@protocol80

Google Grants for

Nonprofits

@protocol80

Thanks for coming

Lots to cover in a short amount of

time!

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Just a bit about us... 12+ years helping businesses &

organizations succeed online!

@protocol80

@jcurcio

@protocol80

A Bit About Us...

Some of the

peeps we

work with!

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@protocol80

Before We Get Down and

Dirty...Please use social media during

and after the event!

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Be Social:

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#GoogleGrants

Everyone that tweets something

using these will get a p80 Carabiner.

@protocol80

Be Social:

@protocol80

#GoogleGrant

s

3 Tweeters will also get a sweet p80

mug or fancy Google to-go coffee

mug!

@protocol80

@protocol80

Don’t be shy, try something like

this:

@protocol80 is teaching us about

#GoogleGrants at Nonprofit

Networking Day!

@protocol80

Or use any of these:

@protocol80

Let’s get this show on the road!

@protocol80

How many of you are at

organizations that have a website?

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Hopefully EVERYONE!!!!

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OK, so who struggles getting enough

website traffic?

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Now who struggles at turning website

traffic into “conversions”?

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Little Traffic + Poor Execution = Minimal

Success

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Lots O’ Traffic + Poor Execution = Minimal

Success

@protocol80

Little Traffic + Good Execution = Minimal

Success

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Traffic is the first piece...

That is where

Google Grants

comes into play.

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AdWords

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Choose keywords...

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Show ads...

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Searcher clicks…

There is a cost associated with the

click (CPC)

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Searcher that clicks visits website.

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Advertiser has a daily budget,

when it’s met the ads stop

showing.

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Advertiser might be paying $0.05,

$0.33, $1.25, $22.00, $50.00, etc..

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Accrues to a monthly bill.

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Even with the monthly bill and agency

costs, it can provide an awesome ROI

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If you didn’t have to pay for the clicks?

That would be even better, right?

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Google Grants allows an organization

to spend up to $10,000 per month of

in-kind advertising!

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Yes. $10,000 PER MONTH!

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Before everyone gets too excited,

there are eligibility requirements.

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Valid charity status with 501(c)(3)

already in the online database

(Guidestar)

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No governmental entities or

organizations.

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No hospitals or medical groups.

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No schools, childcare centers,

academic institutions, or universities.

There are other opportunities for these folks...see me later.

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There are also guidelines once

approved.

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Must be mission focused.

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Have a working website and use only

one website for the grant.

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Must actually manage ads (or agency).

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No display ads.

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Can’t be strictly commercial

advertising.

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Can’t sell financial products or request

car, boat, property donations.

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Whew...there can’t be more than that,

right?

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There can and it’s the real kicker...

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You can’t bid more than $2.00.

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Yet, you compete with businesses that

have no limits (other than budget).

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This is why the average grant recipient

spends only 3% of the budget.

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Although you compete with these

businesses, you’re still “judged” the

same.

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Higher quality score =

lower cost for a higher position

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The only way to maintain

competitiveness is by just being better.

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Higher quality score is EARNED

through good account structure and

being user focused.

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@protocol80@protocol80

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You’re pleasing Google’s searchers,

they’re rewarding you with lower

CPCs.

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Now your $2.00 bid can go further.

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But we did say we’d have to change

both factors to be successful...

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Lots O’ Traffic + Poor Execution = Minimal

Success

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Good execution occurs when the website

visitor takes the intended action.

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What might some of your intended actions be?

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Giving?

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Sure, but unless that person’s goal was to find

you specifically, they won’t just give.

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You must educate them first.

What makes you so great?

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Without shoving a brand down their throat.

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Inbound Marketing

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Attract Conver

t

Close Delight

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Make them aware of the problem...

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Make them want to learn more...

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Convert them into a soft lead...

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Then nurture them to the point where they

want to give (or other intended action).

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That process must start within

SECONDS of the ad click.

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They must be directed to a fast

loading landing page...

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That looks GREAT!

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And gets the point across quickly.

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Bad example…

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Bad example…

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Decent Example

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Good Example

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Capture their attention, give them

the info that they want.

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Answer these questions quickly…

1. Where am I?

2. What can I do here?

3. Why should I do it?

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1. Mission

2. Goals

3. Objectives

4. Work

5. WHERE THE MONEY GOESAccording to a Neilsen report.

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Then get them to take the next

action.

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Good Example

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Good Example

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If you’re trying to collect donations

add trust seals (Verisign, BBB, Charity Navigator).

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Forms should ask for RELEVANT

information.

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Don’t settle on just 1 landing page.

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There should be different landing pages

for each stage of the “buyer’s journey”.

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And topic.

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Good execution requires making it

as easy as possible for the user.

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Lot’s O’ Traffic + Great Execution =

Infinite Success

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We Know...IT’S A LOT!

But help is here when you need it.

@protocol80

@protocol80

Questions

? @jcurcio