introduction to adwords & google grants1 introduction to adwords & google grants frederick...

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Introduction to AdWords &Google GrantsFrederick Vallaeys, Google AdWords EvangelistAnnMarie Hill, Google Grants Strategist

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Agenda

The Changing Marketing Landscape

Reaching Google’s Audience with Your Message

How to Get Started with Google AdWords

How to Run a Successful AdWords Campaign

The Google Grants Program

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Where Are We Today…and Where Are We Going?

1995 2007 2050?

Digital Media$

Non-Digital Media

Today

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As a Marketer, Your Objectives Are Manifold

Print

AwarenessCreate awareness

EducationCreate interest through

information

ImageMaintain brand

Direct responseCycle of trial, purchase, and repeat

Television

Radio

Direct mail& response

Outdoor SearchMarketing

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Search is the Most Efficient Channel

$50

$20

$8.5

$0

$20

$40

$60

$80

Direct mail Email Online display ads Yellow Pages Search

Source: Piper Jaffray: “The New eCommerce Decade: The Age of Micro Targeting,” Oct 2006

Approximate Customer Acquisition Cost Across Various Channels

$70

$60

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The Right Lead at the Right Time

Decisionand

Purchase Cycle

Contextually relevant ad on website

“charity”

“Sponsor a Child”

“Sponsor a Child in India”“Annual Giving”

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Agenda






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Google AdWords Reaches Global Markets

Sources: Measured by Media Metrix and NetRatings (September 2004); “2005 Web Globalization Report Card,” Byte Level Research (November 2004)

People use Google in over 100

languages

The Google Network reaches more than 80% of worldwide

Internet users.

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Connect with ConsumersWhen They

Searchwith Google’s

Search Solutions

Connect with ConsumersWhen They Research

with Google’s

Content Network

Connect with ConsumersWhen They

Pursue Interestswith Google’s

Site Targeting

Reach customers via three advertising touch points:

Reaching Customers Online

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Imagine Your Nonprofit on Google

Your NonprofitImagine your nonprofit here right when a user is searching for your cause.www.YourNonprofit.org

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Google Search Results

Search Query: ‘wildlife

conservation’

Google Search Results

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Google AdWords Ads

AdWords Ads

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Keyword Advertising

• Targeted advertising

• Better advertiser ROI than untargeted ads

• Improved user experience

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AdWords for Content - AdSense

Reaches millions of users as they read content online

Google scans a page, interprets its content and

serves relevant ads

Recipe for Roasted Garlic Pasta Sauce

Relevant ads Targeted in real-time

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Agenda






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AdWords Start Page

Step 1: Go to www.google.com/adwords

When you reach the Google AdWords page, simply click the button to begin

The sign-up process usually takes about 15 minutes

You can read more about the benefits of AdWords and how it works on this

page as well

Step 1: Go to www.google.com/adwords

When you reach the Google AdWords page, simply click the button to begin

The sign-up process usually takes about 15 minutes

You can read more about the benefits of AdWords and how it works on this

page as well

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Choose Your Edition

Step 2: Choose Your Edition

For this presentation we will walk you through the Starter

Edition sign-up process

Starter Edition has a simplified sign-up and set-up process for

new AdWords advertisers

You will have simplified keyword selection, ad copy writing, and campaign/local

targeting

You can always graduate to the Standard Edition at any time

Step 2: Choose Your Edition

For this presentation we will walk you through the Starter

Edition sign-up process

Starter Edition has a simplified sign-up and set-up process for

new AdWords advertisers

You will have simplified keyword selection, ad copy writing, and campaign/local

targeting

You can always graduate to the Standard Edition at any time

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What if I Don’t Have a Web Page?

Hosted business pages are informational sites that new AdWords advertisers may create when setting up advertising campaigns.

If you have a small business and would like to advertise with Google AdWords, but you don't have a website, you can create a hosted

page to showcase your business. It usually takes only 15 minutes to set up.

With AdWords and hosted business pages, you'll be able to reach potential customers with a few quick and easy steps.

Hosted business pages are informational sites that new AdWords advertisers may create when setting up advertising campaigns.

If you have a small business and would like to advertise with Google AdWords, but you don't have a website, you can create a hosted

page to showcase your business. It usually takes only 15 minutes to set up.

With AdWords and hosted business pages, you'll be able to reach potential customers with a few quick and easy steps.

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Select Your Ad Location and Language

Step 3: Select the language and location where you want your ad to show

You can target a specific area within your selected country, territory, and even state if you so wish

Step 3: Select the language and location where you want your ad to show

You can target a specific area within your selected country, territory, and even state if you so wish

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Write Your Ad

Step 4: Write your ad

In this step, you enter the website address where you

want potential customers to go when they click on your ad

If you don’t have a webpage, you can still take advantage of AdWords. We have a tool that allows you to create a simple

page hosted by Google

Then, follow the instructions and write your ad. Your ad title and copy should be relevant and understandable to your

customers

If you are having a case of writer’s block, there’s a tool that can provide you with ad copy

ideas; simply click the “Give me ideas” tab and follow the simple

instructions

Step 4: Write your ad

In this step, you enter the website address where you

want potential customers to go when they click on your ad

If you don’t have a webpage, you can still take advantage of AdWords. We have a tool that allows you to create a simple

page hosted by Google

Then, follow the instructions and write your ad. Your ad title and copy should be relevant and understandable to your

customers

If you are having a case of writer’s block, there’s a tool that can provide you with ad copy

ideas; simply click the “Give me ideas” tab and follow the simple

instructions

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Choose Your Keywords

Step 5: Choose Your Keywords

Keywords are what your prospective customers are typing into the search bar to find your products and services,

such as “real estate, 91311”

In this step, you can enter as many keywords and key phrases as you’d like into the box

Your ad will be more effective if your keywords are directly related to your ad. More specific key phrases and

keywords will lead to better leads

Step 5: Choose Your Keywords

Keywords are what your prospective customers are typing into the search bar to find your products and services,

such as “real estate, 91311”

In this step, you can enter as many keywords and key phrases as you’d like into the box

Your ad will be more effective if your keywords are directly related to your ad. More specific key phrases and

keywords will lead to better leads

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Set Your Budget and Choose a Currency

Step 6: Choose your budget

Select the currency in which you will be paying for your ad

AdWords will show your ad as often as possible within the budget guidelines you set

You can select one of the preset budget amounts or input your own monthly budget amount in the box

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Create an Account

Step 7: Set Up Your Account

If you already have an account with any of Google’s properties, you can

choose to use that email address and password to log into AdWords

If you want to create a new account, simply select the second option and

enter the requested information

Then, click “create account”

Step 7: Set Up Your Account

If you already have an account with any of Google’s properties, you can

choose to use that email address and password to log into AdWords

If you want to create a new account, simply select the second option and

enter the requested information

Then, click “create account”

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Enter Your Billing Information

Select a form of payment

You can use direct debit or credit card

Select a form of payment

You can use direct debit or credit card

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Agenda






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Targeted Ad

Higher Clickthrough

Rates

More Qualified Leads

BetterConversions

Good User Experience

How do I create an effective AdWords campaign?

Relevance is the key to a successful AdWords campaign

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Relevant Keywords:

• Accurately reflect products/services being offered

• Match what your audience is looking for

• Target the audience without being too general

How do I Choose Good Keywords?

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Keyword Match Types

Ads are continuously matched to Internet users’interests based on your keywords

Use keyword match types to your advantage• Broad Match• Phrase Match• Exact Match• Negative keyword

Ads are placed as buying decisions are made

The Result: Businesses reach their audience at the right time, with the right message

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Broad Match Example

For the broad-matched keyword art museum- local art museum

- find local art

- museum tours

- art exhibits

- history museum

Ad can appear for any of these queries

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What are Negative Keywords?

Negative Match: -freeKeyword: art museum

• Prevent ads from appearing on irrelevant search queries

• Eliminate unwanted impressions

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pets

adopting a dog

animal shelters near San Francisco

local animal shelters

shelters

dogs

animal rescue san francisco

san francisco

Choosing the Right Keywords – Animal Shelters

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Source: OneStat.com – July 2006

Choosing the Right Keywords

Average US Search Phrase Length

6%

6%

12%

20%

22%

29%

3%

0% 10% 20% 30%

7 word phrases

6 word phrases

1 word phrases

5 word phrases

4 word phrases

3 word phrases

2 word phrases

94% of people in the US search with multi-word phrases

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• Ad text distinguishes you from the competition

• Communication, appearance, and style are important

• Be persuasive and informative

• First thing the user sees

How do I write an effective ad?

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Keywords in Ad Text

Cancer researchHelp the CauseSpecializing in Teen TreatmentVolunteer Opportunities Available!CancerTreatment.org

Cancer ResearchTreatment and Research FacilitySupport the Fight for a Cure!CancerTreatment.org

Catch your customer’s eye by making sure your headlines match the keywords.

Matching terms show up in bold text on the Google results page.

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Cancer ResearchTreatment and Research FacilitySupport the Fight for a Cure!CancerTreatment.org

Include a Call to Action

Click Here Visit Us

Examples: get info, research here, signup for our newsletter, donate now

Avoid meaningless slogans and gimmicky language

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New York Advertising

Location in ad text can increase performance

• Attracts attention of local users

• Non-local users will not click on ad

Advertise by Location

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Inter-capitalize Display URL

Inter-capitalizing your display URL may make your ad stand out more and lead to better clickthrough rates

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Use multiple ads to test messages and see which on works best

Including Multiple Ads

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Controlling Costs• No minimum spend• You choose your own maximum daily spending limit (daily budget)• Choose how much you want to spend per click for every keyword• Pay Google for users who click on your ad• Conversion tracking = real-time return-on-investment data

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Relevancy Decreases Your Cost

The ad rank depends on the relevance of the ad and your maximum bid• Rank = Quality Score * Maximum CPC

It is possible for the higher ranked ad to have a lower cost per click than its competitors

If your ad is more relevant, you can still compete against someone with more money

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And Targeting Is Easy…

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AdWords gives you the option to target the location where your ad will be visible to potential

customers

If you want your ad to be shown to all relevant searches in a particular country, you can simply

select a country

If you would like to target a local area within a country, simply enter a city name or postal code to search and select the area where you would

like your ads to show

AdWords gives you the option to target the location where your ad will be visible to potential

customers

If you want your ad to be shown to all relevant searches in a particular country, you can simply

select a country

If you would like to target a local area within a country, simply enter a city name or postal code to search and select the area where you would

like your ads to show

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Regional and Local Targeting

You can target ads so they appear only in locations of interest to you – your neighborhood, your service areas, your city or your state.

Select from pre-defined geographies

Countries

Regions

Cities

Define the area, customize the targeting

Within a defined radius Within defined borders

OR

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AdWords is Accountable

Monitor Your AdWords Performance

The AdWords interface lets you monitor the performance of each ad that you are running, as well as your overall performance

With AdWords, you always know how your ads—and marketing budget—are performing

Monitor Your AdWords Performance

The AdWords interface lets you monitor the performance of each ad that you are running, as well as your overall performance

With AdWords, you always know how your ads—and marketing budget—are performing

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Agenda






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What is Google Grants?

• Google Grants is a unique in-kind advertising program for non-profits

• Offers free AdWords ads on Google.com for select 501(c)(3) non-profit organizations

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Grant Details

• Account is self-managed by your organization

• Duration is a minimum of three months

• Monthly cap of $10,000 in free advertising

• Maximum bid or cost-per-click is $1.00

• Ads only show on Google.com, and not on our partner networks

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Eligible Organizations

• Google Grants supports organizations sharing Google’s philosophy of community service

• 501(c)(3) status is required

- International equivalency required in other countries

- Applying organization must have 501(c)(3) status, not be fiscally sponsored

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Eligible Organizations

Eligible organizations include, but are not limited, to:

• Science and technology organizations

• Education organizations

• Global public health organizations

• Environmental organizations

• Youth advocacy organizations

• Arts organizations

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Ineligible Organizations

Ineligible organizations include, but are not limited to:

• Organizations that are predominantly religious or political

• Organizations that are focused primarily on lobbying for political or policy change

• Commercial non-profits

*Organizations participating in Google AdSense must cancel theirAdSense account before becoming eligible

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Is My Organization Eligible?

• Review the Google Grants program guidelines at www.google.com/grants

- If you feel that your organization is a fit after reviewing our guidelines, we encourage you to apply

- Note that we are unable to provide individual feedback on eligibility due to the high volume of interest in the program

Grants BETA

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More About Google Grants

Visit www.google.com/grants for eligibility criteria, grant details, application and more

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QuestionsFrederick Vallaeys, Google AdWords EvangelistAnnMarie Hill, Google Grants StrategistEmail your questions to [email protected]

introduction to adwords & google grants1 introduction to adwords & google grants frederick...

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