The Migraine Trust is the leading UK charity dedicated to helping people affected by migraine. Founded in 1965, the organisation supports millions of people who experience this often-debilitating neurological condition by providing trusted information, campaigning for increased awareness and understanding, and funding critical research into its causes and treatments. With a focus on improving the quality of life for migraine sufferers, The Migraine Trust is a vital source of support, guidance, and advocacy for individuals, carers, and healthcare professionals alike.
The Migraine Trust
The Challenge
The Google Ads Grant Account was no longer maximising the free media spend that was available to it, with the previous 6 months averaging just $4,000 pcm, despite multiple changes in bid strategy and approach. This resulted in impressions and clicks being severely limited; impacting the visibility of The Migraine Trust as well as its ability to provide support to those living with migraine.
It also became apparent that The Migraine Trust were struggling to meet their KPIs due to incomplete and out-of-date conversion tracking; with Universal Analytics being used instead of GA4 and many “key” events not having any form of tracking at all.
The Solution
We collaborated with The Migraine Trust to ensure all meaningful actions were identified and subsequently implemented robust conversion tracking to ensure we could track as many of these actions as possible in a GDPR-compliant way.
Once this tracking was implemented and we were confident it was tracking accurately, we set about restructuring the account. The restructure helped us to reduce search overlap and increase our overall visibility through a campaign consolidation approach and broad match keyword testing whilst supplementing the keyword approach with Dynamic Search Ads (DSA).
This meant that we were able to provide a highly relevant search experience for those looking for information and support around migraines whilst maximising the potential of Google’s machine learning and automated bid strategies.
The Results
This resulted in the account maximising the $10k pcm allowance, conversions being tracked accurately, with over 1,000 tracked per month at an extremely healthy conversion rate of over 18%, whilst resulting in a visibility increase of over 176% since we took over the account.
Furthermore, the quality of the traffic was better than the site average, as despite only contributing 3% of the traffic, over 8% of the conversions were from PPC.
If your charity could benefit from expert management of a Google Ads Grant, find out how we can help.
Rob and Will have been a pleasure to work with, from the get go they knew exactly we needed to do to ensure we were maximising our Google Ad Grant spend and understood the needs of the charity and those we were trying to reach. Regular calls with Rob provided us with an opportunity to get a deeper understanding of the work that was being done and identify potential other opportunities for the charity.
In short the time we have worked together all teams in the charity have noticed the positive impact of the work carried out by WebBox.
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