Online Marketing

Pay per click gets your campaign on top

Pay per click (keyword) marketing gets your organization listed on top with major search engines such as Google, Yahoo and MSN. With a survey of Internet users conducted by the Pew Internet & American Life Project showing that the average visitor scrolls through only 1.8 result pages during a typical search, getting listed on top is important.

With the majority of Internet users using search engines to find what they are looking for — pay per click marketing puts your organization's website to work. This specific traffic – highly targeted and motivated users - are looking for you or your services directly.

For non profit organizations, think about how to get search engines working for you and to help support a current campaign whether searching for volunteers, giving to the cause, or spreading awareness and education. Generally campaigns are limited to a pre-determined time period, which can make it difficult for search engines to naturally search your site and list the important pages. Even if the campaign pages are crawled, it is still uncertain how they will be ranked, especially since as of January 2005, there are approximately 11.5 billion pages on the Internet (http://www.cs.uiowa.edu/~asignori/web-size/).

Paying for placement on keywords can help get your organization and campaign listed quickly and easily. Pay per click has shown itself to be a cost-effective and solid avenue – especially when you only pay for the click. It is a value-added piece in your marketing mix.