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Source: Brady’s phone
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
What does living in a weird search
world where Google is king mean for
you and your fundraising?
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.
Impact of Optimization in Online Fundraising
Metric
Jan through
May
25% Lift In
Traffic
25% Lift In
Conversion Rate
25% Li...
Revenue vs. Traffic January through May
While not 100% correlated, revenue does generally go in step with website traffic ...
Search - Paid & Organic - Drive Traffic
Search Marketing
Search Engine Optimization - Organic
How It Works
● Crawls internet to review text on your
website, PDFs,...
Search Marketing - Good and Bad
Search Engine Optimization - Organic
Good
● Costs ‘nothing’
● Extra benefits (good content...
A Google Ad Grant can help overcome
SEO struggles with (free) PPC
strategies.
PPC Strategy
SEO Alone
Ad Grant Instantly Increases Traffic
What does living in a weird search
world where Google is king mean for
you and your fundraising?
That you need a Google Ad...
nonprofitsupply.co
Google Ad Grant - google.ca/intl/en/grants/
How To Apply
More at https://www.google.ca/intl/en/grants/how-to-apply/
Google Ad Grant Eligibility
More at https://support.google.com/nonprofits/answer/3215869?hl=en-CA
Apply To Google for Nonprofits
More at https://www.google.com/nonprofits/account/u/0/signup/ca?hl=en-CA
Enroll & Create Your Account
Analytics + AdWords + eCommerce
Google Ad Grantspro
More at https://support.google.com/grants/answer/6022748?hl=en
Conversion Tracking Is Awesome!
Grantspro Takes More Of The Shackles Off
nonprofitsupply.co
Intro to Setting Up Your Free Google AdWords Account
Intro to Setting Up Your Free Google AdWords Account
Intro to Setting Up Your Free Google AdWords Account
Intro to Setting Up Your Free Google AdWords Account
Intro to Setting Up Your Free Google AdWords Account
Intro to Setting Up Your Free Google AdWords Account
Intro to Setting Up Your Free Google AdWords Account
Intro to Setting Up Your Free Google AdWords Account
Intro to Setting Up Your Free Google AdWords Account
Intro to Setting Up Your Free Google AdWords Account
Intro to Setting Up Your Free Google AdWords Account
Intro to Setting Up Your Free Google AdWords Account
Intro to Setting Up Your Free Google AdWords Account
Intro to Setting Up Your Free Google AdWords Account
Intro to Setting Up Your Free Google AdWords Account
Intro to Setting Up Your Free Google AdWords Account
Intro to Setting Up Your Free Google AdWords Account
Intro to Setting Up Your Free Google AdWords Account
Intro to Setting Up Your Free Google AdWords Account
Intro to Setting Up Your Free Google AdWords Account
Intro to Setting Up Your Free Google AdWords Account
Intro to Setting Up Your Free Google AdWords Account
Intro to Setting Up Your Free Google AdWords Account
Intro to Setting Up Your Free Google AdWords Account
Intro to Setting Up Your Free Google AdWords Account
Intro to Setting Up Your Free Google AdWords Account
Intro to Setting Up Your Free Google AdWords Account
Intro to Setting Up Your Free Google AdWords Account
Intro to Setting Up Your Free Google AdWords Account
Intro to Setting Up Your Free Google AdWords Account
Intro to Setting Up Your Free Google AdWords Account
Intro to Setting Up Your Free Google AdWords Account
Intro to Setting Up Your Free Google AdWords Account
Intro to Setting Up Your Free Google AdWords Account
Intro to Setting Up Your Free Google AdWords Account
Intro to Setting Up Your Free Google AdWords Account
Intro to Setting Up Your Free Google AdWords Account
Intro to Setting Up Your Free Google AdWords Account
Intro to Setting Up Your Free Google AdWords Account
Intro to Setting Up Your Free Google AdWords Account
Intro to Setting Up Your Free Google AdWords Account
Intro to Setting Up Your Free Google AdWords Account
Intro to Setting Up Your Free Google AdWords Account
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Intro to Setting Up Your Free Google AdWords Account

Google offers up to $10,000 in FREE advertising to qualifying nonprofits and charities - each month! But how can you get it? How can you use it? And what is the value?

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Intro to Setting Up Your Free Google AdWords Account

  1. 1. Source: Brady’s phone
  2. 2. We live in a search world. Source: Internet Live Stats
  3. 3. We live in a (weird) search world. Source: College Humor
  4. 4. We live in a (weird) search world. Source: College Humor
  5. 5. We live in a (weird) search world. Source: College Humor
  6. 6. We live in a (weird) search world where Google is King. Source: Statista
  7. 7. What does living in a weird search world where Google is king mean for you and your fundraising?
  8. 8. Traffic x Average Gift x Conversion = Revenue Courtesy of NextAfter. Used with permission.
  9. 9. Impact Of Improvement In Each Area Courtesy of NextAfter. Used with permission.
  10. 10. Impact of Optimization in Online Fundraising Metric Jan through May 25% Lift In Traffic 25% Lift In Conversion Rate 25% Lift In Average Gift 25% in All Three Web Traffic 31,793.00 39,741.25 31,793.00 31,793.00 39,741.25 Conversion Rate 0.68% 0.68% 0.85% 0.68% 0.85% Average Gift $159.05 $159.05 $159.05 $198.81 $198.81 Revenue $34,385.40 $42,981.75 $42,981.75 $42,981.75 $67,158.99 % Change 0.00% 25.00% 25.00% 25.00% 95.31% This variable chart shows the impact of small gains in any one area of the Traffic x Conversion Rate x Average Gift = Revenue equation. Increasing the conversion rate, for example, from 0.7% to 0.85% would’ve meant over $8,000 in the past 5 months.
  11. 11. Revenue vs. Traffic January through May While not 100% correlated, revenue does generally go in step with website traffic as long as the conversion rate and strategies there remain constant.
  12. 12. Search - Paid & Organic - Drive Traffic
  13. 13. 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
  14. 14. 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
  15. 15. A Google Ad Grant can help overcome SEO struggles with (free) PPC strategies.
  16. 16. PPC Strategy
  17. 17. SEO Alone
  18. 18. Ad Grant Instantly Increases Traffic
  19. 19. What does living in a weird search world where Google is king mean for you and your fundraising? That you need a Google Ad Grant!
  20. 20. nonprofitsupply.co
  21. 21. Google Ad Grant - google.ca/intl/en/grants/
  22. 22. How To Apply More at https://www.google.ca/intl/en/grants/how-to-apply/
  23. 23. Google Ad Grant Eligibility More at https://support.google.com/nonprofits/answer/3215869?hl=en-CA
  24. 24. Apply To Google for Nonprofits More at https://www.google.com/nonprofits/account/u/0/signup/ca?hl=en-CA
  25. 25. Enroll & Create Your Account
  26. 26. Analytics + AdWords + eCommerce
  27. 27. Google Ad Grantspro More at https://support.google.com/grants/answer/6022748?hl=en
  28. 28. Conversion Tracking Is Awesome!
  29. 29. Grantspro Takes More Of The Shackles Off
  30. 30. nonprofitsupply.co

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