How charities can increase the value of every pound spent on Google AdWords

Charities are wasting vast sums unnecessarily

Brand image and reputation are crucial in charity and fundraising advertising. However, all too often, this investment in the brand is let down when the charity appears in Google AdWords.

Google AdWords is a highly demanding, direct response advertising medium. It is also the only advertising medium that rewards more effective ads with lower costs.

The need for experienced copywriters

At present, AdWords ads for charities are not written by experienced copywriters. This results in poor response results, which cost charities money unnecessarily, and all too often damages the charity's brand reputation, which has been invested in heavily. This needs to change. Charities, more than any other advertisers, must be seen to be maximising the value of their AdWords spend.

Research says charities are wasting £ millions

Research undertaken by The ATO Co looked at 20 famous name charities in the UK which together spend over £10 million annually on Google AdWords. The report found by not optimizing their AdWords copywriting these charities overpaid by 27% on average. In other words over a quarter of those charities' AdWords budgets was money thrown away. And the largest single amount a charity could have saved by adopting best practice copywriting was over £450,000.

The ATO Co – maximising the value of every pound spent

The ATO Co is the only company specialising in best practice copywriting for charities advertising on Google AdWords. Our ATO copywriters combine an in-depth knowledge of Google AdWords with direct response charity copywriting experience.

Charity sector experience

The ATO Co's charity sector copywriting expertise is led by Bob Maddams who previously worked at M&C Saatchi and Ogilvy & Mather, before working as a communications consultant for international charities and NGOs.

The ATO Co also brings an academic focus to charity and fundraising communications by applying the behavioural psychology principles enshrined in The Life You Can Save, written by Peter Singer, Professor of Bioethics at Princeton University.