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Maximize your Google Grant of In-Kind Advertising

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Maximize your Google Grant of In-Kind Advertising …

Maximize your Google Grant of In-Kind Advertising

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  • Introduce myself What I do at TS, my role in MIT Previous work with CTC

Transcript

  • 1. Maximize your Google Grant of In-Kind Advertising Facilitator: Kami Griffiths, TechSoup Presenters: Kevin Lee, Didit Kristie Ferketich, Google Grants German Freiwald, Google Grants August 14, 2008 Webinar Conference Call: 866-740-1260; Code: 6339392
  • 2. Using ReadyTalk
    • Chat & raise hand
    • Mute = *6, Unmute = *7
    • If you lose your internet connection, reconnect using the link emailed to you.
    • If you lose your phone connection, r e-dial the phone number and re-join.
  • 3. You are being recorded…
    • This seminar will be available on the TechSoup website along with past webinar presentations: http://www.techsoup.org/hsc/page9003.cfm
    • You will receive a link to this presentation later today.
    • After the webinar, you can ask any follow-up questions of our experts in the online forums event: http://www.techsoup.org/go/googlegrants
  • 4. Maximize your Google Grant of In-Kind Advertising Facilitator: Kami Griffiths, TechSoup Presenters: Kevin Lee, Didit Kristie Ferketich, Google Grants German Freiwald, Google Grants Sponsored by:
  • 5. Today’s Speakers Volunteers Chris Peters & Megan Keane (TechSoup) Jessica Vaughan (Google) Kami Griffiths Kevin Lee Kristie Ferketich German Freiwald
  • 6. Managing and Optimizing Google Campaigns Kevin Lee, Executive Chairman, Didit
  • 7. Top Position
    • It gets most of the visibility and clicks, how and when should you strive to be there?
  • 8. Bid decisions = allocation of budget
    • Whether you have no Google grant at all, a $10,000 grant or have been approved for a larger grant, you want to allocate that budget for maximum gain
    • Even if you didn’t have a bid cap, you generally can’t afford top positions for every keyword all the time.
    • This discussion is about determining how to decide which clicks you want most.
  • 9. The 80-20 Effect in Search. Pareto “Rules”
    • Given a choice, wouldn’t you prefer to devote your PPC search budget to acquiring high-revenue, high value donors, volunteers, advocates and supporters?
    • Application of the Pareto effect against your data empowers you to put your money (or Google Grant money) where it works hardest.
    • Use your data to effectively generate maximum overall benefit.
  • 10. Better Targeting is the Key
    • Better targeting brings us closer to the holy grail of advertising:
      • Marketers get to put more of their budgets towards their best prospects/customers
      • Searchers (surfers/viewers) only see the ads that the marketers really want seen, the relevant ones, even for non-profits
      • Publishers get a higher yield on their search and impression inventory while improving relevance and consumer satisfaction
  • 11. Ever run direct mail?
    • Direct Mail Response Segmentation
    • Search Marketing is more similar to direct mail than you might think.
    • Direct Mail drops are expensive and so are search clicks, so efficiency and segmentation is useful.
    • Target both the list and the message.
  • 12. What metrics should you use?
    • What to measures and metrics assure benefit to the organization and meet mission and marketing objectives?
      • Higher conversion from impression to click (higher CTR) (important in Google).
      • Better conversion from click to donation
      • Higher immediate donation value
      • Better conversion to registration, widget, badge request
      • Stickiness and pageviews
  • 13. Better CTR
    • The first metric you have control over is the clickthrough rate (CTR) of your ad (holding position constant):
    • Higher CTR gives you two bonuses
      • More high quality traffic on that listing
      • A higher predicted CTR for the engine’s formula which calculates rank/position and price
    • As you test ad creative and ad targeting, continue to optimize post click metrics as well.
  • 14. Better CTR due to creative and targeting
    • Use the concept of information scent. Where does your eye go?
  • 15. Geographic Segmentation
    • Geographic segmentation may be the most powerful method of segmentation you have:
      • Clicks are worth different amounts
      • Customers have different giving profiles
      • Visitors respond to different messages (think ad creative and landing pages)
    • Why manage only on a national basis when you can segment by geography?
  • 16. Site-side conversion rate
    • It’s a lot of work to re-structure campaigns to market differently to segments. Why bother?
    • Better conversion click to registration or donation.
    • For example if the conversion of non-segmented (mixed traffic) averages 1.5% and the conversion rate from the Chicago DMA is 2.1% then you can afford to bid over than 25% more.
    • Higher bids may get you higher position and additional volume while concentrating on profitable visitors.
  • 17. Higher Immediate Revenue
    • Does one segment donate more on average?
    • If NY DMA visitors have a bigger shopping cart with $178 vs $122 for the average shopping cart, you can afford to bid more for the NY segment.
    • Again, higher bids in a segment may get you additional volume due to a position change while retaining or improving ROAS.
  • 18. Higher Lifetime Value
    • Start by crunching your current donor file. Do certain geographies stand out for predicted higher donation levels?
    • What’s your 90-10 or 80-20 rule?
    • If donors from LA likely to support your cause at $100 per year for 4 years, vs a nationwide average of $50 for one year, you can afford to bid more for this power-segment.
    • Higher bids may get you additional volume.
  • 19. What are your segmentation levers?
    • Geography is only one segmentation lever which we used for illustration:
      • Time of day (dayparting)
      • Day of week
    • Each of these is an additional lever you can pull to cherry-pick out the highest value traffic and visitors who are after-all specific audiences of people.
  • 20. How much difference?
    • This is just daypart and day-of-week:
  • 21. Perfect Storm, the POWER SEGMENT
    • What happens if the same geographic or daypart segment has a:
      • Better conversion from click to registration or donation
      • Higher immediate donation value
      • Better lifetime value of the customer
    • The Power-Segment drives a dramatically higher ROI and profit.
    • Each segment with the possibility to drive scale should be considered for separate bidding + targeting (landing pages and offers)
  • 22. Where do landing pages fit in?
    • The same landing page may not be appropriate for every power-segment. By focusing landing page testing on the key segments, you have a greater chance of success:
      • Understand information scent, do your landing pages meet the needs of the searcher
      • Do your landing pages fulfill the promise of the ad and the organization?
      • Can you increase the stickiness of the landing page?
  • 23. Conclusion
    • Stay educated on best practices
    • If outsourcing management, pick the right partners for technology and strategy development
    • Never stop testing, never stop segmenting
    • Copies of PPT? [email_address]
    Questions?
  • 24. Get the Most Out of TechSoup
    • At TechSoup, you’ll find a range of technology services to help your nonprofit:
      • Read helpful articles in our Learning Center
      • Request donated software , hardware, and online services
      • Join our community forums to learn from your colleagues
      • Browse upcoming events and conferences
  • 25. TechSoup Stock Vendor Partners
    • Microsoft
    • Symantec
    • Adobe
    • eTapestry
    • Intuit
    • Mailshell
    • Business Objects
    • Readytalk
    • Alpha Software
    • Atlas Business Solutions
  • 26. Continue the discussion…
    • Asynchronous (not live) online event all-day in the TechSoup Community forums: http://www.techsoup.org/go/googlegrants
    • Ask any further questions you have of our expert hosts on how a Google Grant donation can best promote your organization’s mission.
  • 27. Upcoming Online Seminars
    • Creating Effective Online Surveys
      • August 26, 11am PDT
      • Information and registration: http://tinyurl.com/59fuet
  • 28. Thank you to our Webinar Sponsor!
  • 29. For More Information Contact: Kami Griffiths 415-633-9392 [email_address] www.techsoup.org