This is something that I have come across today and had a dig into it as I couldn’t believe my eyes. I have seen it before but not taken much notice of it but if you search for “donate to charity” or “donate to a charity” I was gobsmacked by how much PPC was going on in that sector.
There are charities paying Google, and an inhouse PPC person or agency, to advertise in the Sponsored Links to try to get people to donate to them. Now this kind of makes sense that you are raising awareness of your charity and encouraging people to give to your charity rather than the other one … but is this the best use of peoples donations?
I then thought, well hang on, this is obviously a charity keyterm so Google must be cutting some slack on the PPC costs for these type of terms that actively encourage people to give to a good cause. We looked in to the Cost per Clicks for these terms and I am totally shocked…
“donate to charity” Position 1-3 £7.66
“give to charity” Position 1-3 £3.15
“donate to a charity” Position 1-3 £10.88
I support a few charities and the latest thing we did was to donate a website and support to FOP Action, but on a wider scale I tend to support Kids, Meningitis or Cancer charities and mainly UK based ones that will help people on our own doorstep. But next time I see the really sad NSPCC advert with an abused child on there asking for “just £2 a month” I’ll be less likely to give as it seems that SO much of their donations go to TV advertising and on huge PPC costs. … not to mention the junk mail and free pens they seem to love sending you all the time.