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Keywords Have Great Potential for Nonprofits
The growth in the paid search engine placement business is providing some very great potential benefits for nonprofits that require our continued attention. First, as we reported last month, search engine advertisement is growing across the Internet. Search engines are competing with each other for user traffic, competing to have the most comprehensive searches and most relevant results, and competing with advertisers to deliver the most promising prospects. The most explosive growth recently is the trend of other web sites to accept a few paid listings ‘relevant’ to each page within their site. For example, “The Washington Post” and “New York Times” serve a small box of ‘relevant’ Google ads at the end of many of their stories online. We say put quotes around ‘relevant’ because sometimes, frankly, we can’t see any relevance between the story and the ads. One of our clients, a leader in international relief, has had their keyword ads exposed over 1.5 million times in the past three weeks through such placements by Google alone! Overture has brought them another 500,000 exposures in the same time frame. While only a small percentage of these exposures result in click-throughs to the site, the pay-for-performance arrangement means that total costs are based only on the thousands of click-throughs, not the millions of exposures. Another client, also in the international relief field, has received about 1,500 visits from Google ads this month, at a cost of about $150 (an average cost of $.10 per click). They’ve received only one contribution trackable to a Google click, but it was for $200, so they’ve actually made money so far this month prospecting through Google. If you want to expand your keyword buy program, or start one, contact Rick Christ at NPAdvisors.com (mailto:rick@npadvisors.com). March 2004 | |
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