While I still think the Time magazine campaign is a costly mistake, I am heartened to see evidence (among the ads at PeaceBang) that the Unitarian Universalist Association is using Google ads, which would have been my first choice. That ad points to the special welcome page the UUA has set up.
So I wondered, what searches — assuming some are geographically pinpointed; you can do that with Google ads — will make an impression, Google-ese for placing an ad. (The UUA only pays for those clicked, so I refrained from clicking through.) This is the AdWords program.
Unitarian Universalist. While counterintuitive, placing an ad for your own name reinforces the authority of the site and steers traffic to you. The sidebar ad that popped up wasn’t for the UUA but the Church of the Larger Fellowship. Good move, CLF. They are also the lone ad for
unitariansand (shared with ChristianUniversalism.org)
Liberal religiongives you the CLF and the Center for Progressive Christianity.
Alternative to fundamentalismand
fundamentalist alternativepulled no ads at all.
- A variety of ads based on
anti-racistbrought up no ads.
Religious communitypulled two ads for Catholic orders. (Fair enough.)
So perhaps the UUA is only running ads through the AdSense program — thus pushing ads into sites that accept advertising — rather than through the search engine.
I would encourage the powers-that-be, after a suitable trial, to do both.
With this post, I begin the long-overdue category Evangelism.