1.
GOOGLE AD GRANT CASE STUDY
THE ECTOPIC PREGNANCY TRUST
Presention at Ad Grants Day, Google, London
on 1 June 2018
Jason King
@jasoncsking

2.
1 in 80 pregnancies are ectopic
Potentially fatal
Can affect future fertility
Frequently misdiagnosed
Only one effective charity in the world
With only three FTE employees

3.
IMPACT
OF THE
AD
GRANT
25 % of total website traffic
18,000 visits per month
50 additional communications
per month
8 research surveys completed
per month

4.
Campaigns
4
Ad Groups
8
Ads
21
Keywords
122
Extensions
14

5.
Separate campaign for each audience
SYMPTOMS: women worried they may have an
ectopic
AFTER ECTOPIC: women worried about future fertility
PROFESSIONALS: Guidance on diagnosis and treatment
Plus a DYNAMIC SEARCH campaign

6.
Aim ever upward...
…but quality trumps quantity

7.
10.5% CTR
8.5% is current programme average
5% is minimum threshold

8.
Wording of ad text, keywords and landing
pages should match as closely as possible
Ad groups should be tightly focused on
individual topics, without overlap
Weed keywords that are high impression but
low CTR. Do this progressively, worst first.
More tips: goo.gl/vj2pL2

9.
KEYWORD
QUALITY
SCORE

10.
Remove 1 or 2 Quality Score keywords (that's Ad
Grants policy). Create an automated rule to
pause them.
Weed out 3 or 4 Quality Score keywords (that's
good practice).
The EPT has no 3 or 4 and very few 5 keywords.
Single Keyword Ad Groups (SKAGs) get the best
results for your most important keywords.

11.
You can only learn from data if you can see it. Add columns
for Quality Score, Ad relevance and Landing page experience.

12.
GOALS
Track actions taken by
website visitors. Use them as
a measure of success.

13.
4+ pages viewed
Forms submitted
Purchase made in shop (switch on Ecommerce
tracking)
Documents (mainly leaflets) downloaded
Outbound links (JustGiving, Facebook etc) clicked
Telephone number clicked
Email link clicked

14.
Goal to save lives:
We track an outbound link to the NHS
website’s A & E finder
It’s clicked 50+ times a week

15.
Ectopic Pregnancy Trust
Website: ectopic.org.uk
Jason King
Website: kingjason.co.uk
Twitter: @jasoncsking
Email: