Free Ads!  Get Yer Free Ads Here! An Overview of the Google Grants Program Kristie Mun Senior Strategist,
Session Goals <ul><li>Provide an overview of Google Grants </li></ul><ul><li>Determine if your organization is interested ...
Agenda <ul><li>Google Grants and Google AdWords </li></ul><ul><li>Program Details  </li></ul><ul><li>Best Practices </li><...
Google Grants and Google AdWords
What is Google Grants? <ul><li>Google Grants  provides select nonprofits with  free </li></ul><ul><li>advertising  on Goog...
Our History <ul><li>Program created in 2003 </li></ul><ul><li>Available in 27 countries  and regions   </li></ul><ul><li>C...
Google Grants Ads <ul><li>Participating organizations use their Google Grant to: </li></ul><ul><ul><li>Solicit donations <...
Google AdWords:  Keyword-targeted Advertising <ul><li>When users search on a specific keyword on Google.com, ads associate...
Google AdWords:  Keyword-targeted Advertising <ul><li>When users search on a specific keyword on Google.com, ads associate...
Google AdWords:  Keyword-targeted Advertising <ul><li>When users search on a specific keyword on Google.com, ads associate...
How AdWords Works <ul><li>Users click on AdWords ads and are taken to the advertiser’s website </li></ul>
How AdWords Works <ul><li>Users click on AdWords ads and are taken to the advertiser’s website </li></ul>
Basics of AdWords <ul><li>With AdWords, you only reach users interested in your organization’s information and services </...
AdWords Account Glossary <ul><li>Account : Houses all of your ads, personal information, and reporting </li></ul><ul><li>C...
AdWords Account Structure Your Organization’s Account Ad Group Ads and Keyword List Ad Group Ad Group Campaign Ads and Key...
Program Details
Program Benefits <ul><li>Receive up to $10,000 of free advertising per month </li></ul><ul><ul><ul><li>Actual value will d...
Program Requirements <ul><li>Self-managed advertising account </li></ul><ul><li>Need a contact at your organization     to...
Program Eligibility <ul><li>501(c)(3) status required (or international equivalent) </li></ul><ul><ul><ul><li>Applying org...
Program Eligibility <ul><li>Ineligible organizations include, but are not limited to, the below sample list: </li></ul><ul...
Program Eligibility <ul><li>To check on the eligibility of your organization,  review our detailed guidelines at  www.goog...
Best Practices
What can I do with my Grant? <ul><li>Create ads that link to your organization’s website </li></ul><ul><ul><ul><li>Link ad...
High-Level Best Practices <ul><li>Keywords </li></ul><ul><ul><li>Think like a user! </li></ul></ul><ul><ul><ul><li>Include...
High-Level Best Practices <ul><li>Keywords </li></ul><ul><ul><li>Use multi-word keywords </li></ul></ul><ul><ul><ul><li>Th...
High-Level Best Practices <ul><li>Ads </li></ul><ul><ul><li>Each ad should be specific to the ad group’s theme </li></ul><...
High-Level Best Practices <ul><li>Ads </li></ul><ul><ul><li>Use the ad group’s main keywords in your ad headline and descr...
High-Level Best Practices <ul><li>Ads </li></ul><ul><ul><li>Link to relevant landing page of your site </li></ul></ul>AG: ...
High-Level Best Practices <ul><li>Campaign Structure </li></ul><ul><ul><li>Campaigns should match your goals </li></ul></u...
High-Level Best Practices Good Ad Group Bad Ad Group A unified theme allows for more tailored ads Tailored Creative  (Good...
Ongoing Process <ul><li>Avoid “set it and forget it” model </li></ul><ul><li>Launch and iterate </li></ul>
How can I see success? <ul><li>Identify your goals </li></ul><ul><ul><li>What do you want to get out of your account? </li...
Actively Monitor Performance <ul><li>Evaluate relevance metrics and have goals </li></ul><ul><ul><ul><li>1% Clickthrough R...
Actively Monitor Performance <ul><li>Track statistics within the Campaigns tab, run AdWords reports, & use Google Analytic...
Actively Monitor Performance <ul><li>Basic reports include Account, Keyword, and Ad Performance reports </li></ul><ul><li>...
Improving Performance <ul><li>Take action on poor-performers & expand strong areas </li></ul><ul><li>Keywords </li></ul><u...
Improving Performance <ul><li>Take action on poor-performers & expand strong areas </li></ul><ul><li>Keywords </li></ul><u...
Improving Performance <ul><li>Take action on poor-performers & expand strong areas </li></ul><ul><li>Keywords </li></ul><u...
Improving Performance <ul><li>Take action on poor-performers & expand strong areas </li></ul><ul><li>Keywords </li></ul><u...
<ul><li>Take action on poor-performers & expand strong areas </li></ul><ul><li>Ads </li></ul><ul><ul><li>Run Ad Text Perfo...
<ul><li>Take action on poor-performers & expand strong areas </li></ul><ul><li>Campaigns </li></ul><ul><ul><li>Narrow or e...
Improving Performance <ul><li>Enhance your overall web presence </li></ul><ul><ul><li>Landing Page Optimization </li></ul>...
Grantee Panel
Grantee Panel <ul><li>Robert Rosenthal,    Director of Communications </li></ul><ul><li>Allison Joyce,    Online Communica...
VolunteerMatch <ul><li>Popular resource for volunteering, strengthen communities by making it easier to connect good peopl...
Direct Relief <ul><li>Provides medical aid for people in need in more than 60 countries, leveraging every $1 donated into ...
WITNESS <ul><li>Uses video to open the eyes of the world to human rights violations, empowering people to transfer persona...
Grantee Panel <ul><li>Robert Rosenthal,    Director of Communications </li></ul><ul><li>Allison Joyce,    Online Communica...
Resources
Resources <ul><li>Google Grants Program Site & Help Center </li></ul><ul><li>AdWords Help Center </li></ul><ul><li>Google ...
Session Recap <ul><li>Today, we’ve covered: </li></ul><ul><li>Google Grants & the basics of AdWords advertising </li></ul>...
Thank you! <ul><li>www.google.com/grants </li></ul>
Evaluation Code:  126 How Was this Session? Call In Text Online Call  404.939.4909 Enter Code  126   Text  126  to  69866 ...
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2010 Ntc Google Grants Free Ads 4 9 10

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Google Grants presentation, covering program details, eligibility, best practices, and more, presented at 2010 NTEN NTC.

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2010 Ntc Google Grants Free Ads 4 9 10

  1. 1. Free Ads! Get Yer Free Ads Here! An Overview of the Google Grants Program Kristie Mun Senior Strategist,
  2. 2. Session Goals <ul><li>Provide an overview of Google Grants </li></ul><ul><li>Determine if your organization is interested and eligible </li></ul><ul><li>Discuss program guidelines and requirements </li></ul><ul><li>Share best practices to maximize your Google Grant </li></ul><ul><li>Learn first-hand successes and challenges from current grantees and apply these learnings to your grant </li></ul>
  3. 3. Agenda <ul><li>Google Grants and Google AdWords </li></ul><ul><li>Program Details </li></ul><ul><li>Best Practices </li></ul><ul><li>Grantee Panel </li></ul><ul><li>Resources </li></ul><ul><li>Q & A </li></ul>
  4. 4. Google Grants and Google AdWords
  5. 5. What is Google Grants? <ul><li>Google Grants provides select nonprofits with free </li></ul><ul><li>advertising on Google.com via the Google AdWords program </li></ul>Your Nonprofit Imagine your nonprofit here right when a user is searching for your cause. www.YourNonprofit.org
  6. 6. Our History <ul><li>Program created in 2003 </li></ul><ul><li>Available in 27 countries and regions </li></ul><ul><li>Currently support 6,000+ grantees </li></ul><ul><li>Donated over $640M in free ads to eligible organizations </li></ul>
  7. 7. Google Grants Ads <ul><li>Participating organizations use their Google Grant to: </li></ul><ul><ul><li>Solicit donations </li></ul></ul><ul><ul><li>Recruit volunteers and staff </li></ul></ul><ul><ul><li>Promote events </li></ul></ul><ul><ul><li>Raise awareness of their mission </li></ul></ul><ul><ul><li>And much more! </li></ul></ul><ul><li>These ads are run through the Google AdWords advertising program </li></ul>
  8. 8. Google AdWords: Keyword-targeted Advertising <ul><li>When users search on a specific keyword on Google.com, ads associated to that keyword appear on the right-hand side </li></ul>
  9. 9. Google AdWords: Keyword-targeted Advertising <ul><li>When users search on a specific keyword on Google.com, ads associated to that keyword appear on the right-hand side </li></ul>Search Results
  10. 10. Google AdWords: Keyword-targeted Advertising <ul><li>When users search on a specific keyword on Google.com, ads associated to that keyword appear on the right-hand side </li></ul>AdWords Ads
  11. 11. How AdWords Works <ul><li>Users click on AdWords ads and are taken to the advertiser’s website </li></ul>
  12. 12. How AdWords Works <ul><li>Users click on AdWords ads and are taken to the advertiser’s website </li></ul>
  13. 13. Basics of AdWords <ul><li>With AdWords, you only reach users interested in your organization’s information and services </li></ul><ul><li>Importance of relevance and targeting shines through </li></ul><ul><li>Because users are searching on keywords related to your organization, you have an audience looking for you! </li></ul>
  14. 14. AdWords Account Glossary <ul><li>Account : Houses all of your ads, personal information, and reporting </li></ul><ul><li>Campaign : Sub-category of account that provides thematic or functional structure </li></ul><ul><li>Ad Group : Sub-category of campaign that provides thematic structure; each Ad Group has its own keyword list and set of ads </li></ul><ul><li>Keywords : Words you add into your account that trigger your ad when searched for on Google.com </li></ul><ul><li>Ad Text : Actual advertisements (ads)that appear on search queries </li></ul>
  15. 15. AdWords Account Structure Your Organization’s Account Ad Group Ads and Keyword List Ad Group Ad Group Campaign Ads and Keyword List Ads and Keyword List
  16. 16. Program Details
  17. 17. Program Benefits <ul><li>Receive up to $10,000 of free advertising per month </li></ul><ul><ul><ul><li>Actual value will depend on how many clicks your ads receive (average is $300/mth) </li></ul></ul></ul><ul><ul><ul><li>Text-based ads with $1.00 maximum bid </li></ul></ul></ul><ul><li>No need to reapply or extend your Grant </li></ul><ul><ul><ul><li>Remains active as long as your account is actively managed and adhering to our program guidelines </li></ul></ul></ul>
  18. 18. Program Requirements <ul><li>Self-managed advertising account </li></ul><ul><li>Need a contact at your organization to actively manage the account </li></ul><ul><ul><ul><li>Login to monitor performance and make changes regularly </li></ul></ul></ul><ul><li>Reply to email & survey requests from our team </li></ul><ul><li>Keep us updated on contact changes </li></ul>
  19. 19. Program Eligibility <ul><li>501(c)(3) status required (or international equivalent) </li></ul><ul><ul><ul><li>Applying organization must have its own 501(c)(3) status and cannot be fiscally sponsored </li></ul></ul></ul><ul><li>Beyond 501(c)(3), we have restrictions around the focus of organizations that we accept </li></ul>
  20. 20. Program Eligibility <ul><li>Ineligible organizations include, but are not limited to, the below sample list: </li></ul><ul><ul><ul><li>Organizations generating more than 50% earned, commercial revenue </li></ul></ul></ul><ul><ul><ul><li>Programs requiring membership and/or providing benefit solely to members </li></ul></ul></ul><ul><ul><ul><li>Religious groups that proselytize or have a religious requirement </li></ul></ul></ul>
  21. 21. Program Eligibility <ul><li>To check on the eligibility of your organization, review our detailed guidelines at www.google.com/grants </li></ul><ul><ul><ul><li>If you feel that your organization is a fit after reviewing our guidelines, we encourage you to apply </li></ul></ul></ul><ul><ul><ul><li>Note that we are unable to provide individual feedback on eligibility due to the high volume of interest in the program </li></ul></ul></ul><ul><ul><ul><li>Current application processing time is ~5 months </li></ul></ul></ul>
  22. 22. Best Practices
  23. 23. What can I do with my Grant? <ul><li>Create ads that link to your organization’s website </li></ul><ul><ul><ul><li>Link ads to your homepage, donation page, etc. </li></ul></ul></ul><ul><li>Reach your target audience online </li></ul><ul><ul><ul><li>Target ads by location, language, day, time, and more </li></ul></ul></ul><ul><li>Track your performance </li></ul><ul><ul><ul><li>See which ads and keywords perform best and improve your account based on these results </li></ul></ul></ul>
  24. 24. High-Level Best Practices <ul><li>Keywords </li></ul><ul><ul><li>Think like a user! </li></ul></ul><ul><ul><ul><li>Include terms regular users, not just specialists, would search on </li></ul></ul></ul><ul><ul><li>Be specific, not general </li></ul></ul><ul><ul><ul><li>Include specific terms targeted to what your organization offers </li></ul></ul></ul><ul><ul><ul><li>Skip broad keywords that are not unique to your organization </li></ul></ul></ul><ul><ul><ul><ul><li>Donate, Charity, and Volunteer are all TOO GENERAL </li></ul></ul></ul></ul>
  25. 25. High-Level Best Practices <ul><li>Keywords </li></ul><ul><ul><li>Use multi-word keywords </li></ul></ul><ul><ul><ul><li>The more specific, the more targeted to a user’s search </li></ul></ul></ul><ul><ul><li>Add common misspellings and variations </li></ul></ul><ul><ul><ul><li>Symbols and upper vs. lower case are not recognized by the system </li></ul></ul></ul>
  26. 26. High-Level Best Practices <ul><li>Ads </li></ul><ul><ul><li>Each ad should be specific to the ad group’s theme </li></ul></ul><ul><ul><li>Try 3-4 ads per ad group </li></ul></ul><ul><ul><ul><li>Allows you to test different messaging </li></ul></ul></ul>AG: Skin Cancer Symptoms AG: Skin Cancer Awareness
  27. 27. High-Level Best Practices <ul><li>Ads </li></ul><ul><ul><li>Use the ad group’s main keywords in your ad headline and description lines </li></ul></ul><ul><ul><li>Use calls-to-action </li></ul></ul><ul><ul><ul><li>Instruct the user to what you want them to do on your site </li></ul></ul></ul>Donate Now! Sign-Up Here! Volunteer Today!
  28. 28. High-Level Best Practices <ul><li>Ads </li></ul><ul><ul><li>Link to relevant landing page of your site </li></ul></ul>AG: Volunteer AG: Donate Links to Volunteer Page Links to Donation Page
  29. 29. High-Level Best Practices <ul><li>Campaign Structure </li></ul><ul><ul><li>Campaigns should match your goals </li></ul></ul><ul><ul><li>Create tightly-themed ad groups </li></ul></ul><ul><ul><ul><li>Build additional ad groups for separate themes </li></ul></ul></ul>
  30. 30. High-Level Best Practices Good Ad Group Bad Ad Group A unified theme allows for more tailored ads Tailored Creative (Good Ad Group) More Generic Creative (Bad Ad Group) travel to asia volunteer china work in vietnam flight to china Too Many Themes volunteer china volunteer work china work in china help in beijing china Unified Theme Volunteer Abroad Help disadvantaged children. Learn more here! www.VolunteerOrg.org Volunteer in China Help disadvantaged children in China. Learn more here! www.VolunteerOrg.org Sample Ad Group: Volunteer in Asia
  31. 31. Ongoing Process <ul><li>Avoid “set it and forget it” model </li></ul><ul><li>Launch and iterate </li></ul>
  32. 32. How can I see success? <ul><li>Identify your goals </li></ul><ul><ul><li>What do you want to get out of your account? </li></ul></ul><ul><ul><ul><li>Think beyond just additional traffic to your site </li></ul></ul></ul><ul><ul><li>What do you want users to do once they get to your site? </li></ul></ul><ul><ul><ul><li>Make a donation? </li></ul></ul></ul><ul><ul><ul><li>Sign-up as a volunteer? </li></ul></ul></ul><ul><ul><ul><li>Enroll in a program? </li></ul></ul></ul>
  33. 33. Actively Monitor Performance <ul><li>Evaluate relevance metrics and have goals </li></ul><ul><ul><ul><li>1% Clickthrough Rate (CTR) </li></ul></ul></ul><ul><ul><ul><li>Quality Score (QS) of 6+ </li></ul></ul></ul>QS: 1-4 is poor 5-7 is okay 8-10 is great!
  34. 34. Actively Monitor Performance <ul><li>Track statistics within the Campaigns tab, run AdWords reports, & use Google Analytics </li></ul>
  35. 35. Actively Monitor Performance <ul><li>Basic reports include Account, Keyword, and Ad Performance reports </li></ul><ul><li>Recommended advanced reports: </li></ul>Report Type What does it show me? How can I use this report? Search Query Performance Show queries which triggered your ad & received clicks Find new keywords for your account, add negative terms Geographic Performance View performance data by geographic origin at country, region, metro, or city level Create geo-specific targeted campaigns/ad text Impression Share Report See % of impressions where your ads were shown out of the total available imprs. Determine if you need to increase Budget, CPCs, or improve Ad Rank
  36. 36. Improving Performance <ul><li>Take action on poor-performers & expand strong areas </li></ul><ul><li>Keywords </li></ul><ul><li>Ads </li></ul><ul><li>Campaigns </li></ul>
  37. 37. Improving Performance <ul><li>Take action on poor-performers & expand strong areas </li></ul><ul><li>Keywords </li></ul><ul><ul><li>Run Keyword Performance report, look at stats, etc. </li></ul></ul><ul><ul><li>Delete or edit poor-performers (low CTR or low QS) </li></ul></ul><ul><ul><li>Use the Keyword Tool, the Search-based Keyword Tool, and the Search Query Performance Report to add relevant terms </li></ul></ul>
  38. 38. Improving Performance <ul><li>Take action on poor-performers & expand strong areas </li></ul><ul><li>Keywords </li></ul><ul><ul><li>Try different match types to be more or less specific </li></ul></ul>Type Definition Example Broad Allows your ad to show on similar phrases & relevant variations Cancer research Query: research on cancer Phrase Allows your ad to show for searches that match the exact phrase “ breast cancer research” Query: new breast cancer research Exact Allows your ad to show for searches that match the exact phrase exclusively [breast cancer research] Query: breast cancer research Negative Ensures your ad doesn't show for any search that includes that term -skin
  39. 39. Improving Performance <ul><li>Take action on poor-performers & expand strong areas </li></ul><ul><li>Keywords </li></ul><ul><ul><li>Include negative keywords to weed out irrelevant searches </li></ul></ul>AG: Ovarian Cancer Info
  40. 40. <ul><li>Take action on poor-performers & expand strong areas </li></ul><ul><li>Ads </li></ul><ul><ul><li>Run Ad Text Performance report, look at stats, etc. </li></ul></ul><ul><ul><li>Edit or delete ads with low CTRs and % served </li></ul></ul><ul><ul><li>Apply successful ad text to other ad groups </li></ul></ul><ul><ul><li>Do A/B ad testing by selecting ‘Rotate’ ad delivery </li></ul></ul>Improving Performance
  41. 41. <ul><li>Take action on poor-performers & expand strong areas </li></ul><ul><li>Campaigns </li></ul><ul><ul><li>Narrow or expand your targets if needed </li></ul></ul>Improving Performance
  42. 42. Improving Performance <ul><li>Enhance your overall web presence </li></ul><ul><ul><li>Landing Page Optimization </li></ul></ul><ul><ul><ul><li>Help ensure users easily convert on your site </li></ul></ul></ul><ul><ul><li>Website Optimizer </li></ul></ul><ul><ul><ul><li>Free website testing and optimization tool </li></ul></ul></ul><ul><ul><li>Google Analytics </li></ul></ul><ul><ul><ul><li>Free analytics tool offering you insight into who visits your site and what they do there </li></ul></ul></ul><ul><ul><li>Google Trends </li></ul></ul><ul><ul><ul><li>Explore trends in your industry and align marketing initiatives using this data </li></ul></ul></ul>
  43. 43. Grantee Panel
  44. 44. Grantee Panel <ul><li>Robert Rosenthal, Director of Communications </li></ul><ul><li>Allison Joyce, Online Communications Manager </li></ul><ul><li>Marianna Moneymaker, Online Production Associate </li></ul><ul><li>Bryan Nunez, Technology Manager </li></ul>
  45. 45. VolunteerMatch <ul><li>Popular resource for volunteering, strengthen communities by making it easier to connect good people with good causes </li></ul>5 years “ Grants Age” 30 full-time Staff 100+ Volunteers Google Analytics Other Google Products 3.5M volunteers, 75K NPs, 120 corps Constituents
  46. 46. Direct Relief <ul><li>Provides medical aid for people in need in more than 60 countries, leveraging every $1 donated into ~$27 in aid </li></ul>7 years “ Grants Age” 53 full-time Staff 400+ Volunteers Google Analytics, Google Earth, YouTube, Gmail, Insights, Apps, etc. Other Google Products 30,000 Constituents
  47. 47. WITNESS <ul><li>Uses video to open the eyes of the world to human rights violations, empowering people to transfer personal stories of abuse into tools for justice and change </li></ul>6 years “ Grants Age” 30 full-time Staff 10-15 Volunteers Google Analytics, Google Maps, Google Apps, YouTube for NonProfits Other Google Products 29K on email, 260K on Twitter, 10K on Facebook & Causes Constituents
  48. 48. Grantee Panel <ul><li>Robert Rosenthal, Director of Communications </li></ul><ul><li>Allison Joyce, Online Communications Manager </li></ul><ul><li>Marianna Moneymaker, Online Production Associate </li></ul><ul><li>Bryan Nunez, Technology Manager </li></ul>
  49. 49. Resources
  50. 50. Resources <ul><li>Google Grants Program Site & Help Center </li></ul><ul><li>AdWords Help Center </li></ul><ul><li>Google Grants Blog </li></ul><ul><li>Google Grants User-to-User Forum </li></ul><ul><li>Google for Non-Profits Site </li></ul>
  51. 51. Session Recap <ul><li>Today, we’ve covered: </li></ul><ul><li>Google Grants & the basics of AdWords advertising </li></ul><ul><li>Requirement & eligibility guidelines </li></ul><ul><li>Best practices </li></ul><ul><li>Grantee experiences, strategies, & challenges </li></ul><ul><li>Resources </li></ul>
  52. 52. Thank you! <ul><li>www.google.com/grants </li></ul>
  53. 53. Evaluation Code: 126 How Was this Session? Call In Text Online Call 404.939.4909 Enter Code 126 Text 126 to 69866 Visit nten . org/ntc-eval Enter Code 126 Session feedback powered by: Tell Us and You Could Win a Free 2011 NTC Registration!
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