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GOOGLE AD GRANT CASE STUDY
THE ECTOPIC PREGNANCY TRUST
Presention at Ad Grants Day, Google, London
on 1 June 2018
Jason Ki...
1 in 80 pregnancies are ectopic
Potentially fatal
Can affect future fertility
Frequently misdiagnosed
Only one effective c...
IMPACT
OF THE
AD
GRANT
25 % of total website traffic
18,000 visits per month
50 additional communications
per month
8 rese...
Campaigns
4
Ad Groups
8
Ads
21
Keywords
122
Extensions
14
Separate campaign for each audience
SYMPTOMS: women worried they may have an
ectopic
AFTER ECTOPIC: women worried about fu...
Aim ever upward...
…but quality trumps quantity
10.5% CTR
8.5% is current programme average
5% is minimum threshold
Wording of ad text, keywords and landing
pages should match as closely as possible
Ad groups should be tightly focused on
...
KEYWORD
QUALITY
SCORE
Remove 1 or 2 Quality Score keywords (that's Ad
Grants policy). Create an automated rule to
pause them.
Weed out 3 or 4 Qu...
You can only learn from data if you can see it. Add columns
for Quality Score, Ad relevance and Landing page experience.
GOALS
Track actions taken by
website visitors. Use them as
a measure of success.
4+ pages viewed
Forms submitted
Purchase made in shop (switch on Ecommerce
tracking)
Documents (mainly leaflets) downloade...
Goal to save lives:
We track an outbound link to the NHS
website’s A & E finder
It’s clicked 50+ times a week
Ectopic Pregnancy Trust
Website: ectopic.org.uk
Jason King
Website: kingjason.co.uk
Twitter: @jasoncsking
Email:
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How the Ectopic Pregnancy Trust uses their Google Ad Grant

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Presentation at Ad Grants Day, Google, London on 1st June 2018. Focusing on Adwords account structure, keyword quality, and conversion tracking.

How the Ectopic Pregnancy Trust uses their Google Ad Grant

  1. 1. GOOGLE AD GRANT CASE STUDY THE ECTOPIC PREGNANCY TRUST Presention at Ad Grants Day, Google, London on 1 June 2018 Jason King @jasoncsking
  2. 2. 1 in 80 pregnancies are ectopic Potentially fatal Can affect future fertility Frequently misdiagnosed Only one effective charity in the world With only three FTE employees
  3. 3. IMPACT OF THE AD GRANT 25 % of total website traffic 18,000 visits per month 50 additional communications per month 8 research surveys completed per month
  4. 4. Campaigns 4 Ad Groups 8 Ads 21 Keywords 122 Extensions 14
  5. 5. Separate campaign for each audience SYMPTOMS: women worried they may have an ectopic AFTER ECTOPIC: women worried about future fertility PROFESSIONALS: Guidance on diagnosis and treatment Plus a DYNAMIC SEARCH campaign
  6. 6. Aim ever upward... …but quality trumps quantity
  7. 7. 10.5% CTR 8.5% is current programme average 5% is minimum threshold
  8. 8. Wording of ad text, keywords and landing pages should match as closely as possible Ad groups should be tightly focused on individual topics, without overlap Weed keywords that are high impression but low CTR. Do this progressively, worst first. More tips: goo.gl/vj2pL2
  9. 9. KEYWORD QUALITY SCORE
  10. 10. Remove 1 or 2 Quality Score keywords (that's Ad Grants policy). Create an automated rule to pause them. Weed out 3 or 4 Quality Score keywords (that's good practice). The EPT has no 3 or 4 and very few 5 keywords. Single Keyword Ad Groups (SKAGs) get the best results for your most important keywords.
  11. 11. You can only learn from data if you can see it. Add columns for Quality Score, Ad relevance and Landing page experience.
  12. 12. GOALS Track actions taken by website visitors. Use them as a measure of success.
  13. 13. 4+ pages viewed Forms submitted Purchase made in shop (switch on Ecommerce tracking) Documents (mainly leaflets) downloaded Outbound links (JustGiving, Facebook etc) clicked Telephone number clicked Email link clicked
  14. 14. Goal to save lives: We track an outbound link to the NHS website’s A & E finder It’s clicked 50+ times a week
  15. 15. Ectopic Pregnancy Trust Website: ectopic.org.uk Jason King Website: kingjason.co.uk Twitter: @jasoncsking Email:

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