Children’s Hospital Foundation in Brisbane

Overview

After the successful launch of the new Children’s Hospital Foundation (CHF) website in September 2018, CHF partnered with Marlin to strengthen their digital capabilities inhouse and drive traffic to their new website for relevant keywords.

We helped CHF roll out feature enhancements for the new website and supported their inhouse digital team to carry out ongoing marketing activities. 

Within a short period of time managing their Google Ad Grants account, traffic to their website from paid search increased nearly 7x and conversions increased by 7.5x.

Problem

Increase traffic to their website and enhance the CHF’s staff understanding of the platform and coach the team in what type of goals they should hit on a monthly basis.

Solution

Review, optimise and manage their Google Ad Grants account. Our goal was to empower the organisation to do more by themselves while guaranteeing they were set up for success.

Results

Traffic to their website from paid search increased nearly 7x and conversions increased by 7.5x

The Challenge

CHF decided early on that they wanted Marlin to review, optimise and manage their Google Ad Grants account. They needed our help to drive the relevant traffic to their website and train their in-house team to self-manage their Google Ad Grants account.

The Solution

CHF set goals to increase conversions, increase website traffic and search impressions, and utilise their Google Ad Grant budget. 

Starting with a low conversion rate and traffic volume, the first tasks for Marlin were to fix the account structure such as the bidding strategy, fix disapproved ads and add relevant search terms to new ad groups to make the account more relevant. Then we worked on expanding the existing keywords and revising existing ad copy and ad group structure to significantly increase the traffic and conversions from paid ads.

In addition, to managing CHF’s Ad Grants account, we helped build capacity in their inhouse team so they could take over the ongoing management of the Ad Grants account. 

Our goal was to empower the organisation to do more by themselves while guaranteeing they were set up for success. Our digital experts held monthly training sessions to enhance CHF’s staff understanding of the platform and coach the team in what type of goals they should hit on a monthly basis. A list of recommendations for the next six months was also given to their inhouse team so they have a clear picture of what their priorities are.

To give the senior stakeholders within the organisation an easy overview of the current goals and progress towards their KPIs, Marlin designed a real-time dashboard to track high-level performance figures.

We always recommend setting up these highly customisable dashboards so that team members and management have the most up to date reporting capabilities and can ensure they are tracking towards their targets.

The Results

CHF’s Google Ad Grants metrics have improved within the month we took management of their account. By the end of our management, CHF have realised their initial goals with traffic to their website from paid search increased by 6.8x and conversions increased by 7.5x.

In addition, CHF’s inhouse team are now confidently managing their own Google Ad Grants account and their internal and external stakeholders have a much clearer understanding of the team’s digital marketing efforts and areas of improvement for the organisation in the next six months.