Google Confidential and Proprietary 1
Google for Non-Profits: Get Googley
Our Presenters
Christy Scott
Agency Lead
Google Grants Volunteer Lead
Kate Kablash
Marketing Coordinator
Artez Interactive
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Google Confidential and Proprietary
Google for Non-Profits:Get Googley!
Christy Scott
Agency Lead
Google Grants Volunteer Lead
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Secret to success: Google’s Innovation Culture
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Five Notions of Innovation
1 A license to pursue dreams
2 Innovation, not instant perfection
3 Don’t politic – use data
4 Worry about usage and users, not money
5 Ideas come from everywhere
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Five Notions of Innovation
1.
A license to pursue
dreams
Pick your project
“20% time”
1 A license to pursue dreams
2 Innovation, not instant perfection
3 Don’t politic – use data
4 Worry about usage and users, not money
5 Ideas come from everywhere
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www.google.ca/nonprofits
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What is Google Grants?
Google Grants provides select non-profits with free advertising on Google.ca via the Google Adwords program
Your NonprofitImagine your nonprofit here right when a user is searching for your cause.
www.YourNonprofit.org
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20% Projects: empower your employees or volunteers to become digital professionals!
adwords.google.com/professionals/
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Five Notions of Innovation
2.
Innovation, not
instant perfection
Quickly launch a
campaign, test and
optimize over time
1 A license to pursue dreams
2 Innovation, not instant perfection
3 Don’t politic – use data
4 Worry about usage and users, not money
5 Ideas come from everywhere
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Quickly test messages with search & display
Top sponsored ads: Up to 3 listings Sponsored “Paid” Advertising• Target users when they’re searching
Side sponsored ads:
Up to 8 listings
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Quickly test messages with search & display
• Target users when they’re readingcontent related to your cause
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The 5 min ad campaign: ad grouping
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Use the Google Keyword Tool to see local search volume, competition on specific keywords, and ideas for expansion
The 5 min ad campaign: picking keywords
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The 5 min ad campaign: creating text & display ads
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Nine Notions of Innovation
3.
Don’t politic – use
data
Data beats opinion
Test constantly
Use data, not brute
force, for consensus
1 A license to pursue dreams
2 Innovation, not instant perfection
3 Don’t politic – use data
4 Worry about usage and users, not money
5 Ideas come from everywhere
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Data available in Adwords
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Insight into bids
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Insight into keywords
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Insight into keywords
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Insight into ads
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Insight into site performance
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Analytics: focus on engagement
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Five Notions of Innovation
4.
Users and usage
and money will
follow
How can you connect
with users, and engage
them with your cause?
1 A license to pursue dreams
2 Innovation, not instant perfection
3 Don’t politic – use data
4 Worry about usage and users, not money
5 Ideas come from everywhere
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Find creative ways to connect with your audience
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Some people just don’t know what they’re searching for….
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Promoted Videos with all to action overlay
Connect on YouTube: the #2 Searched Site!
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Five Notions of Innovation
5.
Ideas come from
everywhere
Top down, bottom up
All departments
Acquisitions
Users
1 A license to pursue dreams
2 Innovation, not instant perfection
3 Don’t politic – use data
4 Worry about usage and users, not money
5 Ideas come from everywhere
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This idea came from a marketing student
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Take advantage of free YouTube Brand channels for non profits!
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What ideas can your supporters bring to you?
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Recap
1 A license to pursue dreams
2 Innovation, not instant perfection
3 Worry about usage and users
4 Don’t politic – use data
5 Ideas come from everywhere
www.google.ca/nonprofits
Google Confidential and Proprietary
Agency Resources
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Webinar Schedule
July 15 Building online community for your cause
Erin Bury, Sprouter
July 22 Alternative Giving: Building a giving
program…Without gifts!
Mark Sutton, Artez Interactive
July 28 Experience This: Usability for Nonprofits
Tara O'Doherty,Vice-President,
User Experience & Strategy, w.illi.am
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