Maximizing your Google Grants budget for Nonprofits
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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: ...

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 Maximizing your Google Grants budget for Nonprofits Presentation Transcript

  • 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
  • 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
  • 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
  • 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
  • www.CardinalPath.com 5©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.StrengthsEasy to Apply$330/daily($10k monthly)Opportunityfor expansionManage viaAdWords!
  • www.CardinalPath.com 6©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.LimitationsGoogle Grants Account Limitations:
  • www.CardinalPath.com 7©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.EligibilityOrganization must:Registered:CanadaIncome TaxActTax-exempt non-profitorganizationOrganizationwebsite
  • www.CardinalPath.com 8©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.EligibilityOrganization must:Run mission-based ads
  • www.CardinalPath.com 9©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.EligibilityOrganization must:Able to FulfillSetup &Management
  • 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
  • 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
  • www.CardinalPath.com 12©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Keys To SuccessAdSchedulingImprovingCTRBidManagement
  • 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
  • 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?
  • 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!
  • 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
  • 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
  • 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
  • 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!
  • 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
  • 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!
  • 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
  • www.CardinalPath.com 23©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Ad SchedulingHow?Review the ‘Day of the week’ performance report
  • 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’
  • 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
  • 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!
  • 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
  • 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
  • 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.
  • 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
  • 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
  • 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
  • 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
  • www.CardinalPath.com 34©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Account ExpansionHow?Auto-CompleteContextualTargetingToolKeywordExpansionSearchQuery ReportOrganicKeywordsSite SearchReport
  • 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
  • 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
  • www.CardinalPath.com 37©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Account ExpansionContextual Targeting Tool
  • 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
  • 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)
  • 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.
  • 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
  • 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
  • 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
  • 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( , )MaxCPCQSKEY: Improvements in QS will effectively drive DOWN cost!
  • www.CardinalPath.com 46©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Keys To SuccessAd Copy& MgmtLandingPagesKeywordResearchQualityScore
  • www.CardinalPath.com 47©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Part 5: Keyword ResearchFind the most relevant and pertinent terms
  • 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
  • www.CardinalPath.com 49©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Google Grants Bidding Limitation
  • 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
  • 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…
  • www.CardinalPath.com 52©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Keywords For Grants AccountsWhat is the long tail?
  • www.CardinalPath.com 53©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Keywords For Grants AccountsWhy use them?less competition cheaper keywords
  • www.CardinalPath.com 54©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Keywords For Grants AccountsUsing “research” stage keywordsReviewsTipsInformationDonationsResearch / Awareness
  • 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 ScoreMaximize the free budget by building strong qualityscore
  • 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( , )MaxCPCQSKEY: Improvements in QS will effectively drive DOWNcost!
  • 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
  • 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 BasicsCTRRelevanceLandingPage
  • 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
  • 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.
  • 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®
  • 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®
  • www.CardinalPath.com 66©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.66View Data Multiple Ways
  • www.CardinalPath.com 67©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Would you like to know more?
  • www.CardinalPath.com 68©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.Thank You!Questions & Answers
  • 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