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Google Adwords for Nonprofits
Google Adwords for Nonprofits
Google Adwords for Nonprofits
Google Adwords for Nonprofits
Google Adwords for Nonprofits
Google Adwords for Nonprofits
Google Adwords for Nonprofits
Google Adwords for Nonprofits
Google Adwords for Nonprofits
Google Adwords for Nonprofits
Google Adwords for Nonprofits
Google Adwords for Nonprofits
Google Adwords for Nonprofits
Google Adwords for Nonprofits
Google Adwords for Nonprofits
Google Adwords for Nonprofits
Google Adwords for Nonprofits
Google Adwords for Nonprofits
Google Adwords for Nonprofits
Google Adwords for Nonprofits
Google Adwords for Nonprofits
Google Adwords for Nonprofits
Google Adwords for Nonprofits
Google Adwords for Nonprofits
Google Adwords for Nonprofits
Google Adwords for Nonprofits
Google Adwords for Nonprofits
Google Adwords for Nonprofits
Google Adwords for Nonprofits
Google Adwords for Nonprofits
Google Adwords for Nonprofits
Google Adwords for Nonprofits
Google Adwords for Nonprofits
Google Adwords for Nonprofits
Google Adwords for Nonprofits
Google Adwords for Nonprofits
Google Adwords for Nonprofits
Google Adwords for Nonprofits
Google Adwords for Nonprofits
Google Adwords for Nonprofits
Google Adwords for Nonprofits
Google Adwords for Nonprofits
Google Adwords for Nonprofits
Google Adwords for Nonprofits
Google Adwords for Nonprofits
Google Adwords for Nonprofits
Google Adwords for Nonprofits
Google Adwords for Nonprofits
Google Adwords for Nonprofits
Google Adwords for Nonprofits
Google Adwords for Nonprofits
Google Adwords for Nonprofits
Google Adwords for Nonprofits
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Google Adwords for Nonprofits

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Basics of using Google Adwords for Nonprofits

Basics of using Google Adwords for Nonprofits

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  • 1. Google  Adwords  for  Non  Profits  Copyright  ClelandMarke:ng  llc  2014   Pay  Per  Click     with  Google  Adwords   for  Non-­‐Pro9its     Search  Adver:sing  Approach  and  Strategy   Katherine  Cleland  –  ClelandMarke:ng   1  
  • 2. Google  Adwords  for  Non  Profits  Copyright  ClelandMarke:ng  llc  2014   Why  Google  Adwords?     •  Online  Search  has   replaced  Yellow  Pages   •  80%  of  online  searches   are  done  on  Google   •  One  in  Three  searchers   online  clicks  on  a  google   ad!   •  Google  Ads  are  run  by   “Adwords”  their  program   for  companies  to  buy  ads.   2  
  • 3. Google  Adwords  for  Non  Profits  Copyright  ClelandMarke:ng  llc  2014   Google  Ad  Grants-­‐  Who’s   Eligible  ?   •  Is  your  nonprofit  eligible  for  Google  Ad  Grants?     •  To  be  eligible  for  the  Google  Ad  Grants  program,  organiza:ons   must:     •  Hold  current  and  valid  charity  status,  as  determined  by  your  country;   please  see  your  country’s  charity  status  defini:on  below.     •  Acknowledge  and  agree  to  the  applica:on's  required  cer:fica:ons   regarding  nondiscrimina:on  and  dona:on  receipt  and  use.     •  Have  a  func:oning  website  with  substan:al  content     •  Please  note  that  the  following  organiza:ons  are  not  eligible  for   Google  Ad  Grants:     •  Governmental  en::es  and  organiza:ons     •  Hospitals  and  medical  groups     •  Schools,  childcare  centres,  academic  ins:tu:ons  and  universi:es   (philanthropic  arms  of  educa:onal  organiza:ons  are  eligible).  To   learn  more  about  Google's  programs  for  educa:onal  ins:tu:ons,   visit  Google  for  Educa:on.     •  h[p://www.google.com/grants/eligibility.html   3  
  • 4. Google  Adwords  for  Non  Profits  Copyright  ClelandMarke:ng  llc  2014   What  can  Adwords  do  for   YOU?   •  Connect  to  Clients   •  Connect  to  Cons:tuents   •  Connect  to  Volunteers   •  Possibly,  but  less  likely  successfully  -­‐  Connect  to  Donors   •  Anyone  who  is  SEARCHING  on-­‐line.   •  What  are  they  searching  for?   •  How  do  you  realis:cally  and  genuinely  connect  that  to  your   mission,  programs,  services,    and  in  par:cular,  website  and   landing  pages?   4  
  • 5. Google  Adwords  for  Non  Profits  Copyright  ClelandMarke:ng  llc  2014   Why  not  Donors?   •  “Ads  offering  financial  products  (such  as  mortgages  or  credit   cards)  or  those  reques:ng  car,  boat  or  property  dona:ons  and   related  keywords  are  not  allowed.  “   •  Google  allows  the  solicita:on  of  funds  that  are  tax-­‐exempt  as   long  as  they  prominently  indicate  their  tax-­‐exempt  status  on   their  landing  page.  This  message  should  clearly  indicate  that   they're  a  registered  charity,  displaying  their  charity  number,   confirming  their  tax-­‐exempt  status.   •  But  these  ads  are  less  likely  to  have  high  quality  scores,  and   will  likely  “run  down”   •  Cost  per  click  for  word  “Donate”  is  in  Top  10  most  expensive   keywords  at  $42  per  click.  (vs  your  budget  of  $2)   5  
  • 6. Google  Adwords  for  Non  Profits  Copyright  ClelandMarke:ng  llc  2014   Restrictions  on  Google  Grants     •   $330  daily  budget  cap  ($10k  per  month).   •   $2  max  cost-­‐per-­‐click  (CPC)  bid-­‐    LIMITATION   •   Only  applies  to  Google  Search   •  Text  ads  only   •  Keyword  targeted  campaigns  only   Sign  up  at  Google         •   h[p://www.google.com/grants/   •  h[p://www.google.com/nonprofits/   Learn  more  at  Forums  on  Google  grants   •  h[ps://produclorums.google.com/forum/#!forum/grants   6  
  • 7. Google  Adwords  for  Non  Profits  Copyright  ClelandMarke:ng  llc  2014   Adwords  is  an  Auction  for   Keywords!   •  You’re  bidding  against  other  people.   •  You’re  bidding  on  KEYWORDS…the  searches  that  people  make   •  It  is  NOT  a  level  playing  fieldà  you  have  to  be  AWARE   •  DYNAMIC!  Not    SET  it  and  leave  it.    It  takes  a  commitment   •  Measure  EVERYTHING–  Op:mizing  is  Tricky!    (even  at  pennies   per  click)   •  DO  NOT  PAY  FOR  IMPRESSIONS  (as  a  general  rule)   Pay  Per  Click!    PPC   7  
  • 8. Google  Adwords  for  Non  Profits  Copyright  ClelandMarke:ng  llc  2014   Ads  and  Keywords  must  be   Mission  Focused   Acceptable     •  Ad:   Shop  and  Fight  Cancer   Our  Pink  Ribbon  Collec:on  has   Unique  Girs  for  a  Great  Cause.   www.yourcharity.org     •  Keywords:   Shop  for  cancer   Shop  for  breast  cancer   Cancer  store   Cancer  merchandise     Not  Acceptable     •  Ad:   Buy  Girs  Online   Apparel,  Books,  Music  &  More   Save  Time  and  Money  Now!   www.yourcharity.org     •  Keywords:   Buy  clothing   Online  clothing  store   Online  shoe  store   Shop  mp3s     8  
  • 9. Google  Adwords  for  Non  Profits  Copyright  ClelandMarke:ng  llc  2014   Google  Adwords    is  Multiple  Products!   •  Adwords   •  Search  Ads   •  Extensions   •  Mobile  Ads   •  Adwords  Express-­‐  Local   •  Product  Ads   •  Text  Display  Ads   •  Image  Display  Ads   •  Remarke:ng   •  &  More.       •  Choose  ONE  and  start  there!   •  Adwords  Express   • SEARCH   9  
  • 10. Google  Adwords  for  Non  Profits  Copyright  ClelandMarke:ng  llc  2014   Easy  Way  out…Adwords   Express   For  LOCAL  non-­‐profits:  If  you  don’t  have  the  :me  to  manage  your  Google   Ad  Grants  account  and  would  prefer  to  allow  Google  to  maintain  your   campaigns  and  their  performance,  then  AdWords  Express  may  be  the  right   fit  for  you.     Benefits  of  using  AdWords  Express  includes:     •  Create  an  online  ad  quickly  and  easily.     •  A[ract  more  users  to  your  website  or  Google+  page.     •  Minimal  ongoing  management  necessary.  AdWords  Express  runs  and   automa:cally  op:mizes  your  ads  for  you.     •  Similar  to  AdWords,  you  can  reach  customers  on  desktop  computers   and  mobile  devices  (such  as  smartphones  and  tablets).     •  Review  the  effec:veness  of  your  ads  in  your  dashboard.     •  Important:  You  must  first  have  an  approved  and  ac:ve  Google  Ad   Grants  account  before  you  can  create  your  AdWords  Express  account.   Please  follow  the  instruc:on  provided  in  the  links  above.     •  DO  NOT  submit  any  billing/credit  card  informa:on  as  you  will  be   responsible  for  all  costs  incurred.     10  
  • 11. Google  Adwords  for  Non  Profits  Copyright  ClelandMarke:ng  llc  2014   Adwords  Express:    Local,  Simple,  Less  control   11  
  • 12. Google  Adwords  for  Non  Profits  Copyright  ClelandMarke:ng  llc  2014   Adwords  Express-­‐  Local   Search   12  
  • 13. Google  Adwords  for  Non  Profits  Copyright  ClelandMarke:ng  llc  2014   Display  Ad  Examples:  NO   Display   Image  Ad   Display   Text  Ads   13  
  • 14. Google  Adwords  for  Non  Profits  Copyright  ClelandMarke:ng  llc  2014   Adwords  Express-­‐  Map  Based   14  
  • 15. Google  Adwords  for  Non  Profits  Copyright  ClelandMarke:ng  llc  2014   Display  Ad  Examples:  Gmail  NO   Display   Text  Ads   15  
  • 16. Google  Adwords  for  Non  Profits  Copyright  ClelandMarke:ng  llc  2014   Google  Ads:  Search  Ad  Types   Search   Ads   Google   Places   Result   Addi:onal   Ads   16   Driven  by  Google  for  Business/  Google  +  
  • 17. Google  Adwords  for  Non  Profits  Copyright  ClelandMarke:ng  llc  2014   Mobile  ads:  click  to  call    YES   17   Mobile   Text  Ads  
  • 18. Google  Adwords  for  Non  Profits  Copyright  ClelandMarke:ng  llc  2014   Adwords  Search  Strategy   Customer   Need   Context     Ad  Copy:   Reflect     Search  Query,     Screens  and   Mo:vates     Keywords:   Customer  Search   Customer  Process   Buying   Researching   Sor:ng     Bid  Strategy   Budget,   Rota:on   Keyword  Value    Click  through   Rate   Posi:on,   Copy-­‐  Value   ProposiMon   Trust       Landing  Page   For  me?   Answera  Needs   Authority   Value  Prop   Call  to  AcMon   Trust       Customer   AcMon     RELEVANCE   CAMPAIGN   STRATEGY   Quality  Score       Customer   Understanding   Mechanics,   ExecuMon,   Measurement     Website     Design  and     SEO     18   Local  vs     NaMonal    
  • 19. Google  Adwords  for  Non  Profits  Copyright  ClelandMarke:ng  llc  2014   Before  you  create  ANY  ADs   •  Know  your  Campaign  Strategy-­‐  Who,  Where,  What   •  Know  Google’s  Strategy  and  Limita:ons   •  Get    Tracking  Codes  for  tracking  Conversions-­‐        Install  Google  Analy:cs-­‐      Measure  Results!   •  AND  Install  Adwords  Tracking  code  ALSO.    (Both)   •  Op:mize  your  Site-­‐  Pages,  Names  and  Topics   •   Landing  page  and  SEO   •  Search  Engine  Op:mize   •  Link  to  Google  Plus  Local  (google  places)  and  Claim   your  lis:ng!   19  
  • 20. Google  Adwords  for  Non  Profits  Copyright  ClelandMarke:ng  llc  2014   Non  Pro9it  Campaign  Strategy   •  Who-­‐    Which  of  your  many  cons:tuents  are  you  speaking  to?   •  In  What  Geographic  Area?    Loca:onal  Search  is  Key.   •  What  are  they  SEARCHING  for?   •  What  service  are  you  offering  them?       •  Or//  What  is  the  “Call  to  Ac:on”.    What  should  they  do  when   they  come  to  your  page?   •  Create  a  Cons:tuent  and  Service  Map   20  
  • 21. Google  Adwords  for  Non  Profits  Copyright  ClelandMarke:ng  llc  2014   Non  Profits   Volunteers   IT  Services   HR  Services   Service  Corps   Statewide   Puget  Sound   Consultants   Resource  Directory   Wash  State   501  Commons   Trainings   Lis:ngs   Resource  Directory   Statewide   Cons2tuents   Services   Sample  beginning  brainstorm  –  cons:tuents  and   services  
  • 22. Google  Adwords  for  Non  Profits  Copyright  ClelandMarke:ng  llc  2014   Example  :501  Commons   Resource  Directory   •  Who:    Non  Profits  seeking  Consultants  across  all  fields   •  Where:  Throughout  Washington  State   •  What:  Keyword  Ideas:   •  Non  Profit  resource  directory   •  Non  profit  consultant  lis:ngs   •  Non  profit  consul:ng  services   •  Who  consults  for  non  profits   •  Create  “themes”  (using  adwords)  groups  of  keywords  that  are   alike   •  Test  vs  your  Website  “landing  page”  –  where  the  Ad  will  take   them.   •  Try  out  some  ad  copy   •  Then  GO  FIX  YOUR  WEBSITE!!!   22  
  • 23. Google  Adwords  for  Non  Profits  Copyright  ClelandMarke:ng  llc  2014   Sample  Ad…9irst  Pass.   23  
  • 24. Google  Adwords  for  Non  Profits  Copyright  ClelandMarke:ng  llc  2014   Where  this  Ad  takes  us…   24  
  • 25. Google  Adwords  for  Non  Profits  Copyright  ClelandMarke:ng  llc  2014   Analyze  your  Website,  Page  and   Strategy-­‐  from  a  Google  ViewPoint   •  What  does  Google  think  this  website  is  about   •  What  does  Google  think  this  page  is  about?   •  SEO  and  Webmaster  tools   •  What  should  the  customer  do  when  they  get  here  (ONE  THING)   •  Page  Op:miza:on   •  Who  do  I  lead  to  this  page?   •  Landing  Page–  ONE  thing  should  happen  on  a  landing  page.  (rarely   informa:on)   •  Geography   •  Person,  buying  cycle   •  What  do  I  say  that  will  get  those  “most  likely  to  buy”  to  come  here?   •  Ad  Copy   •  What  will  they  be  searching  for?   •  Keyword   •  What  might  they  have  been  searching  for  that  is  NOT  this  page   •  Nega:ve  Keywords     25  
  • 26. Google  Adwords  for  Non  Profits  Copyright  ClelandMarke:ng  llc  2014   What  is  this  Website  About?   What  is  this  Page  About?   26   What  is   this  page   about?     Does   Google   Know?     What  is  the   call  to   acMon?  
  • 27. Google  Adwords  for  Non  Profits  Copyright  ClelandMarke:ng  llc  2014   Go  Very,  Very,  DEEP.   •  Always  try  to   land  at  the   deepest,  most   targeted  page  in   your  website   that  answers   that  specific   keyword  search.     If  the  page   doesn’t  exist,   Create  it.   27  
  • 28. Google  Adwords  for  Non  Profits  Copyright  ClelandMarke:ng  llc  2014   Do  your  Website  First!      It  Matters    -­‐    a  LOT   •  Search  Engine  Op:miza:on-­‐  USE  Keywords  on  your  site   •   tell  google  what  your  site  and  each  page  is  about   •  Meta  tags  /Search  Engine  Op:miza:on  SEO  Work   •  Landing  Pages;    One  for  every  customer  type  and  every  ac:on,  with   a  call  to  ac:on   •  Landing  Pages–Designed  for  specific  keywords  too!   •  Site  usability-­‐  design,  ease  of  finding  bu[ons,  etc.   •  Links  into  your  site  and    pages  =  Authority!   •  Becauseà    Google  Audits  your  Website  and  assigns  it  a  score.     •  If  that  score  is  Low,  google  “penalizes”  you  a  lot  in  Quality.        Adwords  Quality  Scores  -­‐>  COST     28  
  • 29. Google  Adwords  for  Non  Profits  Copyright  ClelandMarke:ng  llc  2014   Adwords  Search  Strategy   Customer   Need   Context     Ad  Copy:   Reflect     Search  Query,     Screens  and   Mo:vates     Keywords:   Customer  Search   Customer  Process   Buying   Researching   Sor:ng     Bid  Strategy   Budget,   Rota:on   Keyword  Value    Click  through   Rate   Posi:on,   Copy-­‐  Value   ProposiMon   Trust       Landing  Page   Answer  Needs   Authority   Value  Prop   Call  to  AcMon   Trust       Customer   AcMon     RELEVANCE   CAMPAIGN   STRATEGY   Quality  Score       Customer   Understanding   Mechanics,   ExecuMon,   Measurement     Website     Design  and     SEO     29   Local  vs     NaMonal    
  • 30. Google  Adwords  for  Non  Profits  Copyright  ClelandMarke:ng  llc  2014   What  is  a  Quality  Score?   •  “A  Quality  Score  is  calculated  every  :me  your  keyword   matches  a  search  query  -­‐-­‐  that  is,  every  :me  your  keyword   has  the  poten:al  to  trigger  an  ad.  Quality  Score  is  used  in   several  different  ways,  including:   •  influencing  your  keywords'  actual  cost-­‐per-­‐clicks  (CPCs)   •  es:ma:ng  the  first  page  bids  that  you  see  in  your  account   •  determining  if  a  keyword  is  eligible  to  enter  the  ad  auc:on  that   occurs  when  a  user  enters  a  search  query   •  affec:ng  how  high  your  ad  will  be  ranked”   •  -­‐Google  Adwords   •  EVERYTHING!   30  
  • 31. Google  Adwords  for  Non  Profits  Copyright  ClelandMarke:ng  llc  2014   How  does  Google  Calculate   Quality  Score?  RELEVANCE   •  “While  we  con:nue  to  refine  our  Quality  Score  formulas  for  Google   and  the  Search  Network,  the  core  components  remain  more  or  less  the   same:   •  The  historical  clickthrough  rate  (CTR)  of  the  keyword  and  the  matched   ad  on  the  Google  domain   •  Your  account  history,  which  is  measured  by  the  CTR  of  all  the  ads  and   keywords  in  your  account   •  The  historical  CTR  of  the  display  URLs  in  the  ad  group   •  The  quality  of  your  landing  page   •  The  relevance  of  the  keyword  to  the  ads  in  its  ad  group   •  The  relevance  of  the  keyword  and  the  matched  ad  to  the  search  query   •  Your  account's  performance  in  the  geographical  region  where  the  ad   will  be  shown   •  Other  relevance  factors”   31  
  • 32. Google  Adwords  for  Non  Profits  Copyright  ClelandMarke:ng  llc  2014   In  Plain  English:  Quality  Score   • Your  Campaign  History   •  Past  Effec:veness  of  your  Adwords  (if  any)   • Your  Website  Ra:ng     • Local  Search  w/  Place  Extension  to  google    Places  page   • How  well  you  match  your  keywords  to   your  ad  copy  to  your  landing  page  to  the   searchers  INTENT   32  
  • 33. Google  Adwords  for  Non  Profits  Copyright  ClelandMarke:ng  llc  2014   Campaign  Structure-­‐  Critical   •  Sets  and  Subsets…Finite,  homogenous  groups  of  words   • Campaign   • AdGroups   •  Keywords   •  Campaign  Sets  Geography  and  Budget!       •  If  you  want  to  control  geography,  separate  campaign   •  If  you  want  to  control  it  by  $,  put  it  in  separate  campaigns!   •  If  you  want  to  test  something  put  it  in  a  separate  campaign   •  Always  have  Search  vs  Display  vs  mobile  in  separate  campaigns   •  Product  lines  are  separate  campaigns:   •  Videos  vs  Consulta:ons  –  separate  campaigns   33  
  • 34. Google  Adwords  for  Non  Profits  Copyright  ClelandMarke:ng  llc  2014   Campaign  Structure-­‐  part  2   • AdGroups   •  Keywords   •  Adgroups  are  for  LIKE  keywords  with  LIKE  Ads  and  SINGLE   LANDING  PAGES!   •  Example  LANDING  PAGE:    GLUTEN  INTOLERANCE  VIDEO  Buy   page   •  Adgroup  1:    Celiac  disease  video   •  Adgroup  2:  Gluten  intolerance  video   •  Adgroup3:  Gluten  Free  Diet  video   •  Adgroup4:  Gluten  Free  Health  Video   •  If  you  have  unrelated  keywords  in  an  adgroup,  your  quality   score  will  drop.     •  Related  is  VERY  Literal   34  
  • 35. Google  Adwords  for  Non  Profits  Copyright  ClelandMarke:ng  llc  2014   2.  Match  Landing  Page  to  Ad  Copy   and  URL  to  Search  Query-­‐  Literally!     •  Does  Landing  page  answer  searcher’s  ques:ons?   •  Did  you  Send  user  to  furthest  logical  page  in  the  buying   process  based  on  the  query  ?   •  Is  query  Transac:onal,  informa:onal,  naviga:onal  ?   •  “List  of  gluten  free  foods”   •  “shop  gluten  free  flour  online”   •  “informa:on  about  gluten  intolerance”   •  Is  your  page  User  Friendly,  Trustworthy  ?   •  Do  you  have  Tes:monials  and  Reviews  ?   •  Is  there  a  Call  to  ac:on  ?   •  Use  Exact  Keywords!  ?   35  
  • 36. Google  Adwords  for  Non  Profits  Copyright  ClelandMarke:ng  llc  2014   3.Keywords  REALLY  Matter   •  Short  keywords  are  NOT  be[er.    High  volume  keywords  are   NOT  necessarily  be[er.     •  One  to  two  word  keywords  have  higher  volume,  but  more   compe::on,  and  lower  quality   •  “Cross  cultural  Diversity  training”   •  Diversity  consultant   •  Intercultural  communica:ons  expert   •  Marke:ng  to  different  ethnici:es   •  Diversity  Marke:ng   •  Use  Geographic  Keywords!    Loca:on  Ma[ers.   •  Longer  phrases  have  higher  Click  through  rates,  and  generally   higher  conversions  but  oren  get  the  “low  traffic  volume”     •  Use  Nega:ve  Keywords   •  -­‐”lists”  -­‐recipe   36  
  • 37. Google  Adwords  for  Non  Profits  Copyright  ClelandMarke:ng  llc  2014   Keyword  Match  TYPE   •  Understand  Match  type!    Learn  this.   •  Four  Basic  op:ons:   •  Broad        -­‐>  google  will  serve  up  anything  remotely  related   •  +Broad  +Word  -­‐>.    anything  related  to  the  concepts  of  these  two   ideas  together   •  “phrase”  -­‐>  google  will  only  serve  up  when  searcher  uses  that    set  of   words  in  that  order  in  their  query   •  [exact]    -­‐>    google  will  only  serve  up  when  searcher  uses  that  set  of   words  in  exactly  that  way.   •  DON’T  use  “broad”  unless  you  have  a  lot  of  budget  and  want  to   learn  the  hard  way.    Start  with  “phrase”  and  [exact]   •  Always  use  NEGATIVE  Keywords   •  See  Google  Tutorials  PLEASE    h[p://support.google.com/adwords   37  
  • 38. Google  Adwords  for  Non  Profits  Copyright  ClelandMarke:ng  llc  2014   Relevance  Matching     ”diversity  training”  -­‐>ad  copy  -­‐>  landing  page   •  Landing  Page:  501  Resource  Directory   •  Ad  Copy:   38  
  • 39. Google  Adwords  for  Non  Profits  Copyright  ClelandMarke:ng  llc  2014   Optimize  your  pages  9irst!   QS  4/5  is  Not  optimized  enough!   39  
  • 40. Google  Adwords  for  Non  Profits  Copyright  ClelandMarke:ng  llc  2014   What  can  be  accomplished..   40   Po[ery  Northwest   Keyword  Group:  Clay  Class  
  • 41. Google  Adwords  for  Non  Profits  Copyright  ClelandMarke:ng  llc  2014   Keyword  Research     Resources:   •  Adwords  Keyword  tool    (limited  in  func:on)   •  Google  Insights   •  Google  Search  Sugges:ons   •  Keyword  Spy   •  Think  like  a  customer-­‐  talk  to  your  clients/cons:tuents.   •  Ask  them  what  they  would  search  for  in  looking  for  you   •  EXCLUDE  related  but  irrelevant  with  Nega:ve  Keywords!   •  -­‐  “training”   •  -­‐”  degree”   •  ”jobs”     41  
  • 42. Google  Adwords  for  Non  Profits  Copyright  ClelandMarke:ng  llc  2014   5.  Your  Ad  copy:     Use  it  to  Filter  and  funnel!   •  Match  Ads  to  Adgroup-­‐  Explicitly!   •  Even  be[er,  match  Ad  (:tle  and  copy)  to  top  keyword  in  the   adgroup   •  Top  searched  keyword  is  “co[on  ba:k  fabric”  for  this  adgroup   •  See  the  difference  in  both  volume  and  posi:on  due  to  quality!   42  
  • 43. Google  Adwords  for  Non  Profits  Copyright  ClelandMarke:ng  llc  2014    Groom  your  campaign  regularly   •  MEASURE  and  Adjust  Weekly  (at  least  for  the  first  3  months)   •  Cost  per  Click   •  Average  Posi:on   •  CTR  By  Keyword   •  Quality  Scores   •  Measure  Weekly     •  Ad  copy  CTR,  test  new  Ads!   •  Conversion  Rates  by  adgroup,  and  top  keywords   •  Cost  per  conversion   •  Budgets   •  Measure  Monthly   •  Return  on  investment   •  Change  vs  previous  month   43  
  • 44. Google  Adwords  for  Non  Profits  Copyright  ClelandMarke:ng  llc  2014   Tracking  Conversions   •  What  do  you  want     the  customer  to  Do?     •  How  will  you  make  $    ?     •  Set  up  Adwords     Tracking  Code!   •  Insert  it  in  your  site!   1000   2%    20  $20   5%      1      $20  How  do   I  know?   44  
  • 45. Google  Adwords  for  Non  Profits  Copyright  ClelandMarke:ng  llc  2014   Where  to  9ind  tracking  code?   Account>Tools  and   Analysis>Conversions   45  
  • 46. Google  Adwords  for  Non  Profits  Copyright  ClelandMarke:ng  llc  2014   More  Resources   •  Google  Campaign  Set  up  Service   •  Google  Tutorials-­‐  online  they’re    GRREEEAAATTT   •  Search  marke:ng  now   •  Search  Engine  Land   •  PPC  Marke:ng   •  Advanced  Google  Adwords  (Vol  2  just  released)     Leslie@clelandmarke:ng.com   46  
  • 47. Google  Adwords  for  Non  Profits  Copyright  ClelandMarke:ng  llc  2014   Back  Up   47  
  • 48. Google  Adwords  for  Non  Profits  Copyright  ClelandMarke:ng  llc  2014   7.  Borrow  from  the   Competition   48  
  • 49. Google  Adwords  for  Non  Profits  Copyright  ClelandMarke:ng  llc  2014   Finding  Quality  Score:  Customize  columns:    Add  Quality  score  and  bid  est.   Customize  columns   49  
  • 50. Google  Adwords  for  Non  Profits  Copyright  ClelandMarke:ng  llc  2014   Add  Attributes!   YES! 50  
  • 51. Google  Adwords  for  Non  Profits  Copyright  ClelandMarke:ng  llc  2014   Google  Search  Ads:  Sub  Types   Ra:ngs   Site   Extensions   Site   Extensions   51  
  • 52. Google  Adwords  for  Non  Profits  Copyright  ClelandMarke:ng  llc  2014   Google  Ads:  portland  plumbing   Loca:on   Extensions  –   cri:cal  for  local   bus   Google     Places   52  
  • 53. Google  Adwords  for  Non  Profits  Copyright  ClelandMarke:ng  llc  2014   Google  Ad  Extension  Types   Places     Extension   With  offer   Places   Extension   with  offers   and  reviews   No   Extension   but  offer   53  

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