Christian Aid: Precision-targeting digital ads to boost sales
Manifesto worked alongside Christian Aid to drive more online traffic and if effect, boost their sales. We explain how they made this possible.
Each time an ethical gift is purchased from charity gift shop Present Aid, it helps fund Christian Aid’s vital work to end poverty around the world. All gifts come with a card that can be posted, emailed, or printed at home.
Christian Aid, despite being in the process of redeveloping their website, wanted to keep its position as a reputable charity gift supplier over the festive season in 2017.
Their secondary objective was to increase the average sales value from Christmas 2016.
What we did
Using tightly-targeted digital advertising, Manifesto were able to drive traffic to the Present Aid website and boost sales.
Multiple Facebook ad formats were used, but video and carousel ads were the most successful.
We used Facebook’s precise targeting tools, as well as Custom Audiences and Lookalike Audiences, to reach as many people as possible. We also added remarketing ads to the mix—which displayed additional items to users based on the price ranges they’d viewed—we helped to drive conversions, reinforce repeat purchases, and upsell within price brackets.
PPC Search marketing was used to capture audiences in-market for charitable or ethical Christmas gifts.
By defensively targeting brand keywords, as well as targeting competitor searches and intelligently segmented sub-groups of people looking for similar gifts, we were able to serve relevant text ads that converted at over 13.7%
With the demographics of most Bing searchers closely matching Present Aid’s highly converting audiences, we tested using this channel alongside Google AdWords. Whilst volumes were lower, Bing produced the highest average conversion value of any channel, 23% higher than the campaign average.
Results
By combining attention-grabbing visual adverts on Facebook with well-segmented, monitored search campaigns on Google AdWords and Bing, with robust audience-building and dynamic retargeting, we managed to drive over 30,000 web visits and 3,000 sales, generating a return on ad spend (ROAS) of 374%.
Between October and December 2017, the campaign achieved a conversion rate from ad traffic of over 10% and an average order value 1.74 times higher than our targets. In the last week of the campaign, ROAS figures were almost 1,000%.
This case study was first published at recommendedagencies.com on 12/03/2018.
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Christian Aid
Christian Aid is the official relief and development agency of 41 British and Irish churches, and works to support sustainable development, stop poverty, support...
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