How Receptional generated £334,000 of value for Mencap

How Receptional generated £334,000 of value for Mencap

In late 2015 Receptional started working with Mencap. Over a 3-month period the agency generated an additional $360,000 (£250,000) a year of ad spend for the charity along with £84,000 of new revenue.

What we did

Mencap does great work supporting the 1.4 million people in the UK with a learning disability. ‘The charity was unhappy with the performance of its charity pay per click (PPC) account. Return on investment (ROI) had been poor. In September 2015 Mencap enlisted Receptional’s help to restructure its campaigns and secure additional Ad Grant funding. Here’s how we helped:

  • We completed a free PPC audit, outlining the strengths and weaknesses of the chariy’s activity.
  • We restructured the account to ensure it followed best practice. For example, we set up dedicated ads for every campaign and every ad group.
  • Once the campaign was running efficiently, Receptional helped Mencap apply for Google Grants Pro.

The results

By managing the advertising campaigns more effectively, Receptional was able to increase traffic levels by 251% in just three months. The results from the restructure are outlined below:

  • Traffic increased by 251%
  • Conversions increased by 915% in the final 3 months of 2015 – an increase of more than 10-fold.
  • The overall cost per acquisition (CPA) fell by 68%

In just three months the campaign’s successes allowed Mencap to apply successfully for Google GrantsPro – after spending more than seven years on the standard grant.

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This allows the charity to spend up to $480,000 USD each year on search marketing – an increase of $360,000 USD on their previous grant. This extra spend will considerably further their ability to help those with learning disabilities, and their families.

“We were impressed with the results and it’s highly unlikely we would have passed GrantsPro without their assistance. Our improved AdWords capacity is now making a really positive impact on our business, and we will look forward to working with them again in the future.”

Alex Donohue

Mencap Digital Team

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Alan Green