United for Wildlife launched in January 2015. Launched under the umbrella of the Royal Foundation and led by HRH Prince William. United for Wildlife unites the world’s leading wildlife charities under a common purpose – to create a movement for change.
Launched with a fan-fair and the support by ambassadors including David Beckham, Andy Murray and Chris Froome our objectives was to maximise the website presence and improve awareness via the paid search channel.
Maintaining Relevance – Press interest and exposure was high from launch in Jan 2015. The challenge was and continues to be, to maximise on this interest and ensure we capture and continue to keep awareness high with a limited budget.
Keeping Ad rank high – The ‘max bid’ and ‘broad match’ bidding options limitations of the Google Grant program for charities create challenges for keyword targeting in an auction based commercial market place.
Reaching a ‘hard to reach’ audience – Targeting demographically with a ‘keyword’ driven campaign is in itself a challenge.
Close and regular communication between all agencies involved is critical to success, keeping spend levels high and maintaining ad rank to ensure ads are served against our target terms.
In particular, working with the PR team and ensuring we are pre-empting increases in search activity, means we can maintain high click through rates on keywords with spiking search volumes – often resulting in incredibly high click through rates.
This close management and communication is crucial to the success of the campaign. High click through rates, ensure ‘ad rank’ is high, search impressions are high and our average cost per click is low.