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How to use Google Adwords for your campaign

Advocacy campaigns need high user engagement from their target audience to succeed.

One of the most successful strategies for campaigns seeking an increase in online user traffic with a high return on investment is “pay-per-click” (PPC) marketing through search engines.

What is PPC?

PPC, also referred to as cost-per-click, is an internet advertising model centered around a publishing platform’s ability to push traffic to a particular website or landing page.

Think of this strategy as a vending machine: You enter a quarter, and you receive a snack.  

But, when campaigns spend money on PPC, their return includes targeted advertisements to key demographics to drive engagement. Theoretically under this system, the more you pay, the more engaged users you get.

How to use Google Adwords

Google Adwords, the world’s largest PPC publisher and platform, provides cost-effective solutions for campaigns who adopt this approach. Campaigns that use Adwords have access to a simplified platform that works on localization and keywords selection.

To get the most out of an Adwords campaign, marketers need to consider a few tips:

  1. Limit campaign targeting to entire districts or areas within those districts.
  2. Be sure to keep your Adword campaigns limited to search engine listings and Google search engine result pages (SERPs).
  3. Use your selected keywords or phrases over three times when creating an advertisement. Also, use quotation marks and brackets for higher click-through rates.
  4. The more spend you put behind an Adwords campaign, the popularity of your advertisement will increase and improve its placement in localized SERP results.

Follow the rules

Google will only work with campaigns that the company deems “responsible,” according to its advertising policies.

According to Google, this responsibility includes legal electioneering and proper campaign finance reporting with local and national regulators. Political advertisers are also required to verify their personal and organizational identity with Google.

Other Resources

  1. Google Adwords for Political Campaigns – Online Candidate
  2. Political content – Google Advertising Policies

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