Download - So You Have Google Ad Grants. Now What?
So you have Google Grants, now what?
TaeWoo Kim /TaeWooKim
Speaker - TaeWoo Kim
- “growth hacker”● PPC, display advertising● inbound / SEO/ content / email marketing● conversion rate / landing page optimization● testing & analysis
- founded Solar One Media- celebrity dog (“PR hack”)- FreshSuperCool.com
Google Ad Grants 101
● valid 501c3 with website● Not eligible
o government, hospitals, medical groupso schools, childcare centres, academic institutions and
universities● no advertising (affiliate or traditional) on site● 100% of proceeds must be for your use● $10k/mo limit ($329/day)
Story of Old Boy
What happened
● Initial “lift” with advertising● 2m+ views on Youtube● $8k in 2 weeks● Coverage
o NY Daily News, Care2, CafeMom, MSN, DailyMail, BuzzFeed, OhMiDog
● Evil PayPal
Other Pet Organizations
Lots of people WANT to Donate
As in TENS of millions
What Should You Ask For
Cash● immediate● convenient● hardest
Time / Stuff / Product● delayed● logically harder● easier
Strategies
1. Bidding strategy2. Direct response strategy3. Advanced strategy
Bidding Strategy
1. Spend everything - $329/day
Bidding Strategy
2. Max $2 CPC. Bid long tail.
“pet charity”
vs
“donate to pet charity in Brooklyn”
Bidding Strategy
3. Target broadly4. Don’t go crazy with negatives, but be respectful
● ex. “how to save stray dog”● don’t cannibalize other
advertiser’s potential traffic● don’t bite the hand that feeds
you
Direct response strategy
1. Be Relevant● ex. “Donate to pet charity”. Dont show:
Direct response strategy
2. Use videos. Tell story. - Kony 2012: 99m+ views on Youtube, $13m rev. 2011
Direct Response Strategy - Emotions
Emotion of Feeling Good
Emotion of Social Approval
Direct response strategy
3. Call to Action
Advanced Strategy
- No Google display ads● no retargeting feature
- Not ready to donate● Follow up with email● Autoresponder
Thank You
Q&A
One Last Thing
Looking for speaking opportunities
● online / performance marketing
● growth hacking● PPC/SEO● sales lead generation● customer acquisition
Does your non-profit need help with Adwords?
● Talk to me