Using and understanding digital advertising can be intimidating for businesses, including nonprofits. However, it’s one of the more powerful tools in advertising, as it provides so many opportunities for companies to reach their target audiences. If you’re thinking about using digital advertising, we’re here to answer your questions.
Should I use digital advertising?
Before diving in, it’s essential to assess your goals. Digital advertising can be a powerful tool for nonprofits looking to raise awareness, drive donations or promote a cause. For businesses, the goals may include increasing sales, brand awareness or lead generation. Decide what your business’s goals might look like and work from there.
According to Feathr, setting goals helps determine the success of your ad campaign, because you can review metrics and set new goals guided by your results.
Is it effective for nonprofits?
Nonprofits can leverage digital advertising to tell their story, connect with their audience on a personal level and mobilize support for their cause. Think about the ads that you see in your day-to-day life that provoke your connection with a brand. That is what digital ads are designed to do for nonprofits. They provide a platform for nonprofits to tell their story to a larger audience.
Digital ads also reach your current supporters. They might be reminded of events or volunteer opportunities as they browse other sites.
How do I get started with digital advertising?
Digital advertising is all about strategy. Start by defining your target audience. You’ll want to know everything about them, from their age and interests to their behaviors online. Fortunately, digital platforms like Google ads and social media offer tools for pinpointing your ideal audience and tailoring your ads for them.
Next, identify relevant keywords related to your business or cause. Use tools like Google Keyword Planner to uncover the terms your audience is searching for. For nonprofits, this could mean incorporating keywords related to social impact, charity and philanthropy.
When should I use different ad types?
The effectiveness of ad types depends on your goals and audience. Here are some popular digital ads for nonprofits:
1. Search Ads: Ideal for driving targeted traffic to your website when users are actively searching for relevant keywords related to your cause.
2. Social Media Ads: Engage your audience on platforms like Facebook, Instagram, and Twitter. These ads are excellent for storytelling and building a community around your nonprofit. Facebook, in particular, has tools oriented around helping nonprofits reach their advertising goals.
3. Display Ads: Capture attention through visual elements on various websites, helping increase brand awareness. These ads are effective for reaching a broad audience.
What is the difference between pay-per-click (PPC) and display ads?
Pay-Per-Click (PPC) Ads: These are text-based ads that appear on search engine results pages, and advertisers pay only when a user clicks on the ad. PPC ads are effective for driving immediate, targeted traffic and are particularly beneficial for businesses looking to convert leads into sales. Search engine marketing is one of the most popular forms of PPC ads.
Display Ads: These are visually appealing image or video-based ads that appear on websites. Display ads are excellent for building brand awareness, as they showcase your message to a broader audience, even if they aren’t actively searching for your products or services.
When choosing between the two, it’s important to understand the distinct approaches each ad type requires.
Create digital ads that work for you.
Digital advertising is a powerful tool for both businesses and nonprofits. Firespring is here to help implement a strategy tailored to your organization’s goals. Whether it’s search engine marketing, pay-per-click campaigns or digital display advertising, leveraging the right mix of ad types can propel your nonprofit toward success. Get started here, and let us know how we can help.