Your SlideShare is downloading. ×
The Fundraising Summit: Maximizing Online Donations with Google Grants
The Fundraising Summit: Maximizing Online Donations with Google Grants
The Fundraising Summit: Maximizing Online Donations with Google Grants
The Fundraising Summit: Maximizing Online Donations with Google Grants
The Fundraising Summit: Maximizing Online Donations with Google Grants
The Fundraising Summit: Maximizing Online Donations with Google Grants
The Fundraising Summit: Maximizing Online Donations with Google Grants
The Fundraising Summit: Maximizing Online Donations with Google Grants
The Fundraising Summit: Maximizing Online Donations with Google Grants
The Fundraising Summit: Maximizing Online Donations with Google Grants
The Fundraising Summit: Maximizing Online Donations with Google Grants
The Fundraising Summit: Maximizing Online Donations with Google Grants
The Fundraising Summit: Maximizing Online Donations with Google Grants
The Fundraising Summit: Maximizing Online Donations with Google Grants
The Fundraising Summit: Maximizing Online Donations with Google Grants
The Fundraising Summit: Maximizing Online Donations with Google Grants
The Fundraising Summit: Maximizing Online Donations with Google Grants
The Fundraising Summit: Maximizing Online Donations with Google Grants
The Fundraising Summit: Maximizing Online Donations with Google Grants
The Fundraising Summit: Maximizing Online Donations with Google Grants
The Fundraising Summit: Maximizing Online Donations with Google Grants
The Fundraising Summit: Maximizing Online Donations with Google Grants
The Fundraising Summit: Maximizing Online Donations with Google Grants
The Fundraising Summit: Maximizing Online Donations with Google Grants
The Fundraising Summit: Maximizing Online Donations with Google Grants
The Fundraising Summit: Maximizing Online Donations with Google Grants
The Fundraising Summit: Maximizing Online Donations with Google Grants
The Fundraising Summit: Maximizing Online Donations with Google Grants
The Fundraising Summit: Maximizing Online Donations with Google Grants
The Fundraising Summit: Maximizing Online Donations with Google Grants
The Fundraising Summit: Maximizing Online Donations with Google Grants
The Fundraising Summit: Maximizing Online Donations with Google Grants
The Fundraising Summit: Maximizing Online Donations with Google Grants
The Fundraising Summit: Maximizing Online Donations with Google Grants
The Fundraising Summit: Maximizing Online Donations with Google Grants
The Fundraising Summit: Maximizing Online Donations with Google Grants
The Fundraising Summit: Maximizing Online Donations with Google Grants
The Fundraising Summit: Maximizing Online Donations with Google Grants
The Fundraising Summit: Maximizing Online Donations with Google Grants
The Fundraising Summit: Maximizing Online Donations with Google Grants
The Fundraising Summit: Maximizing Online Donations with Google Grants
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

The Fundraising Summit: Maximizing Online Donations with Google Grants

936

Published on

A recent study by Blackbaud found that petitioning donors online can triple the amount of funds organizations receive. One of the most effective ways to reach potential donors online is through …

A recent study by Blackbaud found that petitioning donors online can triple the amount of funds organizations receive. One of the most effective ways to reach potential donors online is through advertising platforms like Google AdWords. Fortunately for non-profits, the Google Grants program provides free advertising to qualified organizations.

0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
936
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
0
Likes
2
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
  • I would add “of free credit” between $10,000 and to spend
  • I would add “for Brands” after can do
  • I would add “for Brands” after can do
  • Transcript

    • 1. Making the most out of your Google Grant Adam Lewis Principal Consultant foghornlabs.com Cody Damon Director of Digital Strategy commonsensenms.com 1
    • 2. Agenda 1 The Google Grants Program 2 Defining and Tracking Success 3 AdWords Architecture Explained 4 Elements of an Effective Campaign 5 Helpful Google Tools for Non-Profits 2
    • 3. Agenda 1 The Google Grants Program 2 Defining and Tracking Success 3 AdWords Architecture Explained 4 Elements of an Effective Campaign 5 Helpful Google Tools for Non-Profits 3
    • 4. So, What Exactly Is A Google Grant? A Google Grant is an in-kind Grant from Google that gives your Non- Profit $10,000 free-credit to spend each and every month on paid search advertising (Google Adwords.) It is an evergreen Grant which can increase to $40,000 a month if key benchmarks are consistently met. This means more awareness, more visitors and more clicks. Users type what they are looking for 1 Your search ads appear here and here 2 along side search results. Clicking an ad takes you to that website. 4 Confidential | © 2011 CommonSense New Media Strategies
    • 5. Benefits and Limitations Benefits Limitations • $10,000 a month in in-kind • $1.00 CPC max advertising • Competing against all • Exposure on largest search Adwords users engine. • Not as effective as a tactical • Insight into market tool interests. • Limited to just Google • Strategic tool to drive new Search result pages. users. • Highly Targeted User 5 Confidential | © 2011 CommonSense New Media Strategies
    • 6. How Can I Use My Google Grant? For starters, driving interested visitors to many different parts of your web site. Learn about the Engage in a special Download an organization campaign item Your Ads via Google’s Adwords platform can be targeted by geography, interest, language so they are shown only to the audience you want to see them. A Grant can provide 10,000+ highly-qualified visitors to your site each month. (Last month, we drove over 250,000 visitors to our client sites.) 6 Confidential | © 2011 CommonSense New Media Strategies
    • 7. Google Grants And Your Digital Strategy Visitors to Website Capture In Communication StreamHave a content strategy for Engage each platform, layering in Calls-To-Action Create clear, measurablegoals that are easy for users Goal to complete. 7 Confidential | © 2011 CommonSense New Media Strategies
    • 8. Google Dominates US Search Share Google Yahoo! Microsoft (Bing) Ask.com 15% AOL 65% 15% 3% 2%Source: comScore Explicit Core Search Share Report September 2011 8
    • 9. Common Online Marketing Terms Defined• SEM Search Engine Marketing• SEO Search Engine Optimization• CPC Cost per click• Impression Each time an ad is displayed on a site or search results page• CTR Click through rate = total clicks / total impressions• CPA Cost per acquisition = ad spend / (total clicks * conversion rate) )
    • 10. SEO vs. SEM high speed internet SEM SEOOrganic Search Results Paid Search AdvertisingResults generated Your message reaches customersalgorithmically – unpaid at the moment they demonstrate interest in what you sell 10
    • 11. Agenda 1 The Google Grants Program 2 Defining and Tracking Success 3 AdWords Architecture Explained 4 Elements of an Effective Campaign 5 Helpful Google Tools for Non-Profits 11
    • 12. If you dont know where you are going, youwill probably end up somewhere else.- Lawrence J. Peter 12
    • 13. Define the Goals of Your Campaign Objectives Metrics • Site visitors Build Awareness • Time spent on site • Pages viewed • Volunteer applications Generate • Online donations “Transactions” • Merchandise purchases 13
    • 14. define conversion actions.implement conversion tracking.optimize to a target CPA. 14
    • 15. Agenda 1 The Google Grants Program 2 Defining and Tracking Success 3 AdWords Architecture Explained 4 Elements of an Effective Campaign 5 Helpful Google Tools for Non-Profits 15
    • 16. StructureMatters 16
    • 17. AdWords Account Structure Account Use Ad Groups within each Campaign campaign to: Campaign • Set different maximum CPCs Ad Group Ad Group Ad Group Ad Group • Advertise multiple service or product lines • Create ad text specific to Ads Ads Ads Ads a group of relevant keywords Keywords Keywords Keywords KeywordsUse Campaigns when setting different: • Daily budgets • Location and language targets • Syndication preferences • Start and end dates
    • 18. Account Structure Should Reflect the Website
    • 19. Account Structure Should Reflect the Website Leukemia & Lymphoma Society Donate Volunteer Matching Legacy Team in Training Advocacy Ads Ads Ads Ads Keywords Keywords Keywords Keywords
    • 20. Agenda 1 The Google Grants Program 2 Defining and Tracking Success 3 AdWords Architecture Explained 4 Elements of an Effective Campaign 5 Helpful Google Tools for Non-Profits 20
    • 21. Keywords are theFoundation 21
    • 22. Map Keywords to the Donation Cycle volunteer bay area charitable donations tax deductable donation volunteer opportunities in may DISCOVERY cancer research charities team in training sponsorship ENGAGEMENT charitable gift annuity corporate matching gifts CONVERSION leukemia lymphoma society leukemia society donation lls research foundation donate to cancer research 22
    • 23. Getting the Right Traffic DO DON’T• Create a robust keyword list. • Start with a small keyword list You never know what users and wait to expand it. will respond to. • Assume target users are• Leverage all variations of familiar with your brand and brand, product and service product names. terms as keywords. • Assume all target users have• Include problem and solution- the same search tendencies. oriented keywords. • Assume all target users are in• Use negative keywords to the same stage of the buying filter out unwanted traffic cycle.
    • 24. Focus on 2-4 Word Keyword Phrases Average Global Search Phrase Length58%of searchesuse between2-4words SOURCE: Experian Hitwise – Oct 2009
    • 25. Get Noticed Ad TextLOOK AT ME!I have 0.16s to grab your attentionand convince you to CLICK HERE!www.GetNoticed.com
    • 26. cancer research donationNational Cancer Center Cancer Research DonationJoin the fight against cancer. Cutting-Edge Leukemia Research.Your help could help save lives. Submit a Tax Deductible Gift Today!www.nationalcancercenter.org NationalCancerCenter.org/Donate 26 26
    • 27. Specific and Relevant 5 Creative Best Practices Cancer Research Donation Cutting-Edge Leukemia Research. Submit a Tax Deductible Gift Today!  Headline should be relevant NationalCancerCenter.org/Donate to the query  Highlight at least one clear  benefit statement  Include a direct call to action National Cancer Center  Display URL should reflect Join the fight against cancer. the landing page Your help could help save lives. www.nationalcancercenter.org  Test 3-4 variations  27
    • 28. Digital Asset Optimization Landing Pages Drop users on the most relevant page within your site 28
    • 29. Build the Bridge from Search to ConversionNo obvious call toaction, lead in orvalue proposition.Too much info fora landing pageWhere’s theconversionactivity?Overwhelmingoptions for theuser.
    • 30. Build the Bridge from Search to ConversionClear valuepropositionConcise productinformationShort, obviousconversion activityProduct andcustomer images
    • 31. Keep Forms as Short as Possible Conversion Rate = 50% Conversion Rate = 74.6% • Is all this information necessary at this point in the relationship? • Required fields are the kiss of death. • Most users are reluctant to divulge personal information
    • 32. 10 Elements of a Successful AdWordsCampaign1) Define conversion goals and optimize to a CPA2) Use site architecture to guide account structure3) Develop a robust but targeted keyword list4) Group keywords thematically into ad groups5) Leverage every variation of your brand terms6) Include clear benefit statements and a call-to-action7) Test 3-4 variations of ad copy to determine the winner8) Keep forms as short as possible and above the fold9) Send users to the most specific landing page available10) Analyze, optimize, repeat.
    • 33. Agenda 1 The Google Grants Program 2 Defining and Tracking Success 3 AdWords Architecture Explained 4 Elements of an Effective Campaign 5 Helpful Google Tools for Non-Profits 33
    • 34. Helpful Google Tools for Non-Profits Metrics to Monitor  Site traffic trends  Changes is traffic sources  Page bounce rate  Top exit pages  Visitor segmentation  Conversion funnelwww.google.com/analytics
    • 35. Helpful Google Tools for Non-Profits Benefits to Non-Profits  Free donation processing for Google Grant recipients.  Integration with Google Analytics for better data visibility.  Trust and recognition of using Google.checkout.google.com
    • 36. Helpful Google Tools for Non-Profits “See What the World is Searching For”  Compare search volume patterns across regions, categories and time frames  Discover “hot” or trending searches for your keyword list  Understand regional differences in language  Anticipate demand with query forecastingwww.google.com/insights/search
    • 37. Making the most out of your Google Grant Questions? Adam Lewis Principal Consultant adam@foghornlabs.com Cody Damon Director of Digital Strategy cody.damon@commonsensenms.co m 37
    • 38. Free Keyword Research Tools• AdWords Keyword Tool https://adwords.google.com/select/KeywordToolExternal• Google Insights for Search http://www.google.com/insights/search• Wordtracker https://freekeywords.wordtracker.com• Trellian Keyword Discovery http://www.keyworddiscovery.com• SEM Rush http://www.semrush.com
    • 39. Free SEO Tools• SEO Quake Toolbar http://www.seoquake.com• Google Webmaster Tools http://www.google.com/webmasters• Yahoo! Site Explorer http://siteexplorer.search.yahoo.com• Open Site Explorer http://www.opensiteexplorer.org• SEO Moz http://www.seomoz.org
    • 40. Golden Rules for Landing Pages1) Ad copy should match the content of the landing page2) Keep registration under 7 fields and above the fold3) Include a clear description of the product or offering4) Eliminate page clutter; make it easy and to take action5) Choose the most specific landing page available6) Focus on benefits to the user rather than features
    • 41. How are the Ad Positions Determined? Max CPC (or Max CPM) x Quality Score = Rank Score Rank Score is calculated per keyword Quality Score is Comprised of the Following: - CTR - Quality of landing page - Relevance of ad text - Historical keyword performance - Other relevancy factors You only pay the CPC necessary to have a rank score higher than that of the advertiser below you Minimum CPC can be as low as $0.01

    ×