Embrace the Middle East
Embrace the Middle East is a UK charity who support, enable and partner with Christians in the Middle East as they work to transform lives through education, community and healthcare.
In the period leading up to Christmas the trading arm of the charity raises funds through the sale of Christmas cards and decorations, carol sheets, scented candles and religious items.
From September to December 2023 I worked with this charity, managing their Google Ads – both the grant and the paid account.
The results were incredible and showed the strength of their offering.
What we set out to do
After taking over the accounts I expanded and restructured the campaigns where needed.
In the paid account I set up Performance Max campaigns focusing on Christmas items, focusing on the following:
- Product segmentation based on product categories
- Product titles optimisation
- Audience signals expansion
- Testing of various creative assets
- Bidding strategies
- Exclusion of irrelevant terms (negative keywords)
Performance was so good we had budget left over and expanded our activity to include wooden and ceramic products made in the middle east.
In the grant account I restructured several campaigns following best practice and expanded keywords significantly.
Impact
The figures below made my client very happy!
+385%
+77%
£53.04
I encouraged my client to expand their activity in the following years (the also advertise during the Easter period) to Microsoft Advertising (paid and grant) as GA4 shows that their target audience of mostly elderly ladies uses Bing as their search engine.
Excellent work ethic & strong subject matter knowledge.
Dan O'Callaghan
HEAD OF TRADING @ embrace the middle east
I love working with Sonia, she comes up with strategic insights in a clear and well considered manner. She can quickly pick up an account and make effective optimisations and her knowledge knows no bounds.