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The basics of pay-per-click advertising.

Greg Warner is CEO and Founder of MarketSmart, a revolutionary marketing software and services firm that helps nonprofits raise more for less. In 2012 Greg coined the phrase “Engagement Fundraising” to encapsulate his breakthrough fundraising formula for achieving extraordinary results. Using their own innovative strategies and technologies, MarketSmart helps fundraisers around the world zero in on the donors most ready to support their organizations and institutions with major and legacy gifts.

Since SEO requires so much work in order to get high rankings with search engines, you may want to find a better way to get to the first page immediately.  The good news is… you can do that!  The bad news is… you have to pay for it!

Google (and other search engines) make a fortune selling premium advertising space on the top and right-hand side of their search listings.
Business owners need to be careful. It’s tricky. You can go broke quick “paying for clicks” if you don’t know what you’re doing.  Pay per click marketing requires a very well designed web page that is built to convert clicks to telephone calls and emails (better known as leads).  And pay per click marketing should be monitored closely in order to optimize its conversion rate so you increase the number of quality leads you acquire while reducing your advertising costs over time.

It’s a good idea to employ an approach that closely reviews the results of every single lead you get.  Look at whether the lead was a good one or a bad one.  Examine how much revenue resulted from each sale – then back-track to see what keywords were originally used in the search bar by the consumer.

Test dozens or hundreds of keywords and keyword strings to see which get the most clicks with the greatest ROI.  Plus test tons of ads to see which of those get the most clicks with the greatest ROI as well.

Finally, take a look at the placement of the ads. Why pay a premium to be at the top spot (the “vanity spot”) if the ROI is the same when their ad is found on the bottom of the right side of the page?

Once you have a whole bunch of this kind of data, bid more on the keywords, ads and placements that deliver the most revenue.

Sound like too much work for you? If so, hire a reputable online advertising firm (we recommend MarketSmart of course) to help you. That way you can run your business while we run your marketing campaigns.

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