“Since One Further started managing our account, we have seen huge increases in reach, clicks and conversions month-on-month. It is also a huge load off the mind and team’s workload.”
Rich Mix is a unique arts centre in London providing a three-screen cinema, live performances, office space, bars and a restaurant. Like many arts organisations, Rich Mix have a Google Ad Grant giving them up to $10k of in-kind spend on Google search ads every month.
Project summary
Rich Mix was aware that the Ad Grant wasn’t being used to its fullest extent and asked us to give some guidance on turning things around, knowing our background in digital marketing for arts organisations. This turned into a significant update and overhaul of the account to take advantage of the latest tools provided by Google.
“Rebuilding after the pandemic, it was important to us that we were maximising our ad grant to bring in audiences. Our cinema income and audiences were suffering as a result of not having invested in our Google Ads setup.”
The solution
We examined their Google Ad Grant account, looking at current performance as well as historical data. Our report focused on three key areas:
A review of account performance and their template-driven campaign setup process
Advice on how to take advantage of recent changes to the Google Ads platform
Step-by-step recommendations for updating and enhancing their account
We paid particular attention to Rich Mix’s specific context and offer. As a cinema, they have a frequently changing programme. The rest of their programming is diverse and rooted in the local community.
Our recommendations went down a storm and we were very pleased to be asked to implement all of the suggestions we had made. We’ve since been managing the account on an ongoing retainer basis.
The results
Several months since we relaunched the account, the account is now outperforming expectations, turning Rich Mix’s Ad Grant into a valuable sales driver.
The blue line represents ad clicks and the green is purchases.
Before our involvement the account had almost flatlined. The new account structure is making much more effective use of Google’s $10k grant.
A success, and a satisfying demonstration of how a simplified - but highly strategic - account structure can rapidly yield positive results. All while reducing the workload of a team of extremely busy arts professionals.
“The experience has been brilliant. One Further are responsive, and the reports break down all the month’s activity in an easy-to-read way which I can share internally.”