In our blog, we talk a lot about how nonprofit organizations can get access to free advertising on Google through the Google Ad Grant. If your nonprofit hasn’t yet taken advantage of this program, we highly recommend you look into it. It really is a great free resource!
Whenever you run digital ads (on Google or elsewhere), it is important that you pay special attention to the page(s) to which your ads take visitors. These are known as landing pages, and they can have a huge impact on whether or not someone takes the next step to get more involved with your organization!
For many nonprofits, the only landing page they utilize is their website’s home page, which is not necessarily the most effective strategy. A home page can be great for giving someone an introduction to your organization, but it typically requires them to dig deeper for more specific information, which many may not do.
What we recommend at Beeline is that nonprofits develop landing pages that are designed to correlate specifically with their Google Ads.
Say you are looking for more volunteers for your nonprofit animal shelter. You run an ad targeting people in your area who are looking to volunteer to help animals. When people click on that ad, it should take them to a page on your website that speaks to prospective volunteers. It should talk about the different types of tasks volunteers can help with (dog walking, administrative work, help with adoption events, etc.). It could have pictures of volunteers working directly with animals. It should also address what makes your animal shelter special and why they should volunteer with your organization specifically. Most importantly, the landing page should have a clear call to action (CTA). In other words, there should be no question about what the next step should be if someone wants to volunteer. The CTA could be to fill out a form, call the office, email your volunteer coordinator, or some other simple step.
When you work with Beeline for nonprofit marketing or Google Ad Grant management, we can design effective landing pages for your nonprofit that will help convert visitors into supporters. We will work with you to create landing page content that is informative as well as engaging. We will also design the landing page in such a way that it fits in visually with the rest of your nonprofit’s marketing materials.
Want to learn more about Google Ads and landing pages? We would love to connect with you and talk about how Beeline can help you with both. We offer Google Ad Grant management, as well as landing page design for nonprofits. Your first consultation is free! Set up a time on our Contact page. We look forward to hearing from you!
