| engines have quickly become the new Yellow Pages. | | | | (web page on your church’s site) that is |
| According to some studies I saw last year from | | | | related to that specific topic or ministry. |
| PewOnline, more than 65% of people looking for | | | | In addition, you will setup the text for the ad, |
| information, a product, a business, or a church start | | | | including the headline (possibly your church name) and |
| by doing an online search. That number grows each | | | | 2 description lines. You can change this information |
| year. So, I wouldn’t be surprised if at this | | | | later. So, if you find that you aren’t getting |
| point the number is more like 70%. That means that | | | | the results you want from your Adwords campaign, |
| being listed in the search engines is more important | | | | you can try different ad text. You’d be |
| than being in the phonebook (though I’d do | | | | surprised at the difference some of the smallest |
| both). | | | | changes to ad text can make. |
| I’ve talked about how search engine | | | | 4. Choosing Keywords: |
| optimization (SEO) is a great way to get high | | | | You probably have an idea of the keywords you |
| rankings in the search engines; however, if you | | | | want to target, but Google also has features that will |
| don’t want to wait for the high rankings SEO | | | | suggest additional keywords and help you do a little |
| can get you or you find that, at least right now, you | | | | keyword research. Remember it’s not really |
| can’t rank well for certain keywords, | | | | important how much a keyword is searched for. So, |
| pay-per-click advertising in the search engines is a | | | | feel free to include keywords that Google predicts |
| good alternative and one that is usually reasonably | | | | will have a low search volume. |
| inexpensive for churches. To help you get started, | | | | You also have the option to select match types for |
| below you’ll find six steps to setting up an | | | | your keywords. The match types determine whether |
| Adwords campaign. I’m focusing solely on | | | | your ad will be displayed only for the exact |
| Adwords because at this time, Google controls the | | | | keywords you select or a broader criteria that |
| vast majority of pay-per-click search marketing, so | | | | includes related keywords to those you select. If you |
| they would be the most beneficial for your church to | | | | are setting up a basic Adwords account and just |
| use. | | | | targeting keywords related to people searching for a |
| What Do I Do? | | | | church in your town, then you may want to choose |
| Below you will find information on how to setup a | | | | the broad match type. That way you |
| basic pay-per-click search marketing campaign in | | | | don’t have to select to target every possible |
| Google Adwords: | | | | keyword, but rather target more general keywords. |
| 1. Setup An Account: | | | | Google also has the option to choose negative |
| The first step in creating your PPC campaign in | | | | keywords. If you select the broad match |
| Google Adwords is to go to the Google Adwords | | | | type, you may want to check your account from |
| login page and either login with your existing Google | | | | time to time and see for what keywords your ads |
| Account, or create a new Google account. After | | | | are being displayed. If your ad is being displayed for |
| logging in, click the Click to Begin button. If | | | | keywords that either aren’t relevant or are |
| you don’t have an account, just click the | | | | keywords you don’t want to show up for, |
| Click to Begin button without logging in. | | | | then you can enter words from those keyword |
| Next you will have the choice to setup a Starter | | | | phrases as negative keywords and thus prevent |
| Edition or Standard Edition Adwords account. If your | | | | your ad from being displayed again for those |
| church only wants to have listings relating to people | | | | keywords. For example, if you selected the keyword |
| finding a church in your town, then a Starter Edition | | | | worship and then see that your ad is being |
| account should work fine for you. If your church is a | | | | displayed for Hindu worship services, you |
| larger church and you want to setup listings relating | | | | could enter the word Hindu as a negative |
| to different services and ministries your church | | | | keyword. Then your ad would not be displayed for |
| offers as part of your church marketing campaign, | | | | any keyword phrases containing the word |
| then you will want to setup a Standard Edition. | | | | Hindu. |
| 2. Location and Language: | | | | 5. Limits and Currency: |
| One of the great features in Google Adwords is that | | | | Next you will be able to choose the type of currency |
| you can opt to only have your ad shown when the | | | | you will use to pay for the clicks. You will also setup |
| person searching is located in a specific geographical | | | | your monthly expense limit. Google will not exceed |
| location. This is called, geo-targeting. For example, | | | | that limit each month. |
| if you want to have a listing for the keyword | | | | 6. Activate The Account and Get Started: |
| church and your church is located in Crescent | | | | At the end of the setup process, you will be sent an |
| City, CA, you don’t want your listing showing | | | | email that contains a verification and activation link. |
| up for people searching in Manitoba, Canada. So, you | | | | Simply activate your account and you’re on |
| can geo-target your local area. | | | | your way. You can then login to your Google |
| 3. Setting Up Your Ad: | | | | Adwords account at any time, check on the |
| Here you will select the destination URL of the ad | | | | progress of your campaign, and make any changes |
| (the web page people will be directed to if they click | | | | you want. |
| on your listing). For most churches, this will be the | | | | For additional information about setting up a Starter |
| homepage of the church site; however, if you are | | | | Edition Google Adwords account, Google has |
| targeting keywords related to specific topics or | | | | provided an online slide show with audio describing |
| ministries, then you should choose a destination URL | | | | the process. |