EAZA is a membership organisation for Zoos and Aquaria throughout Europe. EAZA wanted to raise the profile of their conservation work using the Google Ad Grant. However due to stretched resources, EAZA didn’t have the time or in house expertise to run effective campaigns.
Funding Lab took on board their requirements and restrictions and agree to use at least 10 Ad groups to reinforce communication of membership benefits as well as communicate their conservation work.
Funding Lab worked together with EAZA to identify keywords and identified ad groups for 3 campaigns. We also removed low quality keywords meant that the CTR rose. Within the first month the number of clicks increased significantly, the campaigns reflected the marketing objectives of the organisation and there was a 51% growth in impressions due to new and well grouped keywords as well as the ads aligning to relevant landing pages
Within a 3-month period Funding Lab had:
120% growth in clicks
136% growth in impressions
11.1% CTR (the minimum is 5%)