Google Confidential and Proprietary 1

Google for Non-Profits: Get Googley

Our Presenters

Christy Scott

Agency Lead

Google Grants Volunteer Lead

Google

Kate Kablash

Marketing Coordinator

Artez Interactive

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Google Confidential and Proprietary

Google for Non-Profits:Get Googley!

Christy Scott

Agency Lead

Google Grants Volunteer Lead

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Secret to success: Google’s Innovation Culture

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Five Notions of Innovation

1 A license to pursue dreams

2 Innovation, not instant perfection

3 Don’t politic – use data

4 Worry about usage and users, not money

5 Ideas come from everywhere

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Five Notions of Innovation

1.

A license to pursue

dreams

Pick your project

“20% time”

1 A license to pursue dreams

2 Innovation, not instant perfection

3 Don’t politic – use data

4 Worry about usage and users, not money

5 Ideas come from everywhere

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www.google.ca/nonprofits

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What is Google Grants?

Google Grants provides select non-profits with free advertising on Google.ca via the Google Adwords program

Your NonprofitImagine your nonprofit here right when a user is searching for your cause.

www.YourNonprofit.org

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20% Projects: empower your employees or volunteers to become digital professionals!

adwords.google.com/professionals/

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Five Notions of Innovation

2.

Innovation, not

instant perfection

Quickly launch a

campaign, test and

optimize over time

1 A license to pursue dreams

2 Innovation, not instant perfection

3 Don’t politic – use data

4 Worry about usage and users, not money

5 Ideas come from everywhere

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Quickly test messages with search & display

Top sponsored ads: Up to 3 listings Sponsored “Paid” Advertising• Target users when they’re searching

Side sponsored ads:

Up to 8 listings

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Quickly test messages with search & display

• Target users when they’re readingcontent related to your cause

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The 5 min ad campaign: ad grouping

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Use the Google Keyword Tool to see local search volume, competition on specific keywords, and ideas for expansion

The 5 min ad campaign: picking keywords

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The 5 min ad campaign: creating text & display ads

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Nine Notions of Innovation

3.

Don’t politic – use

data

Data beats opinion

Test constantly

Use data, not brute

force, for consensus

1 A license to pursue dreams

2 Innovation, not instant perfection

3 Don’t politic – use data

4 Worry about usage and users, not money

5 Ideas come from everywhere

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Data available in Adwords

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Insight into bids

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Insight into keywords

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Insight into keywords

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Insight into ads

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Insight into site performance

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Analytics: focus on engagement

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Five Notions of Innovation

4.

Users and usage

and money will

follow

How can you connect

with users, and engage

them with your cause?

1 A license to pursue dreams

2 Innovation, not instant perfection

3 Don’t politic – use data

4 Worry about usage and users, not money

5 Ideas come from everywhere

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Find creative ways to connect with your audience

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Some people just don’t know what they’re searching for….

2

7

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Promoted Videos with all to action overlay

Connect on YouTube: the #2 Searched Site!

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Five Notions of Innovation

5.

Ideas come from

everywhere

Top down, bottom up

All departments

Acquisitions

Users

1 A license to pursue dreams

2 Innovation, not instant perfection

3 Don’t politic – use data

4 Worry about usage and users, not money

5 Ideas come from everywhere

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This idea came from a marketing student

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Take advantage of free YouTube Brand channels for non profits!

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What ideas can your supporters bring to you?

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Recap

1 A license to pursue dreams

2 Innovation, not instant perfection

3 Worry about usage and users

4 Don’t politic – use data

5 Ideas come from everywhere

www.google.ca/nonprofits

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Agency Resources

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Webinar Schedule

July 15 Building online community for your cause

Erin Bury, Sprouter

July 22 Alternative Giving: Building a giving

program…Without gifts!

Mark Sutton, Artez Interactive

July 28 Experience This: Usability for Nonprofits

Tara O'Doherty,Vice-President,

User Experience & Strategy, w.illi.am

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