When should nonprofits invest in display ads?

As nonprofit marketers, we love free tools. Budgets are tight and we need any productivity and cost-saving hack we can get. That’s why we squeal with excitement over Google Ad Grants (and if you haven’t gotten yours yet, PLEASE do yourself a favor and read this post). However, I want to point you to why ArcStone’s marketing manager, Joli, has suggested a Google Display Network can be worth the expense.

Defining the Google Display Network

While the Google Search Network includes ads in search results, based on keywords, the GDN ad appears on actual websites and is based on topic. Check out the example below:

Google Search Network (Text Ads)

Google Display Network – Display Ads

 

In these last two display ad examples, both nonprofits chose sites with topics that attract audiences similar to their own. That way, they can hopefully grab more attention than they would in a text ad.

Display ads also differ from texts in that you can use text, image, video and interactive ads.

In short, if you’re not getting enough traction through your Ad Grant, it may be worth a try to invest in display ads and reap the benefits of less restrictions to your ads.

Why do you have to pay for a Display Ad?

If you’re familiar with Google Ad Grants, you already know that they limit you to ad texts (more description in our Ad Grant post). If you want to run a display ad, you’ll have to set up a separate campaign with a budget, which you can learn about here. Fear not, display ads can prove to be plenty affordable, especially since display ads tend to be less expensive than text ads.

Why try a Display Ad?

• You get to design a beautiful image ad which oftentimes gets more attention than text. Read why images work in this infographic.
• If you have a compelling video, you can place in on sites everywhere and grow your ROI on your awesome nonprofit video
• You can specify based on related topics, websites and audiences rather than just keywords
• Since you’re not restricted by your Google Ad Grant, you can get more specific with audience targeting and geo-targeting
• You may pay less than you would with other forms of advertising

Get help with your Google Ad Grant setup, for free, with ArcStone’s team! Let us know if you’re interested here.