Case Study

CDP

Maximising a Google Ad Grants Account

Client

CDP runs the global disclosure system that enables companies, cities, states and regions to measure and manage their environmental impacts. They have built the most comprehensive collection of self-reported environmental data in the world.
Their network of investors and purchasers, representing over $100 trillion, along with policymakers around the globe, use their data and insights to make better-informed decisions. They have offices and partners in 50 countries and have driven unprecedented levels of environmental disclosure.

The Brief

With the recent policy changes in the Google Ad Grants programme, the digital team at CDP approached Screaming Frog to assist them in ensuring that their global Google Ads campaigns remained compliant and driving highly valuable traffic to their site. Once compliance was achieved, CDP also wished to expand their current campaign coverage to include new areas of the business and markets.

Our Strategy

Prior to any campaign changes taking place a full account audit was required so that those areas greatest at risk of non-compliance could be addressed. This audit focused on the specific changes within each of the three Google Ads Grants policy sections, with each policy update ranked in terms of risk and therefore priority.

Following this initial audit, the Screaming Frog team immediately began to make changes where needed to ensure that the CDP campaigns remained online. Through a comprehensive account restructure, those poorer performing campaigns were optimised, and their performance brought into line with the new requirements.

To ensure that the campaigns also met the expansion element of the brief, the Screaming Frog team looked to use the outcomes from the audit alongside CDP’s own Google Analytics data to identify potential areas for campaign expansion.
This analysis highlighted a number of new geographical targeting options which would then lead onto a more performance led management style.

Results

Not only are the new campaigns able to meet the various policy requirements, with ongoing optimisation their performance continues to improve, hitting new records each month.

The new markets are now being targeted with new audiences becoming aware of CDP’s valuable work. These new audiences are seeing a continued improvement in their performance and are helping grow CDP’s Grants coverage whilst also helping guide new activities & initiatives.

"Ben and Matt have been really supportive and proactive from the beginning! They’re true experts in the field and have continuously helped us expand and improve our Ad Grants campaigns."

Senior Digital Manager, CDP

Nina Schäperklaus

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