A high level overview of SEO and PPC for nonprofit entities.

1. Winter Social 2016

2. Search Engine Optimization
Pay Per Click Advertising
- Search
- Display
- Remarketing
Email Marketing
Social Media Marketing
Digital Marketing

3. SEO
SEO is a marketing discipline focused on growing
visibility in organic (non-paid) search engine
results. SEO encompasses both the technical and
creative elements required to improve rankings,
drive traffic, and increase awareness in search
engines.
- Moz

4. SEO Rules of Thumb
Optimize your on-page web content
o Research keywords
o Ubersuggest, Google Keyword Planner
o Write valuable content
o Add more content on content light pages

5. SEO Rules of Thumb
Write page titles with valuable keywords
o Frontload Titles where appropriate
o Use keywords that reflect the content on the
page
o Don’t keyword stuff

6. SEO Rules of Thumb
Write clickable meta descriptions
o Stay within 60 characters
o Describe the content on the page
o Use a call to action

7. SEO Rules of Thumb
Start a blog
o Make sure to keep it current if you start
o Try to write blog posts of 1000 words or
greater
o Test:
o Different dispersal methods
o Time of posting
o Content mix

8. PPC
PPC stands for pay-per-click, a model of internet
marketing in which advertisers pay a fee each
time one of their ads is clicked. Essentially, it's a
way of buying visits to your site, rather than
attempting to “earn” those visits organically.
Search engine advertising is one of the most
popular forms of PPC.
-Wordstream

9. Google Ad Grants
Google Grants is a donation program that
distributes free in-kind advertising to select
501(c)(3) nonprofit organizations. Participating
non profit organizations are eligible to receive up
to $10,000 per month in in-kind advertising
within the AdWords search engine marketing
platform.
-Google

10. Google Ad Grants – Eligibility
o Apply to the Google For Nonprofits program
o Hold “valid charity status” as outlined by Google
o Agree to Google’s terms for advertising
o Have a live and active website to link the Ads to

11. Google Ad Grants – Pointers
o Use relevant keywords that are specific to your
organization
o Write compelling Ads to drive click through
o Promote your cause rather than drive donations
o Monitor and test your Ads to find what works

12. Thank You!