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