Proving the value of granularity
Save the children Sweden were looking for a partner to increase the donation amount generated from their search ads and Precis were happy to help pro-bono. This case is based on our first year together.
Save the Children is a global children’s rights organisation since 1919. They fight for children’s right to survive, develop and grow up in a safe environment and is present in over 120 countries, including Sweden. They are politically and religiously unobtrusive and have the UN Convention on the Rights of the Child. The Children’s Right Convention is the foundation of their work.
Photo: Save the Children/Sandy Maroun
A number of facts
Conversion Rate uplift
With continuous keyword optimisation, we identified valuable keywords and excluded low performing terms which resulted in a 46% uplift in conversion rate YoY.
The ad optimisation improved the CTR by 65% YoY and increased the share of above average ad relevance from 19% to 85%.
Quality Score improved
By restructuring the account were improved by 39% in Q3 compared to last year.
Precis has proved to be an invaluable partner for our paid search program. Through their knowledge and professionalism we have managed to greatly improve the performance of both our paid and Grants AdWords accounts.
Precis identified a granular account structure to be an important value lever since Save the children operated a Google Ads Grants account that comes with capped bids. Hence the only way to increase position (and efficiency) was to improve the relevancy.
The account was suffering from below average Ad Relevance and hence implemented a process to continuously improve the ads. From adding more ads, aligning messaging with search terms and focusing on certain USPs not only the CTR improved by 65% but also the share of above average ad relevance was increased from 19% to 84%.
In order to capture the most valuable and relevant traffic in a highly competitive landscape, we conducted continuous keyword optimisations in which we identified through competitive analysis and search behavior. We implemented the relevant keywords and excluded the low performing queries in combination with adapting the ad copy. We also assisted with an analysis of key queries to include on Save The Children's new website in order to further improve the customer journey, from a search to the desired action.