I've just been given the responsibility of running a £10,000/month PPC campaign for a non-profit who got funding from Google Grants. I'm also running their SEO campaign. Anyone got any special tips for using Adwords to promote a charitable organisation? Or any general advice on how to spend 10K each month ( it's quite a bit more than I normally deal with!)
spend it all on marketing side of your non profit org. target keywords that can convert to your objective and also try to hire another quality but effective seo to help you market your site.
Set up lots of different keywords and keep tabs on which ones are doing the best. Since it's a monthly grant you can aim to improve your results month after month.
SEO is not a CAMPAIGN! If you treat it like such you will not see any results. SEO is a natural thing that you do because you earn the placement. You have to work on the site everyday which doesn't make it a campaign it makes it a web lifestyle Now to answer your question about the AdWords first off congrats, secondly Now is the time to do research. Google has a keyword tool ( in case you didn't know ) start researching competition and search for key phrases that you will be targeting. Create multiple variations to track the most effective ( google will show the most effective ad with the highest CTR ) also I would set up something where you could track conversions ( if you haven't already ) because even thou someone clicks on your ads doesn't mean they will buy your product or act upon your service. After that all I can tell you is to test, test, and test. You should be fine.
Set up a number of different pinpoint target landing pages, and campaigns pointing to each of those pages. Example - one is a newsletter signup (entice them with some offering). Drive membership recruitment from many facets of the organisation. It's not 2 dimensional, it's like a diamond.
This non-profit, what is the aim with the traffic? To get donations or simply branding? If its just branding go image ads and blast it into as many keywords as possible on the content network. If theres a desired outcome, then you got to use that 10k effectively. Click wise you'll get better value on the content network but that depends on what action you want the user to make. It will come down to your ability to track what is going on, which ads are performing and which aren't, cut what doesnt work and scale what does.
Sounds a bit strange if it's a non profit organization why not apply for a PSA? (google's public service Ads broadcast program) ROOFIS
Like I said, it depends on what you plan to do with your visitors. Main difference being: Search network - find people actively looking for what you have Content network - find people in related areas possibly interested in what you have Search network provides an answer, whereas content network is interruption advertising. If all visitors have roughly the same value to you, then the content network will be better value.
Hi Roofis, No this is an initiative from http://www.google.org/ the philanthropic arm of the company. I'd never heard of it until now. Basically it's 'free money' to spend on Google ads!
it's always easier for non profit organization to get promoted via google, yahoo, directories and dmoz. but not completely sure about dmoz..