Google Grants: Go Big or Go Home

Wednesday, July 22 2009

Company Confidential

Grants Program Guidelines

• 501(c)(3) status• Max $1 bids

Company Confidential

Grants Program Guidelines

• 501(c)(3) status• Max $1 bids• No content network

Company Confidential

Grants Program Guidelines

• 501(c)(3) status• Max $1 bids• No content network

Company Confidential

Grants Program Guidelines

• 501(c)(3) status• Max $1 bids• No content network

Company Confidential

Grants Program Guidelines

Company Confidential

Expanding Keyword List

Don’t forget about free data

Company Confidential

Expanding Keyword List

Google Trends and Insights for Search: What’s Hot?

Company Confidential

Expanding Keyword List

Company Confidential

Expanding Keyword List

Company Confidential

Expanding Keyword List

Company Confidential

Expanding Keyword List

Company Confidential

Expanding Keyword List

Query Report – lost opportunities

Company Confidential

Expanding Keyword List

Query Report- lost opportunities, and some you’d rather not have

Company Confidential

Expanding Keyword List

•Try different match types

Company Confidential

Expanding Keyword List

•Try different match types

• Use popular typos/misspellings

Company Confidential

Campaign/Ad Group organization

• Keep ad groups small!

• 99 keywords?

• Large keyword lists lead to low quality scores:

Company Confidential

Campaign/Ad Group organization

• Dynamic keyword insertion for larger, more varied ad groups

• Search for “help women in poverty”

Company Confidential

Optimize Regularly

• Don’t sleep on underperforming elements

• Ineffective keywords and ads• Times/locations that don’t convert

Company Confidential

Optimize Regularly

• Don’t sleep on underperforming elements• Ineffective keywords and ads• Times/locations that don’t convert

Company Confidential

Test Landing Pages

• Splash vs. form

•Short vs. long

•Test per keyword or ad group

Company Confidential

Optimize Regularly

Company Confidential

Optimize Regularly

Company Confidential

Optimize Regularly

• Allocate budget to best performing terms

• Lower bids on less important terms

• Set daily budgets

Company Confidential

Optimize Regularly

• Allocate budget to best performing terms

• Lower bids on less important terms

• Set daily budgets

• Keep an eye on quality scores• Don’t let good terms sink

• Better average positions for more expensive terms

Company Confidential

Analytics

• Keyword-level analytics tell the full story

Company Confidential

Analytics

• Concentrate on higher-performing landing pages

•Try using dynamic keyword insertion for larger, more varied ad groups

Company Confidential

Analytics

• For ads, look beyond CTR

Company Confidential

Analytics

• For ads, look beyond CTR

•Try using dynamic keyword insertion for larger, more varied ad groups

Company Confidential

Google Grants + Paid AdWords

Benefits of Paid Ads with Google Grants:

• Strictly monitor spend, afford new keywords

• Targeted/seasonal paid pushes

• Content network: cheap traffic, new insight

Company Confidential

Benefits of Paid Campaign with Google Grants

Company Confidential

Benefits of Paid Campaign with Google Grants

Company Confidential

Go Big or Go Home

Try new things!

Optimization should be a constant

Analytics: get the full story

Alex AllenRedEngine Digitalalex@redenginedigital.comwww.redenginedigital.com