Samaritan’s Purse is a well known Christian international relief and development organisation. Established in 1970, you may also know them for their Operation Christmas Child initiative, sending shoeboxes overseas, which thousands of churches, schools and businesses across the UK get involved with each year.
For their 2020 Christmas appeal, Samaritan’s Purse wanted to promote their Operation Christmas Child campaign, with the goal of increasing online donations.
Samaritan’s Purse had been running campaigns in house for years, so they wanted to see a positive return on investment by using an agency and seeing if they could achieve better results with the same budget.
In order to achieve an increase in online donations, we planned and created Google Ads search and display campaigns, targeting people who were looking to donate to Children’s charities.
We collaborated with Samaritan’s Purse’s Digital Marketing team, advising on creating graphics and copy that would entice users to click and donate to the appeal.
Once we gained enough data from the campaign, we started optimisation, prioritising running the best performing ad copy and graphics. We noticed that misspellings of the brand name were generating a lot of cheap clicks, so we focused on gaining the traffic from those search terms and drilling down on long tail keywords, without much competition.
Samaritan’s Purse were very happy with the results of their campaign and called it a massive success. Using Google Ads, we managed to increase the number of Shoeboxes donated by 500% compared to the year prior.
We enabled Samaritan Purse to reach a new audience online at a time when their traditional donation points were closed due to different lockdown regimes across the devolved nations of the UK.
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