Google paid search ads
We conducted research to identify Google search terms related to volunteer opportunities, work experience, and more. We produced a list of keywords, and targeted both exact and broad match modified match types. This approach allowed us to have on-going keyword research, whilst minimising cost per click.
As with Facebook, ads were targeted in areas identified as having a shortage of call centre volunteers. The account was broken out by branch, because Samaritans have separate landing pages for different local centres branches. We were therefore able to serve ads that mentioned the local area. Through serving ads with a local message, and a local landing page, we delivered an engaging user journey.
Throughout the management of the campaign, attention was given to different data segments. We monitored performance by keyword, match type, location, device type, age bracket and gender. Bids were adjusted against each segment.
Further attention was given to search query reports. From this we identified new exact match keywords, and negative keywords.