Google Grants 101: or, Adwords for the Arts

Google Grants 101: or, Adwords for the Arts Presented by Cynthia Lugo, AD LUBOW www.adlubow.com

What is Google Grants?
Google Grants is unique
in-kind advertising
program for non-profits
Offers free Adwords ads
on Google.com for select
501(c)(3) non-profit
organizations

What is Google Adwords?

Google Organic Search Results

Google Sponsored Search Results

Imagine Your Nonprofit/Arts Org Here!

Advantages of Keyword Advertising/ Pay-per-click/Search Engine Marketing
Targeted advertising:
You are appearing in front of
a user who is already interested
in you
Ads clickthrough straight to your
website, where they can become
familiar with all that you do
Conversion Tracking: You can see exactly how many clicks your ad received and even track user
activity on your website (via
code/cookies).

How do I create an effective Adwords campaign?
Relevance is the key to successful Adwords campaign

Build a Foundation with Strong Keywords
Keywords should:
Accurately reflect the mission/products/services
your organization offers
Match what your audience is looking for
(start by looking online and thinking like a user)
Target the audience without being too general

How People Search 94% of people in the U.S. search with multi-word phrases

Keyword Study#1: A Film Nonprofit
Good Keywords
filmmaking grants
film financing
documentary film grants
film finishing funds
grants for female filmmakers
post-production grants
Bad Keywords
film school
film equipment
film

Keyword Match Types
Ads are continuously matched, in real time, to a user’s search term based on your keywords
Keyword Match Types
Broad (default)
Phrase Match xy + -s, -es, -ing (singular and plural)
Exact Match “xyz”
Negative keyword (-x, -y)

Broad Match Example
For the broad matched keyword art museum , ads can
appear for any of these queries:
-local art museum
-find local art
-museum tours
-art exhibits
-history museum

Negative Keywords
Prevent ads from appearing on irrelevant search
queries
Eliminate unwanted impressions
Keyword: art museum
Negative Match: -natural history, -prints, -craft

Group Similar Keywords into Ad Groups
Ad groups are the containers for your ads and keywords. A good rule of thumb: Each ad group should contain no more than 20 keywords. Pair similar keywords with relevant ads if you want your ads to get clicked.
Ad Groups are invisible to the user
A well-organized campaign with clearly defined ad groups can help you see which groups of keywords perform the best for you.

How do I write an effective ad?
Write ad text that distinguishes you from the competition
(your unique selling proposition)
Communication, appearance and style are important. Think of your ad text as your organization’s haiku
Be as persuasive and as informative as you can within the character limitations and without being gimmicky
First thing a user sees

Best Practices Keyword: Cancer Research
Insert keyword(s) in ad text: Matching terms show
up in boldface in search results
Initial cap your URL for easy readability
Make sure your landing page is consistent with
ad (i.e don’t just direct all clicks to homepage)

Include a Call to Action
Examples: get info, research here, sign-up for our newsletter, donate now
Avoid meaningless slogans and gimmicky language such as “click here” or “visit us”
Location can attract the attention of local users
Promotions and free stuff tend to really work!

Regional and Local Targeting
You can also target ads so that they appear only in locations of interest to you – your neighborhood, your service areas, your city or your state.

How to Manage Your Campaign

How Adwords works
Adwords is based on a constantly fluctuating marketplace model (kind of like eBay). You do not buy keywords, but rather bid on them, in the hopes that your ad will appear. If your bid is competitive and your ad is relevant, it will receive a share of available clicks.
Google grant recipients are capped at bids of $1
If you’re paying for clicks, it’s important to think about individual keywords and how much they’re worth to you, as well as their conversion rates.

Tracking Your Results
Clicks : How many clicks your ad received
Impressions : How many times your ad has been displayed
CTR (Clickthrough Rate) : Clicks/Number of Impressions = % CTR
Average CPC (Cost-per-click ): What you actually pay per click
Average Position : Ranking in sponsored search results
Cost : Avg CPC x Clicks = Actual Cost
Conversions : Completed a desired action, tracked via code/cookies

Grant Details
Account is self-managed by your organization
Duration is a minimum of 3 months
Monthly cap of $10,000 in free advertising
Maximum bid or “cost-per-click” is $1.00
Ads show only on Google.com, and not on partner networks

Eligible Organizations
Google grants supports organizations sharing Google’s “philosophy of community service”
(i.e. Don’t Be Evil)
501(c)(3) status is REQUIRED
 International Equivalent is required if your
organization is based out of the U.S.
 The organization applying must have 501(c)(3) status, and not be fiscally sponsored

Eligible Organizations
Eligible organizations include, but are not limited to:
Science & technology organizations
Education organizations
Global public health organizations
Environmental organizations
Youth advocacy organizations
Arts organizations

Ineligible Organizations
Ineligible organizations include, but are not limited to:
Organizations that are predominantly religious or political
Organizations that are focused primarily on lobbying for political or policy change
Commercial non-profits
Organizations participating in Google Adsense must cancel their Adsense account before becoming eligible.

Is my organization eligible?
Review the Google grants program guidelines at
www.google.com/grants and apply!
Note: There is a high-volume of the interest in the
program and Google is unable to provide individual
feedback. Average response times range from 3 to 6
months. If you don’t hear back after three months,
send an email.

Questions? Contact Me!
Cynthia Lugo
Media Strategist
AD LUBOW ADVERTISING
[email_address]
www.adlubow.com

Google Grants 101: or, Adwords for the Arts

by Emerging Leaders of New York Arts on Jun 25, 2009

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