Posted on May 15, 2019
Maximizing Google Ad Grant
Art UK is a charity working to make art accessible to everyone, by digitising artworks from over 3,250 UK institutions. They create public engagement opportunities by showcasing over 220,000 artworks on their website. The ‘Stories’ and ‘Art Detective’ features encourage wider exploration of the Art UK collection. Education is also prioritised – the charity run national competitions and challenges for school children, as well as bringing masterpieces into schools across the country.
Art UK were looking to increase their online presence and engage new customers. With room within their Google Ad Grant to grow their campaigns, they wanted to maximise spend whilst complying with Google Ad Grant’s requirements. This in turn would increase traffic through the site and sales in the online shop. In order to achieve these goals, they chose to work with Diginius to optimise their Google Ads account.
Diginius was able to streamline the Art UK Google Ads account to make it easier to navigate. By restructuring campaigns, greater control was gained, enabling Diginius to identify priorities for growth. Refining keywords and match types ensured higher relevancy to users’ search queries, boosting their Quality Score. Not only is this critical to maintain their Ad Grant, it also results in a higher ad rank, increasing visibility. The ads were improved to make them more prominent within search results, ultimately leading to an increase in clicks. Diginius
worked closely with Art UK to expand the account, developing new content based on their priorities and upcoming campaigns.
Diginius provided a cost-effective managed solution to help grow their online presence. Art UK have been able to use the maximum potential of their Google Ads Grant account. New campaigns were introduced, and existing ones scaled. More impressions, clicks and conversions reflect higher website traffic since overhauling their campaigns. A dramatic increase in CTR has generated more relevant users visiting the site and more flexibility within their budget.