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Indoor tanning, skin cancer prevention messages delivered through Google online advertising
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A pilot study using Google online advertising to deliver prevention messages related to indoor tanning and skin cancer had adequate results and demonstrated feasibility, according to published study results.
Researchers showcased skin cancer prevention advertisements by using Google AdWords, a pay-per-click online advertising services that places three-line, 105-character advertisements next to Google Search results, with free adverting provided by Google for Nonprofits. Google AdWords Keyword Planner and Google Trends were used to develop a list of tanning bed-related key words and examine the search volume.
The ads were restricted to North America and English language searchers, with users directed to information from the CDC’s The Burning Truth Campaign.
“From April 1, 2014, to March 31, 2015, key words and advertisement content were iteratively modified based on impressions (advertising display frequency), clicks (user clicks on advertisements) and click-through rates (ratio of clicks to impressions),” the researchers wrote.
The advertisements were divided into three groups based on theme: appearance, health and education. Between April 2 and June 2, 2015, the three top-performing advertisements in each group from the pilot period rotated evenly.
The search terms “tanning,” tanning bed” and “tanning salon” are processed in Google an average of more than 75,000 searches each month.
The advertisements were shown 253,913 times and clicked more than 2,000 times. For commercial advertisements, a click-through rate of 1% is considered adequate, according to the researchers. The appearance-based messages had the worst click-through rates.
“The effect of these advertisements on health behavior remains unknown,” the researchers concluded. “Further studies of this approach are needed to explore the characteristics of messages that generate views and clicks, and ultimately to determine whether this type of intervention successfully changes behaviors.” – by Bruce Thiel
Disclosure: Serrano reports no relevant financial disclosures. Please see the full study for other researchers’ relevant financial disclosures.
Perspective
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Anthony F. Santoro, MD
Public service messages have long been a major factor in decreasing behaviors associated with health risks. Successful campaigns against cigarette smoking and driving while intoxicated are two of the most notable examples. Sun exposure is a modifiable risk factor for the development of many types of skin cancer and, therefore, public health education aimed at decreasing tanning would be sensible.
Serrano and colleagues reported the findings of a study to determine the volume of tanning bed-related searches on Google and evaluate a pilot program involving the display of skin cancer prevention messages to users during such tanning bed-related searches.
Over the course of 12 months, an average of 75,000 searches a month incorporating the terms "tanning,” "tanning bed", and "tanning salon" were documented and the piloted skin cancer prevention advertisements were shown 253,913 times. The efficacy of those advertisements can only be estimated using the ratio of clicks to impressions, the clicked-through rate.
Although the reported 1% click-through rate appears modest, the authors state that a 1% rate is considered adequate for commercial advertisements. Even with a low click-through rate, this approach to public health, because it is focused to the targeted audience, has the potential to reach a larger audience with less expense than other options, such as television or print ads. Of course, larger, long-term studies would be needed to determine if this online advertising will lead to a change in behavior.
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