How Much Does the Church of Scientology Spend on Advertising?
The Church of Scientology has, for a long time, been putting a lot of money into advertising, most recently with the super expensive-looking Super Bowl ad embedded above and their disastrous attempt at running sponsored content in The Atlantic.
But if you’re one of the five people in the world who doesn’t use Adblock, you might have noticed that they sometimes pop up as the sponsored result when you google things.
So how much are they paying to do this?
I’ll do my best to explain this as quickly as possible, because it’s pretty boring. Here’s how cost-per-click advertising works on Google: a company sets a maximum bid that they’re willing to pay for an internet user to click on one of their ads. These bids are associated with keywords that internet users type when searching. Based on the ad’s relevance to searched keywords and the maximum amount that the advertiser is willing to pay per click, Google determines where to place those ads.
For example, if a dessert company wanted their ads displayed any time a user searches for “ice cream cakes,” it would cost, at the time of writing this article, about $0.60 per click in English-speaking countries.
To figure out how much Scientology pays, I tried to advertise for Scientology myself. I set my maximum bid at one dollar per click and selected multiple keywords involving Scientology. All of my bids were rejected, meaning that the person who is currently paying to advertise on those terms is paying more than a dollar per click.
In order to advertise on the first page of Google’s search results for Scientology-related searches, I would have to shell out a minimum of three dollars per click for “creed of the Church of Scientology.”