#GivingTuesday comes but once a year. (Well, unless it's #GivingTuesdayNow or #GivingEveryTuesday.) This one day raises close to 3 billion dollars in the United States alone, with a longer and longer list of other countries participating as well. Don't give up your chance to participate, and don't overlook Google Ads as a part of your Giving Tuesday campaign. Here are 10 tips for using Google Ads effectively on this day of giving:
1. Start early
Don't wait until the last minute to set up your Google Ads campaign. Plan ahead and create your ads well in advance of Giving Tuesday. This will give you time to fine-tune your messaging and ensure that your ads are ready to go when the day arrives.
2. Stay organized
Label your old ads as "evergreen" and your new ads as "Giving Tuesday" to keep track of them. Write your ads a week in advance to ensure that they are approved in time.
3. Budget carefully
Oftentimes Giving Tuesday falls in December, meaning your Good Ad Grant money has to last through both Giving Tuesday and the end-of-year giving push. It's wise to keep a strict budget for Giving Tuesday versus the rest of December. Establish a rule for what to do if your budget runs out quickly, and consider setting spending limits to avoid going over budget. Keywords can get expensive, so avoid ones that are overused, such as "donate" or "Giving Tuesday."
4. Develop your strategy
Generally speaking, keep the same keywords that work well for your year-round campaigns. Ditto for targeting the specific audiences that will be most likely to donate to your cause. Just don't forget to use what you learned in years past—which of your ads performed best last Giving Tuesday?
5. Retarget past audiences
Retargeting allows you to show Google Ads to people who have previously visited your website. Use this feature to remind past website visitors about Giving Tuesday and encourage them to make a donation.
6. Use effective landing pages
Your Google Ads should lead to a landing page that is optimized for conversions. This means that the page should be easy to navigate, with a clear call-to-action and a simple donation form.
7. Track your results
Google Ads won't automatically track donations for you, just click-throughs. Your Google Ads dashboard also won't show conversion data until the next day. If you want real time information or to track donations, you can get this data from Google Analytics, but make sure to check well in advance that your set up is functioning properly.
8. Don't ask for money
Donors are motivated to give because of the impact of their donation and what it will support. Instead of simply asking for money, emphasize the positive difference that a donor will make by supporting your organization. Frame your request in terms of the tangible impact that a donation can have. For example, instead of saying "Donate today," you could say "Sponsor a child for $20, providing schoolbooks for a year."
9. Create compelling ad copy
Set up promotion extensions, and choose a few different alternatives to feature. Create a sense of urgency be referencing a Countdown or matching donations available through PayPal, etc. Be sure to include the phrase "Giving Tuesday" in the copy of all your Google Ads, just don't use it as a keyword!
10. Don't forget remarketing
If you tracked your results correctly, you should have a list of Giving Tuesday participants from Google Analytics once the day has concluded. For anyone who visited your website but didn't donate, include them in an end-of-year remarketing campaign. For those who did complete their donations, don't forget a plan for how you will appeal to these donors in the future—whether it's an end-of-year campaign to ask them to give a little more to help you meet your goals, or to switch from a one-time donation to recurring giving. You'll also want to tag them as Giving Tuesday donors so that you can reach out to them next Giving Tuesday as a segment that is especially likely to give, and plan a more personalized approach.
By following these tips, you can use Google Ads effectively on #GivingTuesday to reach potential donors and drive traffic to your website. With careful planning and execution, you'll make a real impact on this global day of charitable giving. Here's to your greatest #GivingTuesday yet!