In a Nutshell, The NRA (National Rifle Association) is leveraging PPC Marketing to help them increase membership and reinforce it’s base to protect the 2nd Amendment Rights. Regardless of politics and views on the subject of Gun Control, this is an effective Strategy for them to utilize PPC Marketing not only to gain Memberships, but to take advantage of Offers/Promotions and Reputation Management during this delicate time in our society. Below, you will see some examples brought to you by the great people at SpyFu.com of this latest effort
Screenshot of NRA’s PPC Text Messaging:
Quick Notes: This text ad does a great job in utilizing Sitelinks, Multiple Calls to action and also Reputation Management.
Keyword Expansion Trends over the past years:
Quick Notes: Even though the NRA is a huge organization, the keyword expansion looks significant in the graph, however they are very small in terms of overall visibility. It’s very obvious the NRA knew they needed to ramp up awareness due to the Political Pressures and Gun Violence in the news.
Budget Trends over the Past Years:
Quick Notes: Even though (again) this is not a significant amount of budget, it clearly identifies a strategy to increase awareness and memberships.
Please understand this Post has nothing to do with personal and political views. It’s about the Strategy and the timeliness of the NRA’s initiative to increase Memberships and protect their brand image. Even though I am a little surprised at the minimal amount of budget and keyword visibility, because they are the NRA, I do believe it’s an effective strategy for them to take.