Rädda Barnen – Proving the value of granularity

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.

CTR increased


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 we improved the quality score 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.

    Joakim Larsson
    Digital Strategist Save the Children Sweden

Success factors

1. Back to the basics MEAS

Coherent and correct tracking in Google Analytics and Facebook was implemented in order to make a foundation for sound decisions in the marketing platforms. The reliability made the data more actionable, providing correct insights for Rädda Barnen to scale its business efficiently.

2. Efficient account structure

New and improved account structures set the foundation for efficient search engine marketing. With a more efficient structure came greater control and better conditions for more accurate bidding. Conversions surged at the same time cost per conversion declined, particularly on non-branded keywords.

3. Proprietary technology

The automatic bidding tool, part of the tech platform developed by Precis, increased control of the bidding while conversion volumes were maximised — all by optimising the cost per conversion throughout all campaigns.

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