79% increase in fundraising event signups

The Solution

• Keyword research identified opportunities to rank for the overarching visibility campaign to rank for keywords such as “blood cancers” and “hodgkins lymphoma”
• Keyword research around event fundraising found the opportunity to rank well for keywords including “charity cycling events” and “bikeathon”
• Restructured the Google Ads account with keyword optimisation, ad copy creation, inclusion of more granular site links and mobile preferred ad copy
• Managed Google Ads with regular search query analysis and ad copy review to continually improve performance
• Gained a number of high authority links through outreach to event and transport websites such as TFL (Transport For London)
• Engaged in cycling, family and fundraising forums to build links back to the site whilst reaching target audiences
• Integrated PPC, Social Media and SEO teams met regularly and planned campaigns to ensure that opportunities across each channel were fully utilised
• Created Facebook Advertising campaigns which specifically targeted a cyclist audience to drive Bikeathon sign ups
• Seasonal campaigns included Christmas Shop campaign set up and management across Google Ads and Google Shopping
• Hit the Google Ad Grants budget cap for 2 months in a 6 month period and maintained a CTR of over 1% for 6 months to successfully upgrade the Google Ad Grants to the Google Grantspro
• The UK’s specialist blood cancer charity wanted to increase online donations and sign-ups for fundraising sporting events, as well as increase brand reach to increase awareness of the variety of blood cancers and the support they provide following rebranding from Leukaemia & Lymphoma Research to Bloodwise.

ThoughtShift’s experience and knowledge in digital media has been both invaluable and an education, and the way they deliver has always been a pleasure to work with. The highlights of the campaign so far have been getting a massive 79% increase to organic fundraising event sign-ups and increasing paid media ecommerce revenue by 39% year on year.

- Rich Williams, Head of Creative & Digital at Blood Cancer UK