Key Metrics: Year on Year comparison

The Worldwide Veterinary Service provides free expert care to animals in need all over the world.

They do this by sending vets where they are needed most, training them to increase the standard of care globally and by shipping urgent aid supplies worldwide.

WVS supports over 800 charities in more than 100 countries and has provided over £1,300,000 worth of veterinary aid in the last 5 years. 

The Challenge

We started working with WVS in January 2020. The charity had been using the Ad Grant for years, but since major account policy changes in 2018 making Ad Grant management more time consuming, the account performance was poor and was deactivated at the end of 2019.

Our priorities were to get the account reactivated, build new campaigns and start to drive increases in spend, clicks and conversions.

The Results

Our initial campaign rebuild brought in rapid results, as we reactivated the account and pushed spend to $8,000 per month by April 2020, a 4 month period.

The Ad Grant now drives 1,000s of relevant website visitors each month to the main WVS website and their Young Vets Club website.

We implemented additional tracking in Google Analytics and Google Ads to monitor conversion activity and drive donations, volunteer enquiries and other engagement. 

Tracking remains a key priority in our work, as we try to join data up from the charity’s CRM with Google Analytics.

Key Metrics: Year on Year comparison

The British Association for Counselling and Psychotherapy (BACP) is the professional association for therapists and counsellors in the UK. They champion the counselling professions, provide support and resources to BACP members throughout their careers and provide information and a therapist directory to the public.

The Challenge

The BACP has had an Ad Grants account for years, but in more recent times it has remained dormant. 

Our primary objective was to promote the BACP directory of therapists and counsellors to members of the public actively looking for support.

We have also used the Ad Grants to protect brand terms, as many directories bid on BACP terms.

The Results

When we first started managing the account, the Ad Grants was not being used.  

In a matter of months, we have scaled the account to:

• Go from £0 to over £6500 every month in free ad spend
• Drive 1000s of clicks per month
• Drive hundreds of additional therapist directory enquiries each month
• 13.21% average CTR

Our brand campaigns have helped BACP protect their brand within Google search results, ensuring prominence of position.

Key Metrics: Year on Year comparison

RAFA

The Royal Air Forces Association (RAFA) is the charity for the RAF family. Their work focuses on supporting RAF veterans, service personnel and their families. The RAF Association provides advice, support and friendship with a network of members of the RAF family.

The Challenge

Our initial challenge with the RAF Association was bringing their Ad Grants account back into compliance after it had stopped running due to some poor management by another agency. Once we’d done that, we focused on creating a more logical structure for campaigns and ad groups.

After restructuring the account we have focused on driving relevant visitors to the website to help increase membership sign-ups, donations and registrations to events.

The Results

• Increased spend by 335% to fully utilise the Ad Grants
• Driven £1,000s in additional RAFATRAD revenue
• Driving 5-10% of all new memberships each month
• Increased clicks to the site by 89%

Key Metrics: Year on Year comparison

Prostate Cancer Research is the only prostate cancer charity that focuses solely on research to treat and cure the disease. They fund scientific research through donations and fundraisers, raise awareness and promote important and relevant information about prostate cancer.

The Challenge

The Ad Grants is a very important marketing channel for PCR and so it was vital for us to get their conversion tracking working properly in Google Analytics. Adding more in depth conversion tracking allows us to better analyse user behaviour. 

PCR wanted to increase their donations and maximise the monthly spend allocation each month of their Ad Grants.

The Results

• Successfully implemented accurate form and donation tracking in Google Analytics
• Drive £1,000s in donations every month
• Increased spend by 126% to fully utilise the £7700 per month allocation
• Increased website visitors from the Ad Grants by 66% year-on-year
• Contributing to 16% of all booklet downloads

Key Metrics: Year on Year comparison

Breast Cancer UK is a charity that focuses on reducing breast cancer rates in the UK. They give practical advice on how people can reduce their risk of getting breast cancer by making simple changes in their lives. They also fund research that can help prevent breast cancer. 

The Challenge

Breast Cancer UK had an existing Ad Grants account and were looking to get more value from it. 

One of our first priorities was to get more accurate tracking in Google Analytics. We set up form and event tracking to monitor key website actions.

We wanted to focus on increasing spend and better targeting relevant users by improving keyword selection and the use of negative keywords.

The Results

Anuncia has made the Ad Grants a key fundraising channel for Breast Cancer UK. We have:

• Increased clicks by 567% year-on-year
• Drive consistent donations every month
• Drive 31% of all website traffic (up from 5%)
• Drive 35% of all quiz completions to help educate women on how to reduce their risk

This has been particularly crucial as the charity has seen other fundraising channels struggle due to the COVID-19 situation.

Key Metrics: Year on Year comparison

Stone Butterfly sources and produces modern and contemporary furniture in a wide range of styles and colours. With an in-house workshop, they design and produce Scandinavian-style furniture from cabinets to beds using the finest materials.

The Challenge

Our primary focus was to promote Stone Butterfly’s new range of handmade beds via Google Search and Shopping.

We also needed to set up remarketing across Display and Search to bring users who were in the consideration phase but not yet ready to buy, back to the website.

There were some tracking issues within Google Analytics that we prioritised fixing too.

The Results

By optimising existing campaigns, setting up new ones and focusing on utilising Google’s machine learning, we have:

• Driven the vast majority of website visitors each month
• Improved and optimised their product feed for better Google Shopping results
• Seen steady growth in bed sales through Google Ads
• Google Ads drives 65% of sample requests from potential customers
• Ran comprehensive remarketing across channels to re-engage visitors
• Really strong PPC revenue growth has helped the company expand further into new product ranges, and increase their production capacity

Key Metrics:

The Y is the leading youth homelessness charity for Leicester and Leicestershire. 120 young people are housed and supported by the Y every night. In addition, it runs the Y Theatre, one of Leicester’s most important art venues.

The Challenge

Anuncia started working with The Y in September 2019. They already had the Ad Grants running but wanted:

• To increase spend in the account and drive more activity (grow donations and volunteers) across their core work – youth homelessness support and prevention.
• To increase ticket sales for upcoming events.

The Results

The Y have seen big year-on-year improvements since we started working on it (Sep19-Nov19 compared to the same period in 2018)

• Ad Grants Spend – up from $870 to $9,900 – therefore, much better access to this free resource
• Clicks up 182.3%
• Impressions up 94.1%
• Revenue up from £866.90 to £3,576.50 – mainly ticket sales
• Phone calls – up from 5 in the previous year to 48 (bookings, donations, volunteering enquiries)

If your charity or nonprofit would like to see great results like this, please get in touch today.

Key Metrics:

Vivid Experience design and produce exceptional private and corporate events around the UK, specialising in Christmas parties. Over the past 11 years, they have launched parties at flagship venues and cities across the UK and in 2018 hosted 110,000 guests.

The Challenge

Anuncia started working with Vivid Experience in 2019. The first challenge was tracking: there are 5 websites, one for each Christmas party venue, which all required tracking improvements in Google Analytics.

Once we’d done this successfully, we focused on building profitable Google Ads campaigns that could reduce overall ad spend over the year.

The Results

By optimising the Google Ads account to focus the budget on the most profitable audience segments and keywords, we were able to dramatically increase the return on investment for the business.

We were able to:

• Reduce ad spend year-on-year by nearly 50%
• Saved the business significant costs on their ad bill
• Maintain booking numbers, with overall bookings across venues increasing year-on-year