Table 2.

Samples of keyword search terms used in the Headstrong Google Ads campaign.

Ad group	Keywordsa
Depression	Depression, “Depression”, Clinical Depression, “Depression symptoms”, Depression and Health, “Major Depression”, Depression support
Mental health	“Mental health”, “Mental Issues”, Mental health info, Mental wellness, “Mental Health Helpline”, Mental information, “Mental health is”
Smoking	“Quit smoking”, “Smoking cessation”, “Smoking”
General keywords: No-ad group	“Stress”, “Drinking”, “Insomnia”, “Pharmacist”, “Anxiety”, “Anger”, “Alcohol”, “Self harm”, “CBT”, “Nova Scotia”

^aKeywords in quotation marks are referred to as “phrases”; these search terms were used exactly as seen in the quotation marks to present an advertisement to the potential user. Keywords without quotation marks can signal an advertisement for a potential user whose search includes the word, regardless of other words included in their search.