Online Marketing

9 Tips to getting organized for your pay per click campaign

It is important to explore new or innovative ways to help make any campaign a success. If you are introducing pay per click (keyword) placement into your mix, here are 9 tips to help you get organized:

1. What is the purpose of the campaign?

a. Fundraising
b. General marketing
c. Branding
d. Education
e. Advocacy

2. Have you created and approved the keywords and its content?

a. Brainstorm up to 25 keywords with colleagues
b. Check your website statistics to see what keywords are being used by visitors
c. Check material from supporters and other constituencies to see what words they use in their communication

3. Are the appropriate landing pages created for each keyword?

4. Are the keywords relevant to the landing page? For example, is the keyword text present in the content on the landing page?

5. If you are requesting donations, is your organization’s charitable number visible on the website and landing page?

6. If you are requesting donations, have you created the appropriate online donation form? Does the donation form need to be customized to the campaign?

7. With your budget in hand, ascertain the cost per keyword, how many days you are able to run the campaign and whether you want to establish a daily dollar cap per keyword.

8. Define the geographical area where your campaign will have the most impact and set a geographical parameter for each keyword. Both Google and Yahoo! allow you to geo-target keywords to countries, provinces/states, and cities.

9. Be prepared to monitor your keywords for effectiveness and relevancy. A search engine can reject a keyword if it feels it is not relevant.