Online AdvertisingSteve Thomas & Lindsey Lind

Oneicity

We have done our job right if…

Resources to learn more

Give you action items you take back to your ministry

Can tell someone at dinner tonight about what you learned

Types of Ads We Will Cover

Google Display

Google Grants

Retargeting

Facebook

Pandora

3 Myths&

4 Actions

Myth #1:

You need a lot of budget to invest in online ads

No 5 Star Dining

Google Display $$

Google Grants Free

Retargeting $$

Facebook $

Pandora $$$

Cost per Click (CPC) vs.

Cost per Thousand (CPM)

Myth #2:

All Clicks are created equal

Myth #3:My ads are only as effective as the clicks I get.

Channels that give you traffic1. Organic Search

2. Direct

3. Referral

4. Email

5. Social

6. Paid Search

7. Display

Ad

Paid

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Direc

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Action #1:

Invest in knowing Google Analyticsoneicity.com/CLA

More than just measuring traffic…

Channels

Geographic

Demographics

In-page Analytics

A/B Testing

Income through eCommerce features

Use Google analytics

Measure both Google and non-Google online ads

Validate the results a vendor gives you

Know what is working to drive income for your ministry

Google Ads Grantoneicity.com/CLA

Benefits of Using the Grant

1. Up to 10k of FREE Google AdWords

2. Drive traffic and awareness for your ministry

3. Use both the grant and other google products in separate accounts

To Get Started

1. Apply for Google for Non Profits

2. Apply for Grant

3. Determine key words

4. Set up 4-6 Ad Sets to test

5. Link to your Google Analytics account

Action #2:

Apply for the Google Grantoneicity.com/CLA

Facebook Adsoneicity.com/CLA

Facebook Ads

1. Use Facebook ads to talk around the ask not at it

2. Power of the Open Graph

3. 20% Rule

Google Display Adsoneicity.com/CLA

Google Display Ads

1. How the display network functions

2. Keywords, Geotargeting, Exclusions

3. Integrate with campaigns

Retargeting

How retargeting works

http://seoexperts4all.com

Retargeting (aka Remarketing)

1. Know your goal

2. Privacy Policy

3. Use frequency capping to control the experience

Pandora

Test Pandora if

1. You are already using radio as a marketing channel

2. Large fall budget to invest in acquisition

3. Know your donor profiles/demographics to make the very best use of micro targeting

Action #3:

Choose which tools you want to testONEICIT Y.COM/CLA

The swell of online giving

Digital Acquisition:WHAT YOU NEED TO DO ALONG WITH ONLINE ADVERTISING

Digital Acquisition

1. Start with great content

2. Understand your funnel

3. Optimizing your conversion

4. Build relationships through digital channels

Action #4:

Create your digital acquisition experience

Summary

3 MYTHS

1. You need a lot of budget to invest on online ads

2. All Clicks are created equal

3. My ads are only effective as the clicks I get.

4 ACTION ITEMS

1. Invest in knowing Google Analytics

2. Apply for the Google Grant

3. Choose which tools you want to test

4. Create your digital acquisition experience

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