We at Ironistic pride ourselves on the great success our clients have seen through highly targeted paid advertising campaigns. Paying attention to a business’s audience is essential to driving sales, but what about organizations that function to further a particular cause? Here’s what our team has to offer for tips on developing a paid ads strategy for nonprofit institutions:
Regardless of the entity type, when it comes to paid ad strategies, words and images matter! Your strategy should follow suit with your organization’s vision — maintaining your tone, emotion, and purpose. Images and content should hone in on key areas of expertise and related searched words and phrases. Images should follow suit — enticing engagement and assisting in understanding your message in seconds.
– Rita Foss, Co-Founder & Advisor
Within nonprofits, the main goal of every ad is to spread knowledge. Reach users that haven’t heard of you. Target individuals interested in similar non-profit or for-profit organizations that focus on the same area.
A few years back, I worked on a social ads strategy for a research project on health equity within communities. Within each ad, we targeted audience members with specific backgrounds and interests to share information relevant to them. We implemented A/B testing to determine the type of ads that resonated with each audience group. With these tactics and testing mechanisms, we were able to achieve the desired results — measured by increased downloads and activity within analytics.
When creating a paid ad strategy, it’s critical to know your audience well and have specific goals in mind for the campaign. Knowing your audience helps dictate what keywords they’d likely search for and what type of messaging resonates with them. Similarly, being in tune with your campaign goals allows you to create specific calls-to-action to get there. Want leads? Make sure your ad copy tells the user to contact you, fill out a form, or call now.
Think about your campaign goal. Do you want to drive leads? Bookings? Website traffic? If your goal is to drive bookings, for instance, think about how someone would search if they were ready to do so. If you’re a family photographer and you want to promote bookings, you wouldn’t bid on the keyword “cameras for photography” because that’s likely irrelevant to your business. You would bid on a keyword like “top photographer in x location.”
Check out Google Ad Grants for Nonprofits to see if you’re eligible. Google Ad Grants can help you get the word out about your cause through text based search ads without breaking the bank. Once you’ve been accepted into the program, you’ll need to make sure that your account is well managed in order to maintain eligibility by abiding to the program policies.
Don’t stress — we can help with your nonprofit ad management! We’ll start by working with you to create a sound strategy, making sure we are focused on the right keywords and ad copy. From there we will plan out tests regularly to maximize the impact on your organization.
First and foremost, definitely apply for a nonprofit grant with Google!! The hardest part for nonprofits is paying for ads in the first place! Then definitely make sure to consult a professional as to how to target your ads to your audience. It can really affect your conversion rate.
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