The overarching aim for the British Red Cross was to improve First Aid understanding in the UK. We broke this down into three main objectives: Increase traffic to first aid help and resource pages, increase the number of bookings for training courses, and generate installs of the First Aid app across all channels.
Through a combination of account restructures, advanced tracking, audience strategies, and custom JS and Python scripts, we were able to drive results far exceeding targets. We drove an increase in both volume and quality of traffic to first aid pages. First Aid courses drove more revenue at a lower CPA. Whether it was urgent information, resources or training, we made sure the Red Cross was there to give it.
Putting First Aid in First Place: Using Search to Save Lives with the British Red Cross
We partnered with the Red Cross to drive first aid awareness right from the moment of search. By deploying granular structures, targeted copy and purpose-built tools, we were able to exceed campaign goals ultimately helping the public find vital information at the moment of need.