Last year the UK joined the Giving Tuesday movement, which, in case you don’t already know, falls on 1 December 2015, just after the commercialised shopping excesses of Black Friday and Cyber Monday. In complete contrast to these activities, the #GivingTuesday campaign is all about:
coming together to show the world why it’s good to give.
If Paid Search is part of your usual marketing mix, then make sure you integrate this into your #GivingTuesday campaign with our top tips. With just a week to go, it’s not too late!
Try to get good traction before the event by adding terms into your charity account as early as possible. Give yourself every opportunity to be best placed for the event itself.
Creating a specific Giving Tuesday landing page can help massively with your ad rank and also improves user experience. It’s important to make your users aware of what you’re doing for the campaign / event, and where their potential donations will go.
This can work much like a tactical campaign so be creative and draw up some specific copy. Try to differentiate from your standard messaging and ensure you have a relevant call to action.
It’s always a good idea to use other channels to drive more search traffic. Giving Tuesday centres around social media so ensure you have this base covered. Our sister company, 6
th Sense recently published a blog about how to get social ready for #GivingTuesday which you may find a useful read.
It may not always be possible to set up an entire campaign for Giving Tuesday. It’s a good idea to set up a sitelink based on the event; this can help you drive that little bit of extra traffic or a few more conversions. The benefit of having a sitelink is that it can be put live across all your activity and help squeeze out a little bit more traffic to site. It also demonstrates that you’re relevant and agile when it comes to your digital marketing.
If you’re a charity looking for ways to maximise donations and registrations, this campaign should be in your marketing strategy. Think about setting up or managing your paid search activity to incorporate this campaign - if you have a Google Grant account there are great opportunities for setting up expansions here too. Make sure you’re ready to make the most of this year’s global day of giving and join the #GivingTuesday campaign!