Case study: Rich Mix
We turned a dormant Google Ad Grant into a revenue-generating asset that pays for itself, and continue to maintain it month to month.
Rich Mix is a unique arts centre in London, with a three-screen cinema, live performances, office space, bars and a restaurant. Like many arts organisations, Rich Mix has a Google Ad Grant, giving them up to $10k of in-kind spend on Google search ads every month.
But the grant wasn’t being used to its fullest extent. Coming out of the pandemic, that mattered: cinema income and audiences were suffering. Knowing our background in digital marketing for arts organisations, Rich Mix asked us for some guidance on turning things around.
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.
We examined their Google Ad Grant account, looking at current performance as well as historical data. Our report focused on three key areas:
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 asked to implement all of them. What started as guidance became a significant overhaul of the account, taking advantage of the latest tools provided by Google. We’ve been managing it on an ongoing retainer ever since.
Several months after we relaunched it, the account is outperforming expectations, turning Rich Mix’s Ad Grant into a valuable sales driver.
The new account structure makes much more effective use of Google’s $10k grant. It’s a satisfying demonstration of how a simplified, but highly strategic, account 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.
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.
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