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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?
Fundraising framework.
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
Caveats & Details
Caveats & Details
● 80/20 focus
● AdWords 101 201 151
● Slides sent out and at nonprofitsupply.co/TechSo...
Today’s Agenda
Today
● Search Marketing in a Search World
● Google Ad Grant & How to Get It
● AdWords Overview & How It Wo...
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 - SEO
Search Engine Optimization -
Organic
How It Works
● Crawls internet to review text on
your website,...
Search Marketing - PPC
Pay Per Click - Paid
How It Works
● Create ads for certain keywords
used in searches and bid on the...
SEO = Earned.
PPC = Bought.
Search - Paid & Organic - Drive Traffic
Search Marketing - Good and Bad - SEO
Search Engine Optimization -
Organic
Good
● Costs ‘nothing’
● Extra benefits (good c...
Search Marketing - Good and Bad
Pay Per Click - Paid
Good
● More control on results
● Doesn’t take a ton of time
Pay Per C...
PPC Strategy
SEO Alone
A Google Ad Grant can help overcome
SEO challenges with (free)
PPC strategies.
Google Ad Grant & How to Get It
Google Ad Grant - google.ca/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
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.
Google Ad Grantspro
More at https://support.google.com/grants/answer/6022748?hl=en
Take The Shackles Off With GrantsPro
Google Ad Grant... … Google GrantsPro
AdWords Overview & How It Works
Glossary
● Campaign: highest level in the AdWords structure, it’s like a theme
● Ad Group: 2nd level in the AdWords struct...
Still with me?
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
A few things to note for Ad Grants.
Lower Bids Need More Relevance
More at http://www.wordstream.com/quality-score
Donor Funnel
Use Terms People Use to Point to Content They
Want
Use Terms People Use to Point to Content They
Want
Some strategies for Ad Grants.
Spend. Learn. Repeat.
Try to Get Smaller Engagements - Not Just
Donations
Consider Pop Ups
Consider Pop Ups
Own Your Brand
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...
Campaign Structure
Keep campaigns fewer and simpler at
the start.
Keywords Research
Great starting point. Get volume to learn. Increases spend quicker. Use for News/Stories,
Programs/Learn...
Start with more keywords, broader
match, and trim from there.
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.
Use Google.
Keywords & Research
Keywords & Research
Keywords Research
Start adding these once you get data to reduce wasted spend.
Ad Groups, Ads, & Landing Pages
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.
Ad Groups, Ads, & Landing Pages
One ad. One page. One action.
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
Run, Review, Revisit
Review
● Review goals, objectives, & metrics
● Identify high value keywords, ads, ad groups
● Calcula...
Run, Review, Revisit
Revisit
● Remove low performing keywords, ads, ad groups
● Create new campaigns, ad groups, and ads a...
Run, Review, Revisit
Run, Review, Revisit
Ad Groups, Ads, & Landing Pages
Ad Groups, Ads, & Landing Pages
Create ads based on landing pages.
Revise based on ad & keyword
lessons.
Run, Review, Revisit
Run, Review, Revisit
So...
Summary
● You need to get people’s attention, earned or paid, before they can choose to
engage with you
● Search marketing...
Good Luck!
nonprofitsupply.co
Questions?
@bradyjosephson
brady@shiftcharity.com
How Nonprofits Can Make the Most of AdWords and the Google Ad Grant
How Nonprofits Can Make the Most of AdWords and the Google Ad Grant
How Nonprofits Can Make the Most of AdWords and the Google Ad Grant
How Nonprofits Can Make the Most of AdWords and the Google Ad Grant
How Nonprofits Can Make the Most of AdWords and the Google Ad Grant
How Nonprofits Can Make the Most of AdWords and the Google Ad Grant
How Nonprofits Can Make the Most of AdWords and the Google Ad Grant
How Nonprofits Can Make the Most of AdWords and the Google Ad Grant
How Nonprofits Can Make the Most of AdWords and the Google Ad Grant
How Nonprofits Can Make the Most of AdWords and the Google Ad Grant
How Nonprofits Can Make the Most of AdWords and the Google Ad Grant
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How Nonprofits Can Make the Most of AdWords and the Google Ad Grant

Almost all Canadian nonprofits and charities can receive $10,000 of free advertising through Google AdWords EVERY MONTH with the Google Ad Grant. Drive traffic to your website and more by filling out the form and creating your first ad campaign.

We'll show you how to apply for the program, how to create ads in the system, and how you can use it to strategically grow your reach, donor, and supporter base. Don't leave this huge donation on the table!

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How Nonprofits Can Make the Most of AdWords and the Google Ad Grant

  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. Fundraising framework.
  5. 5. Traffic = Revenue
  6. 6. Traffic x Average Gift x Conversion = Revenue Courtesy of NextAfter. Used with permission.
  7. 7. Impact Of Improvement In Each Area Courtesy of NextAfter. Used with permission.
  8. 8. Traffic = More Than (Just) Revenue
  9. 9. How can you drive more traffic to your website?
  10. 10. nonprofitsupply.co
  11. 11. Caveats & Details Caveats & Details ● 80/20 focus ● AdWords 101 201 151 ● Slides sent out and at nonprofitsupply.co/TechSoup ● @bradyjosephson | brady@shiftcharity.com
  12. 12. Today’s Agenda 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
  13. 13. Search Marketing in a Search World
  14. 14. We live in a search world. Source: Internet Live Stats
  15. 15. We live in a (weird) search world. Source: College Humor
  16. 16. We live in a (weird) search world. Source: College Humor
  17. 17. We live in a (weird) search world. Source: College Humor
  18. 18. We live in a (weird) search world where Google is King. Source: Statista
  19. 19. Search Marketing
  20. 20. Search Marketing - SEO 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 Search Engine Optimization - Organic 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 More at http://www.wordstream.com/search-marketing
  21. 21. Search Marketing - PPC 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) Pay Per Click - Paid What Can You Do? ● Pay more ● Be more relevant More at http://www.wordstream.com/search-marketing
  22. 22. SEO = Earned. PPC = Bought.
  23. 23. Search - Paid & Organic - Drive Traffic
  24. 24. Search Marketing - Good and Bad - SEO Search Engine Optimization - Organic Good ● Costs ‘nothing’ ● Extra benefits (good content, engagement on social, etc.) Search Engine Optimization - Organic Bad ● With SEO results are never guaranteed and difficult to control ● Creating content can be expensive and SEO can be laboring ● Highly competitive More at http://www.wordstream.com/search-marketing
  25. 25. Search Marketing - Good and Bad Pay Per Click - Paid Good ● More control on results ● Doesn’t take a ton of time Pay Per Click - Paid Bad ● Can be costly ● Complicated (at first) ● Highly competitive More at http://www.wordstream.com/search-marketing
  26. 26. PPC Strategy
  27. 27. SEO Alone
  28. 28. A Google Ad Grant can help overcome SEO challenges with (free) PPC strategies.
  29. 29. Google Ad Grant & How to Get It
  30. 30. Google Ad Grant - google.ca/intl/en/grants/
  31. 31. How To Apply More at https://www.google.ca/intl/en/grants/how-to-apply/
  32. 32. 1. See If You’re Eligible More at https://support.google.com/nonprofits/answer/3215869?hl=en-CA
  33. 33. 2. Apply for Google for Non-Profits More at https://www.google.com/nonprofits/account/u/0/signup/ca?hl=en-CA
  34. 34. Make sure you’re in incognito mode when applying!
  35. 35. 3. Enroll In Google Ad Grants This sounds good... … but you want this.
  36. 36. 4/5. Create Your Account & Submit More at https://support.google.com/grants/answer/1689506?hl=en
  37. 37. Follow the account creation guide exactly. For real.
  38. 38. Google Ad Grantspro More at https://support.google.com/grants/answer/6022748?hl=en
  39. 39. Take The Shackles Off With GrantsPro Google Ad Grant... … Google GrantsPro
  40. 40. AdWords Overview & How It Works
  41. 41. Glossary ● Campaign: highest level in the AdWords structure, it’s like a theme ● Ad Group: 2nd level in the AdWords structure, it’s like a grouping ● Ad: 3rd level in the AdWords structure, the actual ads people see ● Click: when someone actually clicks on your ad ● Spend: what you have spent through the bidding and advertising process ● Cost Per Click (CPC): the average cost to you to get a click (cost/clicks) ● Bid: what you are bidding up to for a click on certain keywords ● Impression: how many people see your ad ● Click Through Rate (CTR): ratio of people who click your ad when they see it (clicks/impressions) ● Goal: in Analytics, a measurement of an action someone can take on your site ● Conversion: when someone takes a desired action, or completes a goal, originating from one of your ads
  42. 42. Still with me?
  43. 43. AdWords Account Structure
  44. 44. AdWords Account Structure
  45. 45. AdWords Account Structure
  46. 46. AdWords Account Structure
  47. 47. Related Keywords for Ad Groups With Ads
  48. 48. Types of Keywords
  49. 49. Ads Go To Desired & Relevant Landing Page
  50. 50. But how do ads show? When? Why?
  51. 51. 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.
  52. 52. Setting It Up & Putting It To Work
  53. 53. A few things to note for Ad Grants.
  54. 54. Lower Bids Need More Relevance More at http://www.wordstream.com/quality-score
  55. 55. Donor Funnel
  56. 56. Use Terms People Use to Point to Content They Want
  57. 57. Use Terms People Use to Point to Content They Want
  58. 58. Some strategies for Ad Grants.
  59. 59. Spend. Learn. Repeat.
  60. 60. Try to Get Smaller Engagements - Not Just Donations
  61. 61. Consider Pop Ups
  62. 62. Consider Pop Ups
  63. 63. Own Your Brand
  64. 64. 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
  65. 65. 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
  66. 66. Start tracking what you can and add depth as you go.
  67. 67. Analytics + AdWords + eCommerce
  68. 68. Campaign Structure
  69. 69. 6 Campaigns To Build 1. Branded/About 2. Donate/Give 3. News/Stories 4. Programs/Learn More 5. Get Involved/Volunteer 6. Campaign/Focused
  70. 70. Campaign Structure
  71. 71. Keep campaigns fewer and simpler at the start.
  72. 72. Keywords Research Great starting point. Get volume to learn. Increases spend quicker. Use for News/Stories, Programs/Learn More, and Campaigns … campaigns/ad groups.
  73. 73. Start with more keywords, broader match, and trim from there.
  74. 74. Keywords Research Great starting point. Get volume to learn. Increases spend quicker. Use for News/Stories, Programs/Learn More, and Campaigns … campaigns/ad groups.
  75. 75. Keywords Research Use for Branded, Get Involved/Volunteer, Donate/Give, and Campaigns… campaigns.
  76. 76. Use Google.
  77. 77. Keywords & Research
  78. 78. Keywords & Research
  79. 79. Keywords Research Start adding these once you get data to reduce wasted spend.
  80. 80. Ad Groups, Ads, & Landing Pages
  81. 81. Ad Groups, Ads, & Landing Pages News/Stories ○ Blogs ○ Annual Report ○ Newsletter ○ Stories News/Stories ○ Vancouver ○ Africa ○ South America ○ Canada
  82. 82. Ad Groups, Ads, & Landing Pages Think of these as sub-themes of your campaign and ways to group related keywords.
  83. 83. Ad Groups, Ads, & Landing Pages Capitalization in the Title Show value, make offer, use punctuation.
  84. 84. Ad Groups, Ads, & Landing Pages
  85. 85. One ad. One page. One action.
  86. 86. Keep This In Mind for Action Pages Motivation Factors Friction Factors
  87. 87. Run, Review, Revisit Run ● At least a month to get data ● Optimize once a month ● Major changes once a quarter
  88. 88. Run, Review, Revisit Review ● Review goals, objectives, & metrics ● Identify high value keywords, ads, ad groups ● Calculate ROI
  89. 89. Run, Review, Revisit Revisit ● Remove low performing keywords, ads, ad groups ● Create new campaigns, ad groups, and ads as necessary ● Incorporate lessons into other areas of marketing
  90. 90. Run, Review, Revisit
  91. 91. Run, Review, Revisit
  92. 92. Ad Groups, Ads, & Landing Pages
  93. 93. Ad Groups, Ads, & Landing Pages
  94. 94. Create ads based on landing pages. Revise based on ad & keyword lessons.
  95. 95. Run, Review, Revisit
  96. 96. Run, Review, Revisit
  97. 97. So...
  98. 98. Summary ● You need to get people’s attention, earned or paid, before they can choose to engage with you ● Search marketing can be powerful in getting people’s attention and visits to your site ● The (free) Google Ad Grant allows charities and nonprofits to better compete in the search world we live in ● The landing page and completion pages (donations, email signup, etc.) all work together to drive value and show ROI ● The donor funnel is upside down, so focus on how you can pull donors up with their search terms, valuable content, and smaller actions ● Setting up some solid campaigns and clean structure will make it easier to manage ● Spend away so you can learn through the run, review, revisit process ● Run tests and take learnings from AdWords into other areas of your online fundraising and marketing
  99. 99. Good Luck!
  100. 100. nonprofitsupply.co
  101. 101. Questions? @bradyjosephson brady@shiftcharity.com

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