RNID (the Royal National Institute for the Deaf) approached us wanting to make the most of its then-under-utilised search advertising channel.
The charity has two key offerings; the support services associated with charities, and also a commercial arm in which it sells hearing assistance products, which, in turn, funds its charity work.
We run two Google Ads accounts for RNID – the commercial account which is focused on driving traffic to and generating revenue from the shop, and the grant account (where Google provide up to $10,000/month ‘free’ ad spend as RNID is a charity).
We took over the grant account as there are certain requirements that you need to meet in order to keep the free ad spend from Google, and RNID was not meeting these requirements. Our brief first and foremost, was to fix these issues to ensure compliance with Google’s regulations to keep the grant funding.
Following on from this, our task was to boost the performance of both accounts, delivering more exposure of the charity and its support services, as well as growing the revenue coming through its commercial arm.
Within one month, we had all of the issues fixed and now are sending more than 5,000 people to the website each month at no cost to RNID. We work with several internal departments within the charity, working on a number of varied briefs and initiatives.
In the commercial account, our focus is to increase revenue through the shop, whilst keeping below a 15% COS (this is through both Google Ads and Bing Ads).
In November, via Google Ads, we saw a 2,371% increase in revenue YOY, as well as a 1,790% increase in transactions. We also saw a 30% increase in average order value at a 12.76% COS.
“RNID are a great charity work with. They came to us with a clear image of what they wanted to achieve, and we have a great working relationship with them day-to-day. One thing that people don’t realise is how many people hearing loss impacts. It certainly isn’t limited to one demographic, which makes for a tricky but exciting advertising challenge.” – Stephanie Henderson, Senior Account Manager