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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: …

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
  • Transcript

    • 1. Techsoupcanada webinar
      Google Grants
      Simon Choy
      schoy@connectad.ca
      (647) 547-4187
      Charles Dieu
      cdieu@connectad.ca(647) 992-6188
    • 2. Agenda
      • Basic (~20m)
      • 3. What are Pay-Per-Click Ads
      • 4. How do they work
      • 5. PPC industry
      • 6. How PPC benefits charities
      • 7. What is Google Grants
      • 8. Questions
    • Agenda
    • What are Pay-Per-Click Ads
      Appear when search query = advertiser’s keyword
      For Example
      PPC Ad
      Shown
      Advertisers are charged per ad click
    • 14. 3 Key Elements
    • 15. Advertiser
      Advertisers using the keyword “t-shirts”, how
      they bid on the left, and what they ended up
      paying on the right.
    • 16. Searcher
      Searcher puts in a search query and keywords in ads matching that query will appear.
    • 17. 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/
    • 18. 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/
    • 19. 80%
      4%
      6.5%
    • 20. Why use PPC
      • Consider how people are looking for information today
      • 21. Tap into these 3 billion searches per day
      • 22. How can PPC ads help with this
    • Gain Awareness
      People looking for your service
    • 23. Increase Volunteering
      People looking to volunteer
    • 24. Generate Donations
      People looking to support
    • 25. What is Google Grants
      $10,000 per month in free PPC advertising
      September
      October
      December
    • 26. Grants Process
    • 27. Application Process
      Task: Fill out online application
      • Short answers (basic info about the charity)
      • 28. Long answers (paragraph questions)
      • 29. Technical portion (sample keyword list and ad)
      Commitment: 2-4 hours
      Timeline: 4-6 months
    • 30. Application Process
      Tips:
      • Carefully review eligibility criteria
      • 31. Learn basics about AdWords
      • 32. Keyword generation using Keyword Tool
      • 33. K.I.S.S.
    • Campaign Approval
      Task: Set up AdWords Account
      Commitment: 4-12 hours
      Timeline: 5-8 weeks
    • 34. Campaign Approval
      Tips:
      • Review key settings
      • 35. Structure campaign based on goals
    • Campaign Approval
      High-level control
      Related keywords
    • 36. Campaign Approval
      Tips:
      • Review key settings
      • 37. Structure campaign based on goals
      • 38. For ex: awareness, volunteer, donations
      • 39. Often your website navigation will be a good guide.
      • 40. Refer to your analytics for keyword ideas
      • 41. Keywords report (traffic sources > keywords)
      • 42. Map overlay (visitors > map overlay)
    • Management
      Task: maintaining and improving campaigns
      Commitment: 1-2 hours a month (do more)
      Timeline: indefinite
    • 43. Management
      Tips
      • Focus on building campaign as opposed to optimizing
    • Management
      Tips
      • Focus on building campaign as opposed to optimizing
      • 44. Accelerate delivery method (campaign > settings > delivery method)
      • 45. Bid strategy should maximize price
      • 46. Go broad
      • 47. Use broad match keywords vs. other match types
      • 48. Refer to search terms report
      • 49. Short-tailed keywords acceptable
    • Tips
      • Tweaking Ad Text
      • 50. Time effective way to improve campaign
      • 51. Experiment with text that resonates with audience
      • 52. {KeyWord: Dynamic Keywords}
      Management
    • 53. 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
    • 54. Tips
      • Tweaking Ad Text
      • 55. Time effective way to improve campaign
      • 56. Experiment with text that resonates with audience
      • 57. {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.
    • 58. 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