CLF is the recipient of a monthly “Google Grant,” a free marketing program that allows non-profit organizations to reach new prospects by “bidding” on keywords that are relevant to their work and placing sponsored links in a user’s search result. So, a user searching on “renewable energy,” for example, might find a link to a CLF ad in his search results, if we were successful in bidding for those keywords.
Though a number of other nonprofit Google Grant recipients had the same idea, we were all outbid on virtually every oil spill-related keyword. By whom were we outbid? By BP.
Go ahead and perform a Google search for “Gulf Oil Spill” and pay attention to the top sponsored link. It’s BP. And the link takes users to a carefully crafted page about BP’s so-called progress. No pictures of dead marine life. No unemployed fishermen. No pelicans covered in oil.
How did BP bump out the rest of us? It’s a simple matter of economics. Google Grant recipients are only able to bid up to $1.00 for various keywords. For-profit companies, on the other hand, can bid as high as their pockets allow. BP’s generous bids ensure that their sponsored links appear first in search results. And long after nonprofit Google Grant allowances are spent, BP’s seemingly endless advertising budget continues to fuel their campaigns around the clock.
Before you go… CLF is working every day to create real, systemic change for New England’s environment. And we can’t solve these big problems without people like you. Will you be a part of this movement by considering a contribution today? If everyone reading our blog gave just $10, we’d have enough money to fund our legal teams for the next year.