92% increase in YoY channel revenue for Cancer Research UK

The Challenge

Impression has been working with Cancer Research UK since 2019, devising and delivering its paid search strategy.

As one of the largest cancer research organisations, there are many divisions within the organisation, and in the marketing department, they have a host of channels to drive revenue, from physical in-person fundraising to online e-commerce.

We were tasked to increase high and mid-value legacy pledges through paid search, specifically:

1

Establish the value of each targeted conversion action

2

Increase the ratio of conversions for mid- and higher-value internal conversion actions and external referrals

3

Increase estimated revenue contribution by growing lifetime value (LTV) by 50% and ROAS against LTV by 10%

The Strategy

The current Legacies marketing strategy meant that each conversion, despite their differences, was being treated equally.

To demonstrate value, we sought to move away from conversion-level bidding towards value-based bidding, prioritising the worth per conversion rather than quantity.

1

Establish the lifetime value of each targeted conversion action

The Legacies team had multiple conversion pathways and opportunities with differing average lifetime values and conversion rates.

We wanted to demonstrate that user pledges driven through paid search resulted in significant financial contributions to the charity.

We calculated the average value driven by paid search leads by working out theaverage pledge values and feeding in click-to-lead rates and lead-to-pledges rates.

2

Implement value-based reporting

We implemented new reporting capabilities in Search Ads 360 to report on the estimated lifetime value for each conversion action and in total.

However, as we knew that driving users to particular landing pages did not necessarily increase pledges, there would be a significant portion of cross-campaign conversion.

For instance, campaigns that drove users to the Free Will Service page resulted in a high number of Free Will Service pledges, but Will Guide Downloads were still attributed to this campaign. Assigning value to these actions meant that cross-campaign conversions could still be relevant in campaign optimisation.

3

Optimise towards value

Once we were confident in our reporting setup, we trialled bid strategies that optimised towards the total value of our relevant conversion actions. This allowed us to track CPA and conversion more accurately and allow relevant cross campaign conversions to be tracked.

The Results

One of Impression’s core values is “Business for Good” and a doubling of lifetime revenue and a 40.7% increase in ROAS means that we are delivering incredible financial contributions to life-changing science.

20.8%

Increase in high- and low-value referrals

92.2%

increase in YoY revenue from only a 36.6% higher budget and 40.7% higher LTROAS

Impression took the time to understand the needs of the organisation and the intricacies of our products to deliver the most effective campaigns for CRUK.

Sophie Bourne Marketing Planning Manager

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