Will Howells, head of digital at Terrence Higgins Trust
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
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Getting the most from Google Grants | Online advertising | South West Networking Group | 14 October 2016
1. Getting the most from Google Grants
Will Howells, head of digital,
Terrence Higgins Trust
2. First things firstâŠ
âą Open to registered charities
âą Google will give you up to $10k in advertising
spend each month ($329 daily budget limit)
âą Can only be used on text-based search ads
âą Ads appear below paying advertisers
âą Maximum keyword bid is $2
âą Apply for Google Grants via Google for Non-
Profits if you donât already have it. (UK partner
for registration is Technology Trust)
3. How it works
âą Managed in the same was as paid Google
search ads
âą Campaign
â Ad group
âą Ads and keywords
âą âChargedâ per click
âą Can use AdWords Express for simplicity
âą Auction win affected by quality score
âą To be used to promote one website only, but you
can apply for an exemption to promote other
sites
4. Starting with a new account
âą Structure campaigns logically, eg:
â Campaign: Brand keywords
âą Ad group: Charity name
âą Ad group: Area of work
â Campaign: Fundraising
âą Ad group: Running events
âą Ad group: Cycling events
âą Set geographical targeting at the campaign level.
â Campaign: Bristol
âą Ad group: Bristol service
5. Starting with a new account
âą Set everything to maximum $2 bid
âą Aim to spend the whole budget every day
âą Import conversion data from Google
Analytics
â Set up goals or ecommerce transactions in
Analytics
âą Link Analytics to AdWords for auto-tracking
â AdWords will pass through source,
medium, campaign name and ad content
8. Improving performance
âą If campaigns are over-performing, cap the daily budget
and/or reduce keywords bids
âą If campaigns are under-performing, identify the problem:
â Are the keywords not generating impressions?
âą Check the quality score
âą Add more relevant keywords
â Are ads showing but not getting clicks?
âą Try different ad text
âą Try splitting ads into more relevant groups
â Are people clicking but not converting?
âą Adjust your landing page
16. Take a course
âą Google offers free online training programmes
âą Includes official certification
17. Paid platforms to consider
âą Google Ads paid
âą Bing Ads
âą Facebook/Instagram Ads
â Facebook Business Manager has made it
easier to share management of ads
â More detailed demographic/interest targeting
â Targeting options include âlookalike audiencesâ
âą Search vs social platform depends on where
user is in the purchasing cycle
19. Visit the CharityComms website
to view slides from past events,
see what events we have
coming up and to check out
what else we do:
www.charitycomms.org.uk
20. South West Networking Group
14 October 2016
Bristol
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