Case Study: Cancer Research UK achieves a 26% revenue increase with Impression Digital's integrated search strategy

Cancer Research UK boosts revenue 26% with Impression Digital

Cancer Research UK, a leading independent funder of cancer research, faced a challenge in the increasingly competitive paid search landscape, which was driving higher costs and making it difficult to raise funds. They tasked vendor Impression Digital with maintaining and growing search visibility to increase overall revenue without increasing their media spend, specifically aiming to improve return on ad spend and cost per acquisition.

Impression Digital implemented a strategic branded incrementality test, which involved reducing spend on branded keywords in specific locations to determine if organic search could capture the lost traffic. This freed up budget to be reinvested into more competitive non-branded terms. The solution successfully decreased brand spend by 7.8%, increased year-on-year revenue by 26%, decreased cost per acquisition, and increased return on ad spend by 8%, exceeding their initial targets.

Cancer Research UK