Bridge Conference - Google Grants: Go Big or Go Home

Google Grants: Go Big or Go Home

Wednesday, July 22 2009

Company Confidential

Grants Program Guidelines

• 501(c)(3) status• Max $1 bids



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


Expanding Keyword List

Don’t forget about free data



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



Query Report – lost opportunities



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



•Try different match types



•Try different match types

• Use popular typos/misspellings


Campaign/Ad Group organization

• Keep ad groups small!

• 99 keywords?

• Large keyword lists lead to low quality scores:


Campaign/Ad Group organization

• Dynamic keyword insertion for larger, more varied ad groups

• Search for “help women in poverty”


Optimize Regularly

• Don’t sleep on underperforming elements

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


Optimize Regularly

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


Test Landing Pages

• Splash vs. form

•Short vs. long

•Test per keyword or ad group


Optimize Regularly


Optimize Regularly

• Allocate budget to best performing terms

• Lower bids on less important terms

• Set daily budgets


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


Analytics

• Keyword-level analytics tell the full story


Analytics

• Concentrate on higher-performing landing pages

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


Analytics

• For ads, look beyond CTR


Analytics

• For ads, look beyond CTR

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


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


Benefits of Paid Campaign with Google Grants


Go Big or Go Home

Try new things!

Optimization should be a constant

Analytics: get the full story

Alex AllenRedEngine [email protected]

Bridge Conference - Google Grants: Go Big or Go Home

Technology

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