11 Sep 08

Breathing Space - Search Campaign

Trigger Points

Client Background

Breathing Space is a Scottish organization which offers a free and confidential phone line service to anyone experiencing depression. The service specifically, but not exclusively targets young men, the focus is to provide skilled assistance at an early stage to prevent problems escalating.

Objectives

The objectives of the 07/08 campaign were:

• To create awareness of the Breathing Space service
• Drive traffic to the website
• Have a knock on effective on the call volumes
• To reach users and encourage them to call Breathing Space before they become depressed 

Strategy

Mediacom proposed a search campaign to reach users at potential “trigger points” in order to drive people to the Breathing Space website and seek advice before any problems escalate. Trigger points included, Stress, Debt, Bereavement, Men’s Health, Relationships. Each campaign ad group consisted of a trigger point area and was allocated specific, relevant Ad text.

The keyword list consisted of many generic, high search volume keywords along with brand and specific depression related keywords.

Account Optimisation

The campaign was optimized on a regular basis. Due to the generic nature of some of the keywords there was a high level of competition for Ad text positions e.g debt related keywords such as credit cards. Optimisations focused on the best performing lowest cost keywords to give the campaign maximum exposure for the available budget. 

Success - Traffic Increase

In the 4 months prior to campaign start the average monthly web visits was 4,000. In the 4 months after campaign start the average monthly web visits was 11,000, a 63% increase. This increase can not fully be attributed to the search campaign as offline activity was taking place also, but post click data shows throughout the course of the search campaign, 40% of website page views were generated by paid search.

Client Quote

“Breathing Space have been impressed with the impact that the Paid Search campaign has had on our website traffic, with hits to the site trebling since the campaign started. For a public sector organisation trying to reach a targeted population in Scotland it has proven a cost effective solution to increasing awareness and understanding of our phone line and web service” Geraldine Scott – Breathing Space