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Case Study

ABF The Soldiers’ Charity

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The Army Benevolent Fund, formerly ABF the Soldiers' Charity

Fine tuning paid ads to encourage more event sign ups for a lower cost-per-click.

Key results

57% reduction in cost-per-click,
65% increase in click-through rate.

Services

Pay Per Click Advertising

About the client

The Army Benevolent Fund, formerly ABF The Soldiers’ Charity, is the national charity of the British Army.

The project brief

ABF The Soldiers’ Charity sought to enhance their online donations and event sign-ups through improved PPC campaigns.

With limited time before each fundraising event, our challenge was to optimise paid ad performance while maintaining a low cost-per-click and achieving high sign-up targets.

Our approach

We conducted experiments with Display and Performance Max campaigns, successfully reducing the average cost-per-click and increasing traffic levels within the existing budget.

These positive results were implemented in subsequent campaigns, resulting in a 57% reduction in cost-per-click and a 65% increase in click-through rate.

This optimisation led to better-qualified traffic and extended campaign durations, facilitating increased event sign-ups.

As a result of our PPC success, the client extended our contract to provide technical website migration support and SEO services for their new website.

The results

57% reduction in cost-per-click,
65% increase in click-through rate.

Meet Our Team

Meet the people who deliver digital success for our not for profit clients.

Digital Marketing Audit

Digital Marketing Strategy

Tom Bowden

CEO

Digital Marketing Strategy

Search Engine Optimisation

Site Build Support

Website Migration Support

Chris Ainsworth

Technical Director

Charlotte Black

Head of People

Digital Marketing Strategy

Rosie Baker

Head of Client Services

Digital Marketing Strategy

Keeley Alvarez

Head of Client Services (Maternity Cover)

Pay Per Click Advertising

Search Engine Optimisation

Website Copywriting

Website Migration Support

Site Build Support

Rob James

Head of Delivery

Digital Marketing Audit

Sarah Sanderson

Head of Growth

Website Copywriting

Kerry McCarthy

Head of Content

Simran Kabotra Head shot

Website Copywriting

Simran Kabotra

Content Manager

Website Copywriting

Kieran McLoone

Content Manager

Digital Carbon Footprint Audit

Digital Marketing Strategy

Alex Eade

Marketing Manager

Pay Per Click Advertising

Digital Marketing Strategy

Michael Scanlon

Head of Paid Media

Digital Marketing Strategy

Search Engine Optimisation

Site Build Support

Website Migration Support

Sam Monaghan

Technical SEO Lead

Digital Carbon Footprint Audit

Search Engine Optimisation

Site Build Support

Website Migration Support

Joe Ketteridge

Technical SEO Manager

Digital Marketing Strategy

Tom Cox

Relationship Manager

Digital Marketing Strategy

Freya Hetherington

Relationship Manager

Digital Marketing Strategy

Klaudia Chojnacka

Relationship Manager

Jon Maddams

Partnership Development and eCommerce Specialist

Digital Marketing Audit

Dave Roscoe

Business Development Manager

Digital Marketing Strategy

Charlotte Pooley

Relationship Manager

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Pay Per Click Advertising

ABF The Soldiers’ Charity

57% reduction in cost-per-click and 65% increase in click-through rate.