Mental Health First Aid

CHALLENGE

Due to policy changes and no dedicated resource for search, Mental Health First Aid were struggling to maintain their Google Grants status and achieve sustainable growth.

INSIGHT

We found Mental Health First Aid were ignoring the “search intention” of their audience and bidding on keywords that were much too broad.

SOLUTION

We created a campaign that focused on the search intent of users, while maintaining an average CTR of 18% and ensuring a quality score for keywords above 2/10.

Ensuring those searching for help can find it.

Mental Health First Aid is a well known organisation that covers a wide variety of topics in the mental health space.

However, when reviewing their Google Grants keyword lists we found the account was bidding on broad keywords (i.e. ‘mental health’ and ‘health course’). This made it difficult to maintain their Google Grant status, which in turn was making the website harder to find for those who needed support.

The mistake Mental Health First Aid Club were making was that they were failing to consider the intent of the users. By simply creating a more user focused approach we were able to totally reinvigorate their search strategy. We identified high search volume keywords and strategically bid on them, achieving a steady click-through-rate of 18%

We also created one-off campaigns based on events like World Suicide Prevention Day, Men’s Health Week and Mental Health Week. These campaigns provided the opportunity to reach new audiences and introduce people to Mental Health First Aid. Through weekly optimisations and strategic meetings, we were able to further optimise these results. Overall it led to a 350% increase in clicks through to their website.

Ever the overachievers, we went above and beyond in sticking to the Google Grants policy restrictions including maintaining a CTR above 5%, having a quality score for keywords above 2/10, and valid conversion tracking. This further helped ensure that Mental Health First Aid was reaching the people it needed to when they needed it the most.