Fundraising with Google Adwords
September 30th, 2008 by Tools
We stumbled across Lodestar Theatre Company’s campaign to help save the Liverpool Shakespeare Festival as a result of their use of targetted Google Adwords. As ever, the skill is in the headline writing - one self-made guru we know recommends writing up to 30 versions of a headline for the same piece (benefits-orientated, of course!) before deciding on a shortlist of 3-5. Google Adwords can then be used to compare the impact of each headline in the marketplace, before pushing ahead in confidence with the most persuasive.