Visitor Attractions

Royal Museums Greenwich

Project Overview

A free nonprofit megaphone

A top-10 UK visitor attraction and UNESCO World Heritage Site, Royal Museums Greenwich (RMG) is home to the Royal Observatory Greenwich, the iconic Cutty Sark, the National Maritime Museum and the Queen’s House art gallery. RMG's goal is to ensure that diverse audiences are actively engaged with their core themes: British and global histories, maritime life, art, and science.

RMG were looking to make the most of their Google Grant to increase their reach with key audiences and share messaging around their events and exhibitions.

Solving the riddle

Our core objectives

What we did

Our approach

There are currently over 5.6 billion Google searches each day. Google Advertising gives you the opportunity to reach this audience, but can often be costly, especially for non-profits with limited budgets. This is where the Google Ads Grant comes into play. But, while the Google Grant is a valuable opportunity for many non profits, the process can prove to be too challenging for most in house teams.

Peter Marriot, Paid Media Manager at Digital Visitor says: “The application process is long and complex and, once you’ve qualified, the really tricky part is maintaining it. Violations of Grant guidelines will mean removal from the program permanently. Spending the full Grant amount is also a challenge. Restrictions on CPC, daily budget and the inability to use Search Partners or the Display Network mean that some will have a hard time finding a way to spend the $10,000 per month. Many Google Grant members under-spend their budget, with an average recipient spending only $330 a month.”

In order to overcome these challenges with the RMG Google Grant account, the Paid Media team worked on restructuring and rebuilding the account to work in line with Google’s best practice Alpha Beta Gamma structure. This is an established approach used to maximise efficiency and budget.

Once the account was rebuilt, our Paid Media and Content teams worked together to make recommendations for new content on site to grow audiences who may be searching for information on topics relating to RMG.

The results

Delivering on our word

The restructure and optimisation of the Royal Museums Greenwich Google Grant account has seen: