National Council for the Blind of Ireland: Google Ads

NCBI - National Council for the Blind of Ireland Paid Advertising | Kathleen O'Leary Digital Marketing

Client Profile

The National Council for the Blind of Ireland (NCBI) is a charitable organization that provides support and services to people experiencing sight loss in Ireland.

Challenge | Kathleen O'Leary Digital Marketing
  • Design and pilot a Google Ad Grant campaign for 5 months on behalf of NCBI with a team of 3 other students.
  • Focus on NCBI’s key goals:
    • Raise awareness
    • Increase charity shop sales for its 100+ shops across Ireland
    • Increase the number of volunteers
    • Increase donations
    • Increase event participation
Solution | Kathleen O'Leary Digital Marketing
  • Build NCBI’s Google Ad Account Structure to include:
    • 20 campaigns
    • 185 Ad Groups
    • 482 Ads
    • 116,672 keywords
  • Experimented with bidding strategies, dynamic sitelink extensions, branded/non-branded keywords, and A/B testing ad copies.
Results | Kathleen O'Leary Digital Marketing
  • For the 5 month period, achieved:
    • 76K impressions
    • 11.5K clicks
    • 15% CTR
    • Avg. CPC $0.91
  • Number of sessions from paid search was 131% of GA industry benchmark.
  • Number of new users from paid search was 129% of GA industry benchmark.
Tools | Kathleen O'Leary Digital Marketing
  • Google Ads
  • Google Analytics
  • Google Keyword Planner
  • Tableau
  • Microsoft Excel

Google Ad Account Performance

Figure 1: Google Ad Account Clicks and Impressions 
The number of clicks and impressions increased dramatically from November ’18 to January ’19, with a slight dip in February ’19 because of the February 3-10 account suspension due to historical issues around conversion tracking setup. Following rectification, the performance rebounded in March ’19.  

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