Supporting Church Outreach Ideas Online raises awareness in and around the church.
Churches must get the word out about their outreach initiatives. Google and Facebook provide powerful tools for reaching the current church members and reaching the unchurched and the churchless.
Supporting Church Outreach Ideas Online
There are 4 important ways of supporting church outreach ideas online:
- Google Display Network
- Google Search Network
- Retargeting Network
Supporting Church Outreach Ideas Online with Google
Google is one of the most powerful tools on the web when it comes to promoting your church so that you increase your online audience. When you are running a campaign with the aim of supporting church outreach ideas using Google, you have two elements that go hand in hand; the Google Display Network and the Google Search Network.
Google Display Network
The Google Display Network is a network of websites where Google displays ads. Google’s network is enormous, so they have an incredible reach across the web. For this reason, utilizing the Google Display Network is a very effective way to target the unchurched. It works by showing your ads to your target audience in the form of display ads on other websites and apps such as YouTube. Anytime you see an ad on a website you visit, more than likely this is part of the Google Display Network.
To get the most out of your Display Network ads, it is important to deliver the people who click the ad to a relevant landing page. Google loves relevance, so the more relevant the landing page is to the ad, the better your ad will perform.
Google Search Network
The Google Search Network goes hand in hand with the Google Display Network, so to implement an effective campaign you should be utilizing both. Whereas the Google Display Network shows ads to your target audience when they are browsing websites online, the Search Network ensures that when people conduct a search on Google that they find your church. The first result on the first page of Google receives the vast majority of the traffic, so it is vital that you are appearing high in the rankings.
You create your Search Network campaign by firstly creating Ad Groups that contain a number of keywords in each group. Here are some examples of possible ad groups and their related keywords:
|Ad Group||Keyword 1||Keyword 2|
|Church||churches near me||christian churches|
|Prayer||prayer request||prayer chain|
|Bible Study||bible study||bible study guide|
|Marriage||marriage counseling||marriage classes|
|Parenting||parenting classes||parenting advice|
|Preschool||preschool||preschool near me|
|Elementary||elementary||elementary schools near me|
|Students||middle school activities||high school activities|
|Young Adults||young adult activities||events for young adults|
|Men's Activities||men's activities||events for men|
|Women's Activities||women's activities||events for women|
|Volunteer Oppurtunities||volunteer oppurtunities||volunteer opportunities near me|
|Local Missions||serve locally||volunteer locally|
|Global Missions||serve overseas||volunteer overseas|
|Counseling||family counseling||christian counseling|
|Grief||grief counseling||grief support|
|Denominations||catholic church||baptist church|
As already mentioned, Google loves relevant content, so having your Search Network ad leading to a landing page that is optimized for the keywords in your ad group will greatly increase the performance of your ad. Google ranks each ad by determining it’s Quality Score, which is rated on a scale of 1-10, and is based on the relevance and user experience of your ad.
Because of these factors, the more relevant your ad is, then the higher Quality Score it will receive, and the better it will perform. Also, it will even reduce your costs. If two ads are bidding for the same keywords, Google will often prioritize the lower bid if it leads to more relevant content.
Supporting Church Outreach Ideas Online with Facebook
Facebook is one of the best tools out there for supporting church outreach ideas online. Facebook is a great way to spread your church’s message and to build up a following, and it also allows you to target specific demographics within your community. You can target people based on their age, gender, and interests, so you can really narrow down each segment you want to target. The result is they become aware of your ministry while they are on Facebook. When they click on the ad they go to a Landing Page that gives them more information.
Like the Google Search Network, Facebook is also an excellent way to promote seasonal events at your church, such as Easter, Vacation Bible School, Summer Celebrations, Fall Festivals, and Christmas. Facebook also has the added benefit of people referring you to their friends. People can like and share your posts with their friends and loved ones very easily, so there is always the possibility of extra exposure for your church. Because of this, Facebook marketing can also be a very cost-effective way of reaching your audience.
Supporting Church Outreach Ideas Online with Retargeting
Retargeting banner ads are a powerful way to make current church members aware of Church outreach initiatives. This causes people who have visited your church’s website to see the banner ads. This is extremely useful for keeping them informed about outreach activities and events.
Retargeting (also known as remarketing) is an online church advertising technique that deposits a cookie when a person visits a webpage. Once they have been cookied an online ad server can show them banner ads.
Internal Targeting Versus External Targeting
Church Outreach efforts can target either the church’s existing membership or churchless people outside of the walls of the church.
It is common to need a little of both. For example, if a church is doing small Bible groups, they may need to recruit from their membership for group leaders and then recruit outside the walls for group members.
To recruit group leaders, the church can reach the existing members by running Facebook Ads that are targeted only to people who have already liked the church’s Facebook Page. They can also show online banner ads to people who have visited the church’s website.
To recruit group members the church can reach people outside the walls by running a geo-targeted Facebook Ad campaign. They could also run a Google Search Campaign to find people who are searching in their local area for ‘bible study’. They can also run a geo-targeted banner ad campaign in the Google Display Network to reach people who are surfing the web.
Church Outreach Activities to Support Online
We have helped churches nationwide to support their outreach efforts for the following:
- Seasonal Outreach Events
- Special Outreach Events
- Ministry Outreach
- Sermon Events
The table below provides examples of supportable Seasonal Outreach Events online:
|Seasonal Outreach Events||Triggered By|
|Marriage Conference||Valentines Day|
|Relationship Conference||Valentines Day|
|Singles Event||Valentines Day|
|Vacation Bible School||Summer|
|4th of July||Summer|
|Ministry Year Kick-Off||Back to School|
|Trunk or Treat||Halloween|
In addition, Special Outreach Events can be effectively supported online:
|Special Outreach Events|
|Guest Speaker or Pastor|
|Music Event or Guest Music Act|
|Motor Cycle Enthusiast Event|
|Automobile Enthusiast Event|
|Women's Conference or Retreat|
|Men's Conference or Retreat|
Here is a list of common church Ministries that can be supported online:
|Marriage Ministry||Preschool Ministry||Care Ministry||Art's Ministry|
|Parenting Ministry||Kids Ministry||Divorce Care Ministry||Sports Ministry Ministry|
|Singles Ministry||Students Ministry||Post Abortion Ministry||Café|
|Relationship Ministry||Adult Ministry||Mental Health Ministry||Bookstore|
|Life Group Ministry||Senior Ministry||Recovery Ministry|
|Prayer Ministry||Men's Ministry||Counseling Ministry|
|Bible Study Ministry||Women's Ministry||Chronic Illness Ministry|
|Financial Ministry||Visitation Ministry|
Here is a list of Sermon Events that can be effectively supported online:
|Sermon Outreach Events|
|Addiction and Recovery Sermons|
|Chronic Illness Sermons|
|Life Crisis Sermons|
|Biblical Personal Finance Sermons|
|Mental Health Sermons|
Supporting Church Outreach Ideas Online with Landing Pages
The people you are trying to reach will be seeking out your church online for a variety of reasons. They could be looking for financial guidance, help with family problems or addiction or many more different reasons, so it doesn’t make sense to deliver them all to the same page of your website, does it? This is why we create landing pages for the different topics that your potential visitors are searching for.
While creating landing pages for each Ad Group that people are searching for will result in a higher Quality Score, it also delivers the visitors to content that is relevant to their needs, thus increasing their chances of engaging with your church.
Here are some examples of the landing pages we can create:
To learn more about landing pages and their benefits, read our article on Google Church Search Campaign Landing Pages.
Supporting Church Outreach Ideas Online with Church Website SEO
We have covered the Google Search Network, which is considered Paid Traffic, as you are paying for your ads to appear higher up in the Google Rankings. However, your site can also receive Organic Traffic. With organic traffic, you are enabling people to find your site in Google by having it rank highly without paying for ads. This is achieved through careful optimization of your entire site, and is called Search Engine Optimization (SEO). Try our new Free Church Website SEO Audit tool to analyse your website, and also to get improvement suggestions.
On Page SEO
The landing pages you create for your ads will help with this because they are already optimized for certain keywords, however you should also optimize the other pages of your site. Follow this SEO checklist to ensure each page reaches its potential for Organic Traffic:
- Page Titles: Your page titles are one of the most important SEO factors on your site, so write a title that matches the Focus Keyword for the page.
- Meta Descriptions: Give your page a Meta Description that is relevant to the Keyword you are optimizing, and also make sure the description contains your focus keyword.
- Keyword Placement: Write the Focus Keyword into the first paragraph of the page.
- Meta Tags: Tag the pages with keywords so that they match the keywords in the Felt Needs Ad Groups.
- Image Tags: Tag images that appear on the page with alternative text so they match the focus Keyword.
- URL Structure: Include the Focus Keyword in the page’s URL.
- Word-count: Ensure your page has at least 300 words, because Google loves pages with lots of content.
- Body Tags: Use headers that contain your focus keyword (H1, H2, etc.).
- Keyword Density: Insert your Focus Keyword into your webpage at least once for every 100 words.
- Internal Linking: Link to other pages within your site using keywords as anchor text.
SEO with Great Content
Google is a big fan of high quality, unique content, so it is vital to add as much of this as possible to your website. A great way to achieve this is through a blog. A blog can be a great resource for visitors to your site as it can answer many of their commonly asked questions, but it also has the added bonus of improving your SEO, and improving your Google rankings. Your content should always be unique, as Google will penalize duplicate content. Interlinking from your blog posts to other posts can also improve your SEO, as long as the links are relevant. Not only does a blog improve SEO, but it’s also a great tool to deliver great content to your followers.
To Get Started
Missional Marketing is a dedicated Christian communications firm working with Christian Churches and Organizations across the country, and we are also a Top 5% Certified Google Partner. So get in touch today, and we can get started on your Church Marketing Campaign.