3. Age nda
• I nt r oduct i on t o Googl e gr ant s and Adwor ds
• The appl i cat i on pr ocess
• Devel opi ng a Googl e Adwor ds account
• Benef i t s of a Googl e Adwor ds gr ant
• Success & qui ck t i ps wi t h your Googl e Gr ant
4. dot Di gi t a l Gr oup pl c – our
e xpe r t i s e
Di gi t al “ one st op
shop” …
• eSur veys
•W Desi gn ( Cr eat i ve)
eb • eCom er ce
m
• Conver si on exper t i se
•W Devel opm
eb ent ( CMS)
• Managed ser vi ces
•Syst em i nt egr at or s
s • Accessi bi l i t y com i ance
pl
•SEO/ PPC m anagem ent and accr edi t at i on
•Di gi t al st r at egy • Host i ng
exper t s
•Mobi l e t echnol ogy
•Em l m ket i ng
ai ar
7. W t i s Googl e Gr a nt s ?
ha
It’s the nonprofit edition of Google AdWords – Google’s
It’s the nonprofit edition of Google AdWords – Google’s
online advertising tool aimed to promote missions and
online advertising tool aimed to promote missions and
initiatives on Google.co.uk
initiatives on Google.co.uk
8. Gr a nt be ne f i t s … I t ’ s FREE! +…
…
Increase web
Increase web Increase brand
Increase brand
$10k in kind
$10k in kind traffic
traffic awareness
awareness
advertising
advertising
Cheap ROI for
Cheap ROI for Can be linked with
Can be linked with
ecom sales other business
other business
ecom sales
Positive impact functions
functions
Positive impact
on donations
on donations
Measurable
Measurable
No cap on
No cap on No cap on time
No cap on time
keywords
keywords
9. I nt r o t o Googl e Adwor ds
Cr eat e adver t s and choose keywor ds r el at ed t o your or gani
Your adver t s wi l l now appear on Googl e when
peopl e sear ch f or one of your keywor ds. ( Pul l
m ket i ng)
ar
Once peopl e have cl i cked on your adver t i t s
up t o your websi t e t o conver t t hem
10. The c onc e pt i s s i mpl e …
You create an ad, you tell the website who to show it
You create an ad, you tell the website who to show it
to, and when someone clicks on it, you pay them.
to, and when someone clicks on it, you pay them.
11. I nt r o t o Googl e Adwor ds
• PPC adver t i si ng t o anyone t hat want s i t , i ncl udi ng
char i t i es
• The am ount you pay Googl e i s usual l y som hi ng you
et
t i nker wi t h as a bi d agai nst ot her s who may be
adver t i si ng i n t he sam space.
e
• W t h Googl e Gr ant s, t her e i s a l i m t of $1 ( 60p)
i i
per cl i ck, t hi s i s known as t he Cost Per Cl i ck
( CPC) .
• The way i n whi ch you t el l Googl e who t o show your
ads t o i s by assi gni ng “ keywor ds” .
13. The f or m & ne c e s s i t i e s
• Techni cal appl i cat i on + on goi ng
m anagement
• Up t o 3 m ont hs pr ocess t i m e
• Resear ch and set up t he account accor
t o Adwor ds pol i ci es f or Gr ant s
• Ai m t o get t he most out of t he syst em
14. El i gi bi l i t y gui de l i ne s
UK Based
UK Based Hold current
Hold current
and valid charity
and valid charity
Registered with
Registered with status
status
aacharity
charity
commission
commission
Selections at
Selections at Acknowledge non
Acknowledge non
Google’s
Google’s discrimination
discrimination
discretion
discretion use
use
15. Re s t r i c t i ons
• $1. 00 USD m axi m um CPC l i m t
i
• Onl y r un t ext ads
• Onl y r un on t he sear ch net wor k
• Onl y appear on Googl e. co. uk
• Ads m ust l i nk t o a page on your websi t e- t o
t he URL t hat i s i ncl uded i n your appl i cat i on
• Your websi t e cannot di spl ay r evenue- gener at i ng
ads, such as Googl e AdSense or af f i l i at e
adver t i si ng l i nks
16. Adva nt a ge s of us i ng a n a ge nc y
• W ve been t hr ough t he appl i cat i on bef or e and know
e’
how i t wor ks
• W have di r ect r el at i onshi p m
e anager s at Googl e
• W m
e anage sever al PPC and sear ch account s, i t s our
j ob & ar ea of exper t i se!
• Save t he t i m l ear ni ng, opt i m si ng and chasi ng t o
e i
us, i t s our j ob
• W know whi ch keywor ds ar e c om
e pet i t i v e and whi ch ar e
wi ns i n r el evant keywor d t hem es
( f undr ai si ng, vol unt eer i ng, HR, chai r t y)
• Get t he m ost out of your account – M axi mum exposur e
• Rai se Googl e Qual i t y Scor es by m anagi ng t he account
on a dai l y basi s
• Hi gher qual i t y scor es m ean bet t er posi t i ons
19. 1:
• Br ai nst or m i deas t oget her t o com up wi t h
e
r el evant “ keywor ds”
• Resear ch i n t o keywor d sear ch vol um es
• Com pet i t i veness
• Cost s
20. 2:
• Put t oget her a set up docum ent i ncl udi ng:
• keywor d t o adver t l i nks
• adver t t o l andi ng page l i nks
21. Se t up your a c c ount we l l a nd r e a p
t he r e wa r ds
22. 3:
• The ai m woul d be t o m ax your end conver si ons
• I ncr ease t r af f i c
• I ncr ease br and awar eness
24. Qui c k t i ps a nd a l l r ound
r e l a t i ons hi ps
Tight links
Split $1 bid often
between
test ads results in low
keywords &
positions
adverts
CTR
CTR Structure
Structure QS
QS CPC & Position
CPC & Position
Tight links High QS –
Test landing between High costs
pages adverts & But capped
LP’s CPC
High costs
= less
traffic
26. Pr ove your c a pa bi l i t y t o Googl e &
r e a p r e wa r ds – t hi s i s whe r e we c a n
he l i p t o r ecei ve a bi gger gr ant ( up t o $40, 000)
Opt on
I F:
•Char i t y achi eves $9, 500 spend consecut i vel y
•Char i t y must be t r acki ng si t e usage and
conver si ons t hr ough Anal yt i cs
•Com et e f ur t her t echni cal appl i cat i on
pl
28. Ca s e St udy: Bl i nd Ve t e r a ns
Bl i nd Vet er ans pr ovi des access t o t he f i nest
qual i t y of ser vi ces t o hel p bl i nd vet er ans
di scover l i f e beyond si ght l oss. Thi s
i ncl udes; pr ovi di ng l i f el ong wel f ar e
suppor t , r ehabi l i t at i on, t r ai ni ng, l ong- t er m
nur si ng, r esi dent i al and r espi t e car e.
The Bl i nd Vet er ans appr oached dot Agency i n
ear l y 2012 i n or der t o opt i m se t hei r Googl e
i
Gr ant f or PPC. To do t hi s, we wor ked
al ongsi de t hei r i nt er nal f unct i ons such as
f undr ai si ng, HR, m ket i ng and vol unt eer i ng.
ar
.
29. The Resul t s:
•W t hi n 8 m
i ont hs, i t becam t he #1 sour ce of
e
al l websi t e t r af f i c.
•I t i s t he m n dr i ver of t r af f i c t o t he
ai
websi t e whi ch has i ncr eased 3. 5 f ol d si nce
dot Agency began t o m anage i t .
•Vi si t s f r om t he Googl e Gr ant s account have
i ncr eased by 12 f ol d si nce m ont h one.
31. FAQ’ s
Does our or gani zat i on al r eady have t o be
est abl i shed and wi t h a devel oped r eput at i on i n
or der t o be el i gi bl e f or Googl e Gr ant s?
•N b t o m s h v c a it sau
o u y u u t a e h r y tts
Can we have m t i pl e AdW ds account s t o m
ul or anage
t hese pr oj ect s i ndependent l y?
•E c o g n aio m yo l h v as geA W r s
a h r a iz t n a ny a e in l d o d
acu t
co n
•C nh v m l l c m a n
a a e ut e a p ig s
ip
32. Tha nk You
- END-
Twi t t e r = @ Ani sha,
dot
@ AgencyW
dot eb
Go o g l e + = +Ani sha Dat t ani
+dot Agency
