Are you using digital advertising to promote your nonprofit or its mission? Paid advertising can be a powerful tool to reach your people more effectively. But what are the best uses for different types of ads? Here are few ideas.
- Create awareness for your nonprofit or for a specific campaign by using display ads. While these banner or sidebar ads on websites rarely get many clicks and even fewer sales or donations, that doesn’t mean they aren’t useful. They are great at creating brand awareness, especially in conjunction with other digital ad types or channels (email, mail, phone, events, etc.) that have a strong call to action.
- Target people who are searching for subjects that directly relate to a campaign with a strong call to action by using pay-per-click (PPC) search ads. Most commonly these are Google AdWords, where you bid on certain keywords so that an ad that is relevant to what someone is searching for appears next to the search results. A Google Grant can give you access to free search ads.