Google Confidential and Proprietary Google Confidential and Proprietary

Google Adwords For Non-Profits

Gilli Goodman – Agency Product Specialist, Google

March 7th 2013

Google Confidential and Proprietary Google Confidential and Proprietary

Agenda

Google Confidential and Proprietary Google Confidential and Proprietary

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

Google Confidential and Proprietary Google Confidential and Proprietary

Introduction To AdWords

Google Confidential and Proprietary Google Confidential and Proprietary

query

paid result

s

organicresult

s

Anatomy of a search results page

Google Confidential and Proprietary Google Confidential and Proprietary

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

Google Confidential and Proprietary Google Confidential and Proprietary

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

Google Confidential and Proprietary Google Confidential and Proprietary

Google Grants Program Overview

Google Confidential and Proprietary Google Confidential and Proprietary

$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

Program Details

Google Confidential and Proprietary Google Confidential and Proprietary

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

Program Eligibility

Google Confidential and Proprietary Google Confidential and Proprietary

•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

Grantee Requirements

Google Confidential and Proprietary Google Confidential and Proprietary

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 

Application Process

Google Confidential and Proprietary Google Confidential and Proprietary

Managing Your AdWords Grant

Google Confidential and Proprietary Google Confidential and Proprietary

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?

Setting Campaign Goals

Google Confidential and Proprietary Google Confidential and Proprietary

•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 

Choose Keywords

Google Confidential and Proprietary Google Confidential and Proprietary

Use the Keyword Tool to generate relevant keywords 

Keyword Tool

Google Confidential and Proprietary Google Confidential and Proprietary

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

Google Confidential and Proprietary Google Confidential and Proprietary

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

Monitoring Campaign Performance

Google Confidential and Proprietary Google Confidential and Proprietary

Ongoing Account Maintenance

Google Confidential and Proprietary Google Confidential and Proprietary

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

Google Grants & AdWords Resources

Google Confidential and Proprietary Google Confidential and Proprietary

Google Confidential and Proprietary Google Confidential and Proprietary

Thank you!