Earthquakes in China. Drownings in Myanmar.
Relief organizations with ads on Google.
This is more than a post for a good cause (although you really should punch Myanmar into Google and make a donation). The rash of Google PPC ads for fund-raising points out the extreme efficiency of the search engine. Consider that World Vision is soliciting cyclone relief with donations starting at $25, and that perhaps 10% of the people who click on a Google ad through to the World Vision web site will make a donation, so the Google ads have to perform for $2.50 per click just to break even. If the nonprofit wanted to make $4 for every $1 it spent on Google advertising, it would need to generate traffic at 50 cents per click.
The small paid ads have to work, or nonprofits simply couldn't afford it. (For some, the search ads can be discounted of course; the Google Grants program supports many 501(c)(3) nonprofits. Click here to see if your nonprofit qualifies.)
Worth noting for your own SEM campaign: Are you including timely news related to your industry in your own Google Adwords copy? Or are you even on Google at all?
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