Institute of Imagination


Institute of Imagination saw Google Ads become their biggest growth channel.
Anuncia have leveraged £10,000s in free ad spend to drive relevant website traffic

institute of imagination

Key Metrics: Year on Year comparison

4,500

Ad Grant Spend Leveraged each month

+410%

increase in Clicks

+410%

increase in Clicks

+122%

increase in CTR

The Challenge

The Institute of Imagination is a UK charity creating space for children and young people to re-imagine the world. The charity runs STEM activities for children, young people and adults to educate and entertain.

The charity approached Anuncia as they wanted to use their Google Ads to drive more traffic and event bookings. They also needed our specialist support to set up comprehensive tracking to measure bookings and attribution so that the marketing team could easily see which marketing activities were delivering results.

Our Solution

Working with iOi meant starting fresh without any previous data available. We initially set up themed campaigns to promote the charity’s events in London and the UK. Due to the fast-changing nature of the organisation’s events, we have a process to refresh and adjust ad copy and keywords regularly and quickly to ensure we’re promoting the most important activities taking place.

We implemented Google Tag Manager into the iOi website to allow us to add multiple events to Google Analytics easily. This also makes it easy for the charity to adjust tracking easily in future without requiring web development support.

Through Google Tag Manager we implemented cross-domain tracking to allow us to see ticket booking data from Eventbrite and link this up with the corresponding user on the iOi website. This has been extremely valuable in providing the charity with critical insights into booking data and the value of each marketing channel.

The Results

Over the last 6 months, we have grown website traffic by 3x through Google Ads. We can now see ticket sale data feeding through Google Analytics from our activity which helps us assess the impact of our marketing work.

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