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GOOGLE GRANTS: THE BIGGEST MISSEDOPPORTUNITY IN NON-PROFIT MARKETING          July 17, 2012
What is your biggest challenge with         #GoogleGrants?
Webinar Agenda  An Intro to Google Grants  4 Keys to Success (before getting started)  Account Set Up & Optimization – ...
What is Google Grants?    A Google Grant is a $10,000 in-kind grant given to     non-profits EVERY MONTH for free adverti...
How Important is Google Grants?    There are over 3     billion searches on     Google a day                             ...
More Visitors, More Awareness and…Customize Your Goals: Build your email list, promote  events, recruit volunteers and sup...
Benefits and Limitations                                         •  $10,000 a month in free   •  $2.00 Max CPC (as of   ...
The Average Google Grant RecipientSpends Approximately $330 a Month     96.3 %
4 Keys to Unlocking Google Grants’ Potential
Relevancy is EverythingBad News   You can’t run on keywords if   you don’t have the precise   content the user is lookin...
Nobody Is Searching for a Place to Give Money                            Monthly Google Search Volume      Awareness      ...
Focus on the Top of the Funnel    Awareness                 Capture email, “likes”, followers     Interest      Intent    ...
Website   1st,   Google Grants 2nd                             Goals, goals, goals                            Does your w...
Getting Started                  14
The Vocab…  CPC          Cost per click  Impression   Each time an ad is displayed on a site or search results page  CT...
How are the Ad Positions Determined?    Max CPC (or Max CPM) x Quality Score = Rank Score    Rank Score is calculated pe...
StructureMatters            17
Tip 1: Account Organization       Tip 1       Create a campaign for every       organizational goal or project      It’s ...
Keywords   are theFoundation 19
Getting the Right Traffic DO                                   DON’T Create a robust keyword list.        Start with a s...
Keyword Phrase Length                  Average Global Search Phrase Length58% of searchesuse between 2-4words             ...
Tips 2 & 3: Keyword Selection                                         Tip 3                                         Use al...
Bonus: Free Keyword Research Tools    AdWords Keyword Tool     https://adwords.google.com/select/KeywordToolExternal    Go...
Get Ad Text                                          NoticedLOOK AT ME!I have 1.26s to grab your attentionand convince you...
Family Abuse FactsFamily Violence                           Family AbuseLearn More - Get the latest family        Get the ...
Tips 4 – 7: Writing Effective Creative                                       Family Abuse 4 Creative Tips                 ...
Digital Asset Optimization                             Landing Pages                Drop users on the most relevant       ...
Keep Forms as Short as PossibleConversion Rate = 50%           Conversion Rate = 74.6%                          Is all th...
Homepage Vs Targeted Landing Page Conversion Rate = 0%   Conversion Rate = 12.59% 0 emails collected     1,000 + email add...
Tips 8 – 10: Landing PagesTip 8:Use statistics tointroduce theproblemTip 9:Share informationthat potentialsupporters want ...
Thank You! Any Questions?Eric Facas            Cody Damoneric@mediacause.org   cody@mediacause.org@ericfacas            @c...
Additional Resources  Sign up for a free Google Grant optimization   Mediacause.org/non-profits  Contact us for addition...
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Google Grants Webinar: The Biggest Missed Opportunity in Nonprofit Marketing

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Google Grants is the nonprofit edition of AdWords, Google's online advertising tool. Google Grants empowers nonprofit organizations with in-kind AdWords advertising, to promote their missions and initiatives on Google.com. In this webinar, Cody Damon and Eric Facas of Media Cause will discuss how your organization can benefit from Google Grants and why you should consider it as part of your marketing strategy this year.

Key Takeaways:

- What is Google Grants
What it takes to turn a Google Grant into a free $480,000 advertising budget and how to turn Google advertising into real value for a nonprofit
- How to apply, account setup, and optimization overview
- 10 tactical tips for making the most of a Google Grant

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Transcript of "Google Grants Webinar: The Biggest Missed Opportunity in Nonprofit Marketing "

  1. 1. GOOGLE GRANTS: THE BIGGEST MISSEDOPPORTUNITY IN NON-PROFIT MARKETING July 17, 2012
  2. 2. What is your biggest challenge with #GoogleGrants?
  3. 3. Webinar Agenda  An Intro to Google Grants  4 Keys to Success (before getting started)  Account Set Up & Optimization – 10 Tips  Questions & Additional Resources
  4. 4. What is Google Grants?  A Google Grant is a $10,000 in-kind grant given to non-profits EVERY MONTH for free advertising on Google.com. This evergreen grant can increase to $40,000 a month if benchmarks are met.  Get started IMMEDIATELY by signing up at Google.com/nonprofits
  5. 5. How Important is Google Grants?  There are over 3 billion searches on Google a day 25% ofof Clicks 25% Clicks  Could result in 10,000 to 40,000 new website visitors each month 75% of Clicks 75% of Clicks
  6. 6. More Visitors, More Awareness and…Customize Your Goals: Build your email list, promote events, recruit volunteers and supporters, and more. Users type what they are looking for Your search ads appear here and here along side search results. Clicking an ad takes you to that website.
  7. 7. Benefits and Limitations   •  $10,000 a month in free •  $2.00 Max CPC (as of exposure on worlds 1/28/13) largest search engine •  Ads shown below paying •  Strategic tool to drive AdWords advertisers (as new highly targeted of 1/28/13) supporter •  It’s not easy - AdWords •  Insight into market takes time and interests expertise!
  8. 8. The Average Google Grant RecipientSpends Approximately $330 a Month 96.3 %
  9. 9. 4 Keys to Unlocking Google Grants’ Potential
  10. 10. Relevancy is EverythingBad News   You can’t run on keywords if you don’t have the precise content the user is looking forGood News   You can build content to make yourself relevant for anything
  11. 11. Nobody Is Searching for a Place to Give Money Monthly Google Search Volume Awareness “About The Rainforest” – 5,000,000 Interest “Deforestation” – 457,000 Intent “Save the Rainforest” – 33,000 Purchase “Rainforest Charities” - 880
  12. 12. Focus on the Top of the Funnel Awareness Capture email, “likes”, followers Interest Intent Sign an online petition Purchase Donations or membership sales
  13. 13. Website 1st, Google Grants 2nd Goals, goals, goals   Does your website easily capture emails, Facebook likes & Twitter follows?   Do you know what a supporter is worth?   Do you have a landing page for additional goals?
  14. 14. Getting Started 14
  15. 15. The Vocab…  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) )  Landing Web page that users are send to after clicking on your ad Page  Conversion Total landing page visits / desired actions completed Rate
  16. 16. 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
  17. 17. StructureMatters 17
  18. 18. Tip 1: Account Organization Tip 1 Create a campaign for every organizational goal or project   It’s ok to bucket similar goals together. Online donations, volunteers, events, membership…   Ad Groups should have 15-30 similar keywords that align to a specific page on the website. The more focused the ad group, the better the ad targeting
  19. 19. Keywords are theFoundation 19
  20. 20. Getting the Right Traffic DO DON’T Create a robust keyword list.  Start with a small keyword list and You never know what users will wait to expand it. respond to.  Assume target users are familiar Leverage all variations of brand, with your brand and product product and service terms as names. keywords.  Assume all target users have the Include problem and solution- same search tendencies. oriented keywords.  Assume all target users are in the Use negative keywords to filter same stage of the purchase funnel. out unwanted traffic.
  21. 21. Keyword Phrase Length Average Global Search Phrase Length58% of searchesuse between 2-4words SOURCE: Experian Hitwise – Oct 2009
  22. 22. Tips 2 & 3: Keyword Selection Tip 3 Use all 4 match type options for Tip 2 broad match, “phrase match”, & Use keyword research tools to [exact match] or higher volume expand your list of core words keywords. And don’t forget negative keywords!   Grow your lists but keep it   Quality score is calculated at focused otherwise they won’t the keyword level, one match even show due to poor quality typed keyword could have score. The keywords have to better relevancy than the be very specific to the content others and drive more traffic on your site. if isolated.
  23. 23. Bonus: 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
  24. 24. Get Ad Text NoticedLOOK AT ME!I have 1.26s to grab your attentionand convince you to CLICK HERE!www.GetNoticed.com
  25. 25. Family Abuse FactsFamily Violence Family AbuseLearn More - Get the latest family Get the facts on family abuse here &violence facts here. Vs learn how you can help stop it.www.futureswithoutviolence.org FuturesWithoutViolence.org 25 25
  26. 26. Tips 4 – 7: Writing Effective Creative Family Abuse 4 Creative Tips Get the facts on family abuse here & learn how you can help stop it.  Headline should be hyper FuturesWithoutViolence.org relevant to the query – include the exact keyword.  5.56% CTR  Include an informative and empowering call to action. Family Violence  Test 3-4 variations at all times. Learn More - Get the latest family violence facts here.  Remove the worst performer www.futureswithoutviolence.org every month.  3.32% CTR 26
  27. 27. Digital Asset Optimization Landing Pages Drop users on the most relevant page within your site (or create a new one if necessary) 27
  28. 28. Keep Forms as Short as PossibleConversion 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
  29. 29. Homepage Vs Targeted Landing Page Conversion Rate = 0% Conversion Rate = 12.59% 0 emails collected 1,000 + email address / mo
  30. 30. Tips 8 – 10: Landing PagesTip 8:Use statistics tointroduce theproblemTip 9:Share informationthat potentialsupporters want Tip 10: Keep forms as short as possible (4 fields is ideal)
  31. 31. Thank You! Any Questions?Eric Facas Cody Damoneric@mediacause.org cody@mediacause.org@ericfacas @codydamon
  32. 32. Additional Resources  Sign up for a free Google Grant optimization Mediacause.org/non-profits  Contact us for additional help and questions connect@mediacause.org  For tips and resources, follow our blog and join us on Twitter and Facebook Mediacause.org/Blog Facebook.com/Mediacause Twitter.com/Mediacause
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