Erika’s Lighthouse
Empowering students through worldwide mental health programs
About the Client
Erika’s Lighthouse is a nonprofit organization that focuses on mental health awareness for students around the world. Their philosophy is that “depression education is suicide prevention,” which is why their mental health resources and programs do not just cater to students but also their families and educators.
By integrating their mission with the whole community, they believe that the discussion around mental illness can reduce social stigma and lead to better strategies in care.
The Challenge
Erika’s Lighthouse has a strong website that is a fantastic resource for depression awareness. They were getting impressions in their Google Ad Grant, which was being managed by another major Ad Grant management service provider. However, they found that most of these numbers resulted from folks seeking counseling services and medical attention for mental health issues – services that Erika’s Lighthouse does not offer.
What’s more, these numbers were also not translating into meaningful conversion actions. They wanted more classroom-level ambassadors to implement their programs and needed help in signing more people up for their fundraising initiatives, such as their annual Chicago marathon team.
Erika’s Lighthouse was looking for the right partner who could use the Grant to achieve their main goals. They were struggling to get people to create a profile to access the free resources on their website, an initiative that was crucial to their mission. Additionally, they were hoping to more narrowly target educators – a key group in implementing their programs in schools.
The Results
Ad Grant spend
↑ $3,200
Clicks
↑ 1,623
Conversions
123
The Getting Attention account manager’s first step was gathering data from Erika’s Lighthouse’s previous ongoing campaigns. From there, we restructured their campaigns to form more meaningful ad groups.
Our priority was continuous keyword research to target social workers, teachers, and school administrators – the types of job titles who would be most likely to be able to implement the suicide prevention and depression awareness training in classrooms. Most importantly, we added negative keywords to guarantee that all their clicks were relevant to their mission of mental health awareness instead of treatment.
At Getting Attention, we pride ourselves on being conversion-focused and highly collaborative. That’s why we recommended ways Erika’s Lighthouse could revamp their landing pages and apply effective CTAs to their blogs to increase conversion rates and improve the site’s readability for Google.
While the Erika’s Lighthouse team was updating their website, we were tailoring our ads to support the content. This meant that Erika’s Lighthouse ads became more relevant and started appearing higher on search results.
After working with Getting Attention, Erika’s Lighthouse’s CTR increased to 9.59% with 123 new accounts created – quite a huge leap! Awareness campaigns alone garnered no less than 1,623 clicks. Through our strategies, Erika’s Lighthouse was able to expand its reach, target the right audience, maximize Grant spend, and get more conversions.
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