Google is one of the world’s largest search networks and, if used it correctly, can be a great marketing tool for your nonprofit. Here are some tips to get you started writing Google AdWord ads that will get results …
- Be Specific
A single ad can’t be everything to everyone. Make sure it falls under a very tight-knit, specific theme. For instance, if you feed the hungry and also provide housing to the homeless, you should try creating a group of ads for each.
- Consider Your Competitors
How are you different from the competition? What unique value or benefit can you offer your constituents? Good examples include: double your gift, 100% to charity.
- Put Logic Before Creativity
As writers, we love to put a creative spin on things. Not this time. Keywords will grab your readers’ attention much faster than good writing. Keep it simple.
- Take the Words Out of Your Constituents’ Mouths
You may provide “financial assistance to low-income families,” but to your supporters, you may just “help the poor.” Know the lingo, and listen to how your constituents describe the work you do.
- Include a Call to Action
What do you want someone to do once they click your ad? Examples include: donate now, call us, learn more, save a life.
- Be Relevant
You don’t write ads in a vacuum. Make sure the page you link to will deliver on your promise. If a searcher can’t find what he’s looking for in two clicks, he probably won’t come back to your site.
- Remove Common Words
Words like “the, a, an, it, of, etc.,” take up valuable real estate. You only have a total of 95 characters. Make them count.
- Be Time-Sensitive
Search engine users are in a hurry to find what they’re looking for. You can grab their attention by using words like “today” or “right now.”
- Try Forgetting the Name of Your Organization
Chances are your constituents aren’t searching for you, they’re searching for a mission to support, or assistance for themselves or a loved one. Keep it in perspective.