Effective advertisements are the key to your church connecting with searching souls online. But, before you commit any money to online ads, it’s important to think through your strategy to optimize the effectiveness of your advertisements. Basically, the better your ads connect with individuals potentially interested in your ministry or church, the less your ads will cost and the higher the chances new people will visit your church. The secret to effective advertisements is found in using Google wisely.
Google attempts to connect those searching online to the most relevant data possible. One of the most important ways they do this is through the use of keywords. Keywords are the three to five words individuals type into a search engine while looking for something online. Keywords are separated into two categories: short-tail and long-tail. Understanding the difference could drastically impact the effectiveness of your next online ad.
Difference between regular keywords and Long-Tail Keywords
Short-tail: Short-tail keywords are short and broad. They’re typically 3 words or less and are very competitive and expensive. For example, “Chinese food,” “Marriage,” “Running shoes.” Typically large retailers pay a lot of money to ensure their ads come up whenever someone searches for these types of words.
Long-tail: Long-tail keywords are very specific and consist of more than 3 words. They focus on a very specific target audience. For example, “great Chinese restaurants in Athens Ohio”, or “long-distance running shoes for guys in Columbus”.
The Keyword Analyzer tool helps evaluate the content and SEO optimization of your church website. It crawls your website to detect the presence of commonly searched ministry related keywords in the H1/H2 Headings, Meta Descriptions, URLs, and text. It then gives a score from 0% to 100% for each selected keyword group. This information can help you identify opportunities to have your church's ministries found more often in Google searches.
Why long and short keywords matter
Because short-tail keywords are broader, they show to a very large audience. This might sound great except, not only does this make them more expensive, but those searching online are less apt to click on those ads. The more specific the keywords, the fewer people are searching for them. BUT, the more specific the keywords the higher the chance the person searching will connect with and click on your advertisement. For example, if you’re a middle-aged man struggling through a divorce, you’ll be more likely to click on an ad titled, “Helping men heal from divorce after age 50,” than one simply titled “divorce recovery.” Fewer people will be searching online for these specific keywords, but your church/ministry will find much higher results by arranging your ads using specific long-tail keywords.
How to implement keywords
When creating online ads: Focus on long-tail keywords. Think through ads that will connect with the specific audience you think will love your church/ministry. Be specific about the terms people in your city will search for when looking for a service your church provides.
When creating a blog or webpage: Know the keywords you’ll be focusing on when writing a blog or webpage. Use these terms in your title, URL, description, and within the page content. The more Google sees your long-tail keyword throughout your article the more likely it will connect your page to those searching for that specific topic.
Long-tail keyword examples:
Instead of: Use:
“Church” “Modern church in ‘city’”
“Homeless Ministry” “Free meals for the homeless in ‘city’”
“Addiction recovery” “Christian alcohol addiction recovery ministry in ‘city’”
“Grief ministry” “Recovering from the loss of a parent at ‘church name’”
We’re here to help
Sometimes the prospect of writing an effective online ad or web page can seem overwhelming. We want to let you know you don’t have to walk this road alone. The experts at Missional Marketing are here to help you with all your church writing needs. We not only understand advertising and what keywords will be most effective for your ministry, but we have talented individuals ready to help with all your writing needs. We want to support your church in every way possible to make a meaningful difference in your community and the world.
If you’d like to learn more, feel free to contact us.