intro to setting up your free google adwords account
TRANSCRIPT
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
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
