1. Google Adwords For Non-Profits
Gilli Goodman – Agency Product Specialist, Google
March 7th 2013
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2. Agenda
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3. I. Introduction to AdWords
II. Google Grants Program Overview
Program Description, Grantee Requirements, Eligibility, Application Process
III. Managing Your AdWords Account
Setting Goals, Creating Keywords & Ads, Monitoring Performance
IV. Grow Your Charity Online Initiative
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4. Introduction To AdWords
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5. Anatomy of a search results page
paid
results
query
organicr
esults
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6. How do AdWords ads work?
Users click on the ads that are relevant to their search query and are taken to the
advertiser's website
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7. why AdWords is important
1. your customers expect to find you
2. You can control your message and landing page
3. You can own and control more real estate
4. paid + organic drives more traffic
5. paid search influences action
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8. Google Grants Program Overview
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9. Program Details
$10k of free advertising a month
•Maximum Cost per click of $2.00
Ads shown on Google.com search results
•Text ads only
No expiration date
•Ads are eligible to show as long as your AdWords
account is actively managed and you follow our guidelines
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10. Program Eligibility
Eligible Organisations
Organisations must be based in the United Kingdom and registered with
the Charity Commission of England and Wales, the Office of the Scottish
Charity Regulator or by the Inland Revenue to be considered for a
Google Grant.
Ineligible Organisations
• Governmental entities and organizations
• Hospitals and health care organizations
• Schools, childcare centers, academic institutions and universities
o philanthropic arms of educations organizations are eligible
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11. Grantee Requirements
•Self managed program
•Create your own AdWords account
•Active account management
•Reply to email and survey requests from the Google Grants team
•Keep us updated on contact changes and website updates
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12. Application Process
If you meet our program eligibility guidelines, we
encourage you to apply!
•Complete an online application
•Application will be reviewed by team
•You will be notified via email with the outcome of the review
•If approved, you will be provided with detailed instructions on how to
create an account and next steps
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13. Managing Your AdWords Grant
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14. Setting Campaign Goals
Identify campaign goals before creating your campaign
•What is your goal of having online ads?
•What do you want users to do once they get to your website?
oMake a donation?
oSign up for a newsletter?
oRegister to volunteer?
oBe informed by your content?
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15. Choose Keywords
•Think about what your target market may be searching for
•Keep keywords simple to start with then expand
•Use Negative keywords to exclude irrelevant queries
•Group your keywords into tight groups with their own Ad Text using Ad
Groups
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16. Keyword Tool
Use the Keyword Tool to generate relevant keywords
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17. Write Adtext
The ad should reflect the theme of your keywords
Run several ads per ad group
•Test different messaging
Use keywords in the ad title
•Keywords appear in bold when used in ad text
Use call to action phrases
•"Donate online now", "Sign up to volunteer"
Use targeted landing pages
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18. Monitoring Campaign Performance
Metrics to evaluate
Impressions
•The number of times your ad is displayed on Google.co.uk
Clicks
•The number of times a user sees your ad and clicks on it
CTR
•The number of clicks your ad receives divided by the number of times
your ad is shown
CPC
•The amount it costs every time anyone clicks on one of your ads
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19. Ongoing Account Maintenance
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20. Google Grants & AdWords Resources
Google Grants Application & Help
•http://www.google.co.uk/grants
AdWords Help Center
•www.adwords.google.com/support/aw
AdWords Online Classroom
•www.google.co.uk/adwords/onlineclassroom
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22. Thank you!
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