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Getting the most from Google Grants | Online advertising | South West Networking Group | 14 October 2016

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Will Howells, head of digital at Terrence Higgins Trust

Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

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Getting the most from Google Grants | Online advertising | South West Networking Group | 14 October 2016

  1. 1. Getting the most from Google Grants Will Howells, head of digital, Terrence Higgins Trust
  2. 2. First things first… • Open to registered charities • Google will give you up to $10k in advertising spend each month ($329 daily budget limit) • Can only be used on text-based search ads • Ads appear below paying advertisers • Maximum keyword bid is $2 • Apply for Google Grants via Google for Non- Profits if you don’t already have it. (UK partner for registration is Technology Trust)
  3. 3. How it works • Managed in the same was as paid Google search ads • Campaign – Ad group • Ads and keywords • ‘Charged’ per click • Can use AdWords Express for simplicity • Auction win affected by quality score • To be used to promote one website only, but you can apply for an exemption to promote other sites
  4. 4. Starting with a new account • Structure campaigns logically, eg: – Campaign: Brand keywords • Ad group: Charity name • Ad group: Area of work – Campaign: Fundraising • Ad group: Running events • Ad group: Cycling events • Set geographical targeting at the campaign level. – Campaign: Bristol • Ad group: Bristol service
  5. 5. Starting with a new account • Set everything to maximum $2 bid • Aim to spend the whole budget every day • Import conversion data from Google Analytics – Set up goals or ecommerce transactions in Analytics • Link Analytics to AdWords for auto-tracking – AdWords will pass through source, medium, campaign name and ad content
  6. 6. Setting up a new account
  7. 7. Ad groups
  8. 8. Improving performance • If campaigns are over-performing, cap the daily budget and/or reduce keywords bids • If campaigns are under-performing, identify the problem: – Are the keywords not generating impressions? • Check the quality score • Add more relevant keywords – Are ads showing but not getting clicks? • Try different ad text • Try splitting ads into more relevant groups – Are people clicking but not converting? • Adjust your landing page
  9. 9. Advanced features • Negative keywords
  10. 10. Advanced features • Dynamic headlines • Dynamic ads
  11. 11. Setting up a new account
  12. 12. Advanced features • Automated rules
  13. 13. Advanced features • Scripts
  14. 14. Advanced features • Experiments
  15. 15. Remarketing • Target people who’ve been on your website • With appropriate privacy statement
  16. 16. Take a course • Google offers free online training programmes • Includes official certification
  17. 17. Paid platforms to consider • Google Ads paid • Bing Ads • Facebook/Instagram Ads – Facebook Business Manager has made it easier to share management of ads – More detailed demographic/interest targeting – Targeting options include ‘lookalike audiences’ • Search vs social platform depends on where user is in the purchasing cycle
  18. 18. Any questions?
  19. 19. Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
  20. 20. South West Networking Group 14 October 2016 Bristol #ccsouthwest Online advertising WiFi Username: CSBRISVIS Password: 1900CSvisitors1901

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