How we increased click throughs for a children’s charity during lockdown

Who was the client?

The client was a well known global children’s charity.

What was the brief?

The charity asked us to maximise their opportunity for both one-off and regular monthly donations during the first nationwide lockdown and post-lockdown, through our BAU campaigns.

What did we do?

We targeted URLs containing specific keywords. This tactic worked especially well when intersected with high quality domains. For example during the pandemic, Sky News’ domain was driving the best results in combination with COVID-19 keywords:

  • COVID-19
  • Coronavirus
  • Pandemic
  • Lockdown

What were the results?

We achieved an average CTR of 0.6% between March-June 2020, during the first lockdown, and an average CPA of £46.25 (18.5% lower then the same period the previous year). We also delivered a higher-than-average ROI.

Download our full case study to find out how we created user segments based on postcodes to help us identify people from more prosperous or tougher areas.