National Trust for Scotland

Maximising visibility through Google Grants

61%

Increase In Impressions

Project Information

Categories: Public and Non profit making sectors

Released: 01/02/2016

The National Trust for Scotland (NTS) is Scotland’s largest charity organisation with over 310,000 members, the trust owns and manages around 130 properties and 180,000 acres of land around Scotland. This includes many historic landmarks including castles, county houses and ancient dwellings.

NTS as a charity qualify for the Google Grants scheme which entitles the advertiser to $10,000 USD each month to be spent on the AdWords platform. NTS had recently set up their campaign however were not receiving the results which they expected. They approached The Zen Agency to audit and set up the AdWords account to get maximum return.

PPC Account Audit

As a first step in the project we did an audit of the current account, from the initial audit which uncovered a number of issues. There was a lack of relevancy between the keywords which were being targeted, the ad copy and the landing pages. This was leading to a lower than average CTR. We also noticed that the analytics was not currently connected to the AdWords account and there was no goal conversions implemented.

Keyword research

We undertook extensive keyword research using industry leading tools and techniques. Once we had a master list of all the keywords which were relevant to the various objectives we could then put these into close knit groups of around 10-20 keywords. These would become the ad groups within the account. This allowed us to flesh out the campaign structure and would ensure we would have relevancy between ad copy, keywords and landing pages.

Ad Copy

The next stage was to write creative ad copy that was relevant to our keywords and landing pages. Including calls to action and added value in the ad copy would entice users to click on the advert. We created a minimum of two adverts for every ad group. This would provide valuable results about how users react to different messages with the copy.

The campaign was created for NTS, we recommended that an ongoing strategy was implemented that would allow us to continually refine keywords, negative keywords and ad copy while reporting on results on a weekly basis.

The new account structure ensured that NTS was able to use their $10,000 per month and saw an increase in 61% in impressions and a 127% increase in the number of clicks.

Let the numbers do the talking

100%

360/360
Google Grant spend per month

61%

219.6/360
Increase in impressions

127%

360/360
Increase in clicks

Check out some of our other work

Contact us today

Let's start something exciting together

Some kind words from our clients

I worked with Zen to develop a new website for the charity MND Scotland. Our developer Scott and designer John were fantastic. Always extremely helpful, patient and offering solutions when needed. Designing a new website is never easy but they certainly helped make it a much more seamless task. We have received lots of great feedback on the new website and are extremely happy with the finished product.

Niamh Callan

Communications Officer

From the initial pitch, to the scoping and build of our website, through to ongoing maintenance, Zen were great to work with. They understood our requirements from the word go and were able to build a website that is both functional and stylish. Redefine|BDL Hotels had a need to create a weddings platform that our 45+ hotels could sit on. We needed this to be flexible and easy to update, all while standing out and looking great. This is exactly what we got, we’ve received great feedback from our peers and users alike.

Ashleigh Cowan

Marketing Coordinator

“This is now the second iteration of our marketing website that The Zen Agency have partnered GoodPractice on and the results are excellent. We are absolutely delighted with the end product which provides our clients and potential clients with a fabulous view into our products and services. I would highly recommend Zen if you require full-service digital support”

Paul Gray

Marketing Manager

"Zen Agency have managed the Chivas Brothers intranet platform for over one year now and have proved to be a highly responsive, efficient and reliable agency partner. The Zen Team are often required to work to tight deadlines and have consistently delivered exceptional service levels and always within budget."

Clare Wood

International Marketing Manager

The team at Zen have provided excellent service and quality of work since the latter part of 2015 when we got them in to do our first ever SEO campaign. Given it was the first time we had embarked on a project like this at Howden, the team at Zen were in regular contact with us providing us with updates and improvements to make the campaign a success, whilst also ensuring our original budget was put to effective use and never strayed beyond the agreed amount.

Ciaran Donnelly

Marketing Specialist

The Zen Agency have worked hard with us to find a workable solution to help us with on-line applications. This site is our main marketing tool and therefore it is important that we have a reliable web company to support us to achieve our marketing goals. The top priority was to make it easy for applicants to find out information about our courses and to apply - feedback from our students indicates we have achieved this.

Shelagh McLachlan

Marketing and PR manager

"The Zen Agency created exciting internet design concepts, which were perfect for our young audience, blending sport and education. They created a modern look and feel; then carried this design across our social media to bring it all together."