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PPC for Sensitive Subject (Helping Survivors of Sexual Assault Find Resources)
Hi there!
I run a company that helps sexual assault survivors by providing them with services like toxicology screening, and medical help, amongst other services (within the immediate aftermath of SA).
I’ve been attempting to do ads on Instagram/Facebook and Google however I’m finding it challenging to capture the correct audience. The biggest problem is, while we help survivors, we don’t believe survivors should have to pay for resources so we are targeting institutions (colleges, employers, hospitals) to pay for these services for their constituency (B2B). However, even though our ad language clearly talks about this value proposition, we are getting folks that are survivors from the past (their assault happened years ago). It’s tough to help them out other than providing them links to resources, etc.
The other thing we’re finding is while we can target and find people generally that are supporters, or wish they would have had this resource, it’s been so long that they no longer need the resource.
Wondering if anyone has any advice for where we could place PPC ads that would either 1. Get to the organizational bodies or stakeholders that care about this (all without getting banned for content) or 2. Reach folks who have yet to be assaulted to know about these resources before it happens to them.
We’ve tried LinkedIn ads too, which were pretty expensive and did not convert much either. Wondering if we should try other platforms like Nextdoor, or things that are more local, to be part of the conversation. Would love to know thoughts and ideas.
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1 Reply
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I have been on the other side of it working for the large institutions. As far as I know, the health department bureaucrats or politicians are not googling for SA resources.
They either advertise their own services, or are working with a few large advocacy groups who do the reach out instead. and its mostly resources for people currently dealing with it, so its providing locations of women’s shelters or clinics.
Try reaching out to hospitals or HR reps in companies directly. By email or brochures in downtown business areas.
As for the second part, there is an element of seasonality, target your campaign during SA awareness week or month, maybe try for a few weeks during spring break or when colleges start. it won’t be an always on campaign.
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I’ve also found LinkedIn ads to be very expensive. Though it all depends on your profit margins.
I’ve had by far most success in B2B by using LinkedIn SalesNavigator. Build a very narrow target demographic and reach out through messages. People don’t respond very well to sponsored messages. If you have the resources, reach out manually.
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