Client: The Health Lottery
Learn how I delivered a holistic content strategy that combined SEO, PPC, CRO, and Paid Social to reach new customers at a lower cost per acquisition.
The client
The Health Lottery is one of the UK’s leading charity lotteries. Since launching in 2011, it has operated on behalf of twelve local society lotteries across Great Britain, raising over £92 million for good causes.
The challenge
The lottery market is highly competitive and saturated. The Health Lottery needed to increase the value of its digital marketing investment by uniting paid and organic efforts to acquire more customers efficiently.
The objective
Grow The Health Lottery’s blog to reach new audiences and acquire customers at a lower cost than in expensive PPC markets.
My approach
I managed this SEO relationship working closely with the PPC team. The work spanned six core activities:
- Create blog copy
- Published fresh, relevant content monthly.
- Targeted long-tail lottery and gaming keywords to attract new audiences.
- Optimise existing blog structure
- Repurposed and updated older content for higher-volume keywords.
- Improved internal linking to boost SEO performance and guide users to transactional pages.
- A/B testing on-page elements
- Used Google Optimize to test CTAs and layouts.
- Improved user journeys, reduced bounce rates, and increased conversions.
- Custom Facebook audiences
- Ran paid ads targeting blog visitors as a prospecting tool.
- Helped us sidestep saturated, expensive search markets.
- Diversify paid search campaigns
- Restructured scratch card campaigns with broad and exact match types.
- Implemented bid strategies to balance volume and efficiency.
- Restructure Google activity
- Overhauled Health Games campaigns with strong negatives to avoid overlap.
- Aligned ad copy with user intent to boost quality scores and lower CPCs.
The results
Blog performance (Aug–Oct, YoY):
- 📈 185% increase in organic sessions
- 📈 311% increase in organic revenue from blog articles
- 📉 5% decrease in bounce rate
Facebook audience building:
- Audience size grew to 11k.
- Ads targeting blog visitors delivered a 24% uplift in conversion rate.
- Cost per conversion dropped 34%.
Paid search (May–Oct, YoY):
- 72% more registrations for Health Games.
- Cost per registration down 46%.
✅ Outcome: A scalable content-led strategy that delivered significant efficiency gains across SEO, Paid Social, and PPC—driving new customers at a lower cost and growing digital ROI.