Learn how to maximize your Google Grant to reach a value of $10,000 per month of advertising for your nonprofit.

1. Ad Value | Pt 2. Google AdWords
for Nonprofits
Maren Dougherty, Director of External Affairs
Balboa Park Online Collaborative
@MarenReport, @BPOC_SD, @BalboaPark
APRIL 17, 2013
Museums and the Web Conference
Salon H
BALBOA PARK ONLINE COLLABORATIVE
Innovative | Collaborative | www.bpoc.org

2. Maximizing Your Google Grant
AdWords Introduction
Setting Goals
Campaigns
Ad Groups
Keywords
Conversion Tracking
Questions
http://www.google.com/grants

3. Free Google Text Ads for
Nonprofits

4. Some Specifics
Daily budget: $330 (~$10k/month)
Maximum CPC: $2 (recently increased from $1)
Only appear on Google.com
Only run text ads
Ads must link to a page on your website (note exception)
Keywords must be (somewhat) relevant
Ongoing, active management is required
Ads need to relate to the mission
+ Country-specific requirements
Google’s incentive? Keep that 96% going strong!

5. Get a second account if…
You want to exceed the daily
budget
You’re willing to pay for
premium keywords
You want your ads to show as
part of the display network

6. In-kind ad spend per month
$10,000
$8,000
$6,000
$4,000
$2,000
$-­‐
Maximum
spend
Average
grantee
spend

7. Lots of opportunity! But what do
you want it to do for you?

8. Possible Goals
Raise visibility? (impressions)
Drive website traffic? (click-throughs)
Increase memberships? (conversion)
Increase email list? (conversions)
Increase views of particular pages or
documents? (conversions)

9. AdWords Account Structure

10. Example

11. Campaigns | Think about all the
different ones you can have

12. Be creative with campaigns &
ad groups
• Ad groups
• General (Dog Friendly San Diego,
Corporate Events, San Diego events)
• Events/Projects (Toulouse
Lautrec, Kids photo contest, Giskin
Anomaly)
• Geographic (Visit San Diego)
• Multilingual (Bienvenidos a
Balboa Park)

13. AdWords Activity #1:
Make a list of 20 campaigns that you could do
for your organization

14. Keywords | Just keep adding
Resources:
Keyword generators
Translators
Interns

15. It does take some time
But even Google helps

16. But it’s worth it

17. Write Great Ads
Clear headlines
Prompt action
Create multiple ads so Google can figure it out

18. Ad Guidelines

19. AdWords Activity #2:
Pick a campaign from your list and write two
text ads for it.

20. Conversion Tracking
Requires snippet of HTML & Javascript code
30-day cookie

21. Set up Conversion Tracking

22. AdWords Activity #3:
Identify at least three conversions you want to
happen.

23. So, let’s say you do max out. What’s next?

24. Clean Up & Optimize
Look at conversions
Refine keywords (& add negative
ones)
Set daily cap on specific campaigns
(total is $330/day, so prioritize &
divide it)
Pause campaigns that are not as
valuable to you
Decrease bid maximum to get more
clicks

25. Resources
Sign-­‐up:
h>p://www.google.com/grants
Seminars
for
Success:
h>p://services.google.com/ads_inquiry/awseminars
Google
Grants
Help
Forum:
h>ps://www.google.com/nonprofits/help/
resources.forums.html?place=forum/grants

26. CONTACT
MAREN DOUGHERTY, DIRECTOR OF EXTERNAL AFFAIRS
BALBOA PARK ONLINE COLLABORATIVE
Phone: (619) 819-9200
Email: mdougherty@bpoc.org
http://www.bpoc.org
BALBOA PARK ONLINE COLLABORATIVE
Innovative | Collaborative | www.bpoc.org