Since 2014, Cause Inspired has known that the Google Ad Grant can be a great starting point for a nonprofit’s digital marketing efforts. But we also understand that based on the organization’s mission and objectives, additional digital marketing platforms or strategies can be beneficial. Each platform offers different capabilities and targeting opportunities, allowing you to reach the right people at the right moment. Cause Inspired has developed successful integrated marketing campaigns using each of the following channels:
Google Paid Search Ads
If you are using the Google Ad Grant, you are already running search ads on Google. While the Ad Grant gives your nonprofit a $10,000 monthly credit to advertise on Google’s search network, nonprofits also have the option to run paid advertisements using a Google Ads Account on this platform as well.
The key differences between a regular Google Ads account and an Ad Grant account is the level of flexibility afforded, the amount of money spent, and where on the page each account’s ad type shows. As long as a paid advertiser adheres to basic Google policies, they are free to do as they wish without any limitations to ad placement. This is in contrast to the fact that nonprofits using the Ad Grant are held to a higher standard, and that their ads will always appear lower than paid ads. This higher level of scrutiny and restriction makes sense considering the Ad Grant is free.
Many nonprofits realize the benefits of advertising with Google, with the most optimal strategy being a combination of Paid Search and Ad Grant strategies with a 5:1 return on ad spend.
Google Display Ads
Google Display advertising involves using images or .gifs to reach your target audience in a very unique, highly targeted way. Display ads are essentially image-based ads that live on several internet properties throughout the web. Google’s Display Network allows these ads to appear on over 2 million websites and over 650,000 apps so that your organization can reach the right people at the right time. By targeting websites that your target audience is already visiting, you can help create a continuous conversation with these individuals, making them more likely to contribute to your cause.
For example, if you want to target someone that might be interested in registering their child for an outdoor summer camp, you can use the display network to target parents on parenting blogs that focus on the outdoors. Those in-market parents are more likely to see your ad on the Display Network, and then click to learn more about the camp, or register their child.
Google Display Remarketing Ads
Remarketing, also known as retargeting, is designed to recapture the attention of people who have previously interacted with your website without completing the desired action indicated on the landing page. This is intended to remind users who have previously interacted with your website to return to complete the conversion. Remarketing can increase your conversions and return on investment (ROI) while keeping your brand at the front of users’ minds.
If you have ever shopped online without making a purchase, you’ve probably seen a remarketing ad. Just hours after leaving an online shoe store, you might start seeing the same shoes you were browsing appear in ads. By looking at a page (the shoes) without taking action (purchasing the shoes), advertisers have automatically added you to a remarketing list.
For organizations that have strong, compelling video footage, YouTube advertising allows you to display videos to audiences watching specific content or videos that fall under a category or theme. YouTube ads allow your nonprofit to tell your story and offer flexibility with different video formats and pay per view options that cater to your specific marketing objectives.
Facebook ads are ads with images or videos that are targeted to users based on their location, demographic, and profile information. These ads are perfect for when you know exactly who your audience is, from job titles to interests in volunteering. Facebook’s targeting can be very specific with users’ interests, demographics, and online behaviors.
Facebook Core Audiences allows advertisers to choose the right recipients for their ads in very simple steps. Whether you want your ad to be shown to people based on their age, location, hobbies, or something else, using Facebook’s core audiences can help connect your nonprofit to people who are likely to be interested in helping your mission or will benefit from your services. Instagram placements are also available through Facebook Advertising.
Facebook Remarketing Ads
Facebook allows you to upload your own customer lists to advertise to or create ‘lookalike’ audiences that have the same interests, behaviors, and demographics as your favorite supporters. Using Facebook’s pixel, we can also remarket to those who interact with your website with custom audiences and custom conversions.
With the power of Facebook’s pixel, you can create a remarketing list for users who engage with strategic blogs or PDFs on your website, as well as users who have viewed or added your products to their cart. This powerful tool is essential for a well-functioning marketing funnel that recalls your existing audience to nurture these leads to reach their full potential.
LinkedIn ads can help your organization reach a powerful professional audience. In addition to sharper targeting options, LinkedIn allows advertisers to run campaigns around clearly defined goals, including brand awareness, lead generation, and engagement.
For nonprofits that receive revenue from for-profits and other nonprofits, LinkedIn Ads are a great way to target specific job titles, company sizes, industries, and more. This platform is also beneficial for advertising employment opportunities.