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When planning your keyword bid management, ask the very same question as when you designed your site: What do I want my visitors to do?
If your aim is to get visitors to sign a petition to save the rainforest, for example, you can use smart bid management to direct eco-friendly traffic to your site.
Budget your PPC bid management for a pay per click bid on search terms such as “save the rainforest,” including additional terms such as “rain forest save.” Why? Because this is what you want your site visitors to do. You can even include “petition” and “online petition” in your pay per click bid management. Just make sure, if you're a nonprofit 501(c)3 organization, you know where all your money goes.