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Google Grants
 

Google Grants

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This was presented at the September 29, 2011 webinar on Google Grants presented by Charles Dieu and Simon Choy from ConnectAd. More resources related to this webinar can be found at: ...

This was presented at the September 29, 2011 webinar on Google Grants presented by Charles Dieu and Simon Choy from ConnectAd. More resources related to this webinar can be found at: http://www.techsoupcanada.ca/learning_centre/webinars/2011/09/29/google_grants

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  • > Begin with audience poll – how many know what PPC is (small #: good that’s why we’re here | big #: good but will review just in case)> Live demonstration of PPC ads (get audience member to select a keyword, input into search engine and point to PPC ad)> Short description of how the mechanics work (advertiser displays text ad depending on users’ search keyword. Advertiser pays per click)> Audience poll – how many actually click on PPC ads (small #: common response we hear but did you know… “transition into industry slide” | big #: it’s clear that a lot of ppl do, and did you know… “transition into industry slide”)
  • > Begin with audience poll – how many know what PPC is (small #: good that’s why we’re here | big #: good but will review just in case)> Live demonstration of PPC ads (get audience member to select a keyword, input into search engine and point to PPC ad)> Short description of how the mechanics work (advertiser displays text ad depending on users’ search keyword. Advertiser pays per click)> Audience poll – how many actually click on PPC ads (small #: common response we hear but did you know… “transition into industry slide” | big #: it’s clear that a lot of ppl do, and did you know… “transition into industry slide”)
  • > Begin with audience poll – how many know what PPC is (small #: good that’s why we’re here | big #: good but will review just in case)> Live demonstration of PPC ads (get audience member to select a keyword, input into search engine and point to PPC ad)> Short description of how the mechanics work (advertiser displays text ad depending on users’ search keyword. Advertiser pays per click)> Audience poll – how many actually click on PPC ads (small #: common response we hear but did you know… “transition into industry slide” | big #: it’s clear that a lot of ppl do, and did you know… “transition into industry slide”)
  • PPC are sponsored links you see on the top and side of search results pages,traditionally geared towards for-profit companies selling things (*example search for a product)Based on the page that’s shown, break down the processAdvertiser, using an example companyDevelops a list of keywords to advertise (*show some relevant keywords)Chooses a price that they will bid for on keywords. (*attach bid prices to keywords) The higher their bid, the higher on search results their ad will appear.Searcher, someone looking for company’s productEnters a search queryDepending on keywords inside that query (*take a sentence being searched and highlight out the relevant keywords) will show ad (*ad pops up)Could show that original search page, say that all these ads are matches to the search queryWhenever searcher clicks on it, advertisers pays -> hence PAY PER CLICK
  • PPC are sponsored links you see on the top and side of search results pages,traditionally geared towards for-profit companies selling things (*example search for a product)Based on the page that’s shown, break down the processAdvertiser, using an example companyDevelops a list of keywords to advertise (*show some relevant keywords)Chooses a price that they will bid for on keywords. (*attach bid prices to keywords) The higher their bid, the higher on search results their ad will appear.Searcher, someone looking for company’s productEnters a search queryDepending on keywords inside that query (*take a sentence being searched and highlight out the relevant keywords) will show ad (*ad pops up)Could show that original search page, say that all these ads are matches to the search queryWhenever searcher clicks on it, advertisers pays -> hence PAY PER CLICK
  • PPC are sponsored links you see on the top and side of search results pages,traditionally geared towards for-profit companies selling things (*example search for a product)Based on the page that’s shown, break down the processAdvertiser, using an example companyDevelops a list of keywords to advertise (*show some relevant keywords)Chooses a price that they will bid for on keywords. (*attach bid prices to keywords) The higher their bid, the higher on search results their ad will appear.Searcher, someone looking for company’s productEnters a search queryDepending on keywords inside that query (*take a sentence being searched and highlight out the relevant keywords) will show ad (*ad pops up)Could show that original search page, say that all these ads are matches to the search queryWhenever searcher clicks on it, advertisers pays -> hence PAY PER CLICK
  • PPC are sponsored links you see on the top and side of search results pages,traditionally geared towards for-profit companies selling things (*example search for a product)Based on the page that’s shown, break down the processAdvertiser, using an example companyDevelops a list of keywords to advertise (*show some relevant keywords)Chooses a price that they will bid for on keywords. (*attach bid prices to keywords) The higher their bid, the higher on search results their ad will appear.Searcher, someone looking for company’s productEnters a search queryDepending on keywords inside that query (*take a sentence being searched and highlight out the relevant keywords) will show ad (*ad pops up)Could show that original search page, say that all these ads are matches to the search queryWhenever searcher clicks on it, advertisers pays -> hence PAY PER CLICK
  • Main search enginesMicrosoft (Bing) Yahoo Google 4% 6.5% 80%Co. AdCenter AdWords
  • The way people are looking for information nowadays is through the web (3B searches per day)Increasingly important to tap into those 3B searchesPPC can help by creating opportunities to be found by people who are searching for you
  • Over 3 billion searches per day
  • Google Grants: $10,000/month in PPC, not real money but a credit system (like poker chips or tokens)Duration: No end date – Google will continue your grant as long as it’s performing well and you are maintaining itExpected value: What you put into it > strong performers who consistently meet the $10,000 cap may be eligible for up to $40,000/m
  • Have Application Link Open*Add linkShow the eligibility criteria*Go into the application and take them through the 3 sections
  • Have Application Link Open*Add linkShow the eligibility criteria*Go into the application and take them through the 3 sections
  • Go over the key settings (open up an account)- USD- No display networkSearch onlyNo automatic bidding or conversion optimiserStructuring a campaign – explain how it’s structured by goal (awareness, volunteer, donations), can even look at site structure*Pull out sample website PFEJust list off campaign ideasShow built up campaign in AdWordsHow to generate keywords > groupsLooking at analytics (map overlay + traffic sources-keywords)Keytool
  • Go over the key settings (open up an account)- USD- No display networkSearch onlyNo automatic bidding or conversion optimiserStructuring a campaign – explain how it’s structured by goal (awareness, volunteer, donations), can even look at site structure*Pull out sample website PFEJust list off campaign ideasShow built up campaign in AdWordsHow to generate keywords > groupsLooking at analytics (map overlay + traffic sources-keywords)Keytool
  • Go over the key settings (open up an account)- USD- No display networkSearch onlyNo automatic bidding or conversion optimiserStructuring a campaign – explain how it’s structured by goal (awareness, volunteer, donations), can even look at site structure*Pull out sample website PFE*Just list off campaign ideas*Show built up campaign in AdWordsHow to generate keywords > groupsLooking at analytics (map overlay + traffic sources-keywords)Keytool
  • Go over the key settings (open up an account)- USD- No display networkSearch onlyNo automatic bidding or conversion optimiserStructuring a campaign – explain how it’s structured by goal (awareness, volunteer, donations), can even look at site structure*Pull out sample website PFEJust list off campaign ideasShow built up campaign in AdWordsHow to generate keywords > groupsLooking at analytics (map overlay + traffic sources-keywords)Keytool
  • Grants philosophy (10,000 per month is hard.. Build quantity first, then optimize for quality, click-through rate or CTR)Accelerated delivery methodMax out your bid pricesGo as broad as possible Expand geo targeting more than usualBroad match keywords (see search terms report)Short-tail okay (usually long-tail) need a slide for this I thinkJust don’t put in garbageTweaking ad text (real example of how big a difference it can make? (0.68% to 2.3%) show that calculation. 5 minutes = 140 clicks or whatever
  • Grants philosophy (10,000 per month is hard.. Build quantity first, then optimize for quality, click-through rate or CTR)Accelerated delivery methodMax out your bid pricesGo as broad as possible Expand geo targeting more than usualBroad match keywords (see search terms report)Short-tail okay (usually long-tail) need a slide for this I thinkJust don’t put in garbageTweaking ad text (real example of how big a difference it can make? (0.68% to 2.3%) show that calculation. 5 minutes = 140 clicks or whatever
  • Grants philosophy (10,000 per month is hard.. Build quantity first, then optimize for quality, click-through rate or CTR)Accelerated delivery methodMax out your bid pricesGo as broad as possible Expand geo targeting more than usualBroad match keywords (see search terms report)Short-tail okay (usually long-tail) need a slide for this I thinkJust don’t put in garbageTweaking ad text (real example of how big a difference it can make? (0.68% to 2.3%) show that calculation. 5 minutes = 140 clicks or whatever
  • Grants philosophy (10,000 per month is hard.. Build quantity first, then optimize for quality, click-through rate or CTR)Accelerated delivery methodMax out your bid pricesGo as broad as possible Expand geo targeting more than usualBroad match keywords (see search terms report)Short-tail okay (usually long-tail) need a slide for this I thinkJust don’t put in garbageTweaking ad text (real example of how big a difference it can make? (0.68% to 2.3%) show that calculation. 5 minutes = 140 clicks or whatever
  • Grants philosophy (10,000 per month is hard.. Build quantity first, then optimize for quality, click-through rate or CTR)Accelerated delivery methodMax out your bid pricesGo as broad as possible Expand geo targeting more than usualBroad match keywords (see search terms report)Short-tail okay (usually long-tail) need a slide for this I thinkJust don’t put in garbageTweaking ad text (real example of how big a difference it can make? (0.68% to 2.3%) show that calculation. 5 minutes = 140 clicks or whatever
  • Grants philosophy (10,000 per month is hard.. Build quantity first, then optimize for quality, click-through rate or CTR)Accelerated delivery methodMax out your bid pricesGo as broad as possible Expand geo targeting more than usualBroad match keywords (see search terms report)Short-tail okay (usually long-tail) need a slide for this I thinkJust don’t put in garbageTweaking ad text (real example of how big a difference it can make? (0.68% to 2.3%) show that calculation. 5 minutes = 140 clicks or whatever

Google Grants Google Grants Presentation Transcript

  • Techsoupcanada webinar
    Google Grants
    Simon Choy
    schoy@connectad.ca
    (647) 547-4187
    Charles Dieu
    cdieu@connectad.ca(647) 992-6188
  • Agenda
    • Basic (~20m)
    • What are Pay-Per-Click Ads
    • How do they work
    • PPC industry
    • How PPC benefits charities
    • What is Google Grants
    • Questions
  • Agenda
    • Advanced (~20m)
    • Google Grants process
    • Application tips
    • Campaign setup tips
    • Management tips
    • Questions
  • What are Pay-Per-Click Ads
    Appear when search query = advertiser’s keyword
    For Example
    PPC Ad
    Shown
    Advertisers are charged per ad click
  • 3 Key Elements
  • Advertiser
    Advertisers using the keyword “t-shirts”, how
    they bid on the left, and what they ended up
    paying on the right.
  • Searcher
    Searcher puts in a search query and keywords in ads matching that query will appear.
  • Search Engine Marketing
    $13.5 billion
    2008 statistics - http://www.marketingcharts.com/print/sem-spend-to-top-26b-by-2011-cannibalizes-print-media-8272/sempo-radar-sem-seo-north-american-industry-size-estimate-tactic-february-2009jpg/
  • Paid Placements
    $11.9 billion
    2008 statistics - http://www.marketingcharts.com/print/sem-spend-to-top-26b-by-2011-cannibalizes-print-media-8272/sempo-radar-sem-seo-north-american-industry-size-estimate-tactic-february-2009jpg/
  • 80%
    4%
    6.5%
  • Why use PPC
    • Consider how people are looking for information today
    • Tap into these 3 billion searches per day
    • How can PPC ads help with this
  • Gain Awareness
    People looking for your service
  • Increase Volunteering
    People looking to volunteer
  • Generate Donations
    People looking to support
  • What is Google Grants
    $10,000 per month in free PPC advertising
    September
    October
    December
  • Grants Process
  • Application Process
    Task: Fill out online application
    • Short answers (basic info about the charity)
    • Long answers (paragraph questions)
    • Technical portion (sample keyword list and ad)
    Commitment: 2-4 hours
    Timeline: 4-6 months
  • Application Process
    Tips:
    • Carefully review eligibility criteria
    • Learn basics about AdWords
    • Keyword generation using Keyword Tool
    • K.I.S.S.
  • Campaign Approval
    Task: Set up AdWords Account
    Commitment: 4-12 hours
    Timeline: 5-8 weeks
  • Campaign Approval
    Tips:
    • Review key settings
    • Structure campaign based on goals
  • Campaign Approval
    High-level control
    Related keywords
  • Campaign Approval
    Tips:
    • Review key settings
    • Structure campaign based on goals
    • For ex: awareness, volunteer, donations
    • Often your website navigation will be a good guide.
    • Refer to your analytics for keyword ideas
    • Keywords report (traffic sources > keywords)
    • Map overlay (visitors > map overlay)
  • Management
    Task: maintaining and improving campaigns
    Commitment: 1-2 hours a month (do more)
    Timeline: indefinite
  • Management
    Tips
    • Focus on building campaign as opposed to optimizing
  • Management
    Tips
    • Focus on building campaign as opposed to optimizing
    • Accelerate delivery method (campaign > settings > delivery method)
    • Bid strategy should maximize price
    • Go broad
    • Use broad match keywords vs. other match types
    • Refer to search terms report
    • Short-tailed keywords acceptable
  • Tips
    • Tweaking Ad Text
    • Time effective way to improve campaign
    • Experiment with text that resonates with audience
    • {KeyWord: Dynamic Keywords}
    Management
  • Management
    Exciting {Keyword:Blind Activities}
    Get active, play blind hockey.
    Find out how to join a team.
    Search Query
    Ad Text Shown
    Blind Sports
    Exciting Blind Sports
    Get active, play blind hockey.
    Find out how to join a team.
    Exciting Blind Activities
    Get active, play blind hockey.
    Find out how to join a team.
    Where can I find out aboutblind sports
  • Tips
    • Tweaking Ad Text
    • Time effective way to improve campaign
    • Experiment with text that resonates with audience
    • {KeyWord: Dynamic Keywords}
    Management
    140 visitors
    2.37%
    0.63%
    Exciting {Keyword:Blind Activities}
    Get active, play blind hockey.
    Find out how to join a team.
    Discover Blind Hockey
    Bringing Canada’s National sport
    To the visually impaired. Join now.
  • Additional Resources
    Google Grant Help Centre
    http://www.google.com/support/grants/
    Google Grant Help Forum
    http://www.google.com/support/forum/p/grants?hl=en&utm_source=HC&utm_medium=leftnav&utm_campaign=grants
    AdWords Learning Centre
    http://adwords.google.com/support/aw/bin/static.py?hl=en&page=examstudy.cs&rd=1
    ConnectAd
    info@connectad.ca or www.connectad.ca