Google AdWords for nonprofits

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HandsOn Tech presented on Google AdWords and how nonprofits could take advantage of $10,000 a month in free online advertising.

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  • Capped at (10,000/30) per day, and orgs can get up to 50,000 if they use it well
  • Google AdWords for nonprofits

    1. 1. Google AdWords for Nonprofits
    2. 2. About HandsOn Tech 2
    3. 3. Our servicesFree services for any Chicago-area nonprofitTechnology Training 459 nonprofits• 1-2 hour workshops on various technologies• Browse and sign up at www.volunteerinfo.net/hotcAssessments and Consulting 33 nonprofits• In-depth technology consultation• Volunteer projects to enact some recommendations 3
    4. 4. Outline 1. Introduction to Google AdWords 2. What can I use it for? 3. Why AdWords? 4. How do I use it? 4
    5. 5. Introduction to Google AdWords 5
    6. 6. What is Google AdWords?• Paid advertisements that appear at the top and to the right of search results on Google.com Your Nonprofit Imagine your nonprofit here right when a user Your Nonprofit is searching for your cause. Imagine your nonprofit here, right when a user is www.YourNonprofit.org searching for your cause. www.YourNonprofit.org 6
    7. 7. Search terms and ads• Advertisements are related to the search terms (keywords) you enter into Google 7
    8. 8. How do AdWords ads work?• Users click on the ads that are relevant to their search query and are taken to the advertisers website 8
    9. 9. Google makes $ when you click• Google charges you each time your ad is clicked• You set a maximum amount spent per click (bid)• You set the daily limit (budget) 9
    10. 10. What is Google Grants?• Program created in 2003• Provides nonprofits with $10,000 per month in free advertising on Google• Supports over 8,000 grantees• Donated over $800 million in free ads 10
    11. 11. What can I use AdWords for? 11
    12. 12. MarketingOrganizations use their grants to:• Solicit donations• Recruit volunteers and staff• Promote events• Raise awareness of their mission or cause• ...and much more! 12
    13. 13. CASE Study Challenge: Increase volunteers for HandsOn Suburban Chicago’s Court-Appointed Service Program 13
    14. 14. CASE StudySolution: Google AdWordscampaign promoting CASE’sservices to people searchingGoogle for court-appointedservice opportunities inChicago 14
    15. 15. CASE Study Results: Between January 1, 2011 and today, 185,856 people have seen this ad and 4,163 people have clicked on it. Court Appointed Service www.volunteerinfo.net/case Placing people with misdemeanors to community service opportunities 15
    16. 16. Why AdWords? 16
    17. 17. The power of online marketing• 94% of consumers research products online before buying and 60% use search engines as their go-to online shopping resource. – Source: 2010 Compete Online Shopper Intelligence Survey• 97% use online media when researching products or services in their local area. – Source: March 2010 BIA/Keisey Consumer Tracking Study• 75% who are looking for a store, price or product information search online before or during a shopping trip. – Source: 2010 Deloitte LLP Survey 17
    18. 18. Benefits of online marketing• Make immediate changes – Keep your marketing efforts agile and responsive• Track real-time results – Measure the impact of your marketing as you go• Target specific demographics – Reach people interested in your services – Keeps prices down and effectiveness up• Scalability – Grow or shrink your ad reach to meet your needs 18
    19. 19. The power of Google• 66.4% of Internet searches are done on Google – Source: comScore March 2012 U.S. Search Engine Rankings• 12,200,000,000 searches on Google in March 2012 – Source: comScore March 2012 U.S. Search Engine Rankings• Google had 44% of global Internet ad market in 2010 - more than Microsoft, Yahoo!, Facebook and AOL combined – Source: ZenithOptimedia report December 5th, 2011 19
    20. 20. Benefits of Google• Market share – Google has a dominant portion of the ad market• Cost (especially for nonprofits!) – Free for nonprofits• Ads tied to keywords in searches – Connect with people as they are searching for you• Tools to measure the impact – Measure and optimize your ads in real time 20
    21. 21. How do I use AdWords? 1. Tour 21
    22. 22. Account Structure• Structure of ad campaigns: 22
    23. 23. Keyword Match Types Use this match With this To trigger Example type... punctuation... your ad on... broad match none synonyms, adopt kittens related searches, chicago and other relevant variations broad match +keyword close variations +adopt +kittens modifier but not +chicago synonyms or related searches phrase match "keyword" a phrase "adopt kittens" chicago exact match [keyword] an exact term or [adopt kittens phrase chicago] negative -keyword searches without -puppies match the term 23
    24. 24. Measuring performance• Is my account performing well? – Review performance statistics for your campaigns, ad groups, ads and keywords 24
    25. 25. How to identify problem areas• Campaign Statistics – Sort data by Quality Score, Clickthrough Rate (CTR), and Cost – You may need to enable the Quality Score (QS) column in your account 1-4 is poor QS; 5-7 is okay; 8-10 is great! 25
    26. 26. How to identify problem areas• Campaign Statistics – Identify problem areas • ‘Poor’ Quality Scores • CTRs below 1% • High-cost with poor Quality Score or low CTR – Target these areas for optimization CTR <1% & Poor QS so optimize! 26
    27. 27. Optimization• Run multiple versions of ads and go through multiple trials• Move budget to higher performing campaigns – Restructure poorly performing campaigns• Keyword first – Place your keyword in the top line of the ad. Google will automatically bold it• Call to action – E.g. Donate Here, Volunteer Now, Sign Up Now• Punctuate the end of the first description line – Ads above the search results run across one line 27
    28. 28. Tools – Keyword Tool• Use the Keyword Tool to get new keyword ideas. Select an option below to enter a few descriptive words or phrases, or type in your websites URL. 28
    29. 29. Tools – Search Query Report• This report shows performance data for the search queries that triggered your ads & received clicks• Add keywords with high click volume to your list• Add negative keywordsExample: the report shows your ad appeared on the keyword ‘volunteer army.’ Add –army as a negative keyword 29
    30. 30. Q&A 30
    31. 31. 31

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