2015 ama houston nonprofit sig - google grants
TRANSCRIPT
Jonti Bolles | [email protected] | @jonti
Jonti BollesWhite Hat Ops
Jonti BollesWhite Hat Ops
Ad Grants for Marketing Ad Grants for Marketing
NonProfitsNonProfits
Jonti Bolles | [email protected] | @jonti
Gmail
Calendar
Groups
Drive
Analytics
One Today
YouTube
Google AppsGoogle Apps
http://www.google.com/nonprofits/learning/getting-started.html#tab1
Jonti Bolles | [email protected] | @jonti
• Create a custom
map of project
sites
• Map your data in
the field
• Cultural Map and
narrative tour
Google Earth OutreachGoogle Earth Outreach
http://www.google.com/nonprofits/learning/getting-started.html#tab2
Jonti Bolles | [email protected] | @jonti
On deciding where to Donate, 81% of researchers said
impact was a deciding factor.
Show how you Impact Change.
On deciding where to Donate, 81% of researchers said
impact was a deciding factor.
Show how you Impact Change.
Map the StoryMap the Story
http://www.google.com/earth/outreach/index.html
Jonti Bolles | [email protected] | @jonti
How Much Can You Spend?How Much Can You Spend?
• Average Spend per Month
• ~$300-400 dollars
• Why?
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Jonti Bolles | [email protected] | @jonti
No Autocomplete for GivingNo Autocomplete for Giving
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https://www.youtube.com/watch?v=o0R8rWvyyBE
Jonti Bolles | [email protected] | @jonti
• Awareness
• Belief in Your Cause
• Impact
• Volunteers
• Build Database - Newsletters
Target - Not Just Donations
Target - Not Just Donations
Jonti Bolles | [email protected] | @jonti
RelationshipsRelationships
A belief in your cause is a relationship.Reach people via personalized messages. Email and Phone.
Mobile Search now driving calls.
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Jonti Bolles | [email protected] | @jonti
How to Use AdwordsHow to Use Adwords
Create a campaign for every goal or projectCreate a campaign for every goal or project
Jonti Bolles | [email protected] | @jonti
Bidding LimitsBidding Limits
• $2 max per keyphrase
• Best Practice On-Page Performance
• Long Tail Keywords
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Jonti Bolles | [email protected] | @jonti
Situational AwarenessSituational Awareness
• Organization Specific
• Seasonal• Events • City Specific• Unique
Proposition
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Jonti Bolles | [email protected] | @jonti
Google Trends for Top PhrasesGoogle Trends for Top Phrases
• News
• Publisher
and Events
Jonti Bolles | [email protected] | @jonti
Related Phrase SelectionRelated Phrase Selection
Dont forget negative keywordsDont forget negative keywordskeywordtool.iokeywordtool.io
Jonti Bolles | [email protected] | @jonti
• Conversational
Queries
• “I think I took
the wrong
medicine”
HummingbirdHummingbird
Jonti Bolles | [email protected] | @jonti
Quality Score: 10 out of 10Quality Score: 10 out of 10
• Where are you driving traffic?– Landing Pages, short forms
• Compete with other charities?– Specific Neighborhoods
• What are your actions and goals?– Volunteers, Customers, Referring Agencies– Did I mention Email addresses?
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Jonti Bolles | [email protected] | @jonti
• Always Be Testing
A/B
• Include Keyphrases
• Direct visitors to
specific area of Site
Write Good AdsWrite Good Ads
Jonti Bolles | [email protected] | @jonti
• Use ad
extensions to
enhance ads
• App Extensions
• These change
often with new
products
Ad ExtensionsAd Extensions
Jonti Bolles | [email protected] | @jonti
• Mobile Ads
• 61% of
Mobile
Searches
result in a
phone call*
Phone ExtensionsPhone Extensions
* Huffington Post* Huffington Post
Jonti Bolles | [email protected] | @jonti
Mobile is more than
Giving.
“You have a
mobile strategy if
you’re sending
email”
- Caryn Stein,
Network for Good
Mobile StrategyMobile Strategy
Mobile Giving Statistics
Jonti Bolles | [email protected] | @jonti
60-80% of
people first open
email by phone
> 50% of
NonProfits have
a mobile friendly
giving page
#Mobilegeddon#Mobilegeddon
https://www.flickr.com/photos/37421747@N00/3281555681/https://www.flickr.com/photos/37421747@N00/3281555681/
Jonti Bolles | [email protected] | @jonti
• Return on Investment
• Visitors share and build trust, become donors
• Geographic segmentation, worth different amounts
• Establish ROI of Successful Campaigns
• Value of Volunteers
• Value of Emails
• Watch what works then explore and amplify
Analytics - Did it Work?Analytics - Did it Work?
Jonti Bolles | [email protected] | @jonti
• Grants for Awareness Campaigns
• Paid Account for higher ROI Campaigns
• Display ads for interested groups - Remarketing
• One-time Donation often becomes recurring
• Capture and re-market via Email
• Mobile banners, email, mobile search
Paid SupplementPaid Supplement
Jonti Bolles | [email protected] | @jonti
• Google for Nonprofits
• Main Site - http://www.google.com/nonprofits/
• Blog - http://googlefornonprofits.blogspot.com/
• Support - https://support.google.com/nonprofits
• Google+ -
https://plus.google.com/+GoogleforNonprofits/posts
• Google Partnership for NonProfits -
http://www.growyourcharityonline.com/
Resource LinksResource Links
