Set up in 1993 by the Duchess of York, Children in Crisis is a non-profit organisation aimed at improving the lives of children living in third-world countries. They do this through education and training, building schools and training social workers to provide ongoing support.
The charity sector is a fiercely competitive one, with hundreds of organisations vying for attention in the digital space. Children in Crisis wanted to raise awareness of their charity in order to aid with fund-raising.
However, without a detailed knowledge of PPC, they were finding it hard to create the right online ads targeted at the most relevant audience. Children in Crisis was also unaware of how to achieve Google Ad Grants status, a scheme whereby Google donates towards charity ad spends.
After achieving Ad Grant status, Children in Crisis would also be constrained to a $2 a day CPC limit, meaning keywords based around ‘charity’ would be too competitive, requiring intense keyword research.