We recently completed a project for an Australian charity, Dying to Understand, whose core mission is to provide advice on end-of-life preparations. The goal was to create a Google Ads campaign aimed at increasing awareness and driving traffic to their new website. The challenge lay in ensuring the charity stood out amidst the competition with big government websites, which often dominate Google rankings. This necessitated the crafting of a well-rounded, strategic, and targeted campaign, harnessing the power of keyword research and conversion tracking.
At the outset of the project, our focus was on understanding the charity’s unique selling proposition and identifying the most effective ways of promoting their message. The charity offers advice that seeks to demystify the concept of death, enabling people to better prepare for the end of life. While an undoubtedly sensitive subject, the direct and compassionate approach taken by Dying to Understand distinguishes it from other providers.
This set the scene for our in-depth keyword research, a cornerstone of our project. We delved into the complexities of language surrounding death and end-of-life planning, analysing trends, variations, and potential traffic. We ensured that our keyword selection remained respectful and understanding of the subject matter at hand while still remaining competitive in the crowded digital space. This process resulted in a comprehensive list of potential keywords to target for the Google Ads campaign.
A key feature of our project was conversion tracking, which allowed us to measure the success of our campaign and identify areas for future optimisation. We meticulously set up conversion tracking on Dying to Understand’s new website to ensure we could monitor visitor activity and engagement. Our team implemented strategies to track user interactions, resource downloads, and online consultations. By understanding these user actions, we were able to gauge the effectiveness of our keywords and ads.
The project also involved creating compelling and insightful ad content to engage and resonate with the audience. Our team of skilled copywriters produced thoughtful, informative and persuasive ad copy designed to raise awareness and direct traffic to Dying to Understand’s new website.
In conclusion, the Google Ads campaign for Dying to Understand was an intricate and delicate project, balancing competitive keyword targeting with respectful and compassionate communication. We are proud to have successfully created a campaign that not only increases the charity’s visibility but also adheres to their core values, remaining sensitive to their audience and the sensitive nature of the topic.
As a testament to the effectiveness of our campaign, Dying to Understand has seen an increase in website traffic. By leveraging the power of Google Ads, we have assisted Dying to Understand in achieving their goal of helping individuals better prepare for the end of life. This project further reiterates our ability to craft unique, effective digital marketing solutions, irrespective of the industry or the sensitive nature of the services provided.
