Google Adwords for non-profits | Gilli Goodman – Agency Product Specialist at Googl

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  • 1. Google Adwords For Non-Profits Gilli Goodman – Agency Product Specialist, Google March 7th 2013 Google Confidential and Proprietary
  • 2. Agenda Google Confidential and Proprietary
  • 3. I. Introduction to AdWordsII. Google Grants Program OverviewProgram Description, Grantee Requirements, Eligibility, Application ProcessIII. Managing Your AdWords AccountSetting Goals, Creating Keywords & Ads, Monitoring PerformanceIV. Grow Your Charity Online Initiative Google Confidential and Proprietary
  • 4. Introduction To AdWords Google Confidential and Proprietary
  • 5. Anatomy of a search results page paid results queryorganicr esults Google Confidential and Proprietary
  • 6. How do AdWords ads work? Users click on the ads that are relevant to their search query and are taken to the advertisers website Google Confidential and Proprietary
  • 7. why AdWords is important1. your customers expect to find you2. You can control your message and landing page3. You can own and control more real estate4. paid + organic drives more traffic5. paid search influences action Google Confidential and Proprietary
  • 8. Google Grants Program Overview Google Confidential and Proprietary
  • 9. Program Details$10k of free advertising a month •Maximum Cost per click of $2.00Ads shown on Google.com search results •Text ads onlyNo expiration date •Ads are eligible to show as long as your AdWords account is actively managed and you follow our guidelines Google Confidential and Proprietary
  • 10. Program EligibilityEligible OrganisationsOrganisations must be based in the United Kingdom and registered withthe Charity Commission of England and Wales, the Office of the ScottishCharity Regulator or by the Inland Revenue to be considered for aGoogle Grant.Ineligible Organisations• Governmental entities and organizations• Hospitals and health care organizations• Schools, childcare centers, academic institutions and universities o philanthropic arms of educations organizations are eligible Google Confidential and Proprietary
  • 11. Grantee Requirements•Self managed program•Create your own AdWords account•Active account management•Reply to email and survey requests from the Google Grants team•Keep us updated on contact changes and website updates Google Confidential and Proprietary
  • 12. Application ProcessIf you meet our program eligibility guidelines, weencourage you to apply! •Complete an online application •Application will be reviewed by team •You will be notified via email with the outcome of the review •If approved, you will be provided with detailed instructions on how to create an account and next steps Google Confidential and Proprietary
  • 13. Managing Your AdWords Grant Google Confidential and Proprietary
  • 14. Setting Campaign GoalsIdentify campaign goals before creating your campaign •What is your goal of having online ads? •What do you want users to do once they get to your website? oMake a donation? oSign up for a newsletter? oRegister to volunteer? oBe informed by your content? Google Confidential and Proprietary
  • 15. Choose Keywords•Think about what your target market may be searching for•Keep keywords simple to start with then expand•Use Negative keywords to exclude irrelevant queries•Group your keywords into tight groups with their own Ad Text using Ad Groups Google Confidential and Proprietary
  • 16. Keyword Tool Use the Keyword Tool to generate relevant keywords Google Confidential and Proprietary
  • 17. Write AdtextThe ad should reflect the theme of your keywordsRun several ads per ad group •Test different messagingUse keywords in the ad title •Keywords appear in bold when used in ad textUse call to action phrases •"Donate online now", "Sign up to volunteer"Use targeted landing pages Google Confidential and Proprietary
  • 18. Monitoring Campaign PerformanceMetrics to evaluateImpressions •The number of times your ad is displayed on Google.co.ukClicks •The number of times a user sees your ad and clicks on itCTR •The number of clicks your ad receives divided by the number of times your ad is shownCPC •The amount it costs every time anyone clicks on one of your ads Google Confidential and Proprietary
  • 19. Ongoing Account Maintenance Google Confidential and Proprietary
  • 20. Google Grants & AdWords ResourcesGoogle Grants Application & Help •http://www.google.co.uk/grantsAdWords Help Center •www.adwords.google.com/support/awAdWords Online Classroom •www.google.co.uk/adwords/onlineclassroom Google Confidential and Proprietary
  • 21. Google Confidential and Proprietary
  • 22. Thank you! Google Confidential and Proprietary