google grants & beyond: secrets to success
DESCRIPTION
Your Google Grants are basically free ads, but are you fully taking advantage of them? In this session we will share best practices that will help marketers not only fully leverage their Google Grants, but also discuss how they can utilize their learnings from Google Grants to develop a strategy for Pay-Per-Click (PPC) campaigns, and to maximize ROI by having both a Google Grants and a Paid account. We will also talk about how producing powerful landing pages can boost your search campaigns, and we will share case studies from Special Olympics and the American Diabetes AssociationTRANSCRIPT
- 1.Google Grants & Beyond: Secrets to SuccessAustin Buckley Account Manager, Search & Advertising RedEngine Digital Twitter: @redengineFollow the Conversation: Twitter: #digitalday @redengine @thedmaw Facebook: https://www.facebook.com/re denginedigital
2. What is Google Grants? Google Ad Grants is the nonprofit edition of AdWords, Google's online advertising tool. To be eligible for Google Grants, your org must: Hold current and valid charity status, as determined by your country. (U.S. 501(c)(3)) Agree to Grants required certifications regarding nondiscrimination and donation receipt and use. Have a functioning website with substantial content. (Your ads will be limited to the URL you submit for review.) 3. What is Google Grants? Who is not eligible for Google Grants? Governmental entities and organizations Hospitals and medical groups Schools, childcare centers, academic institutions and universities 4. Why Do I Care? FREE MONEY. (TO CHANGE YOUR LIFE.) 5. Maintaining Grants Eligibility Your ads must link only to the single nonprofit website URL that was approved in the application. You are required to actively manage the AdWords account by logging in monthly. Your ads must reflect the mission of the approved nonprofit organization and your keywords must be relevant to the nonprofits programs and services. Strictly commercial advertising is not allowed through this program. 100% of sales/proceeds must support your program. 6. Maintaining Grants Eligibility Your Google ads cannot link to pages that are primarily links to other websites. Ads offering financial products (such as mortgages or credit cards) or those requesting car, boat or property donations and related keywords are not allowed. Your website cannot display Google AdSense ads or affiliate advertising links while participating in Google Ad Grants. 7. Google Grants Features A daily budget set to approx. $330 USD, which is equivalent to about $10,000 per month A maximum cost-per-click (CPC) limit of $2.00 USD Only run keyword-targeted campaigns Only run search-based text ads appearing on Google.com. (No display advertising, etc.) Grants ads will always display below paid ads when bidding on the same keywords 8. Google Grants Extras Included in your Google Grants membership: YouTube for Nonprofits Integrate Donate button with your YouTube channel so users can donate directly from your videos Call-to-action overlays allow viewers to click through to your site Google Apps for Nonprofits Gmail, Calendar, Drive, etc. Google Earth Outreach Grants Free licensing for Google Earth Pro and Maps API for Business. One Today by Google (app) Android app available in US; users can donate $1 per day to different nonprofits 9. How Do I Apply? http://www.google.com/nonprofits/ Click Join the Program and fill out application 10. Maximizing Google Grants Value Use your full budget Its free money thats not coming back tomorrowspend it! When budget is maxed, find whats converting and ensure its not limited by budget. 11. Maximizing Google Grants Value Find overlooked or over-searched keywords. Overlookedkeywords that nobody else is bidding on. Try the long taile.g., donate to the Human Fund, Human Fund Festivus giving in addition to Human Fund 12. Maximizing Google Grants Value Over-searchedkeywords that get too many clicks/too few conversions to bid on in Paid, but might still return in Grants. Qumar Refugee Crisis is all over the news and related keywords search volume is spiking. Too much volume and too little ROAS to bid on in Paid, but might be able to get some conversions for free through Grants 13. Maximizing Google Grants Value Supplement your paid ad accounts with Grants. Experiment with keywords/campaigns of dubious ROAS value. Audition campaigns before trying them in paid accounts. Bid on keywords with high volumeor low competition. Bid on low-value (ROAS-wise) but important (e.g. for branding) keywords. Use Grants to get in front of people who might not otherwise see your content; use engagement/lead generation asks to get them onto your mailing list, etc.into top of funnel. 14. Example (Client X) Daily SEM Visits: Aug-Sept 2013 1400120010008006004002000Paid OnlyAll 15. Example (Client X) Daily SEM Revenue: Aug-Sept 2013 $3,500.00$3,000.00$2,500.00$2,000.00$1,500.00$1,000.00$500.00$0.00Paid OnlyAll 16. Other Resources http://googlegrants.blogspot.com/ Google Grants blog https://support.google.com/nonprofits/ https://support.google.com/grants/ Google Support for Nonprofits and Grants http://productforums.google.com/forum/#!forum/g rants Google Grants help forum 17. Thank You!Got Questions?Contact RedEngine Digital!: Facebook: www.facebook.com/redenginedigital Twitter: @redengine Email: [email protected] Phone: 703-556-8489