Leveraging Digital Ads Like a Pro (For Nonprofits and Small Businesses)

Taking the leap into digital advertising can be scary for nonprofits and small businesses who have never done it before… We hear it all the time from those who reach out to us. And we get it - spending your limited marketing budget on ads has some level of unknown to it, but we can help you mitigate the risk and ensure your investment is worth it.

The truth is, digital advertising holds immense potential for nonprofits and small businesses, offering you unprecedented opportunities to reach and engage your target audience with the use of little resources. In today’s crowded market, getting your organization in front of new eyes organically just isn’t enough. But with ads, your possibilities are truly endless.

Not only are digital ads the most cost-effective advertising means, they also offer robust analytics and data that allow you to know exactly what’s working and what isn’t, unlike a tv commercial or billboard. They also provide the opportunity to reach a highly targeted audience in a highly-individualized way, making it possible to reach your ideal donors, customers, or service-recipients without much waste on reaching the wrong audience.

Nonprofit note: Qualified 501(c)3 nonprofit organizations are eligible to receive up to $10,000 per month for Google Search Ads via the Google Ad Grant. Utilizing these grant funds is a great place to start when it comes to digital advertising, and we highly encourage you to complete the qualification process (and we can help you through it). However, utilizing the Google Ads Grant alone might not be enough to maximize your impact, as the nonprofit marketplace is quite crowded. Avorio Creative Group offers discounted nonprofit rates on all ads management services. Contact us today to explore your potential in Google Ads and beyond!

Let’s explore the basics of a digital advertising strategy that will help your business or nonprofit make the most of the online space.

Define Your Target Audience

Before you start advertising, it's important to define your target audience. Who are you trying to reach? What are their interests? Where do they spend their time online? By understanding your target audience, you can create ads that are more likely to resonate with them and encourage them to take action. Depending on your organization, you might have several target audiences and you want to approach advertising to each of them differently.

Choose the Right Platform

There are many different digital advertising platforms available, including Google (which includes YouTube), Meta (Facebook & Instagram), LinkedIn Ads, Pinterest, Snapchat, TikTok, and more. Each platform has its own strengths and weaknesses, so it's important to choose the one that is most likely to reach your target audience.

For example, if you're targeting a younger audience, Instagram and TikTok may be the best platforms to focus on. If you're targeting business professionals, LinkedIn might be the better choice. By focusing your efforts on the right platform, you can maximize the impact of your digital advertising campaigns.

Use Eye-Catching Visuals

In the crowded online space, it's essential to use eye-catching visuals to grab your audience's attention. This could be a striking image, an attention-grabbing video, or a well-designed graphic. Whatever you choose, make sure it is visually appealing and aligned with your brand's messaging. Something that will ‘stop the scroll’ is best.

Create Compelling Ad Copy

In addition to visuals, your ad copy needs to be compelling and engaging. Use language that resonates with your target audience and highlights the benefits of your product or service. Good ad copy speaks with your audience, not to them, helping them to feel like part of the conversation rather than receiving a lecture. Don't be afraid to experiment with different headlines and calls-to-action to see what works best.

Test and Optimize Your Campaigns

Digital advertising is a constantly evolving landscape, which means it's important to continually test and optimize your campaigns. Monitor your ad performance closely and make changes as needed. This could include adjusting your targeting, refining your ad copy, or tweaking your visuals.

‘Set it and forget it’ is not a good digital advertising strategy. Digital ads require near-constant attention in order to truly capitalize on what resonates with your audience. We can help take the management burden off your shoulders.

Pro tip: It will likely take time before your ads are turning out consistent results, and that’s okay. With a strong optimization strategy, great success is still possible. A good rule of thumb is to work on your ads consistently for at least 3-6 months before jumping to conclusions on their effectiveness.

Leverage Retargeting

Retargeting is a powerful digital advertising strategy that allows you to target people who have already shown an interest in your product or service. For example, if someone visits your website but doesn't make a purchase, you can retarget them with ads that encourage them to return and complete the transaction.

Retargeting ads can make a big difference, especially in the e-commerce space, since the average consumer needs to see a product at least 7 times before making a purchasing decision.

Measure Your ROI

Finally, it's essential to measure the return on investment (ROI) of your digital advertising campaigns. This will allow you to see which campaigns are performing well and which ones need improvement. Use tools like Google Analytics to track your website traffic and conversion rates, and adjust your campaigns accordingly.

Digital advertising opens up a world of possibilities for nonprofits and small businesses by offering cost-effective campaigns, precise targeting, and data-driven optimization. It levels the playing field, enabling you to compete with larger entities and effectively communicate your message or promote your products to a wider audience.

With the potential to reach and engage the right people while maximizing their limited resources, digital advertising has become an indispensable tool in the nonprofit and small business sector. A professional team, like Avorio Creative Group can help you to maximize your impact and increase your ROI in the digital ad space tremendously.