intro to setting up your free google adwords account for nonprofits

Source: Brady’s phone

We live in a search world.

Source: Internet Live Stats

We live in a (weird) search world.

Source: College Humor

We live in a (weird) search world.

Source: College Humor

We live in a (weird) search world.

Source: College Humor

We live in a (weird) search world where Google is King.

Source: Statista

What does living in a weird search world where Google is king mean for

you and your fundraising?

Traffic x Average Gift x Conversion = Revenue

Courtesy of NextAfter. Used with permission.

Impact Of Improvement In Each Area

Courtesy of NextAfter. Used with permission.

Impact of Optimization in Online Fundraising

MetricJan through May

25% Lift In Traffic

25% Lift In Conversion Rate

25% Lift In Average Gift

25% in All Three

Web Traffic 31,793.00 39,741.25 31,793.00 31,793.00 39,741.25

Conversion Rate 0.68% 0.68% 0.85% 0.68% 0.85%

Average Gift $159.05 $159.05 $159.05 $198.81 $198.81

Revenue $34,385.40 $42,981.75 $42,981.75 $42,981.75 $67,158.99

% Change 0.00% 25.00% 25.00% 25.00% 95.31%

This variable chart shows the impact of small gains in any one area of the Traffic x Conversion Rate x Average Gift = Revenue equation. Increasing the conversion rate, for example, from 0.7% to 0.85% would’ve meant over $8,000 in the past 5 months.

Revenue vs. Traffic January through May

While not 100% correlated, revenue does generally go in step with website traffic as long as the conversion rate and strategies there remain constant.

Search - Paid & Organic - Drive Traffic

Search Marketing

Search Engine Optimization - Organic

How It Works

● Crawls internet to review text on your website, PDFs, documents, other content, meta tags, and if other sites link to you

● Google has algorithms that update based on searches and clicks for sites and users

What Can You Do?

● Rewriting content to match keywords● Write meta tags to match keywords● Create more quality content to build

authority ● Get other sites to link to your site● Maintain an active presence on social

media to help create external links

Pay Per Click - Paid

How It Works

● Create ads for certain keywords used in searches and bid on the ones that are worth it

● These ads direct the user to a specific advertisement and landing page

● Ad rank is based by the bids and their quality scores (device, relevance, past ads)

What Can You Do?

● Pay more● Be more relevant

More at http://www.wordstream.com/search-marketing

Search Marketing - Good and Bad

Search Engine Optimization - Organic

Good

● Costs ‘nothing’● Extra benefits (good content, engagement

on social, etc.)

Bad

● With SEO results are never guaranteed and difficult to control

● Creating content can be expensive and SEO can be laboring

● Highly competitive

Pay Per Click - Paid

Good

● More control on results● Doesn’t take a ton of time

Bad

● Can be costly● Complicated (at first)● Highly competitive

More at http://www.wordstream.com/search-marketing

A Google Ad Grant can help overcome SEO struggles with (free) PPC

strategies.

PPC Strategy

SEO Alone

Ad Grant Instantly Increases Traffic

What does living in a weird search world where Google is king mean for

you and your fundraising?

That you need a Google Ad Grant!

nonprofitsupply.co

Google Ad Grant - google.ca/intl/en/grants/

How To Apply

More at https://www.google.ca/intl/en/grants/how-to-apply/

Google Ad Grant Eligibility

More at https://support.google.com/nonprofits/answer/3215869?hl=en-CA

Apply To Google for Nonprofits

More at https://www.google.com/nonprofits/account/u/0/signup/ca?hl=en-CA

Enroll & Create Your Account

Analytics + AdWords + eCommerce

Google Ad Grantspro

More at https://support.google.com/grants/answer/6022748?hl=en

Conversion Tracking Is Awesome!

Grantspro Takes More Of The Shackles Off

nonprofitsupply.co