Maximize your Google Grant of In-Kind Advertising


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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
  • Maximize your Google Grant of In-Kind Advertising

    1. 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. 2. Using ReadyTalk <ul><li>Chat & raise hand </li></ul><ul><li>Mute = *6, Unmute = *7 </li></ul><ul><li>If you lose your internet connection, reconnect using the link emailed to you. </li></ul><ul><li>If you lose your phone connection, r e-dial the phone number and re-join. </li></ul>
    3. 3. You are being recorded… <ul><li>This seminar will be available on the TechSoup website along with past webinar presentations: </li></ul><ul><li>You will receive a link to this presentation later today. </li></ul><ul><li>After the webinar, you can ask any follow-up questions of our experts in the online forums event: </li></ul>
    4. 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. 5. Today’s Speakers Volunteers Chris Peters & Megan Keane (TechSoup) Jessica Vaughan (Google) Kami Griffiths Kevin Lee Kristie Ferketich German Freiwald
    6. 6. Managing and Optimizing Google Campaigns Kevin Lee, Executive Chairman, Didit
    7. 7. Top Position <ul><li>It gets most of the visibility and clicks, how and when should you strive to be there? </li></ul>
    8. 8. Bid decisions = allocation of budget <ul><li>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 </li></ul><ul><li>Even if you didn’t have a bid cap, you generally can’t afford top positions for every keyword all the time. </li></ul><ul><li>This discussion is about determining how to decide which clicks you want most. </li></ul>
    9. 9. The 80-20 Effect in Search. Pareto “Rules” <ul><li>Given a choice, wouldn’t you prefer to devote your PPC search budget to acquiring high-revenue, high value donors, volunteers, advocates and supporters? </li></ul><ul><li>Application of the Pareto effect against your data empowers you to put your money (or Google Grant money) where it works hardest. </li></ul><ul><li>Use your data to effectively generate maximum overall benefit. </li></ul>
    10. 10. Better Targeting is the Key <ul><li>Better targeting brings us closer to the holy grail of advertising: </li></ul><ul><ul><li>Marketers get to put more of their budgets towards their best prospects/customers </li></ul></ul><ul><ul><li>Searchers (surfers/viewers) only see the ads that the marketers really want seen, the relevant ones, even for non-profits </li></ul></ul><ul><ul><li>Publishers get a higher yield on their search and impression inventory while improving relevance and consumer satisfaction </li></ul></ul>
    11. 11. Ever run direct mail? <ul><li>Direct Mail Response Segmentation </li></ul><ul><li>Search Marketing is more similar to direct mail than you might think. </li></ul><ul><li>Direct Mail drops are expensive and so are search clicks, so efficiency and segmentation is useful. </li></ul><ul><li>Target both the list and the message. </li></ul>
    12. 12. What metrics should you use? <ul><li>What to measures and metrics assure benefit to the organization and meet mission and marketing objectives? </li></ul><ul><ul><li>Higher conversion from impression to click (higher CTR) (important in Google). </li></ul></ul><ul><ul><li>Better conversion from click to donation </li></ul></ul><ul><ul><li>Higher immediate donation value </li></ul></ul><ul><ul><li>Better conversion to registration, widget, badge request </li></ul></ul><ul><ul><li>Stickiness and pageviews </li></ul></ul>
    13. 13. Better CTR <ul><li>The first metric you have control over is the clickthrough rate (CTR) of your ad (holding position constant): </li></ul><ul><li>Higher CTR gives you two bonuses </li></ul><ul><ul><li>More high quality traffic on that listing </li></ul></ul><ul><ul><li>A higher predicted CTR for the engine’s formula which calculates rank/position and price </li></ul></ul><ul><li>As you test ad creative and ad targeting, continue to optimize post click metrics as well. </li></ul>
    14. 14. Better CTR due to creative and targeting <ul><li>Use the concept of information scent. Where does your eye go? </li></ul>
    15. 15. Geographic Segmentation <ul><li>Geographic segmentation may be the most powerful method of segmentation you have: </li></ul><ul><ul><li>Clicks are worth different amounts </li></ul></ul><ul><ul><li>Customers have different giving profiles </li></ul></ul><ul><ul><li>Visitors respond to different messages (think ad creative and landing pages) </li></ul></ul><ul><li>Why manage only on a national basis when you can segment by geography? </li></ul>
    16. 16. Site-side conversion rate <ul><li>It’s a lot of work to re-structure campaigns to market differently to segments. Why bother? </li></ul><ul><li>Better conversion click to registration or donation. </li></ul><ul><li>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. </li></ul><ul><li>Higher bids may get you higher position and additional volume while concentrating on profitable visitors. </li></ul>
    17. 17. Higher Immediate Revenue <ul><li>Does one segment donate more on average? </li></ul><ul><li>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. </li></ul><ul><li>Again, higher bids in a segment may get you additional volume due to a position change while retaining or improving ROAS. </li></ul>
    18. 18. Higher Lifetime Value <ul><li>Start by crunching your current donor file. Do certain geographies stand out for predicted higher donation levels? </li></ul><ul><li>What’s your 90-10 or 80-20 rule? </li></ul><ul><li>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. </li></ul><ul><li>Higher bids may get you additional volume. </li></ul>
    19. 19. What are your segmentation levers? <ul><li>Geography is only one segmentation lever which we used for illustration: </li></ul><ul><ul><li>Time of day (dayparting) </li></ul></ul><ul><ul><li>Day of week </li></ul></ul><ul><li>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. </li></ul>
    20. 20. How much difference? <ul><li>This is just daypart and day-of-week: </li></ul>
    21. 21. Perfect Storm, the POWER SEGMENT <ul><li>What happens if the same geographic or daypart segment has a: </li></ul><ul><ul><li>Better conversion from click to registration or donation </li></ul></ul><ul><ul><li>Higher immediate donation value </li></ul></ul><ul><ul><li>Better lifetime value of the customer </li></ul></ul><ul><li>The Power-Segment drives a dramatically higher ROI and profit. </li></ul><ul><li>Each segment with the possibility to drive scale should be considered for separate bidding + targeting (landing pages and offers) </li></ul>
    22. 22. Where do landing pages fit in? <ul><li>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: </li></ul><ul><ul><li>Understand information scent, do your landing pages meet the needs of the searcher </li></ul></ul><ul><ul><li>Do your landing pages fulfill the promise of the ad and the organization? </li></ul></ul><ul><ul><li>Can you increase the stickiness of the landing page? </li></ul></ul>
    23. 23. Conclusion <ul><li>Stay educated on best practices </li></ul><ul><li>If outsourcing management, pick the right partners for technology and strategy development </li></ul><ul><li>Never stop testing, never stop segmenting </li></ul><ul><li>Copies of PPT? [email_address] </li></ul>Questions?
    24. 24. Get the Most Out of TechSoup <ul><li>At TechSoup, you’ll find a range of technology services to help your nonprofit: </li></ul><ul><ul><li>Read helpful articles in our Learning Center </li></ul></ul><ul><ul><li>Request donated software , hardware, and online services </li></ul></ul><ul><ul><li>Join our community forums to learn from your colleagues </li></ul></ul><ul><ul><li>Browse upcoming events and conferences </li></ul></ul>
    25. 25. TechSoup Stock Vendor Partners <ul><li>Microsoft </li></ul><ul><li>Symantec </li></ul><ul><li>Adobe </li></ul><ul><li>eTapestry </li></ul><ul><li>Intuit </li></ul><ul><li>Mailshell </li></ul><ul><li>Business Objects </li></ul><ul><li>Readytalk </li></ul><ul><li>Alpha Software </li></ul><ul><li>Atlas Business Solutions </li></ul>
    26. 26. Continue the discussion… <ul><li>Asynchronous (not live) online event all-day in the TechSoup Community forums: </li></ul><ul><li>Ask any further questions you have of our expert hosts on how a Google Grant donation can best promote your organization’s mission. </li></ul>
    27. 27. Upcoming Online Seminars <ul><li>Creating Effective Online Surveys </li></ul><ul><ul><li>August 26, 11am PDT </li></ul></ul><ul><ul><li>Information and registration: </li></ul></ul>
    28. 28. Thank you to our Webinar Sponsor!
    29. 29. For More Information Contact: Kami Griffiths 415-633-9392 [email_address]