Google for Non-Profits: Get Googley




                              Google Confidential and Proprietary   1
Our Presenters
      Christy Scott                Kate Kablash




       Agency Lead             Marketing Coordinator
Go...
Webinar Tips
 This webinar is being recorded and will be available
  on our website shortly

 If you have any technical ...
Google for Non-Profits:
Get Googley!



Christy Scott
Agency Lead
Google Grants Volunteer Lead



                        ...
Secret to success: Google’s Innovation Culture




                                    Google Confidential and Proprietary...
Five Notions of Innovation

 1   A license to pursue dreams


 2   Innovation, not instant perfection


 3   Don’t politic...
Five Notions of Innovation

 1   A license to pursue dreams


 2   Innovation, not instant perfection

                   ...
www.google.ca/nonprofits


               Google Confidential and Proprietary   8
What is Google Grants?

Google Grants provides select non-profits with free advertising
  on Google.ca via the Google Adwo...
20% Projects: empower your employees or
volunteers to become digital professionals!




adwords.google.com/professionals/ ...
Five Notions of Innovation

 1   A license to pursue dreams


 2   Innovation, not instant perfection

                   ...
Quickly test messages with search & display
Top sponsored ads: Up to 3 listings   Sponsored “Paid” Advertising
           ...
Quickly test messages with search & display




                              • Target users when they’re reading
        ...
The 5 min ad campaign: ad grouping




                                     Google Confidential and Proprietary   14
The 5 min ad campaign: picking keywords




Use the Google Keyword Tool to see local search volume,
competition on specifi...
The 5 min ad campaign:
creating text & display ads




                              Google Confidential and Proprietary  ...
Nine Notions of Innovation

 1   A license to pursue dreams


 2   Innovation, not instant perfection

                   ...
Data available in Adwords




                            Google Confidential and Proprietary   18
Insight into bids




                    Google Confidential and Proprietary   19
Insight into keywords




                        Google Confidential and Proprietary   20
Insight into keywords




                        Google Confidential and Proprietary   21
Insight into ads




                   Google Confidential and Proprietary   22
Insight into site performance




                                Google Confidential and Proprietary    23
              ...
Analytics: focus on engagement




                                 Google Confidential and Proprietary   24
Five Notions of Innovation

 1   A license to pursue dreams


 2   Innovation, not instant perfection
                    ...
Find creative ways to connect with your audience




                                    Google Confidential and Proprieta...
Some people just don’t know what they’re
searching for….




                                    Google Confidential and P...
Connect on YouTube: the #2 Searched Site!




        Promoted Videos with
        all to action overlay
                 ...
Five Notions of Innovation

 1   A license to pursue dreams


 2   Innovation, not instant perfection

                   ...
This idea came from a marketing student




                                    Google Confidential and Proprietary   30
Take advantage of free YouTube Brand channels
for non profits!




                                   Google Confidential ...
What ideas can your supporters bring to you?




                                    Google Confidential and Proprietary  ...
Recap

1    A license to pursue dreams


2    Innovation, not instant perfection


3    Worry about usage and users


4   ...
Agency Resources




                   Google Confidential and Proprietary
                                              ...
Webinar Schedule

July 15 Building online community for your cause
        Erin Bury, Sprouter

July 22 Alternative Giving...
Contest

                 Facebook Contest


Like us on Facebook and be the first to post a comment
           when we pos...
Thank you

           /artezinteractive

             @artezonline

“Digital Fundraising Podcast” on iTunes
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Artez Webinar Slide - Google for Non-Profits: Get Googley!

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In this webinar we'll show you how to apply for a Google Grant, use search to connect with potential donors in the moment of relevance, develop online videos and create a community of supporters on YouTube. Most importantly, you'll learn about Google insight tools and analytics and how using them can help you market more efficiently and effectively. We'll share tons of examples from top nonprofits using the Google platform - join us for this one hour webinar and prepared to get Googley!

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Artez Webinar Slide - Google for Non-Profits: Get Googley!

  1. 1. Google for Non-Profits: Get Googley Google Confidential and Proprietary 1
  2. 2. Our Presenters Christy Scott Kate Kablash Agency Lead Marketing Coordinator Google Grants Volunteer Lead Artez Interactive Google
  3. 3. Webinar Tips  This webinar is being recorded and will be available on our website shortly  If you have any technical troubles, please use the “chat” feature  We will take all questions at the end. Please use the “raise hand” or “chat” feature to ask a question.
  4. 4. Google for Non-Profits: Get Googley! Christy Scott Agency Lead Google Grants Volunteer Lead Google Confidential and Proprietary
  5. 5. Secret to success: Google’s Innovation Culture Google Confidential and Proprietary 5 5
  6. 6. Five Notions of Innovation 1 A license to pursue dreams 2 Innovation, not instant perfection 3 Don’t politic – use data 4 Worry about usage and users, not money 5 Ideas come from everywhere Google Confidential and Proprietary 6 6
  7. 7. Five Notions of Innovation 1 A license to pursue dreams 2 Innovation, not instant perfection 1. 3 Don’t politic – use data A license to pursue 4 Worry about usage and users, not money dreams 5 Ideas come from everywhere Pick your project “20% time” Google Confidential and Proprietary 7 7
  8. 8. www.google.ca/nonprofits Google Confidential and Proprietary 8
  9. 9. What is Google Grants? Google Grants provides select non-profits with free advertising on Google.ca via the Google Adwords program Your Nonprofit Imagine your nonprofit here right when a user is searching for your cause. www.YourNonprofit.org Google Confidential and Proprietary 9
  10. 10. 20% Projects: empower your employees or volunteers to become digital professionals! adwords.google.com/professionals/ Google Confidential and Proprietary 10
  11. 11. Five Notions of Innovation 1 A license to pursue dreams 2 Innovation, not instant perfection 2. 3 Don’t politic – use data Innovation, not 4 Worry about usage and users, not money instant perfection 5 Ideas come from everywhere Quickly launch a campaign, test and optimize over time Google Confidential and Proprietary 11 11
  12. 12. Quickly test messages with search & display Top sponsored ads: Up to 3 listings Sponsored “Paid” Advertising • Target users when they’re searching Side sponsored ads: Up to 8 listings Google Confidential and Proprietary 12
  13. 13. Quickly test messages with search & display • Target users when they’re reading content related to your cause Google Confidential and Proprietary 13
  14. 14. The 5 min ad campaign: ad grouping Google Confidential and Proprietary 14
  15. 15. The 5 min ad campaign: picking keywords Use the Google Keyword Tool to see local search volume, competition on specific keywords, and ideas for expansion Google Confidential and Proprietary 15
  16. 16. The 5 min ad campaign: creating text & display ads Google Confidential and Proprietary 16
  17. 17. Nine Notions of Innovation 1 A license to pursue dreams 2 Innovation, not instant perfection 3. 3 Don’t politic – use data Don’t politic – use 4 Worry about usage and users, not money data 5 Ideas come from everywhere Data beats opinion Test constantly Use data, not brute force, for consensus Google Confidential and Proprietary 17 17
  18. 18. Data available in Adwords Google Confidential and Proprietary 18
  19. 19. Insight into bids Google Confidential and Proprietary 19
  20. 20. Insight into keywords Google Confidential and Proprietary 20
  21. 21. Insight into keywords Google Confidential and Proprietary 21
  22. 22. Insight into ads Google Confidential and Proprietary 22
  23. 23. Insight into site performance Google Confidential and Proprietary 23 23
  24. 24. Analytics: focus on engagement Google Confidential and Proprietary 24
  25. 25. Five Notions of Innovation 1 A license to pursue dreams 2 Innovation, not instant perfection 4. 3 Don’t politic – use data Users and usage and money will 4 Worry about usage and users, not money follow 5 Ideas come from everywhere How can you connect with users, and engage them with your cause? Google Confidential and Proprietary 25 25
  26. 26. Find creative ways to connect with your audience Google Confidential and Proprietary 26
  27. 27. Some people just don’t know what they’re searching for…. Google Confidential and Proprietary 27 2
  28. 28. Connect on YouTube: the #2 Searched Site! Promoted Videos with all to action overlay Google Confidential and Proprietary 28
  29. 29. Five Notions of Innovation 1 A license to pursue dreams 2 Innovation, not instant perfection 5. 3 Don’t politic – use data Ideas come from 4 Worry about usage and users, not money everywhere 5 Ideas come from everywhere Top down, bottom up All departments Acquisitions Users Google Confidential and Proprietary 29 29
  30. 30. This idea came from a marketing student Google Confidential and Proprietary 30
  31. 31. Take advantage of free YouTube Brand channels for non profits! Google Confidential and Proprietary 31
  32. 32. What ideas can your supporters bring to you? Google Confidential and Proprietary 32
  33. 33. Recap 1 A license to pursue dreams 2 Innovation, not instant perfection 3 Worry about usage and users 4 Don’t politic – use data 5 Ideas come from everywhere www.google.ca/nonprofits Google Confidential and Proprietary 33 33
  34. 34. Agency Resources Google Confidential and Proprietary 34
  35. 35. Webinar Schedule July 15 Building online community for your cause Erin Bury, Sprouter July 22 Alternative Giving: Building a giving program…Without gifts! Mark Sutton, Artez Interactive July 28 Experience This: Usability for Nonprofits Tara O'Doherty,Vice-President, User Experience & Strategy, w.illi.am
  36. 36. Contest Facebook Contest Like us on Facebook and be the first to post a comment when we post our book give away. We’ll mail it to you wherever you are. Previous winners were from: North Carolina, Scotland, Toronto
  37. 37. Thank you /artezinteractive @artezonline “Digital Fundraising Podcast” on iTunes
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