peter Greste and Mohamed Fahmy

Challenge

• With 72 hours to go before the 3 journalists were due to appear in court it was clear that there was going to be significant media interest in the case
• Amnesty were already gathering signatures, calling on President Abdel Fattah al Sisi to immediately release these three prisoners of conscience, jailed solely for the peaceful exercise of their right to free expression.
• With media coverage of the trial and the verdict looming, interest from members of the public was likely to be heightened
• Amnesty needed to generate as much traffic as possible to ensure maximum public support for Greste and his colleagues

Solution

• Google Adwords campaign activated at ninja speed to drive traffic to petition landing page and generate petition signatures
• Pro-active monitoring and optimisation of keywords and ad-copy over the critical 72 hour period

Ninja Skills Used

• Fast response campaign deployment
• Testing of goal conversion funnel for petition signature
• Follow up reports and client briefing

Results

• More than 700 additional signatures in a 10 day window

Download the PDF case study.