Google Ads is a tool to attract large audiences and work as a promotional opportunity to give your nonprofit a strong voice in a saturated market. When creating Google Ads, it is important to choose keywords for your nonprofit that are timely, relatable, and highly searched. Here are 4 tips on how to choose keywords for your nonprofit to create successful search campaigns.
- Channel Your Target Audience
Building a Google Ads campaign for your nonprofit is sometimes as simple as looking within your own community. Your target audience most likely has a specific personality. Your nonprofit should harness the voice of your audience and identify keywords and phrases that they are using and engaging with on your shared platforms. Do you notice your audience often using words like donate, community, or change? Your nonprofit can conduct a weekly temperature check of your audience’s content and take note of the words that are appearing often so that you can use them in your future ads on other platforms.
- Explore Third-Party Tools
As digital marketing has become more advanced, so has its selection of tools. There are several third-party tools available for nonprofits that will help them identify and utilize keywords. Though these keyword research tools may have a cost, they do the heavy lifting for your nonprofit and provide you with the ability to create successful content for your ads. Google has a Keyword Planner that will allow your nonprofit to create an account and provide you with the capability to discover and research new keywords, as well as create a customized Google Ads plan. Another option is the Chrome extension tool Keywords Everywhere, which allows you to search keywords and provides you with keyword recommendations.
- Utilize Keyword Search Engines
Another way your nonprofit can organically choose keywords is through social media search engines. Platforms like Instagram and Facebook provide the ability to search for keywords, allowing your nonprofit to assess certain words’ popularity and quality of engagement. Utilize social listening and search for trending phrases to help develop your list. Your search results will show you the spectrum of engagement on each word and how that word is being used in digital conversation. Also consider searching keywords that your nonprofit has already deemed as important to your message and see what the search results show. Confirm that the search results of those words and phrases perform highly in engagement and align with your mission.
- Harness the Power of a Google Search
In addition to using Google’s advanced keyword tools, your nonprofit can also organically search keywords on Google to view current advertisements that are associated with those words. This will allow your nonprofit to assess who you are competing with, and give you a better idea of what ads are out there. When organically searching, take note of which competitors appear in the results and keep track of that information so you can reflect on your own content when creating your ads.
Keywords are an important part of Google Ads, and having the toolset to utilize them successfully will take your nonprofit to the next level. Use these tips to adjust your process and advance your nonprofit to a high-engagement audience and look forward to a future of successful Google Ads campaigns.
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