Sick Kids Hospital

sickkids

EQ Works generated conversion rates as high as 70%

Sick Kids Hospital

  • 14 Jan 2016
  • Sick Kids Hospital
  • AdWords, Donations, Google Grant, SEM

Objectives

SickKids Foundation’s mission is to inspire communities to invest in health and scientific advances which improve the lives of children and their families in Canada and around the world. EQ partnered with this major foundation to optimize and improve search engine marketing campaigns. SickKids was looking to improve their search engine marketing initiatives to:

  • Generate additional revenue from search marketing
  • Increase awareness of the foundation’s mission, activities and events
  • Track paid search activities, revenue and conversions

Solution

EQ provided a strategy to restructure the SickKids search buying methods and created a new custom pixel tracking system to better understand and optimize SEM performance. Theme-relevant campaigns and various keyword strategies were introduced to provide better targeting, relevancy and to reduce cost per click rates. EQ also provided training to ensure the SickKids team could manage the process going forward.

Result

With optimized campaigns, proper reporting and tracking, EQ was able to increase revenue while meeting or exceeding all the key performance indicators:

  • Improved account structure and campaign execution resulted in conversion rates as high as 70%
  • Significantly improved CTR from < 1% to as high as 3.5%
  • Annual revenue target was exceeded by 17% in only 9 months of the year