Content & Google Ad Grant success for Caring Together charity.

Centre for Ageing Better Images – Pictures Peter Kindersley

Caring Together is a charity supporting people of all ages who have had to become carers for family and friends.

Working across Cambridgeshire, Peterborough, and Norfolk, they provide information and advice, run services and events in local communities and campaign so that carers have choices.

  • PPC / ad grant management
  • Digital marketing strategy
  • UI design
  • Development.
Digital marketing strategy and google ad grants management for Caring Together

Campaign objectives

Caring Together briefed us to raise their brand awareness and bring more attention to the availability of the support they provide for unpaid carers, that’s anyone who cares, unpaid, for a family member or friend due to illness, disability, a mental health problem or an addiction.

We developed a PPC and content strategy which included;

  • Content around their range of home care services
  • Adding more keyword rich news
  • Promoting events and fundraising activity
  • Shouting about new campaigns e.g. What-if campaign, which really everyone should sign up for!
  • Highlighting the impact of donations
  • Attracting volunteers and caring professionals.

PPC services

Our expert team guided Caring Together through the process of creating a PPC account and the grant application process, ensuring we comply with Googles policies for Google ad grants, which is the biggest challenge to make maximum use of the Google grants up to $10,000 per month.

We undertook keyword research and organised these into campaigns grouped around their core objectives – awareness, carers support, donations, fundraising, events etc.

Next, we created unique ad copy relevant to each objective and optimised the landing pages.

We set up conversion tracking using Google Tag manager and Google analytics, including tracking metrics such as email clicks, phone calls, contact form completions, social shares and PDF downloads.

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Ongoing support

Results

To ensure the account continues to comply with Google ad grants policies, we carefully manage the account and provide ongoing support.

We frequently look for opportunities to grow their share of paid search traffic, and create new campaigns and ad groups targeted at specific campaigns.

Our monthly reporting focuses on clearly defined KPI’s.

Results

For the 12 months ending August 2022 we achieved an average 90% ad grant utilisation. The campaign also resulted in;

  • 1400 new visitors to the website every month
  • 40 new contacts made in first 3 months
  • 3 new donations made online every month.

We work with Granite 5 on a range of projects. We have been very appreciative of the work done in development of these projects and also the insights reports Granite 5 have in place that are helping us to monitor and develop these projects.

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Andy Barber, Engagement Manager

Caring Together

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