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Suicide Prevention Using Google Ads: Randomized Controlled Trial Measuring Engagement.

Sandersan Onie¹, Patrick Berlinquette², Sarah Holland¹

¹Black Dog Institute, Randwick, Australia.

JMIR Mental Health

|April 20, 2023

Summary

Online ads effectively reach individuals considering suicide, providing crucial resources like the national suicide hotline. This study demonstrates the value of targeted advertising campaigns in suicide prevention efforts.

Keywords:

Google Ads advertise advertising campaign digital advertising digital intervention mental health online intervention prevention search self harm suicidal suicide suicide hotline suicide prevention

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Area of Science:

Digital Health
Public Health Interventions
Suicidology

Background:

Individuals often search online for suicide-related terms before an attempt.
Internet searches present an opportunity to intervene and offer support.

Purpose of the Study:

To investigate the effectiveness of an advertisement campaign designed to reach individuals contemplating suicide.
To assess engagement with online advertisements promoting suicide prevention resources.

Main Methods:

Two studies were conducted, involving targeted online advertisement campaigns.
Campaigns utilized crisis-related keywords and a co-designed website with varied resources.
Ad performance metrics and user engagement rates were analyzed.

Main Results:

The second study showed a 5.15% click-through rate on ads, with 22.79% of users engaging with the website.
Website engagement significantly exceeded the industry average of 3%.
High ad click rates were observed even with the presence of suicide hotline banners.

Conclusions:

Search advertisements are a rapid, extensive, and cost-effective method for reaching individuals contemplating suicide.
Targeted online advertising campaigns are a valuable tool for suicide prevention.
The presence of suicide hotline banners did not deter engagement with the ads.