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Pay-Per-Click & Google Grants for Non-Profits

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PushON PPC Specialist Dan Roche discusses the benefits of PPC and the Google Grant for non-profit organisations.

PushON PPC Specialist Dan Roche discusses the benefits of PPC and the Google Grant for non-profit organisations.

Published in: Technology, Design

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  • 1. PAY PER CLICK & GOOGLE GRANTSFOR NON-PROFITSDAN ROCHEPPC SPECIALIST
  • 2. WHAT IS PPC• PAY PER CLICK (PPC) IS A FORM OF ONLINE ADVERTISING WHEREBY AN ADVERTISER BIDS FOR A POSITION IN THE SEARCH ENGINES FOR A SELECTED SET OF KEYWORDS• THE ADVERTISER ONLY PAYS WHEN THE ADVERT IS CLICKED ON• RUN ON GOOGLE, BING AND YAHOO
  • 3. RANKING FACTORS• WHAT POSITION AN ADVERT SHOWS IN THE RESULTS IS DOWN TO AD RANK• AD RANK IS MAXIMUM COST PER CLICK X QUALITY SCORE• QUALITY SCORE IS SET AT KEYWORD LEVEL AND IS DETERMINED BY LANDING PAGE RELEVANCE, AD RELEVANCE AND EXPECTED CLICK THROUGH RATE• THE HIGHER THE BID IS NOT NECESSARILY GOING TO GET AN ADVERTISER A NO.1 POSITION
  • 4. CREATING A PPC ACCOUNT• CAMPAIGN STRUCTURE• KEYWORDS – GOOGLE KEYWORD TOOL• AD TEXT & SITELINKS• GOOGLE ANALYTICS• CONVERSION TRACKING
  • 5. GOOGLE GRANTS FOR NON-PROFIT ORGANISATIONS• GOOGLE GRANTS IS AN IN KIND DONATION PROGRAM AWARDING SELECTED CHARITIES FREE ADVERTISING ON GOOGLE THROUGH GOOGLE ADWORDS• THE GRANT IS WORTH $10,000 PER MONTH WHICH EQUATES TO $329 PER DAY• IF AN ADVERTISER REACHES THE $10,000 CAP ON 3 CONSECUTIVE MONTHS THEY CAN APPLY FOR A $40,000 PER MONTH GRANT• ORGANISATION MUST BE BASED IN THE UK AND A REGISTERED CHARITY• ORGANISATION MUST NOT USE ADWORDS TO PROMOTE REVENUE GENERATING GOODS
  • 6. RESTRICTIONS OF A GOOGLE GRANTS ACCOUNT• GRANT IS NOT AVAILABLE TO GOVT ENTITIES, HOSPITALS, POLITICAL PARTIES OR SCHOOLS• £1.00 MAXIMUX COST PER CLICK• CAN ONLY TARGET KEYWORDS RELEVANT TO YOUR BUSINESS• CAN NOT ADVERTISE ON THE DISPLAY NETWORK• CAN NOT PARTICIPATE IN REMARKETING CAMPAIGNS• MUST LINK TO ONLY ONE URL
  • 7. BENEFITS OF A GOOGLE GRANTS ACCOUNT• REACH• FREE MONEY• BRAND AWARENESS• ENCOURAGE DONATIONS• INSTANT RESULTS• PERFORMANCE IS TRACKED
  • 8. HOW WAS THIS ACHIEVED? CASE STUDY – CONCERN WORLDWIDE• TARGETING MORE COUNTRIES THAN JUST IRELAND & UK• ADDING TARGETED, HIGH CONVERTING KEYWORDS E.G. DONATE TO CHARITY• REACTING QUICKLY AFTER DISASTERS• TESTING LANDING PAGES & DONATION FORMS• BRAND TAKEOVERS• MAXIMISING THE GOOGLE GRANT
  • 9. APPLYING FOR A GOOGLE GRANTS ACCOUNT• GO TO GOOGLE.COM/GRANTS• FOLLOW THE STEPS• WHAT IS NEEDED? • GMAIL ADDRESS AND PASSWORD • EMPLOYER ID/EIN NUMBER – PROVIDED BY REVENUE AGENCY OR GOVT TO PROVE THAT YOU ARE A CHARITY• CAN TAKE UP TO A MONTH TO VERIFY• USER MUST BE RESPONDENT TO EMAILS• USER MUST CREATE A CAMPAIGN BUT WILL BE GIVEN HELP
  • 10. OTHER RESOURCES• YOUTUBE NON PROFIT ACCOUNT – YOUTUBE.COM/NONPROFITS • LISTING ON NON PROFIT CHANNEL & NON PROFIT VIDEOS PAGE • ADD CALL TO ACTION OVERLAYS ON YOUR VIDEAO • ASK USERS TO CREATE VIDEOS FOR FREE FOR YOU?• BING & YAHOO YET TO LAUNCH GRANTS ACCOUNTS• GOOGLE.COM/NONPROFITS
  • 11. NEXT STEPS• VISIT GOOGLE.COM/GRANTS TO SET UP YOUR ACCOUNT ALTERNATIVELY• EMAIL DANNY@PUSHON.CO.UK A GMAIL ADDRESS AND PASSWORD, YOUR REGISTERED CHARITY NUMBER AND EMPLOYER ID AND PUSHON WILL APPLY FOR THE GRANT ON YOUR BEHALF FOR FREE EMAIL: TWITTER DANNY@PUSHON.CO.UK @COCKETMAN