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A (Quick) Story.
“You have to get the tying run to the plate”
If a nonprofit website exists and no
one ever visits it, is it any good?
Traffic = Revenue
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.
Traffic = More Than (Just) Revenue
How can you drive more traffic to your
website?
nonprofitsupply.co
Today
Caveats & Details
● 80/20 focus
● AdWords 101 201 151
● Slides sent out and at nonprofitsupply.co/nextafter
● @brady...
Search Marketing in a Search World
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
Search Marketing
Search Marketing
Search Engine Optimization - Organic
How It Works
● Crawls internet to review text on your
website, PDFs,...
Search - Paid & Organic - Drive Traffic
Search Marketing - Good and Bad
Search Engine Optimization - Organic
Good
● Costs ‘nothing’
● Extra benefits (good content...
PPC Strategy
SEO Alone
A Google Ad Grant can help overcome
SEO struggles with (free) PPC
strategies.
Google Ad Grant & How to Get It
Google Ad Grant - google.com/intl/en/grants/
How To Apply
More at https://www.google.ca/intl/en/grants/how-to-apply/
1. See If You’re Eligible
More at https://support.google.com/nonprofits/answer/3215869?hl=en-CA
2. Apply for Google for Non-Profits
More at https://www.google.com/nonprofits/account/u/0/signup/ca?hl=en-CA
2. Apply for Google for Non-Profits
More at https://www.google.com/nonprofits/account/u/0/signup/ca?hl=en-CA
Make sure you’re in incognito mode
when applying!
3. Enroll In Google Ad Grants
This sounds good...
… but you want this.
4/5. Create Your Account & Submit
More at https://support.google.com/grants/answer/1689506?hl=en
Follow the account creation guide
exactly. For real.
Take The Shackles Off With GrantsPro
Google Ad Grant... … Google GrantsPro
Google Ad Grantspro
More at https://support.google.com/grants/answer/6022748?hl=en
AdWords Overview & How It Works
AdWords Account Structure
AdWords Account Structure
AdWords Account Structure
AdWords Account Structure
Related Keywords for Ad Groups With Ads
Types of Keywords
Ads Go To Desired & Relevant Landing Page
But how do ads show? When? Why?
In the (Google) World of Search Quality score Is
King
More at http://www.wordstream.com/quality-score
● Your click-through...
Setting It Up & Putting It To Work
Google Ad Grant Strategies & Differences
● Start! Spend!
● Dollars = Learning
● Volume is your friend
● People don’t searc...
Lower Bids Need More Relevance
More at http://www.wordstream.com/quality-score
Donor Funnel
People Don’t
People Don’t Search For What You want
Consider Pop Ups
5 Steps to Put Your Google Ad Grant to Work
1. Goals & Metrics & Tracking
2. Campaign Structure
3. Keywords & Research
4. ...
Goals & Metrics
● Set goals - aspirational and not measurable
● Set objectives - measurable
● Set tracking - so you know
G...
Start tracking what you can and add
depth as you go.
Analytics + AdWords + eCommerce
Campaign Structure
6 Campaigns To Build
1. Branded/About
2. Donate/Give
3. News/Stories
4. Programs/Learn More
5. Get Involved/Volunteer
6. C...
Keywords & Research
● Start with keywords you can think of
● Look at your website headlines
● Use Google’s Keyword Planner...
Keywords Research
Great starting point. Get volume to learn. Increases spend quicker. Use for News/Stories,
Programs/Learn...
Keywords Research
Use for Branded, Get Involved/Volunteer, Donate/Give, and Campaigns… campaigns.
Keywords Research
Start adding these once you get data to reduce wasted spend.
Google’s keyword planner lets you
research keywords, CTR, cost, and
other related keywords. Use it.
Ad Groups, Ads, & Landing Pages
News/Stories
○ Blogs
○ Annual Report
○ Newsletter
○ Stories
News/Stories
○ Vancouver
○ Afr...
Ad Groups, Ads, & Landing Pages
Think of these as sub-themes of your campaign and ways to group related keywords.
Ad Groups, Ads, & Landing Pages
Capitalization in the
Title
Show value, make offer, use punctuation.
Use Ads To Run Tests
Ad Groups, Ads, & Landing Pages
Create ads based on landing pages.
Revise based on ad & keyword
lessons.
Keep This In Mind for Action Pages
Motivation Factors
Friction Factors
Run, Review, Revisit
Run
● At least a month to get data
● Optimize once a month
● Major changes once a quarter
Review
● Re...
Run, Review, Revisit
Run, Review, Revisit
Run, Review, Revisit
Run, Review, Revisit
Good Luck!
nonprofitsupply.co
Questions?
Grow Your Donations Without Spending a Dime - NextAfter
Grow Your Donations Without Spending a Dime - NextAfter
Grow Your Donations Without Spending a Dime - NextAfter
Grow Your Donations Without Spending a Dime - NextAfter
Grow Your Donations Without Spending a Dime - NextAfter
Grow Your Donations Without Spending a Dime - NextAfter
Grow Your Donations Without Spending a Dime - NextAfter
Grow Your Donations Without Spending a Dime - NextAfter
Grow Your Donations Without Spending a Dime - NextAfter
Grow Your Donations Without Spending a Dime - NextAfter
Grow Your Donations Without Spending a Dime - NextAfter
Grow Your Donations Without Spending a Dime - NextAfter
Grow Your Donations Without Spending a Dime - NextAfter
Grow Your Donations Without Spending a Dime - NextAfter
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Grow Your Donations Without Spending a Dime - NextAfter

One of the hardest fundraising challenges for any organization is acquiring more high quality traffic that will convert to new donors. And most solutions to this problem cost an arm and a leg.

What if there was a way to get more high quality traffic to your website without spending a dime?

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Grow Your Donations Without Spending a Dime - NextAfter

  1. 1. A (Quick) Story.
  2. 2. “You have to get the tying run to the plate”
  3. 3. If a nonprofit website exists and no one ever visits it, is it any good?
  4. 4. Traffic = Revenue
  5. 5. Traffic x Average Gift x Conversion = Revenue Courtesy of NextAfter. Used with permission.
  6. 6. Impact Of Improvement In Each Area Courtesy of NextAfter. Used with permission.
  7. 7. Traffic = More Than (Just) Revenue
  8. 8. How can you drive more traffic to your website?
  9. 9. nonprofitsupply.co
  10. 10. Today Caveats & Details ● 80/20 focus ● AdWords 101 201 151 ● Slides sent out and at nonprofitsupply.co/nextafter ● @bradyjosephson | brady@shiftcharity.com Today ● Search Marketing in a Search World ● Google Ad Grant & How to Get It ● AdWords Overview & How It Works ● Setting It Up & Putting It To Work ● Next Level Ideas & Resources
  11. 11. Search Marketing in a Search World
  12. 12. We live in a search world. Source: Internet Live Stats
  13. 13. We live in a (weird) search world. Source: College Humor
  14. 14. We live in a (weird) search world. Source: College Humor
  15. 15. We live in a (weird) search world. Source: College Humor
  16. 16. We live in a (weird) search world where Google is King. Source: Statista
  17. 17. Search Marketing
  18. 18. 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
  19. 19. Search - Paid & Organic - Drive Traffic
  20. 20. 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
  21. 21. PPC Strategy
  22. 22. SEO Alone
  23. 23. A Google Ad Grant can help overcome SEO struggles with (free) PPC strategies.
  24. 24. Google Ad Grant & How to Get It
  25. 25. Google Ad Grant - google.com/intl/en/grants/
  26. 26. How To Apply More at https://www.google.ca/intl/en/grants/how-to-apply/
  27. 27. 1. See If You’re Eligible More at https://support.google.com/nonprofits/answer/3215869?hl=en-CA
  28. 28. 2. Apply for Google for Non-Profits More at https://www.google.com/nonprofits/account/u/0/signup/ca?hl=en-CA
  29. 29. 2. Apply for Google for Non-Profits More at https://www.google.com/nonprofits/account/u/0/signup/ca?hl=en-CA
  30. 30. Make sure you’re in incognito mode when applying!
  31. 31. 3. Enroll In Google Ad Grants This sounds good... … but you want this.
  32. 32. 4/5. Create Your Account & Submit More at https://support.google.com/grants/answer/1689506?hl=en
  33. 33. Follow the account creation guide exactly. For real.
  34. 34. Take The Shackles Off With GrantsPro Google Ad Grant... … Google GrantsPro
  35. 35. Google Ad Grantspro More at https://support.google.com/grants/answer/6022748?hl=en
  36. 36. AdWords Overview & How It Works
  37. 37. AdWords Account Structure
  38. 38. AdWords Account Structure
  39. 39. AdWords Account Structure
  40. 40. AdWords Account Structure
  41. 41. Related Keywords for Ad Groups With Ads
  42. 42. Types of Keywords
  43. 43. Ads Go To Desired & Relevant Landing Page
  44. 44. But how do ads show? When? Why?
  45. 45. In the (Google) World of Search Quality score Is King More at http://www.wordstream.com/quality-score ● Your click-through rate (CTR). ● The relevance of each keyword to its ad group. ● Landing page quality and relevance. ● The relevance of your ad text. ● Your historical AdWords account performance.
  46. 46. Setting It Up & Putting It To Work
  47. 47. Google Ad Grant Strategies & Differences ● Start! Spend! ● Dollars = Learning ● Volume is your friend ● People don’t search (directly) to make donations ● Own your own brand ● Focus on getting emails, form completes, contact us… not JUST donations ● Think about pop ups and methods that can take interested traffic to action
  48. 48. Lower Bids Need More Relevance More at http://www.wordstream.com/quality-score
  49. 49. Donor Funnel
  50. 50. People Don’t
  51. 51. People Don’t Search For What You want
  52. 52. Consider Pop Ups
  53. 53. 5 Steps to Put Your Google Ad Grant to Work 1. Goals & Metrics & Tracking 2. Campaign Structure 3. Keywords & Research 4. Ad Groups, Ads, & Landing Pages 5. Run, Review, Revisit
  54. 54. Goals & Metrics ● Set goals - aspirational and not measurable ● Set objectives - measurable ● Set tracking - so you know Goal: We want to get more donors Objectives: ● Get x new email signups per month ● Get y new donors per month Tracking: ● Email signup conversion/goal ● Donation conversion/goal
  55. 55. Start tracking what you can and add depth as you go.
  56. 56. Analytics + AdWords + eCommerce
  57. 57. Campaign Structure
  58. 58. 6 Campaigns To Build 1. Branded/About 2. Donate/Give 3. News/Stories 4. Programs/Learn More 5. Get Involved/Volunteer 6. Campaign/Focused
  59. 59. Keywords & Research ● Start with keywords you can think of ● Look at your website headlines ● Use Google’s Keyword Planner tool
  60. 60. Keywords Research Great starting point. Get volume to learn. Increases spend quicker. Use for News/Stories, Programs/Learn More, and Campaigns … campaigns/ad groups.
  61. 61. Keywords Research Use for Branded, Get Involved/Volunteer, Donate/Give, and Campaigns… campaigns.
  62. 62. Keywords Research Start adding these once you get data to reduce wasted spend.
  63. 63. Google’s keyword planner lets you research keywords, CTR, cost, and other related keywords. Use it.
  64. 64. Ad Groups, Ads, & Landing Pages News/Stories ○ Blogs ○ Annual Report ○ Newsletter ○ Stories News/Stories ○ Vancouver ○ Africa ○ South America ○ Canada
  65. 65. Ad Groups, Ads, & Landing Pages Think of these as sub-themes of your campaign and ways to group related keywords.
  66. 66. Ad Groups, Ads, & Landing Pages Capitalization in the Title Show value, make offer, use punctuation.
  67. 67. Use Ads To Run Tests
  68. 68. Ad Groups, Ads, & Landing Pages
  69. 69. Create ads based on landing pages. Revise based on ad & keyword lessons.
  70. 70. Keep This In Mind for Action Pages Motivation Factors Friction Factors
  71. 71. Run, Review, Revisit Run ● At least a month to get data ● Optimize once a month ● Major changes once a quarter Review ● Review goals, objectives, & metrics ● Identify high value keywords, ads, ad groups ● Calculate ROI Revisit ● Remove low performing keywords, ads, ad groups ● Create new campaigns, ad groups, and ads as necessary ● Incorporate lessons into other areas of marketing
  72. 72. Run, Review, Revisit
  73. 73. Run, Review, Revisit
  74. 74. Run, Review, Revisit
  75. 75. Run, Review, Revisit
  76. 76. Good Luck!
  77. 77. nonprofitsupply.co
  78. 78. Questions?

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