CCUK | Adore Digital

The Challenge

Crohn’s & Colitis UK offer support to thousands of people suffering with Crohn’s or Colitis UK-Wide. Our goal was to help them promote their membership offering by driving as many sign-ups as possible within their budget, and within their target Cost per Acquisition (CPA).

They were already operating with a Google Grant Account, but wanted to drive a higher volume of sign-ups, and needed a solution to do so. They also wanted to ensure we were mostly capturing people at the point of diagnosis, to ensure that they were present for them, and able to offer help and support.

The Approach

We quickly identified Google Ads as being the key channel for driving the most relevant leads, due to the nature of the charity and the applicable audience.

We were very clear that we wanted to demonstrate incremental growth and paid particular care to the relationship between the Google Grant account, and the proposed new paid account. It was very important to us that there was a high level of transparency with performance across all channels. We knew that there would be some cannibalisation between the two accounts, as well as with organic search, so we created a testing and impact plan along with an automated dashboard to show the impact over time. The ultimate goal was to find a solution which maximised sign-ups in the most cost-effective way for the charity.

When we came on-board, we:

Created a brand-new campaign structure from scratch
Segmented campaigns and ad groups by type for better insight and management
Created new ads and assets with different messaging and calls to action
Built out extensive assets / ad extensions, audiences, negative keywords and more
Re-worked and re-focused the Grant account to better serve the charity as a whole
Created an automated performance dashboard with in-depth insights by type
– Including reports demonstrating potential cannibalisation and incremental growth

The Results

Performance was incredibly strong right out of the gate.

In the first month we hit the budget, but at a CPA that was just one third of the target.

We made a clear differentiation between Brand and Generic terms, as we wanted to put a lot more focus on generic growth. Even with brand terms removed, we still came in at half of the target CPA in the first month.

On the back of this immediate performance, we had the go-ahead to increase budgets. By the third month we’d overseen an increase of 50% in budget, and by the fifth month we had the go-ahead to double the initial budget.

Despite spending more money, we saw the CPA continue to improve over time.

In the image here you can see the immediate impact we had in the first 6 months.

“The team at Adore have been a revelation for membership acquisition at Crohn’s & Colitis UK. They guided us through every aspect, built a user-friendly reporting dashboard for us, and after minimal input from us (but a lot of work from them) we immediately saw results better than we could have hoped for.

Our monthly recruitment grew by over 50%, and the ads Adore manage for us still account for a significant portion of our new member sign-ups almost 3 years later. More than that, they are a pleasure to work with, are always happy to lend their expertise in different areas across our digital marketing work and are continuously suggesting new approaches to maximise results.

We feel they are just a part of our team now, and we look forward to working with them for many more years to come.”

Nicky Winward – Membership Lead

Crohn’s & Colitis UK