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Google AdWords for Nonprofits: A Quick Tutorial
Google AdWords for Nonprofits: A Quick Tutorial
Google AdWords for Nonprofits: A Quick Tutorial
Google AdWords for Nonprofits: A Quick Tutorial
Google AdWords for Nonprofits: A Quick Tutorial
Google AdWords for Nonprofits: A Quick Tutorial
Google AdWords for Nonprofits: A Quick Tutorial
Google AdWords for Nonprofits: A Quick Tutorial
Google AdWords for Nonprofits: A Quick Tutorial
Google AdWords for Nonprofits: A Quick Tutorial
Google AdWords for Nonprofits: A Quick Tutorial
Google AdWords for Nonprofits: A Quick Tutorial
Google AdWords for Nonprofits: A Quick Tutorial
Google AdWords for Nonprofits: A Quick Tutorial
Google AdWords for Nonprofits: A Quick Tutorial
Google AdWords for Nonprofits: A Quick Tutorial
Google AdWords for Nonprofits: A Quick Tutorial
Google AdWords for Nonprofits: A Quick Tutorial
Google AdWords for Nonprofits: A Quick Tutorial
Google AdWords for Nonprofits: A Quick Tutorial
Google AdWords for Nonprofits: A Quick Tutorial
Google AdWords for Nonprofits: A Quick Tutorial
Google AdWords for Nonprofits: A Quick Tutorial
Google AdWords for Nonprofits: A Quick Tutorial
Google AdWords for Nonprofits: A Quick Tutorial
Google AdWords for Nonprofits: A Quick Tutorial
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Google AdWords for Nonprofits: A Quick Tutorial

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Learn how to maximize your Google Grant to reach a value of $10,000 per month of advertising for your nonprofit.

Learn how to maximize your Google Grant to reach a value of $10,000 per month of advertising for your nonprofit.

Published in: Technology, News & Politics
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  • 1. Ad Value | Pt 2. Google AdWordsfor NonprofitsMaren Dougherty, Director of External AffairsBalboa Park Online Collaborative@MarenReport, @BPOC_SD, @BalboaParkAPRIL 17, 2013Museums and the Web ConferenceSalon H BALBOA PARK ONLINE COLLABORATIVE Innovative | Collaborative | www.bpoc.org
  • 2. Maximizing Your Google GrantAdWords IntroductionSetting GoalsCampaignsAd GroupsKeywordsConversion TrackingQuestionshttp://www.google.com/grants
  • 3. Free Google Text Ads forNonprofits
  • 4. Some SpecificsDaily budget: $330 (~$10k/month)Maximum CPC: $2 (recently increased from $1)Only appear on Google.comOnly run text adsAds must link to a page on your website (note exception)Keywords must be (somewhat) relevantOngoing, active management is requiredAds need to relate to the mission+ Country-specific requirementsGoogle’s incentive? Keep that 96% going strong!
  • 5. Get a second account if…You want to exceed the dailybudgetYou’re willing to pay forpremium keywordsYou want your ads to show aspart of the display network
  • 6. In-kind ad spend per month  $10,000      $8,000      $6,000      $4,000      $2,000      $-­‐     Maximum  spend   Average  grantee  spend    
  • 7. Lots of opportunity! But what doyou want it to do for you?
  • 8. Possible GoalsRaise visibility? (impressions)Drive website traffic? (click-throughs)Increase memberships? (conversion)Increase email list? (conversions)Increase views of particular pages ordocuments? (conversions)
  • 9. AdWords Account Structure
  • 10. Example
  • 11. Campaigns | Think about all thedifferent ones you can have
  • 12. Be creative with campaigns &ad groups•  Ad groups •  General (Dog Friendly San Diego, Corporate Events, San Diego events) •  Events/Projects (Toulouse Lautrec, Kids photo contest, Giskin Anomaly) •  Geographic (Visit San Diego) •  Multilingual (Bienvenidos a Balboa Park)  
  • 13. AdWords Activity #1:Make a list of 20 campaigns that you could dofor your organization
  • 14. Keywords | Just keep addingResources:Keyword generatorsTranslatorsInterns
  • 15. It does take some time But even Google helps
  • 16. But it’s worth it
  • 17. Write Great AdsClear headlinesPrompt actionCreate multiple ads so Google can figure it out
  • 18. Ad Guidelines
  • 19. AdWords Activity #2:Pick a campaign from your list and write twotext ads for it.
  • 20. Conversion TrackingRequires snippet of HTML & Javascript code30-day cookie
  • 21. Set up Conversion Tracking
  • 22. AdWords Activity #3:Identify at least three conversions you want tohappen.
  • 23. So, let’s say you do max out. What’s next?
  • 24. Clean Up & OptimizeLook at conversionsRefine keywords (& add negativeones)Set daily cap on specific campaigns(total is $330/day, so prioritize &divide it)Pause campaigns that are not asvaluable to youDecrease bid maximum to get moreclicks
  • 25. ResourcesSign-­‐up:  h>p://www.google.com/grants    Seminars  for  Success:  h>p://services.google.com/ads_inquiry/awseminars    Google  Grants  Help  Forum:  h>ps://www.google.com/nonprofits/help/resources.forums.html?place=forum/grants        
  • 26. CONTACTMAREN DOUGHERTY, DIRECTOR OF EXTERNAL AFFAIRSBALBOA PARK ONLINE COLLABORATIVEPhone: (619) 819-9200Email: mdougherty@bpoc.orghttp://www.bpoc.org BALBOA PARK ONLINE COLLABORATIVE Innovative | Collaborative | www.bpoc.org

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