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

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).

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

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

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

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)

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

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

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.

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

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)

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!

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.

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.

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

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

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

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

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.

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.

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

Cynthia Lugo

Media Strategist

AD LUBOW ADVERTISING

[email_address]

www.adlubow.com