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Even the Best Website Design Needs a Little Help – Google AdWords For Non-profits

By Brad Meucci

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In 2016, internet marketing is all about targeted marketing. Google AdWords is one of the best ways for small businesses and non-profits to reach their target demographics. Below are a few reasons why we use Google AdWords, and why we recommend it to our non-profit clients.

It’s Targeted

What’s more powerful than showing your ads to people who are looking for your products and services? With Google AdWords, you can pick and choose what keywords you want to show up for, as well as tailor your message. Want to sell tickets for your upcoming fundraiser to people within a 25-mile radius of your office? No problem! Want your ads to only display between the hours of 11 PM and 5 AM? AdWords has you covered. By understanding how to manage/manipulate your account, you can control who you target, ensuring that the right people are seeing your ads. No more marketing to the masses: Google AdWords helps to connect non-profits with their target demographic.

It’s Immediate

While ranking your non-profit’s website on the first page of Google in the natural results (i.e. left side of the page) can take a lot of time, Google AdWords (seen on the right side) can be instant. While some may argue that the cost of being #1 in the paid listings is becoming too high for many non-profits to be competitive, the trick is to use very targeted keywords. For example, instead of targeting the keyword ‘Pittsburgh marketing agency’ try ‘Pittsburgh non-profit marketing agency’ or ‘Bloomfield Google AdWords specialists.’ There may be fewer people searching for the alternative keyword phrases. They will be less competitive, more affordable, and can produce a higher conversion rate.

It’s Measurable

One of the biggest benefits of using AdWords is knowing whether or not your campaign is working. You’re often left guessing if the billboard you put on the side of the bus, or the small print ad you paid for are making the phone ring. AdWords offers incredibly powerful analytics so that you can see which ads are driving traffic to your non-profit’s website and which ads are not. Some of the more valuable metrics we use to measure success/failure include:

  • Click-Through-Rate (CTR) – The percentage of people who viewed your ad and clicked on it.
  • Conversions – The number of people who took a specified action after clicking on your ads.
  • Keyword Spend – The amount you’re spending on each keyword.

Help is Available

Learning a new piece of software can be scary for a lot of people, especially those who don’t consider themselves tech savvy, but thanks to Google, you’re never on your own. Google offers a ton a great training videos and tutorials to help you troubleshoot just about any question you can think of. Remember, it’s in their best interest to keep you happy, so don’t be afraid to ask questions. Often times, you will be pleasantly surprised at what you can find.

To a novice, Google AdWords can be intimidating, but with a basic understanding of how things work and what to look for, small & medium non-profits can have a fighting chance to compete with larger organizations. To learn more about our philosophies about Google AdWords, check back for future posts or give us a call. We’d love to hear from you.