Using SEO techniques can boost the effectiveness of your cause marketing campaign. For example, AdWords are a great way of getting attention for your website. For those who are unfamiliar with AdWords, they are ads that appear on the right side of a search results page when the user types in relevant keywords.
Companies have to pay to appear in these ads, but there is a program which allows non profits to appear in the ads for free. The goal of the program is to support non profits who are dedicated to community service in a wide variety of areas. This is an excellent way for non profits to increase their visibility in search results and enhance their overall web presence.
AdWords delivers a highly targeted audience thanks to the fact that they have already indicated their interest in your cause based on the search terms they entered. Cause marketing campaigns can benefit by using this program via their non profit partner, which can qualify to take advantage of the free credits based program for as much as $10,000 per month in ad credits.
If you plan to go this route, it’s recommended that cause marketers work with SEO professionals who are experts in optimizing AdWords accounts for non profits using the grants program. Surprisingly, research shows that many non profits are not taking full advantage of this grants program, with the average non profit only using about $300 per month of the available credits. It can be expensive to hire SEO marketing professionals, but another option is to look for SEO experts from large agencies who are willing to volunteer their services to charities.
When you are considering applying for the grants program for your cause marketing campaign, you should also keep in mind some of the limitations of this program. For example, the AdWords grant program can only be used for paid search ads which means that there is not contextual network ads allowed when using the grant.
Also, paid search advertising can only be used on one search engine, so search partners will not display the non profit AdWords ads like they would for a paid advertising campaign. In spite of these limitations, the benefits to non profits and cause marketing campaigns of using AdWords grants will typically outweigh the costs. These ads can be used creatively to promote everything from donations to events and memberships.
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