Techsoupcanada webinar<br />Google Grants<br />Simon Choy<br />schoy@connectad.ca<br />(647) 547-4187<br />Charles Dieu<br...
Agenda<br /><ul><li>Basic (~20m)
What are Pay-Per-Click Ads
How do they work
PPC industry
How PPC benefits charities
What is Google Grants
Questions</li></li></ul><li>Agenda<br /><ul><li>Advanced (~20m)
Google Grants process
Application tips
Campaign setup tips
Management tips
Questions</li></li></ul><li>What are Pay-Per-Click Ads<br />Appear when search query = advertiser’s keyword<br />For Examp...
3 Key Elements<br />
Advertiser<br />Advertisers using the keyword “t-shirts”, how <br />they bid on the left, and what they ended up<br />payi...
Searcher<br />Searcher puts in a search query and keywords in ads matching that query will appear.<br />
Search Engine Marketing<br />$13.5 billion<br />2008 statistics - http://www.marketingcharts.com/print/sem-spend-to-top-26...
Paid Placements<br />$11.9 billion<br />2008 statistics - http://www.marketingcharts.com/print/sem-spend-to-top-26b-by-201...
80%<br />4%<br />6.5%<br />
Why use PPC<br /><ul><li> Consider how people are looking for information today
 Tap into these 3 billion searches per day
 How can PPC ads help with this</li></li></ul><li>Gain Awareness<br />People looking for your service<br />
Increase Volunteering<br />People looking to volunteer<br />
Generate Donations<br />People looking to support<br />
What is Google Grants<br />$10,000 per month in free PPC advertising<br />September<br />October<br />December<br />
Grants Process<br />
Application Process<br />Task: Fill out online application<br /><ul><li>Short answers (basic info about the charity)
Long answers (paragraph questions)
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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: http://www.techsoupcanada.ca/learning_centre/webinars/2011/09/29/google_grants

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  • &gt; 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)&gt; Live demonstration of PPC ads (get audience member to select a keyword, input into search engine and point to PPC ad)&gt; Short description of how the mechanics work (advertiser displays text ad depending on users’ search keyword. Advertiser pays per click)&gt; 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”)
  • &gt; 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)&gt; Live demonstration of PPC ads (get audience member to select a keyword, input into search engine and point to PPC ad)&gt; Short description of how the mechanics work (advertiser displays text ad depending on users’ search keyword. Advertiser pays per click)&gt; 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”)
  • &gt; 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)&gt; Live demonstration of PPC ads (get audience member to select a keyword, input into search engine and point to PPC ad)&gt; Short description of how the mechanics work (advertiser displays text ad depending on users’ search keyword. Advertiser pays per click)&gt; 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 -&gt; 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 -&gt; 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 -&gt; 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 -&gt; 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 &gt; 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 &gt; 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 &gt; 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 &gt; 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 &gt; 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

    1. 1. Techsoupcanada webinar<br />Google Grants<br />Simon Choy<br />schoy@connectad.ca<br />(647) 547-4187<br />Charles Dieu<br />cdieu@connectad.ca(647) 992-6188<br />
    2. 2. Agenda<br /><ul><li>Basic (~20m)
    3. 3. What are Pay-Per-Click Ads
    4. 4. How do they work
    5. 5. PPC industry
    6. 6. How PPC benefits charities
    7. 7. What is Google Grants
    8. 8. Questions</li></li></ul><li>Agenda<br /><ul><li>Advanced (~20m)
    9. 9. Google Grants process
    10. 10. Application tips
    11. 11. Campaign setup tips
    12. 12. Management tips
    13. 13. Questions</li></li></ul><li>What are Pay-Per-Click Ads<br />Appear when search query = advertiser’s keyword<br />For Example<br />PPC Ad <br />Shown<br />Advertisers are charged per ad click<br />
    14. 14. 3 Key Elements<br />
    15. 15. Advertiser<br />Advertisers using the keyword “t-shirts”, how <br />they bid on the left, and what they ended up<br />paying on the right.<br />
    16. 16. Searcher<br />Searcher puts in a search query and keywords in ads matching that query will appear.<br />
    17. 17. Search Engine Marketing<br />$13.5 billion<br />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/<br />
    18. 18. Paid Placements<br />$11.9 billion<br />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/<br />
    19. 19. 80%<br />4%<br />6.5%<br />
    20. 20. Why use PPC<br /><ul><li> Consider how people are looking for information today
    21. 21. Tap into these 3 billion searches per day
    22. 22. How can PPC ads help with this</li></li></ul><li>Gain Awareness<br />People looking for your service<br />
    23. 23. Increase Volunteering<br />People looking to volunteer<br />
    24. 24. Generate Donations<br />People looking to support<br />
    25. 25. What is Google Grants<br />$10,000 per month in free PPC advertising<br />September<br />October<br />December<br />
    26. 26. Grants Process<br />
    27. 27. Application Process<br />Task: Fill out online application<br /><ul><li>Short answers (basic info about the charity)
    28. 28. Long answers (paragraph questions)
    29. 29. Technical portion (sample keyword list and ad)</li></ul>Commitment: 2-4 hours<br />Timeline: 4-6 months<br />
    30. 30. Application Process<br />Tips:<br /><ul><li>Carefully review eligibility criteria
    31. 31. Learn basics about AdWords
    32. 32. Keyword generation using Keyword Tool
    33. 33. K.I.S.S.</li></li></ul><li>Campaign Approval<br />Task: Set up AdWords Account<br />Commitment: 4-12 hours<br />Timeline: 5-8 weeks<br />
    34. 34. Campaign Approval<br />Tips:<br /><ul><li>Review key settings
    35. 35. Structure campaign based on goals</li></li></ul><li>Campaign Approval<br />High-level control<br />Related keywords<br />
    36. 36. Campaign Approval<br />Tips:<br /><ul><li>Review key settings
    37. 37. Structure campaign based on goals
    38. 38. For ex: awareness, volunteer, donations
    39. 39. Often your website navigation will be a good guide.
    40. 40. Refer to your analytics for keyword ideas
    41. 41. Keywords report (traffic sources > keywords)
    42. 42. Map overlay (visitors > map overlay)</li></li></ul><li>Management<br />Task: maintaining and improving campaigns<br />Commitment: 1-2 hours a month (do more)<br />Timeline: indefinite<br />
    43. 43. Management<br />Tips<br /><ul><li>Focus on building campaign as opposed to optimizing</li></li></ul><li>Management<br />Tips<br /><ul><li>Focus on building campaign as opposed to optimizing
    44. 44. Accelerate delivery method (campaign > settings > delivery method)
    45. 45. Bid strategy should maximize price
    46. 46. Go broad
    47. 47. Use broad match keywords vs. other match types
    48. 48. Refer to search terms report
    49. 49. Short-tailed keywords acceptable</li></li></ul><li>Tips<br /><ul><li>Tweaking Ad Text
    50. 50. Time effective way to improve campaign
    51. 51. Experiment with text that resonates with audience
    52. 52. {KeyWord: Dynamic Keywords}</li></ul>Management<br />
    53. 53. Management<br />Exciting {Keyword:Blind Activities}<br />Get active, play blind hockey.<br />Find out how to join a team.<br />Search Query<br />Ad Text Shown<br />Blind Sports<br />Exciting Blind Sports<br />Get active, play blind hockey.<br />Find out how to join a team.<br />Exciting Blind Activities<br />Get active, play blind hockey.<br />Find out how to join a team.<br />Where can I find out aboutblind sports<br />
    54. 54. Tips<br /><ul><li>Tweaking Ad Text
    55. 55. Time effective way to improve campaign
    56. 56. Experiment with text that resonates with audience
    57. 57. {KeyWord: Dynamic Keywords}</li></ul>Management<br />140 visitors<br />2.37%<br />0.63%<br />Exciting {Keyword:Blind Activities}<br />Get active, play blind hockey.<br />Find out how to join a team.<br />Discover Blind Hockey<br />Bringing Canada’s National sport<br />To the visually impaired. Join now.<br />
    58. 58. Additional Resources<br />Google Grant Help Centre<br />http://www.google.com/support/grants/<br />Google Grant Help Forum<br />http://www.google.com/support/forum/p/grants?hl=en&utm_source=HC&utm_medium=leftnav&utm_campaign=grants<br />AdWords Learning Centre<br />http://adwords.google.com/support/aw/bin/static.py?hl=en&page=examstudy.cs&rd=1<br />ConnectAd<br />info@connectad.ca or www.connectad.ca<br />
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