www.CardinalPath.com 1©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Maximizing Your GoogleG...
www.CardinalPath.com 2©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Who Are We?Consulting E...
www.CardinalPath.com 3©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Today• Recap the progra...
www.CardinalPath.com 4©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Part 1: Google GrantsPr...
www.CardinalPath.com 5©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.StrengthsEasy to Apply$...
www.CardinalPath.com 6©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.LimitationsGoogle Grant...
www.CardinalPath.com 7©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.EligibilityOrganization...
www.CardinalPath.com 8©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.EligibilityOrganization...
www.CardinalPath.com 9©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.EligibilityOrganization...
www.CardinalPath.com 10©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.EligibilityIneligible ...
www.CardinalPath.com 11©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Part 2: How To Maximiz...
www.CardinalPath.com 12©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Keys To SuccessAdSched...
www.CardinalPath.com 13©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Bid ManagementAdjustme...
www.CardinalPath.com 14©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Bid ManagementMaximize...
www.CardinalPath.com 15©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Bid ManagementBid high...
www.CardinalPath.com 16©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Bid ManagementHow?• Ke...
www.CardinalPath.com 17©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Bid ManagementHow?• Ke...
www.CardinalPath.com 18©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Bid ManagementTip:Sinc...
www.CardinalPath.com 19©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Bid Managementhttp://w...
www.CardinalPath.com 20©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Ad SchedulingAdjusting...
www.CardinalPath.com 21©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Ad SchedulingWhy?Not a...
www.CardinalPath.com 22©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Ad SchedulingWhy?Autom...
www.CardinalPath.com 23©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Ad SchedulingHow?Revie...
www.CardinalPath.com 24©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Ad SchedulingHow?Based...
www.CardinalPath.com 25©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.CTR ImprovementsClick-...
www.CardinalPath.com 26©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.CTR ImprovementsWhy fo...
www.CardinalPath.com 27©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.CTR ImprovementsHow?Ad...
www.CardinalPath.com 28©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.CTR ImprovementsAd Spl...
www.CardinalPath.com 29©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.CTR ImprovementsAdjust...
www.CardinalPath.com 30©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.CTR ImprovementsUse Ne...
www.CardinalPath.com 31©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.CTR ImprovementsUse Ne...
www.CardinalPath.com 32©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Part 3: Expand Your Ac...
www.CardinalPath.com 33©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Account ExpansionWhy?C...
www.CardinalPath.com 34©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Account ExpansionHow?A...
www.CardinalPath.com 35©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Account ExpansionKeywo...
www.CardinalPath.com 36©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Account ExpansionBing ...
www.CardinalPath.com 37©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Account ExpansionConte...
www.CardinalPath.com 38©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Account ExpansionSearc...
www.CardinalPath.com 39©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Account ExpansionGoogl...
www.CardinalPath.com 40©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Account ExpansionOrgan...
www.CardinalPath.com 41©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Account ExpansionSite ...
www.CardinalPath.com 42©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Account ExpansionMaxim...
www.CardinalPath.com 43©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Part 4: The Ad Auction...
www.CardinalPath.com 44©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.
www.CardinalPath.com 45©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Ad Rankf( , )MaxCPCQSK...
www.CardinalPath.com 46©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Keys To SuccessAd Copy...
www.CardinalPath.com 47©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Part 5: Keyword Resear...
www.CardinalPath.com 48©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Choosing the right key...
www.CardinalPath.com 49©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Google Grants Bidding ...
www.CardinalPath.com 50©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Google Grants Bidding ...
www.CardinalPath.com 51©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Keyword ResearchHow do...
www.CardinalPath.com 52©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Keywords For Grants Ac...
www.CardinalPath.com 53©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Keywords For Grants Ac...
www.CardinalPath.com 54©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Keywords For Grants Ac...
www.CardinalPath.com 55©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Keyword Tool
www.CardinalPath.com 56©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Part 6: Quality ScoreM...
www.CardinalPath.com 57©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.
www.CardinalPath.com 58©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Ad Rankf( , )MaxCPCQSK...
www.CardinalPath.com 59©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Improve Quality ScoreQ...
www.CardinalPath.com 60©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Ad Rankf( , )MaxCPCQS
www.CardinalPath.com 61©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 61Quality Score Basic...
www.CardinalPath.com 62©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Part 7: Foundation Sea...
www.CardinalPath.com 63©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Foundation Search®Help...
www.CardinalPath.com 64©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.64As easy to use assel...
www.CardinalPath.com 65©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.• Analyze giving trend...
www.CardinalPath.com 66©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.66View Data Multiple W...
www.CardinalPath.com 67©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Would you like to know...
www.CardinalPath.com 68©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Thank You!Questions & ...
www.CardinalPath.com 69©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.emailCardinalPath.com@...
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Maximizing your Google Grants budget for Nonprofits

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Welcome to the Google Grants program! In this introductory session we will:

1. Cover program details and the application process, plus the requirements, limitations, and best practices for adwords campaigns.

2. Show you how to maximize performance through optimization techniques.

WHAT IS GOOGLE GRANTS?
Google Grants is the non-profit edition of AdWords, Google’s online advertising tool. Google Grants empowers non-profit organisations, through USD 10,000 per month in in-kind AdWords advertising, to promote their missions and initiatives on Google.ca.

That’s right, $10,000/month of free adwords from Google for eligible charitable nonprofits. Apply today.

OUR PRESENTER
Alan serves as the Associate Director for the Digital Marketing team at Cardinal Path after joining the group in early 2012. He comes to Cardinal Path following 5 years in both the search and display media divisions of Microsoft Advertising. Spanning Seattle to London, he has collaborated with clients across several North American and European markets and a wide range of verticals. His current role with Cardinal Path spans a range of clients across a variety of online channels.

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Maximizing your Google Grants budget for Nonprofits

  1. 1. www.CardinalPath.com 1©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Maximizing Your GoogleGrants Budget for NonprofitsAlan AmeraultAssociate Director – Digital MarketingJune 2013
  2. 2. www.CardinalPath.com 2©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Who Are We?Consulting EducationWeb AnalyticsDigital MarketingOnline AcquisitionOnline Strategy andAnalytics MaturityWeb AnalyticsDigital MarketingSocial Media
  3. 3. www.CardinalPath.com 3©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Today• Recap the program• Maximize results• Expand• Ad auction• Keyword research• Quality Score• Foundation Search
  4. 4. www.CardinalPath.com 4©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Part 1: Google GrantsProgram RecapProgram details and how to determine eligibility
  5. 5. www.CardinalPath.com 5©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.StrengthsEasy to Apply$330/daily($10k monthly)Opportunityfor expansionManage viaAdWords!
  6. 6. www.CardinalPath.com 6©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.LimitationsGoogle Grants Account Limitations:
  7. 7. www.CardinalPath.com 7©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.EligibilityOrganization must:Registered:CanadaIncome TaxActTax-exempt non-profitorganizationOrganizationwebsite
  8. 8. www.CardinalPath.com 8©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.EligibilityOrganization must:Run mission-based ads
  9. 9. www.CardinalPath.com 9©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.EligibilityOrganization must:Able to FulfillSetup &Management
  10. 10. www.CardinalPath.com 10©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.EligibilityIneligible OrganizationsGovernmental entities andorgsHospitals and health care orgsSchools, childcare centers, academicinstitutions and universitiesPolitical parties, organizations
  11. 11. www.CardinalPath.com 11©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Part 2: How To MaximizeResultsSimple levers and means of increasing accountperformance
  12. 12. www.CardinalPath.com 12©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Keys To SuccessAdSchedulingImprovingCTRBidManagement
  13. 13. www.CardinalPath.com 13©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Bid ManagementAdjustment and manipulation of bid pricesto maximize and adjust paid search trafficBidManagement
  14. 14. www.CardinalPath.com 14©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Bid ManagementMaximize the traffic volume, and as a resultincrease conversionsWhy?Donations!Newsletter signupsPetitionsSocial sharingWhat else?
  15. 15. www.CardinalPath.com 15©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Bid ManagementBid higher on better performing ad groups andkeywords to increase conversionsWhy?Find thekeywords thatdriveconversionsDrive MOREconversions!
  16. 16. www.CardinalPath.com 16©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Bid ManagementHow?• Keep maximum allowed bids of $2.00 until thebudget limit is reached• Upon reaching the daily budget limits:Split available budgets betweencampaigns? ?$100
  17. 17. www.CardinalPath.com 17©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Bid ManagementHow?• Keep maximum allowed bids of $2.00 until thebudget limit is reached• Upon reaching the daily budget limits:Adjust bids (potentially decrease) tomaximize conversions in the RIGHTcampaigns
  18. 18. www.CardinalPath.com 18©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Bid ManagementTip:Since only manual bidding is allowed, it could be verytime consuming process to update the bids.Use the Google AdWords Editor to save time.http://www.google.com/AdwordsEditor
  19. 19. www.CardinalPath.com 19©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Bid Managementhttp://www.google.com/AdwordsEditor• Make bulk edits• Copy/paste• Replace text• Adjust at scale!
  20. 20. www.CardinalPath.com 20©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Ad SchedulingAdjusting the time of day and day of weekthat ads show in an effort to maximizedifferent streams of trafficAdScheduling
  21. 21. www.CardinalPath.com 21©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Ad SchedulingWhy?Not all traffic is worth the same to you!
  22. 22. www.CardinalPath.com 22©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Ad SchedulingWhy?Automated bid adjustments can ensure that you reach theRIGHT user at the RIGHT time
  23. 23. www.CardinalPath.com 23©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Ad SchedulingHow?Review the ‘Day of the week’ performance report
  24. 24. www.CardinalPath.com 24©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Ad SchedulingHow?Based on the report results, use the Ad Scheduling feature toschedule the bid adjustments.Campaigns >> ‘Settings’ >> Schedule >> ‘Ad Scheduling’
  25. 25. www.CardinalPath.com 25©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.CTR ImprovementsClick-through-rate is the ratio of clicks to totalimpressions of ads servedImprovingCTR
  26. 26. www.CardinalPath.com 26©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.CTR ImprovementsWhy focus on this?Improve Quality ScoreMaximize both traffic volume & conversions withinlimited number of ad impressionsCTRImprovementsImprovedQuality ScoreCostSavings!
  27. 27. www.CardinalPath.com 27©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.CTR ImprovementsHow?Ad SplitTestingAdjust MatchTypesNegativeKeywordsRun multiple variations of an ad to determine aconsistent winnerBroad, Phrase, and Exact match types can helpdrive most relevant trafficFine-tune existing keyword set to eliminate theirrelevant traffic that drives down CTR
  28. 28. www.CardinalPath.com 28©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.CTR ImprovementsAd Split TestingRun at least2 versions ofads per adgroupDeterminebetterperformingadPause lowerperformingadCreate anew ad tocontinue thetest
  29. 29. www.CardinalPath.com 29©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.CTR ImprovementsAdjust Keyword Match TypeEliminate unnecessary ad impressions by using phrase andexact match keywords.
  30. 30. www.CardinalPath.com 30©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.CTR ImprovementsUse Negative KeywordsReview Search Query report to find search queries notrelevant to your offering
  31. 31. www.CardinalPath.com 31©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.CTR ImprovementsUse Negative KeywordsUtilize the Google Keyword Tool to find words that may beused as negatives
  32. 32. www.CardinalPath.com 32©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Part 3: Expand Your AccountOnce things are performing well, continue to build outcampaigns
  33. 33. www.CardinalPath.com 33©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Account ExpansionWhy?Cover all relevant topicsUtilize all available budget and bring quality visitors toyour websiteContinue to maximize volume of conversions
  34. 34. www.CardinalPath.com 34©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Account ExpansionHow?Auto-CompleteContextualTargetingToolKeywordExpansionSearchQuery ReportOrganicKeywordsSite SearchReport
  35. 35. www.CardinalPath.com 35©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Account ExpansionKeyword ExpansionContinue to use Google Keyword Tool to find new keywordsand add them your account
  36. 36. www.CardinalPath.com 36©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Account ExpansionBing Ads Intelligence ToolThe Bing Ads Intelligence Tool may enable you to find newkeywords and add them your account
  37. 37. www.CardinalPath.com 37©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Account ExpansionContextual Targeting Tool
  38. 38. www.CardinalPath.com 38©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Account ExpansionSearch Query ReportGo to: ‘Keyword Details – All’ report to see what search queries triggeredyour ad impressions and clicks• Look for insights on newkeyword ideas relevantto your offering• Expand these keywordtopics by using theKeyword Tool
  39. 39. www.CardinalPath.com 39©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Account ExpansionGoogle Auto-completeBrainstorm new keyword ideas by using Google Auto-complete featureTip:• As an extension to Google’s Auto-complete idea,there is a very handy tool - Ubersuggest(www.ubersuggest.org)
  40. 40. www.CardinalPath.com 40©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Account ExpansionOrganic Search Keywords• Use Google Analytics toreview well performingorganic search keywords.• They could provide someideas on expanding yourexisting AdWordscampaigns and adgroups.
  41. 41. www.CardinalPath.com 41©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Account ExpansionSite Search ReportUse Google Analytics to find what your visitors search onyour website.This information could provide ideasfor new campaigns, ad groups andkeywords
  42. 42. www.CardinalPath.com 42©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Account ExpansionMaximize your available budgetDaily Budget: $329Up To Monthly Max of $10,000
  43. 43. www.CardinalPath.com 43©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Part 4: The Ad AuctionThe Auction, bidding, and winning against competitors
  44. 44. www.CardinalPath.com 44©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.
  45. 45. www.CardinalPath.com 45©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Ad Rankf( , )MaxCPCQSKEY: Improvements in QS will effectively drive DOWN cost!
  46. 46. www.CardinalPath.com 46©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Keys To SuccessAd Copy& MgmtLandingPagesKeywordResearchQualityScore
  47. 47. www.CardinalPath.com 47©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Part 5: Keyword ResearchFind the most relevant and pertinent terms
  48. 48. www.CardinalPath.com 48©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Choosing the right keywords• Does this term accurately relate to yourorganization/purpose/ad?Relevance• How often is this keyword getting typed into searchengines?Volume• How expensive will it be for me to get my ads shown?Remember about $2 bid limit.Competitive
  49. 49. www.CardinalPath.com 49©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Google Grants Bidding Limitation
  50. 50. www.CardinalPath.com 50©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Google Grants Bidding LimitationYour Maximum Allowed Bid is$2.00Your competitor’swith regularAdWords accountsdon’t have suchlimitation
  51. 51. www.CardinalPath.com 51©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Keyword ResearchHow do you drive more traffic?Long TailEarly FunnelStageLow volume, descriptive, higher-convertingtermsResearch, early-stage terms that indicateinterest…
  52. 52. www.CardinalPath.com 52©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Keywords For Grants AccountsWhat is the long tail?
  53. 53. www.CardinalPath.com 53©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Keywords For Grants AccountsWhy use them?less competition cheaper keywords
  54. 54. www.CardinalPath.com 54©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Keywords For Grants AccountsUsing “research” stage keywordsReviewsTipsInformationDonationsResearch / Awareness
  55. 55. www.CardinalPath.com 55©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Keyword Tool
  56. 56. www.CardinalPath.com 56©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Part 6: Quality ScoreMaximize the free budget by building strong qualityscore
  57. 57. www.CardinalPath.com 57©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.
  58. 58. www.CardinalPath.com 58©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Ad Rankf( , )MaxCPCQSKEY: Improvements in QS will effectively drive DOWNcost!
  59. 59. www.CardinalPath.com 59©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Improve Quality ScoreQuality Score affects your actual cost-per-clickHigherQualityScoreLowerCost-Per-Click
  60. 60. www.CardinalPath.com 60©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Ad Rankf( , )MaxCPCQS
  61. 61. www.CardinalPath.com 61©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential. 61Quality Score BasicsCTRRelevanceLandingPage
  62. 62. www.CardinalPath.com 62©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Part 7: Foundation SearchNorth America’s Leading Source of Foundation FundingInformation for Non-Profits
  63. 63. www.CardinalPath.com 63©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Foundation Search®Help nonprofit organizations:• Identify potential donors• Analyze these funders to identify the exact donors mostlikely to fund you• Manage all fund raising activities.
  64. 64. www.CardinalPath.com 64©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.64As easy to use asselecting optionsand hitting thesearch button, withinseconds you receiveyour results whichyou can then analyzeto find the bestpossible donors.Foundation Search®
  65. 65. www.CardinalPath.com 65©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.• Analyze giving trends and grant sizes• Quickly assess a donor’s funding interests• Choose the best donors to apply to65Foundation Search®
  66. 66. www.CardinalPath.com 66©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.66View Data Multiple Ways
  67. 67. www.CardinalPath.com 67©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Would you like to know more?
  68. 68. www.CardinalPath.com 68©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Thank You!Questions & Answers
  69. 69. www.CardinalPath.com 69©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.emailCardinalPath.com@CardinalPathfacebook.com/CardinalPathgplus.to/CardinalPathwebtwitterfacebookgoogle+Connect with Cardinal PathAlan AmeraultAssociate Director – Digital Marketingaamerault@cardinalpath.com

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