Post on 15-Jan-2017
Membership Growth Online SummitWhere Nonprofit Leaders and Growth Strategies Converge
@wildapricot
April 4th – April 8th, 2016
#WAsummit2016
Presenters: Jason Shim, Mark HallmanDigital Media Managers, Google Partners
How to be a Google Ads Superhero!for Charities & Nonprofits
@mark_hallman #WASummit @jasonshim
How to be anAdWords Superhero!
Tuesday, April 5thMark Hallman and Jason Shim
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Trailer
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Origin story
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7 years ago...
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Two guys.
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Two guys.A small room.
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Two guys.A small room.A stack of Cosmopolitan Magazines.
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Why?
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Google AdWords
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Google AdWords Grant$10,000 / month
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Keys to success
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Read, read, read.
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We weren’t born with it...
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Practice.
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If you’re a nonprofit marketer / fundraiser / membership manager...Google AdWords grant will help your organizationProfessional developmentTransferrable skill
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What to expectCurrent state of the worldReality checkBuilding a campaignTesting and optimizationReportingSustainability
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What do people do when they need help?
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Jack
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Shim Family
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What are people searching for in your community?
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Google autofill
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Your organization does great work.But can people find you?
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Because if not, here’s what could happen.
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“adopt a kitten”
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You may be missing opportunities to help.
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Reality check
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Reality check
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Reality check
Searched no one… ever.
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Reality check
Everyone is thinking about themselves…
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Reality check
Everyone is thinking about themselves…Just like you.
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So how can you help?
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Apply forGoogle for Nonprofits
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Google AdWords Grantsvary by country
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How to build a campaign
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It’s more than just the ads...
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Superhero campaign structure
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Superhero campaign structureWill help you:Be consistentStay organizedFocus your targetingReplicate your success
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First, define your goals
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First, define your goals
Awareness of organizationEngagementUsage of servicesIncreased membershipDonations*
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Superhero campaign structureAccount – Your organization
Campaign – Goals
Awareness
Engagement
Ad Group – Themes
Youth breakfast program
After-school tutoring
Ad – Relevant Ads
Keywords – Relevant search terms
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Campaign examples
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Campaign examplesCampaign: NewsAd Group: Ontario Free Tuition
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Campaign examplesCampaign: NewsAd Group: Ontario Free TuitionAd: Ontario Free Tuition Variations
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Campaign examplesCampaign: News
Ad Group: Ontario Free Tuition
Ad: Ontario Free Tuition Variations
Keywords:
+ontario +free +tuition
[ontario student grant]
“Ontario student grant”
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Campaign examples
Campaign: News
Ad Group: Ontario Free Tuition
Ad: Ontario Free Tuition Variations
Keywords:
+ontario +free +tuition
[ontario student grant]
“Ontario student grant”
5,000 clicks
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Walkthrough
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So how do you write a good ad?
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A good ad...RelevantDirectHighlights (FAB):
FeatureAdvantageBenefit
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A good ad...RelevantDirectHighlights (FAB):
FeatureAdvantageBenefit
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A good ad...RelevantDirectHighlights (FAB):
FeatureAdvantageBenefit
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A good ad...RelevantDirectHighlights (FAB):
FeatureAdvantageBenefit
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Timely Ads
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Landing pages
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Landing pages
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Don’t bait & switch
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Landing pages
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Testing, Research, and Optimization
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@mark_hallman #WASummit @jasonshim
The best campaigns require preparation
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Hypothesis
What do you want to test?
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1.59%
1.91%
2.93%
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Testing variablesAd TitleAd TextLanding Page URLTime of dayGeography
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Don’t ignore the small gains!
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Google Trends for keywords
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Google Trends “gifts for mom”
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Google Trends “gifts for mom”
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Keyword planner
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Keyword planning
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Validating ideas
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Cats or dogs?
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Cats and dogs
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Keyword planner for ideas
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Testing copy
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1.19%
0.35%
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Ad Extensions
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Phone number
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Click to call (mobile)
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Location
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Sitelinks
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Callout Text
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Reporting
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Search term reports
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Search term reports help you understand your audience
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Google Analytics:Plug it in
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What does management need?Campaign reportsSearch term reportsConversion reportsTraffic reports (from Google Analytics)
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Sustainability
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Negotiating for time and resourcesTime is the most basic and essential resource
A couple of hours a week to start
Bootstrap approach
The Ultimate Guide to Google AdWords by Perry Marshall
$15 on Amazon
Connecting with peer group online, e.g. NTEN
Classes
$500 for a basic class
$2500 for comprehensive AdWords and Analytics training
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Training internally vs. a vendor
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Training internally vs. a vendorInternalBuild in-house capacity
Knowledge held in staff
May be limited interest
Train your own expert
Will cost time
VendorGet started quickly
Not a staff member
Easy to replace
Hire an expert
Will cost money
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Don’t be a super villain
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Serve the organization
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Staying asuperhero
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Keeping up-to-date
Adwords.blogspot.comwww.searchengineland.comwww.wordstream.comwww.unbounce.comwww.ppchero.com
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Weekly
Check for alertsDisapproved adsDisapproved keywordsBroken URLs
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Monthly
Review campaign budgetsReview A/B testingPause low-performing adsRemove low-performing keywords
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Quarterly
Review trendsReview impressions, clicksReview search term reportsReview permissions to the account
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The harsh reality
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Google is always changing
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Deal with it.You’re a superhero.
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Keep on iterating
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Taking it thenext level
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Paid advertising
Bid over $2.00 Cost Per Click (CPC)Display advertisingRetargetingYouTube ads
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Grants Pro
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Google Grants Pro$40,000 / month
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Google Grants ProConversion tracking$9,900 USD for two out of six monthsAverage of 1% clickthrough-rate or higherBi-weekly maintenanceSubmit an applicationNote: Not a guarantee
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Managing expectations
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Managing expectations
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The Challenge
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The Challenge
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Thank you!Mark Hallmanmark@evergreendm.com@mark_hallmanJason Shimjshim@pathwayscanada.ca@jasonshim
We have recorded this webinar and will be sharing it with you.
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