Google digital fundraising forum

  • 621 views
Uploaded on

Presentation by Barry Cahill at the DFF 9th June 2011

Presentation by Barry Cahill at the DFF 9th June 2011

More in: Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
621
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
13
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide
  • What / Where With this launch, mobile banner ads will appear on the mobile YT website at the top of the home page, search results pages, and browse pages.  A demo of how this will appear is here.Note that this monetization launch is for the mobile website ONLY (e.g., m.youtube.com).  No monetization will occur at this time on the YouTube Mobile App (for Windows Mobile and S60 platforms) or through third party apps such as Android and iPhone. Depending on the user's device, the ads may be served as 300x50, 216x36, or 168x28 (all are standard MMA formats).  The entire unit is a clickable link, and can link to either an advertiser's YouTube channel page, or to an offsite location.  In addition, each ad unit will feature a clickable text link below the ad, with up to 23 characters of text.  The text will link to the same destination as the banner ad.Why? YouTube mobile ads provide unprecedented reach for mobile display advertising.  This launch makes YT by far and one of the largest single site buys across the mobile web.  The alpha pilot also performed very well, with high CTRs.  See stats below for more details.Reporting: Each campaign will be followed up with full DoubleClick reporting, including exact number of impressions served and the performance (CTR) of the ad units.
  • Separate Campaigns to Better Manage MobileCreate separate Mobile campaigns. This allows you to customize the ads, keywords and bids specifically for High End Mobile DevicesStrong Mobile Call to Actions will Increase Performance Having a compelling mobile call to action can dramatically influence your CTR. All types of Landing Pages Work with High End Mobile Devices…including WAP.iPhones/Android work well with both mobile Web sites and regular desktop Web sites. To ensure proper performance, make sure that the landing page matches the keyword search query.  iPhone devices do not render Flash.Think About How a User Would Search for Your ProductMobile users typically enter no more than two to three words per query. Use broad matching and general keywords to maximize ad impressions.  Keep it simple.Analytics and Conversion Tracking Work on MobileUse conversion tracking, even if you are not selling anything on your mobile site. This way you can learn how effective your ads are and if they result in specific site activities.  Be Aggressive When Bidding on MobilePrepare to bid 2x higher to get on the first page of search results.  You will be competing to have your ad serve on 5 ad spots vs 10 for desktop.  This makes these ads spots very valuable and highly competitive. Use Click to Call feature if you can use it Click to Call is one of the most effective ways to connect to your consumers. We have seen URLs CTR increase by 30% by using the CTC feature.If Targeting Multiple Countries, target only one country per campaignCPCs can vary among different countries, and separate campaigns allow you to tune your bids to each market. 
  • Click-to-call ads allow the user to instantly connect with the advertiser’s business. It’s a hyperlinked number which sits in the ad creative. There are 2 types of CTC ad; national and local. If you have a branch network then you would use local numbers (e.g 0207) which are triggered when a user is within the vicinity of the advertiser’s business. This is implemented by syncing up your Google places with your Adwords account. Alternatively you can manually enter the number and address direct into Adwords (only if you have less than 10 locations). National numbers (e.g 0845) are for advertisers who don’t have a branch network but instead have a call centre. The way you implement this is by entering the number direct into the ad extensions tab in Adwords.Sitelinks for mobile work exactly like desktop the only difference is that there is a maximum of 2 sitelinks for mobile. Sitelinks are great for all types of advertisers and users alike. They are especially useful for highlighting timely promotions (see screengrab). Click to download - If an advertiser wants to promote their Android or iPhone app then they can use this ad format. It’s really simple to implement. You create the ad as you normally would and put the appstore/market place url in the creative and our system will automatically change the display url to say ‘Download from itunes’ or ‘Download from marketplace’ so it’s effectively like putting a call-to-action in your url!Hyperlocal is a really effective format which lends itself seamlessly to mobile. If you have synced up your locations with Google places or entered them in the extensions tab in Adwords then when your ad shows our system adds a Google maps pin into the creative (see screengrab) and also shows how far the user is from the advertiser’s business.
  • Valentine pour close sur tous les KP

Transcript

  • 1. Digital Fundraising Forum
    Barry Cahill – Industry Analyst Google AdWords, - Google Grants Cultural Lead
    1
  • 2. 2
    AGENDA
    Google Grants
    Google Grants Basic
    Google Grants on Mobile
    Google Display Network
    In a nut shell
    Remarketing
    Contextual targeting
    YouTube for Non Profits
    Brand page
    Creating content
    Driving Action
    Measuring results
  • 3. 1
    Google Grants
  • 4. 4
    1. Google Grants Basics
  • 5. AdWords Defined
    5
    • Google AdWords is Google's advertising program.
    • 6. AdWords lets advertisers create simple, effective ads online in minutes
  • Google Search Property
    6
    GoogleAdWords Ads
    Natural Search Results
  • 7. Ranking Formula
    • Ranking is dynamic
    • 8. Ads enter the auction every time a search is made
    • 9. Google dynamically positions advertiser’s ad according to this ranking formula:
    • 10. The higher the ad rank, the higher it gets on the page.
    Ad Rank = Maximum Cost per Click bid x Quality Score
    7
  • 11. Maximum Cost per Click (Max CPC)
    8
    • The Max Cost per Click is determined by the advertiser
    • 12. It represents the bidding in the auction system
    • 13. The advertiser will not necessarily pay the max CPC
    The maximum Cost per Click determines the limit till how much you are ready to pay
  • 14. The Quality Score
    When you submit a keyword, we first evaluate how it will perform on Google by determining its quality through its Quality Score.
    The Quality Score is set by the system and determined by:
    • The keyword's Click-Through-Rate (CTR)
    • 15. Historical keyword performance
    • 16. Historical account performance
    • 17. Historical website performance
    • 18. Landing page assessment
    • 19. Other relevancy factors
    The higher your Quality Score, the lower the price you will pay per click and the better your position on the page.
    9
  • 20. The Quality Score
    10
  • 21. How to maximise Quality Score
    11
    The Quality Score can bee boosted through:
    • Tightly themed ad groups
    • 22. Strong ad texts, regularly reviewed
    • 23. Ad texts that relate to the keywords that trigger them
    • 24. Keywords that closely relate to your organisation’s USP
    • 25. Keeping a close eye on the Search Query Report and your CTR, or segment by click type
  • 12
    2. Google Grants on Mobile
    Take full advantage
  • 26. The Rise of M-Commerce: Factors in the Equation
    23% of time accessing the internet is via a mobile device
    IAB/PWC mobile study, Apr 2010
    20 Million mobile internet users in the UK in 2010
    Mobile Squared, Oct 2010
    27% of UK mobile subscribers have a smart phone
    UK Ofcom, Aug 2010
    £500m Value of m-commerce in the UK in 2010
    IAB/PWC mobile Adspend study Apr 2010
    12% of all UK shoppers use mobiles to research before they shop
    ITPro.co.uk, 2010
    38% penetration of 3G in the UK (from 28% in 2009)
    Morgan Stanley, Nov 2010
    2007:
    £40/month for iPhone 2G
    2 Secondsfrequency of sales via a mobile device on ebay
    2010:
    £20/month for iPhone 3Gs
    Tesco, O2
    $1 BillionAmazon’s revenue from M-commerce
    13
  • 27. The 2010s Will Be the Decade of Mobile
    500mto
    3.5bn
    £3.3bn
    85%
    $6.5bn
    beats
    Transaction value of mobile payments in the UK
    Mobile internet users will exceed desktop users globally
    of new handsets will be able to access the mobile web
    Redemption value of Mobile Coupons in US alone
    growth in mobile internet users globally 2010 -> 2015
    Source:
    Ericsson, Mobile Broadband World, Nov 2010
    Source:
    IAB/PWC Adspend study, Apr 2010
    Source:MobiThinking, Oct 2010
    Source:
    Morgan Stanley, Nov 2010
    Source:
    Borrell Associates, Aug 2010
    14
  • 28. Mobile is growing on charity terms
  • 29. Mobile Search Drives Response
    16
    Cost Per Acquisition
    Click Through Rate
    Conversions
    -15%
    +80%
    +43%
    Separating out mobile campaigns from desktop drives significant performance gains due to better control of bids, budgets, keywords and landing pages
    Source: Google internal data, Google Search only
  • 30. Golden Rules for optimizing high-end mobile
    Break out separate campaigns for mobile to maximize targeting and reporting capabilities, as well as traffic and Quality Score
    Best practices for desktop apply to mobile: tightly themed ad groups and ad texts, relevant keywords
    Have a strong mobile call to action to increase performance
    Be aggressive when bidding on mobile since only 2 ad positions above the fold
    Use click-to-call if you have a call centre
    Use click-to-download if you have an app
    Ensure landing pages are mobile-friendly (e.g., no flash, few form fields)
    17
  • 31. 4
    Mobile Ad Formats: Search
    2
    1
    Site-Links
    Click-to-call
    3
    Hyperlocal
    Click-to-download
    18
  • 32. 2
    Google Display Network
  • 33. 20
    The Google Display Network in a nutshell
  • 34. Contextual and Behavioral Targeting
    Choose your Targeting
    Where they are
    Where they have been
    Interest category marketing
    Contextual TargetingKeywords| Topics
    Remarketing
    Site Targeting
    The mostperforming message of anyother networks
    Add demographic and geographic targeting. Exclude sites, keywords or categories
  • 35. 22
    Remarketing
  • 36. The high value of retargeting
    23
    X2.5 revenue per click*
    compared to the average content campaign
    * Emarketer
    23
  • 37. Convert more visitors with Remarketing
    24
    A user visitsyour site, but doesn’tdonate and leaves the site…
    • Use Remarketing to capitalize on new traffic that you drive to your website.
    • 38. Place a tag on the home page/key landing pages to add users who visit these pages to a list in your account.
    • 39. Show your ads to these users anywhere on the Google Display Network, encourage them to revisit your site and complete the conversion process!
    …to search and compare on other sites. Remarketing allows you to retarget him wherever he goes after leaving your site…
    …with a custom message, related to what he saw on your site.
  • 40. Leverage the information you gather
    When a user visits your site, you learn something about him : product visited, shopping cart created, logged in user or not etc.
    Use that information to segment your audience and adapt the message.
    Retargeting
    Segmentation
    Acquisition
    [donation funnel]
    [volunteer page]
    Prospection
    Activate your users
    [event 1]
    [donate]
    KW content
    [event 2]
    [New collection]
    [fidelity program]
    Other media
    [cross-selling]
    Search
    [exclusion]
    [event 3]
  • 41. Long story short
    • The most relevant form of targeting
    • 42. The idealcompanion to yourexisting online strategy: capitalize on the trafficyouacquired, excludevisitorsfromcampaign to avoidwasting budgets, cross targetwithtopics, retargetfrom and on YouTube etc.
  • Category targeting
    27
  • 43. What is Category targeting?
    Category targeting allows you to target the Display Network using tightly themed ad groups
    The theme of the ad group dictates what site your ad will appear on
    Unlike Google search the keywords do not dictate where your ad shows, only the overall theme of the ad group (so you can have duplicate keywords)
    You can see in the placement performance section of the AdWords interface which sites your ad is appearing on and how it is performing for each site
    You can build category targeted ad groups using the Category Targeting Tool (CTT)
    28
  • 44. Why using CTT?
    CTT will help you build structured content contextual campaigns within minutes
    Takes away the dog work, while maintaining best practice campaigns
    If you are new to the Google Content Network, CTT is the way to expand your online activities: search is only 5% of browsing time !
    29
  • 45. Tightly-Themed Keyword Lists Critical For Effective Contextual Targeting
    Tightly-themed ad groups:
    yoga gear
    keyword 1, keyword 2, keyword 3, etc.
    yoga accessories
    keyword 1, keyword 2, keyword 3, etc.
    yoga clothes
    keyword 1, keyword 2, keyword 3, etc.
    bikram yoga gear
    keyword 1, keyword 2, keyword 3, etc.
    yoga mats
    keyword 1, keyword 2, keyword 3, etc.
    yoga apparel
    keyword 1, keyword 2, keyword 3, etc.
    yoga towels
    keyword 1, keyword 2, keyword 3, etc.
    Etc., etc., etc.
    yoga gear
  • 46. Most Advertisers Don’t Take The Time, At The Cost of Campaign Performance
    Time consuming
    • Time consuming to create dozens of ad groups
    • 47. Challenging to generate ideas for specific ad group “themes”, i.e. “How specific should I get?”
    Lack of awareness
    • Nothing in the UI that prompts or helps them
  • Contextual Targeting Tool Builds Keyword Lists Automatically So You Don’t Have To
    yoga mats
  • 48. Located Under “Reports and Tools” in AdWords Front-End
    33
  • 49. 3
    YouTube Non Profit Programme
  • 50. Program Benefits
    Branded channels – display a banner that clicks over to your website
    Upload videos longer than 15 minutes
    Select custom thumbnails for your videos
    Embed call-to-action overlay or external annotations to drive users to your donation or take action page – from within your video
    Eligibility Requirements
    Registered US, CA, AU & UK charities. Apply at www.youtube.com/nonprofits.
  • 51. YouTube Non-profit Channel Overview
    Branded image map banner can link to various parts of your website
    You select your featured video
  • 52. Creating Content
  • 53. 5 Tips for Creating Great YouTube Content
    • Be genuine
    • 54. Know your goals
    • 55. Know your audience
    • 56. Keep it short (for the most part)
    • 57. Be relevant (YouTube is the 2nd most popular search bar on the internet)
  • Driving Action from Video
  • 58. Drive Action with Call to Action Overlays
    Call to action is a way for nonprofits to drive action from their YouTube videos to external take action, sign-up or donation pages.
    The World Food Program added call-to-action in-video overlay asking people donate to feed the billion hungry people
    Raised $36,000 in one day
  • 59. How to Add an Overlay
    Call-to-action overlays are one of the features of the YouTube Nonprofit Program. Apply at www.youtube.com/nonprofits
    Once accepted, overlays are easy to create and amend. Just go to “My Videos” then “Edit Video” and fill out fields in the “Call to Action Overlay” box.
  • 60. Video Annotations
    Video Annotations are a way to add interactive commentary to your videos. Use them to:
    Add background information about the video
    Create stories with multiple possibilities (viewers click to choose the next scene)
    Link to related YouTube videos, channels, or search results from within a video. YouTube nonprofit partners have the ability to link to external web pages.
  • 61. Embedding Multiple Action Items
  • 62. Adding Video Annotations
    You can add video annotations to any video, in any place on the screen, at any time during the video
    For nonprofits, annotations have the ability to link to an external site
    Annotations appear on embedded videos
    To add an annotation, go to “My Account,” then “Edit Video” and select the “Annotations” tab at the top of the page
  • 63. Measuring Your Effect
  • 64. Track your performance with YouTube Insight
    Easily monitor the performance of videos over time and compare your channel’s popularity with other channels
    Free demographic analysis - discover your audience
    Track the efficacy of call-to-action overlays through CTR
  • 65. THANK YOU!
    Questions Please!