How Nonprofits Can Make the Most of AdWords and the Google Ad Grant
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Transcript of How Nonprofits Can Make the Most of AdWords and the Google Ad Grant
A (Quick) Story.
“You have to get the tying run to the plate”
If a nonprofit website exists and no one ever visits it, is it any good?
Fundraising framework.
Traffic = Revenue
Traffic x Average Gift x Conversion = Revenue
Courtesy of NextAfter. Used with permission.
Impact Of Improvement In Each Area
Courtesy of NextAfter. Used with permission.
Traffic = More Than (Just) Revenue
How can you drive more traffic to your website?
nonprofitsupply.co
Caveats & Details
Caveats & Details
● 80/20 focus● AdWords 101 201 151● Slides sent out and at nonprofitsupply.co/TechSoup● @bradyjosephson | [email protected]
Today’s Agenda
Today
● Search Marketing in a Search World● Google Ad Grant & How to Get It● AdWords Overview & How It Works● Setting It Up & Putting It To Work● Next Level Ideas & Resources
Search Marketing in a Search World
We live in a search world.
Source: Internet Live Stats
We live in a (weird) search world.
Source: College Humor
We live in a (weird) search world.
Source: College Humor
We live in a (weird) search world.
Source: College Humor
We live in a (weird) search world where Google is King.
Source: Statista
Search Marketing
Search Marketing - SEO
Search Engine Optimization - Organic
How It Works
● Crawls internet to review text on your website, PDFs, documents, other content, meta tags, and if other sites link to you
● Google has algorithms that update based on searches and clicks for sites and users
Search Engine Optimization - Organic
What Can You Do?
● Rewriting content to match keywords
● Write meta tags to match keywords
● Create more quality content to build authority
● Get other sites to link to your site● Maintain an active presence on
social media to help create external links
More at http://www.wordstream.com/search-marketing
Search Marketing - PPC
Pay Per Click - Paid
How It Works
● Create ads for certain keywords used in searches and bid on the ones that are worth it
● These ads direct the user to a specific advertisement and landing page
● Ad rank is based by the bids and their quality scores (device, relevance, past ads)
Pay Per Click - Paid
What Can You Do?
● Pay more● Be more relevant
More at http://www.wordstream.com/search-marketing
SEO = Earned.PPC = Bought.
Search - Paid & Organic - Drive Traffic
Search Marketing - Good and Bad - SEO
Search Engine Optimization - Organic
Good
● Costs ‘nothing’● Extra benefits (good content,
engagement on social, etc.)
Search Engine Optimization - Organic
Bad
● With SEO results are never guaranteed and difficult to control
● Creating content can be expensive and SEO can be laboring
● Highly competitive
More at http://www.wordstream.com/search-marketing
Search Marketing - Good and Bad
Pay Per Click - Paid
Good
● More control on results● Doesn’t take a ton of time
Pay Per Click - Paid
Bad
● Can be costly● Complicated (at first)● Highly competitive
More at http://www.wordstream.com/search-marketing
PPC Strategy
SEO Alone
A Google Ad Grant can help overcome SEO challenges with (free)
PPC strategies.
Google Ad Grant & How to Get It
How To Apply
More at https://www.google.ca/intl/en/grants/how-to-apply/
1. See If You’re Eligible
More at https://support.google.com/nonprofits/answer/3215869?hl=en-CA
2. Apply for Google for Non-Profits
More at https://www.google.com/nonprofits/account/u/0/signup/ca?hl=en-CA
Make sure you’re in incognito mode when applying!
3. Enroll In Google Ad Grants
This sounds good...
… but you want this.
4/5. Create Your Account & Submit
More at https://support.google.com/grants/answer/1689506?hl=en
Follow the account creation guide exactly. For real.
Google Ad Grantspro
More at https://support.google.com/grants/answer/6022748?hl=en
Take The Shackles Off With GrantsPro
Google Ad Grant... … Google GrantsPro
AdWords Overview & How It Works
Glossary
● Campaign: highest level in the AdWords structure, it’s like a theme● Ad Group: 2nd level in the AdWords structure, it’s like a grouping● Ad: 3rd level in the AdWords structure, the actual ads people see● Click: when someone actually clicks on your ad● Spend: what you have spent through the bidding and advertising process● Cost Per Click (CPC): the average cost to you to get a click (cost/clicks)● Bid: what you are bidding up to for a click on certain keywords● Impression: how many people see your ad● Click Through Rate (CTR): ratio of people who click your ad when they see it
(clicks/impressions)● Goal: in Analytics, a measurement of an action someone can take on your site● Conversion: when someone takes a desired action, or completes a goal,
originating from one of your ads
Still with me?
AdWords Account Structure
AdWords Account Structure
AdWords Account Structure
AdWords Account Structure
Related Keywords for Ad Groups With Ads
Types of Keywords
Ads Go To Desired & Relevant Landing Page
But how do ads show? When? Why?
In the (Google) World of Search Quality score Is King
More at http://www.wordstream.com/quality-score
● Your click-through rate (CTR).● The relevance of each keyword to its ad group.
● Landing page quality and relevance.● The relevance of your ad text.
● Your historical AdWords account performance.
Setting It Up & Putting It To Work
A few things to note for Ad Grants.
Lower Bids Need More Relevance
More at http://www.wordstream.com/quality-score
Donor Funnel
Use Terms People Use to Point to Content They Want
Use Terms People Use to Point to Content They Want
Some strategies for Ad Grants.
Spend. Learn. Repeat.
Try to Get Smaller Engagements - Not Just Donations
Consider Pop Ups
Consider Pop Ups
Own Your Brand
5 Steps to Put Your Google Ad Grant to Work
1. Goals & Metrics & Tracking2. Campaign Structure3. Keywords & Research4. Ad Groups, Ads, & Landing Pages5. Run, Review, Revisit
Goals & Metrics
● Set goals - aspirational and not measurable● Set objectives - measurable● Set tracking - so you know
Goal: We want to get more donors
Objectives:
● Get x new email signups per month● Get y new donors per month
Tracking:
● Email signup conversion/goal● Donation conversion/goal
Start tracking what you can and add depth as you go.
Analytics + AdWords + eCommerce
Campaign Structure
6 Campaigns To Build
1. Branded/About2. Donate/Give3. News/Stories4. Programs/Learn More5. Get Involved/Volunteer6. Campaign/Focused
Campaign Structure
Keep campaigns fewer and simpler at the start.
Keywords Research
Great starting point. Get volume to learn. Increases spend quicker. Use for News/Stories, Programs/Learn More, and Campaigns … campaigns/ad groups.
Start with more keywords, broader match, and trim from there.
Keywords Research
Great starting point. Get volume to learn. Increases spend quicker. Use for News/Stories, Programs/Learn More, and Campaigns … campaigns/ad groups.
Keywords Research
Use for Branded, Get Involved/Volunteer, Donate/Give, and Campaigns… campaigns.
Use Google.
Keywords & Research
Keywords & Research
Keywords Research
Start adding these once you get data to reduce wasted spend.
Ad Groups, Ads, & Landing Pages
Ad Groups, Ads, & Landing Pages
News/Stories
○ Blogs○ Annual Report○ Newsletter○ Stories
News/Stories
○ Vancouver○ Africa○ South America○ Canada
Ad Groups, Ads, & Landing Pages
Think of these as sub-themes of your campaign and ways to group related keywords.
Ad Groups, Ads, & Landing PagesCapitalization in the Title
Show value, make offer, use punctuation.
Ad Groups, Ads, & Landing Pages
One ad. One page. One action.
Keep This In Mind for Action Pages
Motivation Factors Friction Factors
Run, Review, Revisit
Run
● At least a month to get data● Optimize once a month● Major changes once a quarter
Run, Review, Revisit
Review
● Review goals, objectives, & metrics● Identify high value keywords, ads, ad groups● Calculate ROI
Run, Review, Revisit
Revisit
● Remove low performing keywords, ads, ad groups● Create new campaigns, ad groups, and ads as necessary● Incorporate lessons into other areas of marketing
Run, Review, Revisit
Run, Review, Revisit
Ad Groups, Ads, & Landing Pages
Ad Groups, Ads, & Landing Pages
Create ads based on landing pages. Revise based on ad & keyword
lessons.
Run, Review, Revisit
Run, Review, Revisit
So...
Summary
● You need to get people’s attention, earned or paid, before they can choose to engage with you
● Search marketing can be powerful in getting people’s attention and visits to your site
● The (free) Google Ad Grant allows charities and nonprofits to better compete in the search world we live in
● The landing page and completion pages (donations, email signup, etc.) all work together to drive value and show ROI
● The donor funnel is upside down, so focus on how you can pull donors up with their search terms, valuable content, and smaller actions
● Setting up some solid campaigns and clean structure will make it easier to manage
● Spend away so you can learn through the run, review, revisit process● Run tests and take learnings from AdWords into other areas of your online
fundraising and marketing
Good Luck!
nonprofitsupply.co
