East Africa Crisis Appeal uses Google Ad Grants to raise awareness and funds

The Concern Worldwide logo

Concern Worldwide is an international humanitarian organisation that strives for a world free from poverty, fear and oppression.

The challenge

Receptional’s aims were to:

  1. Build awareness of the East Africa Crisis Appeal
  2. Secure donations using both Google Ad Grants and paid PPC activity
  3. Increase Concern’s online presence during the appeal’s TV and radio broadcasts.

 

The solution

To accomplish these goals, we:

  1. Created new campaigns for both Google Grant and paid activity
  2. Focused the campaigns on key themes matched to specific audiences
  3. Used the budget to bid tactically – around radio and TV broadcasts when conversion rates were highest.

We also created a template plan that is ready to roll out whenever the next emergency occurs. We also worked with Concern to improve their landing page conversion rate – by testing landing page designs.

An East African lady appealing for help

Receptional played a key role in forming and implementing our digital marketing, improving traffic quality and number of donations.

Peter Reynolds
Director of Fundraising, Concern Worldwide

The results

  1. During the appeal, Concern and Receptional secured a 91% impression share
  2. Brand clicks increased by 82% compared to previous periods
  3. Clicks and conversions during TV and radio broadcasts increased by 291% compared to the rest of the time the appeal campaigns were live as shown in the graph.

The campaign was also recognised by two awards:

  • Best Use of Search at The European Search Awards
  • Best Charity/Not for Profit Campaign at The Drum Search Awards.
The results of our PPC work for Concern Worldwide

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