As a follow on from Nate’s post the other day, where he talked about this being the ‘donation season‘, I thought that we should throw out some advice for anyone intending to put out a direct call for donations using Google’s Pay Per Click program.  Whenever you place a call for donations in your ad copy, you must ensure that the landing page that you’re pointing to has the details of your 501(c)(3) tax exempt status, otherwise your ads will be denied by Google, and your campaign may screech to a halt.

Usually ads placed in Google are manually reviewed days, weeks or even months down the road, but it seems as though at this time of the year Google has placed a strict watch on donation appeals in ad copy, so save yourself the hassle and make sure you’ve got the right text on your landing page(s), besides having that text there is probably going to lead to more donations anyway, as visitors will see that your organization is a legitimate nonprofit.

Filed under: Non-Profits, PPC on Thursday, November 29th, 2007 by Simon Heseltine |
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