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How optimizing ad text copywriting could recoup millions in lost revenue for UK charity advertisers using Google AdWords

Our new white paper, produced together with Nonprofit Marketing & Fundraising Consultancy Strategy Refresh, shows that charities advertising on Google AdWords are wasting the opportunity to recoup millions of pounds by failing to optimize their ad text to exploit Google's Quality Score based reward system.
This missed opportunity to fully optimize AdWords activity is not the sector's failure to date as it has only come to light recently as a result of a new investigation into the relationship between ad text copywriting best practice and Quality Score.

This detailed research has only recently been made possible with the launch of our new algorithm based ad text effectiveness measurement tool, the ATO Metric. The ATO Metric measures ad texts effectiveness with a combination of Google technical elements and proven direct response copywriting principles.

The white paper demonstrates that UK charities are overspending needlessly on Google AdWords by very significant amounts, but that significant savings can be achieved without any loss of advertising effectiveness or ROI.

Twenty leading UK charities were analysed in the research which highlighted that on average each charity could have saved on average £133,000 per year, and the largest amount a single charity could have saved was almost half a million pounds.

By Paul Booth

Paul is the Chief Executive Officer of The ATO Co, which delivers ATO AdWords copywriting for UK-only and international brands in over 80 countries around the world.