Cancer Council WA sought a new partner to enhance their digital presence and drive greater community impact. They were looking for a strategic partner that could align with their mission and values, and effectively communicate their message to the community.
Results from January 2024 to September 2024.
Cancer Council WA sought a new partner to enhance its digital presence and drive greater community impact. The team at Cancer Council WA were looking for a strategic partner that could align with their mission and values, and effectively communicate their message to the community.
Their primary objectives included:
Cancer Council WA also wanted to ensure that those diagnosed with cancer and their families could easily access the support services they needed.
We conducted an in-depth analysis of campaign performance across search and social media to uncover areas of opportunity. Our strategy focused on leveraging search, social, and programmatic channels with an audience-led approach.
We conducted a deep-dive analysis into Cancer Council WA’s existing SEO performance, focusing on content optimisation, technical SEO, and strategic keyword selection. Our approach included refining content to better align with audience needs, targeting those searching for cancer-related support, prevention, and research information.
We also implemented technical enhancements to improve site speed and user experience, which contributed to increased organic rankings. By identifying key search terms and topics relevant to the community, we were able to create a holistic SEO strategy that led to substantial growth in organic impressions, clicks, and conversions.
This optimisation helped connect more individuals with vital cancer support resources and ultimately boosted donation revenue and engagement through organic channels.
Our paid media campaigns were crafted to establish a consistent digital presence throughout the year. This “Always On” strategy ensured that we could engage potential donors at various stages of their journey, maximising impact.
We began by refining keyword strategies to align with audience intent, enabling us to capture both those who were already familiar with Cancer Council WA and those discovering it for the first time. Budget allocations were optimised across the Google Ads, Google Display Network (GDN), and Meta platforms to ensure maximum efficiency, while the creative assets were tailored to resonate with each specific audience segment.
These campaigns leveraged the client’s creative assets which built emotional connections, particularly for fundraising campaigns like raffles and tax appeals. Our media strategy also incorporated an analysis of conversion tracking, segmentation of ads, and remarketing opportunities, which allowed us to reduce budget wastage and maximize the effectiveness of each campaign.
For our programmatic campaigns, we focused on building highly-targeted audience segments. We employed advanced bid strategies to ensure optimal allocation of media spend towards the highest-performing audiences.
The campaigns leveraged both native and display ads to drive awareness and engagement, with a particular focus on quality site traffic. Engaged visitors were a key segment, or those users who spent a minimum duration of 30 seconds on the website or viewed multiple pages, which indicated deeper engagement. By maintaining a focus on quality engagement rather than just broad reach, we were able to efficiently use the allocated media budget to maximise campaign impact and deliver impressive performance metrics.
Our comprehensive approach delivered exceptional outcomes:
