This article is for small to medium sized nonprofit organizations or businesses that may not be familiar with website management or online marketing.
That means, if you “kind of” know what Google AdWords is, but are unfamiliar with what it does, you’ll want to continue reading because this article was written with you in mind!
If you’re new to Web management, you may have heard of Google AdWords in passing as it can have a direct relationship with Google Analytics (which tracks Web traffic and activity on your website) and various other Google products.
On its own, Google AdWords is an advertising tool that allows companies to identify keywords, target specific geographic regions, set an advertising budget and manages advertising campaigns on Google’s Google Search Network and Google Display Network.
Think about your personal searches on Google. When you type in a search term or phrase, you often see advertisements appear above your search results, right? Those are advertisements running on the Google Search Network. When the advertisement takes on an interactive form (video or GIF), that is usually an advertisement running on the Display Network. If you’re new to Google AdWords, you will most likely start with the Search Network. These are the plain-text ads that commonly appear on desktop and mobile devices alike and are easier to set up than Display Network advertisements.
So why should you take the time to educate yourself about Google AdWords? Some of the main benefits of Google AdWords are that the initial investment is considerably lower than other forms of advertisement and are generally more effective. The user is asked to pay a small investment to get started and can actively monitor how their investment plays out over time. One can also set his own budget for each campaign, and Google will not go above the maximum price your organization can afford.
With the money budgeted, Google goes to work to create a way to bring attraction to your ads more effectively. The application brings you traffic that you can track through the analytic tools available in the program or by linking it with your Google Analytics account. Every part of the AdWords program is meant to bring the greatest success for the company.
Google has placed a strong emphasis on tying this advertising tool into its other products, so aside from Google Analytics, your Google AdWords account could also support your Google My Business or Google for Nonprofits pages. Some of the tools implemented include allowing companies to use Google Ad Extensions to highlight important landing pages or information. If your organization is using the Ad Extension feature, someone could search for an organization or even a general interest in an area they may live in and the results will show all of the information about the organization including location, physical address, telephone number, and specific landing pages you wish to drive traffic to, such as a donation page or programs and services page.
One feature that may want to explore is the geographic targeting. If your service offerings can be divided between local, regional, and national offerings, you can create advertisements that will target a particular location so that individuals who live in area A receive offers relevant to their location.
This example from Luna Metrics will help you understand how a company can use Geographic Targeting to engage consumers in different areas.
Think of geotargeting as your opportunity to avoid wasting money reaching out to consumers who cannot or will not purchase your product or utilize your resources because they don’t live in your service area. This can make a large difference for those who have limited budgets and are striving to make sure that when they pay-per-click (PPC) their money is going towards a click that could eventually convert into a buyer or client. Whether you are a small start-up or an established business, Google AdWords can help your business more effectively in the long run.
Attention Nonprofit Organizations!
Nonprofit organizations with a 501(c)(3) charitable organization status that has been approved by the Internal Revenue Service (IRS) can apply for the Google Ad Grants program and potentially qualify for $10,000.00 per month in Google AdWords credits. For more information about the Google Ad Grant program, and to learn how YOakleyPR can help you submit your application, please click here.