google adwords for nonprofits

Google Adwords for Non Profits Copyright ClelandMarke:ng llc 2014

Pay Per Click with Google Adwords for Non-‐Pro9its Search Adver:sing Approach and Strategy Katherine Cleland – ClelandMarke:ng

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Why Google Adwords? •  Online Search has replaced Yellow Pages

•  80% of online searches are done on Google

•  One in Three searchers online clicks on a google ad!

•  Google Ads are run by “Adwords” their program for companies to buy ads. 2


Google Ad Grants-‐ Who’s Eligible ? •  Is your nonprofit eligible for Google Ad Grants? •  To be eligible for the Google Ad Grants program, organiza:ons must: •  Hold current and valid charity status, as determined by your country; please see your country’s charity status defini:on below.

•  Acknowledge and agree to the applica:on's required cer:fica:ons regarding nondiscrimina:on and dona:on receipt and use.

•  Have a func:oning website with substan:al content •  Please note that the following organiza:ons are not eligible for Google Ad Grants: •  Governmental en::es and organiza:ons •  Hospitals and medical groups •  Schools, childcare centres, academic ins:tu:ons and universi:es (philanthropic arms of educa:onal organiza:ons are eligible). To learn more about Google's programs for educa:onal ins:tu:ons, visit Google for Educa:on.

•  h[p://www.google.com/grants/eligibility.html 3


What can Adwords do for YOU? •  Connect to Clients •  Connect to Cons:tuents •  Connect to Volunteers •  Possibly, but less likely successfully -‐ Connect to Donors

•  Anyone who is SEARCHING on-‐line. •  What are they searching for? •  How do you realis:cally and genuinely connect that to your mission, programs, services, and in par:cular, website and landing pages?

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Why not Donors? •  “Ads offering financial products (such as mortgages or credit cards) or those reques:ng car, boat or property dona:ons and related keywords are not allowed. “

•  Google allows the solicita:on of funds that are tax-‐exempt as long as they prominently indicate their tax-‐exempt status on their landing page. This message should clearly indicate that they're a registered charity, displaying their charity number, confirming their tax-‐exempt status.

•  But these ads are less likely to have high quality scores, and will likely “run down”

•  Cost per click for word “Donate” is in Top 10 most expensive keywords at $42 per click. (vs your budget of $2) 5


Restrictions on Google Grants •  $330 daily budget cap ($10k per month). •  $2 max cost-‐per-‐click (CPC) bid-‐ LIMITATION •  Only applies to Google Search •  Text ads only •  Keyword targeted campaigns only

Sign up at Google •  h[p://www.google.com/grants/ •  h[p://www.google.com/nonprofits/ Learn more at Forums on Google grants •  h[ps://produclorums.google.com/forum/#!forum/grants 6


Adwords is an Auction for Keywords! •  You’re bidding against other people. •  You’re bidding on KEYWORDS…the searches that people make •  It is NOT a level playing fieldà you have to be AWARE •  DYNAMIC! Not SET it and leave it. It takes a commitment •  Measure EVERYTHING– Op:mizing is Tricky! (even at pennies per click)

•  DO NOT PAY FOR IMPRESSIONS (as a general rule)

Pay Per Click! PPC 7


Ads and Keywords must be Mission Focused Acceptable •  Ad: Shop and Fight Cancer Our Pink Ribbon Collec:on has Unique Girs for a Great Cause. www.yourcharity.org

•  Keywords: Shop for cancer Shop for breast cancer Cancer store Cancer merchandise

Not Acceptable •  Ad: Buy Girs Online Apparel, Books, Music & More Save Time and Money Now! www.yourcharity.org

•  Keywords: Buy clothing Online clothing store Online shoe store Shop mp3s

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Google Adwords is Multiple Products! •  Adwords •  Search Ads •  Extensions

•  Mobile Ads •  Adwords Express-‐ Local •  Product Ads •  Text Display Ads •  Image Display Ads •  Remarke:ng •  & More. •  Choose ONE and start there!

•  Adwords Express

• SEARCH 9


Easy Way out…Adwords Express For LOCAL non-‐profits: If you don’t have the :me to manage your Google Ad Grants account and would prefer to allow Google to maintain your campaigns and their performance, then AdWords Express may be the right fit for you. Benefits of using AdWords Express includes: •  Create an online ad quickly and easily. •  A[ract more users to your website or Google+ page. •  Minimal ongoing management necessary. AdWords Express runs and automa:cally op:mizes your ads for you.

•  Similar to AdWords, you can reach customers on desktop computers and mobile devices (such as smartphones and tablets).

•  Review the effec:veness of your ads in your dashboard. •  Important: You must first have an approved and ac:ve Google Ad Grants account before you can create your AdWords Express account. Please follow the instruc:on provided in the links above.

•  DO NOT submit any billing/credit card informa:on as you will be responsible for all costs incurred. 10


Adwords Express: Local, Simple, Less control

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Adwords Express-‐ Local Search

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Display Ad Examples: NO Display Image Ad

Display Text Ads

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Adwords Express-‐ Map Based

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Display Ad Examples: Gmail NO

Display Text Ads

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Google Ads: Search Ad Types

Search Ads

Google Places Result

Addi:onal Ads

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Driven by Google for Business/ Google +


Mobile ads: click to call YES

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Mobile Text Ads


Adwords Search Strategy

Customer Need

Context

Ad Copy: Reflect

Search Query, Screens and Mo:vates

Keywords: Customer Search Customer Process

Buying Researching

Sor:ng

Bid Strategy Budget, Rota:on

Keyword Value Click through

Rate Posi:on,

Copy-‐ Value ProposiMon

Trust

Landing Page For me?

Answera Needs Authority

Value Prop Call to AcMon

Trust

Customer AcMon

RELEVANCE

CAMPAIGN STRATEGY

Quality Score

Customer Understanding

Mechanics, ExecuMon,

Measurement

Website Design and

SEO

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Local vs NaMonal


Before you create ANY ADs •  Know your Campaign Strategy-‐ Who, Where, What •  Know Google’s Strategy and Limita:ons •  Get Tracking Codes for tracking Conversions-‐ Install Google Analy:cs-‐ Measure Results! •  AND Install Adwords Tracking code ALSO. (Both)

•  Op:mize your Site-‐ Pages, Names and Topics •  Landing page and SEO •  Search Engine Op:mize

•  Link to Google Plus Local (google places) and Claim your lis:ng! 19


Non Pro9it Campaign Strategy •  Who-‐ Which of your many cons:tuents are you speaking to? •  In What Geographic Area? Loca:onal Search is Key. •  What are they SEARCHING for? •  What service are you offering them? •  Or// What is the “Call to Ac:on”. What should they do when they come to your page?

•  Create a Cons:tuent and Service Map

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Non Profits Volunteers

IT Services

HR Services

Service Corps

Statewide

Puget Sound

Consultants

Resource Directory Wash State

501 Commons

Trainings

Lis:ngs

Resource Directory

Statewide

Cons2tuents

Services

Sample beginning brainstorm – cons:tuents and services


Example :501 Commons Resource Directory •  Who: Non Profits seeking Consultants across all fields •  Where: Throughout Washington State •  What: Keyword Ideas: •  Non Profit resource directory •  Non profit consultant lis:ngs •  Non profit consul:ng services •  Who consults for non profits

•  Create “themes” (using adwords) groups of keywords that are alike

•  Test vs your Website “landing page” – where the Ad will take them.

•  Try out some ad copy •  Then GO FIX YOUR WEBSITE!!! 22


Sample Ad…9irst Pass.

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Where this Ad takes us…

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Analyze your Website, Page and Strategy-‐ from a Google ViewPoint •  What does Google think this website is about •  What does Google think this page is about? •  SEO and Webmaster tools

•  What should the customer do when they get here (ONE THING) •  Page Op:miza:on

•  Who do I lead to this page? •  Landing Page– ONE thing should happen on a landing page. (rarely informa:on)

•  Geography •  Person, buying cycle

•  What do I say that will get those “most likely to buy” to come here? •  Ad Copy

•  What will they be searching for? •  Keyword

•  What might they have been searching for that is NOT this page •  Nega:ve Keywords

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What is this Website About? What is this Page About?

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What is this page about?

Does Google Know?

What is the

call to acMon?


Go Very, Very, DEEP. •  Always try to land at the deepest, most targeted page in your website that answers that specific keyword search. If the page doesn’t exist, Create it.

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Do your Website First! It Matters -‐ a LOT •  Search Engine Op:miza:on-‐ USE Keywords on your site •  tell google what your site and each page is about •  Meta tags /Search Engine Op:miza:on SEO Work

•  Landing Pages; One for every customer type and every ac:on, with a call to ac:on •  Landing Pages–Designed for specific keywords too!

•  Site usability-‐ design, ease of finding bu[ons, etc. •  Links into your site and pages = Authority!

•  Becauseà Google Audits your Website and assigns it a score. •  If that score is Low, google “penalizes” you a lot in Quality.

Adwords Quality Scores -‐> COST

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Adwords Search Strategy

Customer Need

Context

Ad Copy: Reflect

Search Query, Screens and Mo:vates

Keywords: Customer Search Customer Process

Buying Researching

Sor:ng

Bid Strategy Budget, Rota:on

Keyword Value Click through

Rate Posi:on,

Copy-‐ Value ProposiMon

Trust

Landing Page Answer Needs

Authority Value Prop

Call to AcMon Trust

Customer AcMon

RELEVANCE

CAMPAIGN STRATEGY

Quality Score

Customer Understanding

Mechanics, ExecuMon,

Measurement

Website Design and

SEO

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Local vs NaMonal


What is a Quality Score? •  “A Quality Score is calculated every :me your keyword matches a search query -‐-‐ that is, every :me your keyword has the poten:al to trigger an ad. Quality Score is used in several different ways, including: •  influencing your keywords' actual cost-‐per-‐clicks (CPCs) •  es:ma:ng the first page bids that you see in your account •  determining if a keyword is eligible to enter the ad auc:on that occurs when a user enters a search query

•  affec:ng how high your ad will be ranked” •  -‐Google Adwords

•  EVERYTHING! 30


How does Google Calculate Quality Score? RELEVANCE •  “While we con:nue to refine our Quality Score formulas for Google and the Search Network, the core components remain more or less the same:

•  The historical clickthrough rate (CTR) of the keyword and the matched ad on the Google domain

•  Your account history, which is measured by the CTR of all the ads and keywords in your account

•  The historical CTR of the display URLs in the ad group •  The quality of your landing page •  The relevance of the keyword to the ads in its ad group •  The relevance of the keyword and the matched ad to the search query •  Your account's performance in the geographical region where the ad will be shown

•  Other relevance factors” 31


In Plain English: Quality Score • Your Campaign History • Past Effec:veness of your Adwords (if any) • Your Website Ra:ng • Local Search w/ Place Extension to google

Places page • How well you match your keywords to your ad copy to your landing page to the searchers INTENT

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Campaign Structure-‐ Critical •  Sets and Subsets…Finite, homogenous groups of words

• Campaign • AdGroups • Keywords

•  Campaign Sets Geography and Budget! •  If you want to control geography, separate campaign •  If you want to control it by $, put it in separate campaigns! •  If you want to test something put it in a separate campaign •  Always have Search vs Display vs mobile in separate campaigns •  Product lines are separate campaigns:

•  Videos vs Consulta:ons – separate campaigns 33


Campaign Structure-‐ part 2 • AdGroups

• Keywords •  Adgroups are for LIKE keywords with LIKE Ads and SINGLE LANDING PAGES!

•  Example LANDING PAGE: GLUTEN INTOLERANCE VIDEO Buy page •  Adgroup 1: Celiac disease video •  Adgroup 2: Gluten intolerance video •  Adgroup3: Gluten Free Diet video •  Adgroup4: Gluten Free Health Video

•  If you have unrelated keywords in an adgroup, your quality score will drop. •  Related is VERY Literal 34


2. Match Landing Page to Ad Copy and URL to Search Query-‐ Literally! •  Does Landing page answer searcher’s ques:ons? •  Did you Send user to furthest logical page in the buying process based on the query ?

•  Is query Transac:onal, informa:onal, naviga:onal ? •  “List of gluten free foods” •  “shop gluten free flour online” •  “informa:on about gluten intolerance”

•  Is your page User Friendly, Trustworthy ? •  Do you have Tes:monials and Reviews ? •  Is there a Call to ac:on ? •  Use Exact Keywords! ?

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3.Keywords REALLY Matter •  Short keywords are NOT be[er. High volume keywords are NOT necessarily be[er. •  One to two word keywords have higher volume, but more compe::on, and lower quality •  “Cross cultural Diversity training” •  Diversity consultant •  Intercultural communica:ons expert •  Marke:ng to different ethnici:es •  Diversity Marke:ng

•  Use Geographic Keywords! Loca:on Ma[ers. •  Longer phrases have higher Click through rates, and generally higher conversions but oren get the “low traffic volume”

•  Use Nega:ve Keywords •  -‐”lists” -‐recipe 36


Keyword Match TYPE •  Understand Match type! Learn this. •  Four Basic op:ons: •  Broad -‐> google will serve up anything remotely related •  +Broad +Word -‐>. anything related to the concepts of these two ideas together

•  “phrase” -‐> google will only serve up when searcher uses that set of words in that order in their query

•  [exact] -‐> google will only serve up when searcher uses that set of words in exactly that way.

•  DON’T use “broad” unless you have a lot of budget and want to learn the hard way. Start with “phrase” and [exact]

•  Always use NEGATIVE Keywords •  See Google Tutorials PLEASE h[p://support.google.com/adwords 37


Relevance Matching ”diversity training” -‐>ad copy -‐> landing page •  Landing Page: 501 Resource Directory •  Ad Copy:

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Optimize your pages 9irst! QS 4/5 is Not optimized enough!

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What can be accomplished..

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Po[ery Northwest Keyword Group: Clay Class


Keyword Research Resources: •  Adwords Keyword tool (limited in func:on) •  Google Insights •  Google Search Sugges:ons •  Keyword Spy

•  Think like a customer-‐ talk to your clients/cons:tuents. •  Ask them what they would search for in looking for you

•  EXCLUDE related but irrelevant with Nega:ve Keywords! •  -‐ “training” •  -‐” degree” •  ”jobs”

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5. Your Ad copy: Use it to Filter and funnel! •  Match Ads to Adgroup-‐ Explicitly! •  Even be[er, match Ad (:tle and copy) to top keyword in the adgroup

•  Top searched keyword is “co[on ba:k fabric” for this adgroup

•  See the difference in both volume and posi:on due to quality! 42


Groom your campaign regularly •  MEASURE and Adjust Weekly (at least for the first 3 months) •  Cost per Click •  Average Posi:on •  CTR By Keyword •  Quality Scores

•  Measure Weekly •  Ad copy CTR, test new Ads! •  Conversion Rates by adgroup, and top keywords •  Cost per conversion •  Budgets

•  Measure Monthly •  Return on investment •  Change vs previous month 43


Tracking Conversions • What do you want the customer to Do? • How will you make $ ?

•  Set up Adwords Tracking Code! •  Insert it in your site!

1000

2% 20 $20

5% 1 $20 How do I know?

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Where to 9ind tracking code? Account>Tools and Analysis>Conversions

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More Resources •  Google Campaign Set up Service •  Google Tutorials-‐ online they’re GRREEEAAATTT •  Search marke:ng now •  Search Engine Land •  PPC Marke:ng •  Advanced Google Adwords (Vol 2 just released)

Leslie@clelandmarke:ng.com

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Back Up

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7. Borrow from the Competition

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Finding Quality Score: Customize columns: Add Quality score and bid est.

Customize columns

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Add Attributes!

YES!

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Google Search Ads: Sub Types

Ra:ngs

Site Extensions

Site Extensions

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Google Ads: portland plumbing

Loca:on Extensions – cri:cal for local bus

Google Places

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Google Ad Extension Types

Places Extension With offer

Places Extension with offers and reviews

No Extension but offer

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google adwords for nonprofits

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