2010 Ntc Google Grants Free Ads 4 9 10

Free Ads! Get Yer Free Ads Here! An Overview of the Google Grants Program Kristie Mun Senior Strategist,

Session Goals
Provide an overview of Google Grants
Determine if your organization is interested and eligible
Discuss program guidelines and requirements
Share best practices to maximize your Google Grant
Learn first-hand successes and challenges from current grantees and apply these learnings to your grant

Agenda
Google Grants and Google AdWords
Program Details
Best Practices
Grantee Panel
Resources
Q & A

Google Grants and Google AdWords

What is Google Grants?
Google Grants provides select nonprofits with free
advertising on Google.com via the Google AdWords program
Your Nonprofit Imagine your nonprofit here right when a user is searching for your cause. www.YourNonprofit.org

Our History
Program created in 2003
Available in 27 countries and regions
Currently support 6,000+ grantees
Donated over $640M in free ads to eligible organizations

Google Grants Ads
Participating organizations use their Google Grant to:
Solicit donations
Recruit volunteers and staff
Promote events
Raise awareness of their mission
And much more!
These ads are run through the Google AdWords advertising program

Google AdWords: Keyword-targeted Advertising
When users search on a specific keyword on Google.com, ads associated to that keyword appear on the right-hand side

Search Results

AdWords Ads

How AdWords Works
Users click on AdWords ads and are taken to the advertiser’s website

Basics of AdWords
With AdWords, you only reach users interested in your organization’s information and services
Importance of relevance and targeting shines through
Because users are searching on keywords related to your organization, you have an audience looking for you!

AdWords Account Glossary
Account : Houses all of your ads, personal information, and reporting
Campaign : Sub-category of account that provides thematic or functional structure
Ad Group : Sub-category of campaign that provides thematic structure; each Ad Group has its own keyword list and set of ads
Keywords : Words you add into your account that trigger your ad when searched for on Google.com
Ad Text : Actual advertisements (ads)that appear on search queries

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

Program Details

Program Benefits
Receive up to $10,000 of free advertising per month
Actual value will depend on how many clicks your ads receive (average is $300/mth)
Text-based ads with $1.00 maximum bid
No need to reapply or extend your Grant
Remains active as long as your account is actively managed and adhering to our program guidelines

Program Requirements
Self-managed advertising account
Need a contact at your organization to actively manage the account
Login to monitor performance and make changes regularly
Reply to email & survey requests from our team
Keep us updated on contact changes

Program Eligibility
501(c)(3) status required (or international equivalent)
Applying organization must have its own 501(c)(3) status and cannot be fiscally sponsored
Beyond 501(c)(3), we have restrictions around the focus of organizations that we accept

Program Eligibility
Ineligible organizations include, but are not limited to, the below sample list:
Organizations generating more than 50% earned, commercial revenue
Programs requiring membership and/or providing benefit solely to members
Religious groups that proselytize or have a religious requirement

Program Eligibility
To check on the eligibility of your organization, review our detailed guidelines at www.google.com/grants
If you feel that your organization is a fit after reviewing our guidelines, we encourage you to apply
Note that we are unable to provide individual feedback on eligibility due to the high volume of interest in the program
Current application processing time is ~5 months

Best Practices

What can I do with my Grant?
Create ads that link to your organization’s website
Link ads to your homepage, donation page, etc.
Reach your target audience online
Target ads by location, language, day, time, and more
Track your performance
See which ads and keywords perform best and improve your account based on these results

High-Level Best Practices
Keywords
Think like a user!
Include terms regular users, not just specialists, would search on
Be specific, not general
Include specific terms targeted to what your organization offers
Skip broad keywords that are not unique to your organization
Donate, Charity, and Volunteer are all TOO GENERAL

Keywords
Use multi-word keywords
The more specific, the more targeted to a user’s search
Add common misspellings and variations
Symbols and upper vs. lower case are not recognized by the system

Ads
Each ad should be specific to the ad group’s theme
Try 3-4 ads per ad group
Allows you to test different messaging
AG: Skin Cancer Symptoms AG: Skin Cancer Awareness

Ads
Use the ad group’s main keywords in your ad headline and description lines
Use calls-to-action
Instruct the user to what you want them to do on your site
Donate Now! Sign-Up Here! Volunteer Today!

Ads
Link to relevant landing page of your site
AG: Volunteer AG: Donate Links to Volunteer Page Links to Donation Page

Campaign Structure
Campaigns should match your goals
Create tightly-themed ad groups
Build additional ad groups for separate themes

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

Ongoing Process
Avoid “set it and forget it” model
Launch and iterate

How can I see success?
Identify your goals
What do you want to get out of your account?
Think beyond just additional traffic to your site
What do you want users to do once they get to your site?
Make a donation?
Sign-up as a volunteer?
Enroll in a program?

Actively Monitor Performance
Evaluate relevance metrics and have goals
1% Clickthrough Rate (CTR)
Quality Score (QS) of 6+
QS: 1-4 is poor 5-7 is okay 8-10 is great!

Track statistics within the Campaigns tab, run AdWords reports, & use Google Analytics

Basic reports include Account, Keyword, and Ad Performance reports
Recommended advanced reports:
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

Improving Performance
Take action on poor-performers & expand strong areas
Keywords
Ads
Campaigns

Keywords
Run Keyword Performance report, look at stats, etc.
Delete or edit poor-performers (low CTR or low QS)
Use the Keyword Tool, the Search-based Keyword Tool, and the Search Query Performance Report to add relevant terms

Keywords
Try different match types to be more or less specific
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

Keywords
Include negative keywords to weed out irrelevant searches
AG: Ovarian Cancer Info

Ads
Run Ad Text Performance report, look at stats, etc.
Edit or delete ads with low CTRs and % served
Apply successful ad text to other ad groups
Do A/B ad testing by selecting ‘Rotate’ ad delivery

Campaigns
Narrow or expand your targets if needed

Enhance your overall web presence
Landing Page Optimization
Help ensure users easily convert on your site
Website Optimizer
Free website testing and optimization tool
Google Analytics
Free analytics tool offering you insight into who visits your site and what they do there
Google Trends
Explore trends in your industry and align marketing initiatives using this data

Grantee Panel

Grantee Panel
Robert Rosenthal, Director of Communications
Allison Joyce, Online Communications Manager
Marianna Moneymaker, Online Production Associate
Bryan Nunez, Technology Manager

VolunteerMatch
Popular resource for volunteering, strengthen communities by making it easier to connect good people with good causes
5 years “ Grants Age” 30 full-time Staff 100+ Volunteers Google Analytics Other Google Products 3.5M volunteers, 75K NPs, 120 corps Constituents

Direct Relief
Provides medical aid for people in need in more than 60 countries, leveraging every $1 donated into ~$27 in aid
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

WITNESS
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
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

Grantee Panel
Robert Rosenthal, Director of Communications
Allison Joyce, Online Communications Manager
Marianna Moneymaker, Online Production Associate
Bryan Nunez, Technology Manager

Resources

Resources
Google Grants Program Site & Help Center
AdWords Help Center
Google Grants Blog
Google Grants User-to-User Forum
Google for Non-Profits Site

Session Recap
Today, we’ve covered:
Google Grants & the basics of AdWords advertising
Requirement & eligibility guidelines
Best practices
Grantee experiences, strategies, & challenges
Resources

Thank you!
www.google.com/grants

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2010 Ntc Google Grants Free Ads 4 9 10

by kristiemun on Apr 09, 2010

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2010 Ntc Google Grants Free Ads 4 9 10 — Presentation Transcript