Non-profit organizations are focused on making a positive impact in the world, but without effective marketing, many may find themselves unable to reach their goals. Even with marketing, non-profits can struggle. Why? Because they aren’t marketing experts. Marketing requires a dedicated team that comprises content creators and strategists (as well as marketing experts) to truly succeed. While marketing should have multiple goals and approaches, one of the top tools to get started with today for your non-profit is, by far, PPC marketing.
There are so many benefits that come from PPC campaigns aimed at non-profits, and these benefits go even further when you bring on experts—even if they’re outsourced. After all, creating the first edition of a PPC campaign takes talent, but to truly get the best ROI you need to tweak, and then adjust your approach based on real-world impact. Once you find that sweet spot, you can expect to enjoy the following benefits.
· Increased Fundraising
PPC advertising can help non-profits increase fundraising by increasing visibility and reach. Combined with content marketing, it can be all you need to increase donations, incite behavioral change, and more. When you run PPC campaigns for non-profits you target people who are searching for keywords related to their cause, such as “donate to charity” or “support non-profits.” By appearing at the top of search engine results pages, non-profits can attract more potential donors to their websites and increase the likelihood of donations.
· Raised Awareness
PPC advertising can also help non-profits raise awareness about their cause and the work they do. By targeting keywords related to their cause, non-profits can reach people who may not have been aware of their organization before. Additionally, by using display advertising, non-profits can create visually compelling ads that showcase their cause and attract more attention.
· Recruitment of Top Talent
PPC advertising can also help non-profits attract top talent by promoting job openings and career opportunities. By targeting job-related keywords, non-profits can reach people who are actively searching for job opportunities in the non-profit sector. By creating visually compelling ads and targeting specific demographics, non-profits can attract the attention of the best and brightest candidates.
How to Get Started with PPC Marketing
Either you, or a digital marketing agency working on your behalf, will need to take the following steps:
1. Identify Your Goals
Before getting started with PPC marketing, non-profits should identify their goals. Are you looking to increase fundraising, raise awareness, or recruit top talent? Identifying specific goals will help non-profits create targeted and effective advertising campaigns. Keep in mind, you can have multiple campaigns running at once. Try to keep each campaign simple, so the call-to-action is clear. Use these goals to help choose the best keywords for the PPC campaign.
2. Create Compelling Ads
Non-profits should create visually compelling ads that capture the attention of their target audience. Ads should be visually appealing, contain a clear call-to-action, and align with the organization’s goals and messaging. A good way to do this is to craft a bespoke landing page for each campaign. This way, you can effectively use analytics to understand the overall impact of the PPC campaign, and you can also ensure that the landing page best fulfills the ad promise.
3. Monitor and Adjust
Once the PPC campaign is launched, non-profits should monitor the campaign’s performance and adjust their strategy as needed. They should track metrics such as click-through rates, conversions, and cost per click to ensure that the campaign is achieving its goals.