how nonprofits can make the most of adwords and the google ad grant
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Caveats & Details
Caveats & Details
● 80/20 focus● AdWords 101 201 151● @bradyjosephson | [email protected]● @nonprofitsupply | nonprofitsupply.co
Today’s Agenda
Today
● Search Marketing in a Search World● Google Ad Grant & How to Get It● AdWords Overview & How It Works● Setting It Up & Putting It To Work
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
Search Marketing - SEO
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
Search Engine Optimization - Organic
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
More at http://www.wordstream.com/search-marketing
Search Marketing - PPC
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)
Pay Per Click - Paid
What Can You Do?
● Pay more● Be more relevant
More at http://www.wordstream.com/search-marketing
Search Marketing - Good and Bad - SEO
Search Engine Optimization - Organic
Good
● Costs ‘nothing’● Extra benefits (good content,
engagement on social, etc.)
Search Engine Optimization - Organic
Bad
● With SEO results are never guaranteed and difficult to control
● Creating content can be expensive and SEO can be laboring
● Highly competitive
More at http://www.wordstream.com/search-marketing
Search Marketing - Good and Bad
Pay Per Click - Paid
Good
● More control on results● Doesn’t take a ton of time
Pay Per Click - Paid
Bad
● Can be costly● Complicated (at first)● Highly competitive
More at http://www.wordstream.com/search-marketing
How To Apply
More at https://www.google.ca/intl/en/grants/how-to-apply/
1. See If You’re Eligible
More at https://support.google.com/nonprofits/answer/3215869?hl=en-CA
2. Apply for Google for Nonprofits
More at https://www.google.com/nonprofits/account/u/0/signup/ca?hl=en-CA
4/5. Create Your Account & Submit
More at https://support.google.com/grants/answer/1689506?hl=en
Glossary
● Campaign: highest level in the AdWords structure, it’s like a theme● Ad Group: 2nd level in the AdWords structure, it’s like a grouping● Ad: 3rd level in the AdWords structure, the actual ads people see● Click: when someone actually clicks on your ad● Spend: what you have spent through the bidding and advertising process● Cost Per Click (CPC): the average cost to you to get a click (cost/clicks)● Bid: what you are bidding up to for a click on certain keywords● Impression: how many people see your ad● Click Through Rate (CTR): ratio of people who click your ad when they see it
(clicks/impressions)● Goal: in Analytics, a measurement of an action someone can take on your site● Conversion: when someone takes a desired action, or completes a goal,
originating from one of your ads
In the (Google) World of Search Quality score Is King
More at http://www.wordstream.com/quality-score
● Your click-through rate (CTR).● The relevance of each keyword to its ad group.
● Landing page quality and relevance.● The relevance of your ad text.
● Your historical AdWords account performance.
Lower Bids Need More Relevance
More at http://www.wordstream.com/quality-score
5 Steps to Put Your Google Ad Grant to Work
1. Goals & Metrics & Tracking2. Campaign Structure3. Keywords & Research4. Ad Groups, Ads, & Landing Pages5. Run, Review, Revisit
Goals & Metrics
● Set goals - aspirational and not measurable● Set objectives - measurable● Set tracking - so you know
Goal: We want to get more donors
Objectives:
● Get x new email signups per month● Get y new donors per month
Tracking:
● Email signup conversion/goal● Donation conversion/goal
6 Campaigns To Build
1. Branded/About2. Donate/Give3. News/Stories4. Programs/Learn More5. Get Involved/Volunteer6. Campaign/Focused
Keywords Research
Great starting point. Get volume to learn. Increases spend quicker. Use for News/Stories, Programs/Learn More, and Campaigns … campaigns/ad groups.
Keywords Research
Great starting point. Get volume to learn. Increases spend quicker. Use for News/Stories, Programs/Learn More, and Campaigns … campaigns/ad groups.
Ad Groups, Ads, & Landing Pages
News/Stories
○ Blogs○ Annual Report○ Newsletter○ Stories
News/Stories
○ Vancouver○ Africa○ South America○ Canada
Ad Groups, Ads, & Landing Pages
Think of these as sub-themes of your campaign and ways to group related keywords.
Run, Review, Revisit
Run
● At least a month to get data● Optimize once a month● Major changes once a quarter
Run, Review, Revisit
Review
● Review goals, objectives, & metrics● Identify high value keywords, ads, ad groups● Calculate ROI
Run, Review, Revisit
Revisit
● Remove low performing keywords, ads, ad groups● Create new campaigns, ad groups, and ads as necessary● Incorporate lessons into other areas of marketing
Summary
● You need to get people’s attention, earned or paid, before they can choose to engage with you
● Search marketing can be powerful in getting people’s attention and visits to your site
● The (free) Google Ad Grant allows charities and nonprofits to better compete in the search world we live in
● The landing page and completion pages (donations, email signup, etc.) all work together to drive value and show ROI
● The donor funnel is upside down, so focus on how you can pull donors up with their search terms, valuable content, and smaller actions
● Setting up some solid campaigns and clean structure will make it easier to manage
● Spend away so you can learn through the run, review, revisit process● Run tests and take learnings from AdWords into other areas of your online
fundraising and marketing