Paid media strategy boosts engagement by 101%

YOY increase in conversions

YOY increase in clicks

YOY increase in Google Grant utilisation

The Fremantle Trust is a registered charity providing first-class care and support services for older people and adults with a learning disability in Buckinghamshire, Bedfordshire, Berkshire and Hertfordshire.

The brief

As a result of COVID-19, many care homes saw occupancy rates heavily impacted.  Consequently, The Fremantle Trust found that their occupancy rates had been negatively affected and implemented a new online marketing strategy to reverse this downturn. Distinctly spearheaded an organic and paid media strategy to drive additional traffic to their website and boost new resident enquiries. 

Historically, much of the Trust’s marketing was primarily focused on offline activity, so there was an opportunity to analyse the competitor landscape, and concentrate efforts on the key digital channels that had been underexploited.

The client owned both a Google Grant account and a standard Google Ads account. Both were in need of expansion and optimisation to increase click throughs and improve conversion rates.

What we delivered

To deliver our client’s objectives to increase the overall number of enquiries and improve the quality of traffic reaching their website, we undertook the following:

  • completely rebuilt both Google accounts with a new campaign structure to be more granular per keyword and advert
  • audited and reconfigured conversion goals to match key objectives  
  • expanded existing search terms to cover more of the relevant search market
  • implemented a comprehensive new negative keyword list to keep traffic relevant
  • migrated keywords that were restricted within the Google Grant account to the standard Google Ads account where bids could be set more aggressively
  • ensured more of the Google Grant budget was utilised 

By taking the time to understand the care sector – both the lead touchpoints and pain points – we worked closely with our client to ensure we were delivering the best possible activity to achieve the best results.

The results

The performance of both Google Grant and Google Ads accounts have substantially improved, compared to the previous time period. CTR increased by 101% and conversions by 71%.

In addition, the Google Grant account had a 243% increase in utilisation over the same period, further enabling the significant increase in the amount of online exposure generated per month. 

As a result, The Fremantle Trust has seen a notable uplift in both lead enquiries and improved occupancy rates.  We continue to deliver services to ensure the Trust achieves full occupancy and stays ahead of its competitors.

What the client thought…

“We’ve been working with Distinctly for almost a year now and we’ve been seeing some great results.

“They go above and beyond and are a very knowledgeable team, who are always clear in their communications. We highly recommend them.”

Marketing Communications, The Fremantle Trust

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