As a nonprofit, your organization survives on donations. You need people to volunteer their time and energy to support your cause. You also need people to open their wallets to keep your nonprofit afloat. To get those volunteers and donations, you need to position your organization so that it’s in front of those interested individuals.
While many marketing strategies can help boost your nonprofit, such as social media marketing and organic search, if you want to ensure your organization is at the top of the search engine results page (SERPs), you need Pay-Per-Click advertising (PPC). Luckily, for nonprofits, PPC is an effective advertising strategy.
What Is PPC?
PPC is a type of advertising that allows you to purchase a spot at the top of the SERPs based on the keywords a user searches. The beauty of PPC is that you only pay if people click on your ad and visit your site. The price of the click is based on the popularity of the keyword, but the national average is just $1.99.
For example, a nonprofit that rescues dogs in Connecticut might create an ad around the keyword phrase “volunteer for a dog rescue in Madison, CT.” If someone searches for that phrase, the nonprofit’s ad will appear front and center.
What Our PPC Strategies Can Do for Your Nonprofit
You may be thinking, “PPC sounds excellent,” but can’t you get the same results with natural SEO? The answer is “not quite.” Think of PPC and organic SEO as sister strategies. You can have one without the other, but it’s beneficial to have both. The effort you invest in SEO is different from what you invest in PPC.
Zero Gravity Marketing has worked with several clients in the nonprofit sector. We offer a comprehensive approach to digital marketing that includes developing a tailored PPC strategy for our unique nonprofit clients. The PPC strategy we’ll create for your nonprofit can provide the following benefits:
Improve Targeting
With PPC, your organization can directly target warm audiences, the people who are most likely to click on an ad and take action, whether it’s signing up as a volunteer or making a generous donation. Through PPC, you can target your ads based on keywords, location, and demographic details.
Reach Your Audience
PPC lets you run A/B tests on ads, so you can see which ones produce the best results. You can then run the better-performing ads until they start to lose effectiveness.
Reduced Costs
You have control over your ad spend with PPC. Not only do you only pay when someone clicks on an ad, but you can also choose your maximum daily spend or campaign spend. If you’re on a tight budget (and what nonprofit isn’t?), you benefit from dramatic results that don’t break the bank. Google also has a grant program for nonprofits, which offers up to $10,000 per month in paid search for free.
Keep You on Top
PPC ads appear at the top of the results page, meaning your ad will be the first thing visitors see when they search for a relevant keyword. People are more likely to click on what appears first.
What You Get With a Nonprofit PPC Campaign
The benefits of a PPC campaign are numerous and include the following:
- Growth: Your nonprofit can expand its reach, volunteer base, and donor list all with the help of a PPC campaign.
- Sustainability: The beauty of PPC is that you can test ads and keep running what works or go back to the drawing board and make adjustments as needed. You can update your keywords as your nonprofit’s needs change or grow. Plus, you never have to worry about PPC going stale or becoming ineffective.
- Leads: PPC is one of the most effective ways to obtain leads. When people search for keywords that are relevant to your organization, whether it’s “volunteer at a dog rescue” or “ESL volunteer tutor,” they’re already on the verge of committing. Thanks to PPC, you can convince them to commit to your organization.
- Donations: You can use PPC to promote your organization’s latest fundraising efforts or to attract the attention of people looking to donate to food or clothing drives.
Why Hire a PPC Agency?
As a nonprofit leader, you have a lot on your plate. You don’t want to add yet another thing to your to-do list. A digital marketing agency will work with you to create a PPC campaign that produces results and improves leads.
FAQ:
What PPC services do you offer?
Zero Gravity Marketing takes a multi-channel, holistic approach to PPC. We believe in nurturing your audience at all stages of the funnel.
Do I need a PPC agency?
Working with a PPC agency, especially one that has experience with nonprofit advertising, is usually much more cost-effective and efficient compared to hiring an in-house advertising team.
Contact ZGM to Learn More About Nonprofit PPC Strategy
If you’re ready to reach audiences at all stages of the funnel through PPC, Zero Gravity Marketing is here to help. We offer digital marketing services and PPC management services for nonprofits. Contact us today to find out how we can help you.
