Generating search traffic for Dobiefest
The challenge
Lincs Dobermann Rescue wanted to promote their annual fundraising event ‘Dobiefest’ through Google Ads. Their Google Adgrant account had been deactivated for failing to comply with Google Ad Grants policies.
The approach
In order to maintain the 5% click-through-rate of the Google Adgrant policy I knew that I needed to increase the scope of this project and also set up brand, donation and fostering and adoption ads. This would also ensure longevity of the ad account and prevent it being deactivated once the fundraising event was over and searches naturally fell away.
I decided on the structure of the ad account and drafted ad copy and extensions to promote Dobiefest as well as the BAU adverts. I conducted keyword research for each of the products with a focus on less competitive long-tail keywords. Conversion tracking is also a stipulation of the grant account policies and so I set up conversion tracking for Dobiefest as well as the main Lincs Dobermann Rescue website.
Due to the overhaul, the ad account was reactivated by Google in time to promote Dobiefest and start reaching Dobermann lovers and supporters.
The results
- Google Adgrant reactivated
- 96% optimisation score
- 22% CTR
I’ve run digital marketing campaigns on behalf of:
- Marie Curie
- Action for Children
- Make-A-Wish
- Young Lives vs Cancer
- Young Enterprise
- GM Freeze
- Galapagos Conservation Trust
- CoGo