› Project description:
The MIND Korrelatie Foundation is an aid foundation that has been offering support, information and contact to people in psychological distress since the 1970s. Since 2018 it has been part of the MIND Foundation.
› Campaign: Increase the number of contact moments by telephone, e-mail, whatsapp and chat. In addition, improve knowledge and awareness about psychological problems; normalizing the conversation about these prolems
› Media objective: Through the Google Ad Grant, spend the full, free Google Search Ads budget of $10,000 every month and thereby drive extra visitors to the site, offer additional advice for website optimization that ensures a maximum number of contacts
› Media strategy:
In fulfillment of their CSR goal, Google offers nonprofits $10,000 advertising budget per foundation. We established a joint package that made $60,000 available each month, of which $10,000 was for MIND Korrelatie. With this huge amount, a huge audience can be addressed through Google.
Since 2013, MIND Korrelatie has been featured in the most accurate searches (20,000 to 100,000 per month) by people who are looking for information about psychological problems or who want immediate help. We promote temporary campaigns such as the Open-up week or events such as Blue Monday, which see more and more participants every year.
We stimulate the number of contact moments by fully anonymizing data points (such as a chat request) and linking them to Google’s own data. With this we increase the accuracy of our advertisements and the number of contact moments that result.
› Search Engine Optimization (SEO)
With the merger of MIND and Stichting Korrelatie in 2018, a new website and a new domain were created. The ranking in Google was dealt a major blow as a result: For example, Correlation started again at the bottom of the search results.
From a scan we drew up a combination of technical SEO (redirects), link building and content improvement that should increase visibility. The link building strategy used mentions, outreach and link recovery. In short, we sent requests to restore old external links, add new placements to relevant articles and add a link wherever MIND Korrelatie was mentioned without a link.
Finally, we optimized the website by making contact options more visible and placing contact buttons next to articles about mental health.
› $10,000 monthly saved through Google Grants
› Annual increase in contact moments & website visitors
› Optimal visibility in the organic Google search results after free fall with new website
Analytics, Google Ad Grants, Project Management, Search Engine Advertising (SEA), Search Engine Optimization (SEO), Website Optimization
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