Google Grants 101: or, Adwords for the Arts


Published on

Cynthia Lugo, Media Strategist, AD Lubow Arts Marketing:

Learn how to receive free advertising for your organization on Google Adwords. Cynthia, an experienced Adwords professional, will walk you through the Google Grants process, including how to select keywords and successfully optimize your campaign. If your goal is to increase your ranking in Google search results, than this presentation is for you.

Published in: Business, Technology
1 Comment
  • This PPT was presented as part of an Emerging Leaders of NY Arts Creative Conversation on Free Arts Marketing Tools.

    Read more about ELNYA, or this event here:
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Google Grants 101: or, Adwords for the Arts

  1. 1. Google Grants 101: or, Adwords for the Arts Presented by Cynthia Lugo, AD LUBOW
  2. 2. What is Google Grants? <ul><li>Google Grants is unique </li></ul><ul><li>in-kind advertising </li></ul><ul><li>program for non-profits </li></ul><ul><li>Offers free Adwords ads </li></ul><ul><li>on for select </li></ul><ul><li>501(c)(3) non-profit </li></ul><ul><li>organizations </li></ul>
  3. 3. What is Google Adwords?
  4. 4. Google Organic Search Results
  5. 5. Google Sponsored Search Results
  6. 6. Imagine Your Nonprofit/Arts Org Here!
  7. 7. Advantages of Keyword Advertising/ Pay-per-click/Search Engine Marketing <ul><li>Targeted advertising: </li></ul><ul><li>You are appearing in front of </li></ul><ul><li>a user who is already interested </li></ul><ul><li>in you </li></ul><ul><li>Ads clickthrough straight to your </li></ul><ul><li>website, where they can become </li></ul><ul><li>familiar with all that you do </li></ul><ul><li>Conversion Tracking: You can see exactly how many clicks your ad received and even track user </li></ul><ul><li>activity on your website (via </li></ul><ul><li>code/cookies). </li></ul>
  8. 8. How do I create an effective Adwords campaign? <ul><li>Relevance is the key to successful Adwords campaign </li></ul>
  9. 9. Build a Foundation with Strong Keywords <ul><li>Keywords should: </li></ul><ul><li>Accurately reflect the mission/products/services </li></ul><ul><li>your organization offers </li></ul><ul><li>Match what your audience is looking for </li></ul><ul><li>(start by looking online and thinking like a user) </li></ul><ul><li>Target the audience without being too general </li></ul>
  10. 10. How People Search 94% of people in the U.S. search with multi-word phrases
  11. 11. Keyword Study#1: A Film Nonprofit <ul><li>Good Keywords </li></ul><ul><li>filmmaking grants </li></ul><ul><li>film financing </li></ul><ul><li>documentary film grants </li></ul><ul><li>film finishing funds </li></ul><ul><li>grants for female filmmakers </li></ul><ul><li>post-production grants </li></ul><ul><li>Bad Keywords </li></ul><ul><li>film school </li></ul><ul><li>film equipment </li></ul><ul><li>film </li></ul>
  12. 12. Keyword Match Types <ul><li>Ads are continuously matched, in real time, to a user’s search term based on your keywords </li></ul><ul><li>Keyword Match Types </li></ul><ul><li>Broad (default) </li></ul><ul><li>Phrase Match xy + -s, -es, -ing (singular and plural) </li></ul><ul><li>Exact Match “xyz” </li></ul><ul><li>Negative keyword (-x, -y) </li></ul>
  13. 13. Broad Match Example <ul><li>For the broad matched keyword art museum , ads can </li></ul><ul><li>appear for any of these queries: </li></ul><ul><li>-local art museum </li></ul><ul><li>-find local art </li></ul><ul><li>-museum tours </li></ul><ul><li>-art exhibits </li></ul><ul><li>-history museum </li></ul>
  14. 14. Negative Keywords <ul><li>Prevent ads from appearing on irrelevant search </li></ul><ul><li>queries </li></ul><ul><li>Eliminate unwanted impressions </li></ul><ul><li>Keyword: art museum </li></ul><ul><li>Negative Match: -natural history, -prints, -craft </li></ul>
  15. 15. Group Similar Keywords into Ad Groups <ul><li>Ad groups are the containers for your ads and keywords. A good rule of thumb: Each ad group should contain no more than 20 keywords. Pair similar keywords with relevant ads if you want your ads to get clicked. </li></ul><ul><li>Ad Groups are invisible to the user </li></ul><ul><li>A well-organized campaign with clearly defined ad groups can help you see which groups of keywords perform the best for you. </li></ul>
  16. 16. How do I write an effective ad? <ul><li>Write ad text that distinguishes you from the competition </li></ul><ul><li>(your unique selling proposition) </li></ul><ul><li>Communication, appearance and style are important. Think of your ad text as your organization’s haiku </li></ul><ul><li>Be as persuasive and as informative as you can within the character limitations and without being gimmicky </li></ul><ul><li>First thing a user sees </li></ul>
  17. 17. Best Practices Keyword: Cancer Research <ul><li>Insert keyword(s) in ad text: Matching terms show </li></ul><ul><li>up in boldface in search results </li></ul><ul><li>Initial cap your URL for easy readability </li></ul><ul><li>Make sure your landing page is consistent with </li></ul><ul><li>ad (i.e don’t just direct all clicks to homepage) </li></ul>
  18. 18. Include a Call to Action <ul><li>Examples: get info, research here, sign-up for our newsletter, donate now </li></ul><ul><li>Avoid meaningless slogans and gimmicky language such as “click here” or “visit us” </li></ul><ul><li>Location can attract the attention of local users </li></ul><ul><li>Promotions and free stuff tend to really work! </li></ul>
  19. 19. Regional and Local Targeting <ul><li>You can also target ads so that they appear only in locations of interest to you – your neighborhood, your service areas, your city or your state. </li></ul>
  20. 20. How to Manage Your Campaign
  21. 21. How Adwords works <ul><li>Adwords is based on a constantly fluctuating marketplace model (kind of like eBay). You do not buy keywords, but rather bid on them, in the hopes that your ad will appear. If your bid is competitive and your ad is relevant, it will receive a share of available clicks. </li></ul><ul><li>Google grant recipients are capped at bids of $1 </li></ul><ul><li>If you’re paying for clicks, it’s important to think about individual keywords and how much they’re worth to you, as well as their conversion rates. </li></ul>
  22. 22. Tracking Your Results <ul><li>Clicks : How many clicks your ad received </li></ul><ul><li>Impressions : How many times your ad has been displayed </li></ul><ul><li>CTR (Clickthrough Rate) : Clicks/Number of Impressions = % CTR </li></ul><ul><li>Average CPC (Cost-per-click ): What you actually pay per click </li></ul><ul><li>Average Position : Ranking in sponsored search results </li></ul><ul><li>Cost : Avg CPC x Clicks = Actual Cost </li></ul><ul><li>Conversions : Completed a desired action, tracked via code/cookies </li></ul>
  23. 23. Grant Details <ul><li>Account is self-managed by your organization </li></ul><ul><li>Duration is a minimum of 3 months </li></ul><ul><li>Monthly cap of $10,000 in free advertising </li></ul><ul><li>Maximum bid or “cost-per-click” is $1.00 </li></ul><ul><li>Ads show only on, and not on partner networks </li></ul>
  24. 24. Eligible Organizations <ul><li>Google grants supports organizations sharing Google’s “philosophy of community service” </li></ul><ul><li>(i.e. Don’t Be Evil) </li></ul><ul><li>501(c)(3) status is REQUIRED </li></ul><ul><li> International Equivalent is required if your </li></ul><ul><li> organization is based out of the U.S. </li></ul><ul><li> The organization applying must have 501(c)(3) status, and not be fiscally sponsored </li></ul>
  25. 25. Eligible Organizations <ul><li>Eligible organizations include, but are not limited to: </li></ul><ul><li>Science & technology organizations </li></ul><ul><li>Education organizations </li></ul><ul><li>Global public health organizations </li></ul><ul><li>Environmental organizations </li></ul><ul><li>Youth advocacy organizations </li></ul><ul><li>Arts organizations </li></ul>
  26. 26. Ineligible Organizations <ul><li>Ineligible organizations include, but are not limited to: </li></ul><ul><li>Organizations that are predominantly religious or political </li></ul><ul><li>Organizations that are focused primarily on lobbying for political or policy change </li></ul><ul><li>Commercial non-profits </li></ul><ul><li>Organizations participating in Google Adsense must cancel their Adsense account before becoming eligible. </li></ul>
  27. 27. Is my organization eligible? <ul><li>Review the Google grants program guidelines at </li></ul><ul><li> and apply! </li></ul><ul><li>Note: There is a high-volume of the interest in the </li></ul><ul><li>program and Google is unable to provide individual </li></ul><ul><li>feedback. Average response times range from 3 to 6 </li></ul><ul><li>months. If you don’t hear back after three months, </li></ul><ul><li>send an email. </li></ul>
  28. 28. Questions? Contact Me! <ul><li>Cynthia Lugo </li></ul><ul><li>Media Strategist </li></ul><ul><li>AD LUBOW ADVERTISING </li></ul><ul><li>[email_address] </li></ul><ul><li> </li></ul>