Now, to the fun part!
It’s always interesting completing an account audit.
We learn a ton every time, like how some agencies prefer SKAG while others don’t.
We also see interesting things, such as an account having over 6,000 active keywords.
St. Baldrick’s has a lot of data, which is ALWAYS a good thing, so in a way, those 6,000 keywords ended up being very helpful.
So, what did we end up doing?
First, we narrowed it down to three campaigns/focuses based on the data we reviewed. We realized many people were searching to donate to St. Baldrick’s, so we piggybacked on that branded keyword. We also focused on “donating to childhood cancer” and other similar search terms.
But the biggest win came from somewhere else.
We noticed some high-performing traffic coming from one campaign, which was oddly enough budget-restricted, and the keywords focused on people searching to learn more about childhood cancer. St. Baldrick’s already had this content in place, so we found out which pages were already doing well organically and doubled down on those for the Google Grant. It was an easy win.
What comes next?
We plan to focus on expanding the content for St. Baldrick’s and possibly implement lead generation.
Below you’ll find some highlights from the account restructure.