Bridge Conference - Google Grants: Go Big or Go Home

Google Grants: Go Big or Go Home Wednesday, July 22 2009

Grants Program Guidelines
501(c)(3) status
Max $1 bids

501(c)(3) status
Max $1 bids
No content network

Expanding Keyword List
Don’t forget about free data

Google Trends and Insights for Search: What’s Hot?

Query Report – lost opportunities

Expanding Keyword List Query Report- lost opportunities, and some you’d rather not have

Try different match types

Try different match types
Use popular typos/misspellings

Campaign/Ad Group organization
Keep ad groups small!
99 keywords?
Large keyword lists lead to low quality scores:

Campaign/Ad Group organization
Dynamic keyword insertion for larger, more varied ad groups
Search for “help women in poverty”

Optimize Regularly
Don’t sleep on underperforming elements
Ineffective keywords and ads
Times/locations that don’t convert

Test Landing Pages
Splash vs. form
Short vs. long
Test per keyword or ad group

Optimize Regularly

Optimize Regularly
Allocate budget to best performing terms
Lower bids on less important terms
Set daily budgets

Optimize Regularly
Allocate budget to best performing terms
Lower bids on less important terms
Set daily budgets
Keep an eye on quality scores
Don’t let good terms sink
Better average positions for more expensive terms

Analytics
Keyword-level analytics tell the full story

Analytics
Concentrate on higher-performing landing pages
Try using dynamic keyword insertion for larger, more varied ad groups

Analytics
For ads, look beyond CTR

Analytics
For ads, look beyond CTR
Try using dynamic keyword insertion for larger, more varied ad groups

Google Grants + Paid AdWords
Benefits of Paid Ads with Google Grants:
Strictly monitor spend, afford new keywords
Targeted/seasonal paid pushes
Content network: cheap traffic, new insight

Benefits of Paid Campaign with Google Grants

Go Big or Go Home
Try new things!
Optimization should be a constant
Analytics: get the full story

Alex Allen RedEngine Digital [email_address] www.redenginedigital.com

Bridge Conference - Google Grants: Go Big or Go Home

by RedEngine Digital on Jul 30, 2009

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Bridge Conference - Google Grants: Go Big or Go Home — Presentation Transcript