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Improve your organization's reach using Google Ad Grants and AdWords

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Learn how Google Ad Grants and AdWords can assist your nonprofit by improving your reach

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Improve your organization's reach using Google Ad Grants and AdWords

  1. 1. ©2017 DonorDrive® - Confidential - All Rights Reserve Improve Your Organization’s Reach with Google Ad Grants and AdWords Josh Weum AdWords Digital Ambassador Google Anne Baum Search Marketing and Analytics Lead DonorDrive
  2. 2. ©2017 DonorDrive® - Confidential - All Rights Reserve Introductions Anne Baum Search Marketing and Analytics Lead DonorDrive Josh Weum AdWords Digital Ambassador Google
  3. 3. ©2017 DonorDrive® - Confidential - All Rights Reserve Agenda What is Google Ad Grants? What is Google AdWords and Search? Why is Search Important? How Nonprofits Can Use Google Ad Grants Setting Up Google AdWords Customer Case Study – Children’s Miracle Network Hospitals Q&A
  4. 4. ©2017 DonorDrive® - Confidential - All Rights Reserve What is Google Ad Grants? Section One
  5. 5. ©2017 DonorDrive® - Confidential - All Rights Reserve Google Ad Grants • Ad Grants is a program where Google gives nonprofits up to $10k a month to spend on search advertising in AdWords • Ad Grants recipients build and manage their own AdWords accounts similar to paying advertisers and have a number of options within the following limits: A maximum cost-per-click (CPC) limit of $2.00 USD A daily budget limit of $329 USD (About $10,000 each month) Only include text ads that appear on Google search result pages, in positions below the ads of paying advertisers Only include keyword-targeted campaigns
  6. 6. ©2017 DonorDrive® - Confidential - All Rights Reservehttps://developers.google.com/adwords/ Who is Eligible for Google Ad Grants? Eligible Organizations that are registered as a charitable organization Companies registered with TechSoup Not Eligible Government Entities Hospitals or Healthcare Education Institutes
  7. 7. ©2017 DonorDrive® - Confidential - All Rights Reserve Application Checklist 1 Create a Google Nonprofit Account 3 Create a Google Adwords Account 2 Register with TechSoup 4 Submit account for review
  8. 8. ©2017 DonorDrive® - Confidential - All Rights Reserve What is Google AdWords and Search? Section Two
  9. 9. ©2017 DonorDrive® - Confidential - All Rights Reserve Google AdWords • Google AdWords is an advertising platform that allows businesses to reach your target audiences online • AdWords allows you to place ads for your business in the following places online: • Google Search Network (e.g., Ask.com) • Google Display Network • YouTube • Google Search
  10. 10. ©2017 DonorDrive® - Confidential - All Rights Reserve Examples
  11. 11. ©2017 DonorDrive® - Confidential - All Rights Reserve Search Partner Ad Example • A group of search-related websites where your ads can appear • Text ads only Text ads shown through AdWords on a Search Partner Site.
  12. 12. ©2017 DonorDrive® - Confidential - All Rights Reserve Google Display Ad Example Ad served through AdWords on the Google Display Network. Website opted in to the Google Display Network.
  13. 13. ©2017 DonorDrive® - Confidential - All Rights Reserve YouTube Ad Example Video ad served on YouTube through AdWords. Text Ad served on YouTube through AdWords.
  14. 14. ©2017 DonorDrive® - Confidential - All Rights Reserve Google Search Example Text ads shown on the Google Search Engine Results Page through Google AdWords. Organic Search
  15. 15. ©2017 DonorDrive® - Confidential - All Rights Reserve What is Search Advertising and How Does it Work? 1. Searcher types a search query into a search engine. • E.g., “What is Extra Life” 2. Search Engine Results Page is populated with paid and organic results based on the search query. 3. When a user clicks on a paid ad, they are directed to the advertiser’s website, and the advertiser is charged for the click.
  16. 16. ©2017 DonorDrive® - Confidential - All Rights Reserve Why is Search Important? Section Three
  17. 17. Micro-moment | mīkrō-mōmənt NOUN An intent-rich moment when a person turns to a device to act on a need-to know, go, do, or buy.
  18. 18. ©2017 DonorDrive® - Confidential - All Rights Reserve Micro-Moments in the Customer Journey Unscripted decisions More loyalty to the need in the moment vs. a brand High Expectations For relevance and for frictionless experiences Immediacy of Action Acting on any stimulus, whenever we’re motivated to
  19. 19. ©2017 DonorDrive® - Confidential - All Rights Reserve There are now trillions of searches made globally on Google every year. Google internal data, Global March 2016. Why Search is Important
  20. 20. ©2017 DonorDrive® - Confidential - All Rights Reserve Over half Google internal data, for 10 countries including the US and Japan, April 2015 of those searches happen onmobile.
  21. 21. ©2017 DonorDrive® - Confidential - All Rights Reserve know go do buy I want to…
  22. 22. ©2017 DonorDrive® - Confidential - All Rights Reserve I-want-to-know moments 65% Of online consumers look up more information online vs a year ago. I-want-to-go moments 2X Increase in “near me” search interest in the past year. Types of Micro-Moments I-want-to-do moments 91% Of smartphone users turn to their phones for ideas while doing a task. I-want-to-buy moments 82% Of smartphone users consult their phones while in a store deciding what to buy.
  23. 23. ©2017 DonorDrive® - Confidential - All Rights Reserve Why Search is Important Showing up gets your brand in the game to be chosen, not just seen. Of smartphone users have discovered a new company or product when conducting a search on their smartphones. Many Consumers aren’t brand committed 51% Get a shot at your competitor’s customers Smartphone users have purchased from a company or brand other than the one they were seeking because of information provided in the moment they needed it. 1 in 3 Being there drives brand awareness Showing up in mobile search ad results can increase unaided brand awareness by an 46%.
  24. 24. ©2017 DonorDrive® - Confidential - All Rights Reserve How Nonprofits can use Google Ad Grants Section Four
  25. 25. ©2017 DonorDrive® - Confidential - All Rights Reserve Search Example Research Search Search can help your organization be visible when someone is looking for information.
  26. 26. ©2017 DonorDrive® - Confidential - All Rights Reserve Search Example Research Search Search can help your organization be visible when someone is looking for information.
  27. 27. ©2017 DonorDrive® - Confidential - All Rights Reserve Search Example Research Search Search can help your organization be visible when looking for information
  28. 28. ©2017 DonorDrive® - Confidential - All Rights Reserve Search Example Participate in an Event Search can help your organization be visible when someone wants to be involved.
  29. 29. ©2017 DonorDrive® - Confidential - All Rights Reserve Search Example Participate in an Event Search can help your organization be visible when someone wants to be involved.
  30. 30. ©2017 DonorDrive® - Confidential - All Rights Reserve Setting Up Google AdWords Section Five
  31. 31. ©2017 DonorDrive® - Confidential - All Rights Reserve Example: Computers 4 Our Kids • Nonprofit Computers 4 Our Kids • What We Do Refurbish electronics for children who need them. Supplying access to technology while keeping it out of our landfills. • What We Need General Donations Event Participants • Areas Served Cincinnati Metro Area
  32. 32. ©2017 DonorDrive® - Confidential - All Rights Reserve How to Get Started Goal One: Increase Donations • Website Goal: Increase the number of donation pick-up forms completed • KPI: Y-o-Y increase in donation form fills • AdWords: Create a campaign focused on donation opportunities • Website Goal: Increase the number of event participants • KPI: Y-o-Y increase in registrations • AdWords: Create a campaign focused on their annual fundraising event Goal Two: Increase Participation
  33. 33. ©2017 DonorDrive® - Confidential - All Rights Reserve AdWords Structure Campaign Donations Ad Group Donate – Children •Keyword Donate to children •Donate children’s charity Ad Group Donate - Electronics Keyword Donate my old electronics Donate electronic devices
  34. 34. ©2017 DonorDrive® - Confidential - All Rights Reserve AdWords Structure Campaign Annual Fundraiser – Video Game Themed 5k Ad Groups Participation – Local 5k Keywords 5k for charity 2017 Fun charity walk Ad Groups Participation – Video Game Fundraiser Keywords Play video games for charity Team video game challenge
  35. 35. ©2017 DonorDrive® - Confidential - All Rights Reserve Ad Copy
  36. 36. ©2017 DonorDrive® - Confidential - All Rights Reserve Ad Copy To effectively reach your potential customers, your text ads should be informative, relevant, and engaging. Include prices, promotions, and exclusions People often use Google search to make a decision about something. Give them what they need to decide. If you have a limited-time discount or stock an exclusive product, say so. Highlight what makes you unique Free shipping? Dazzling variety? Tell people! Showcase the products, services, or offers that make you competitive. Empower customers to take action Are you selling something? Tell people what they can buy. Are you offering a service? Tell people how to contact you. Calls to action like purchase, call today, order, browse, sign up, or get a quote make clear what the next steps are. Include at least one of your keywords Keywords in your ad text show your ad’s relevance to what people want. For example, if you’ve included digital cameras as a keyword, your ad’s headline could be “Buy Digital Cameras”. Match your ad to your landing page Have a look at the page that you’re linking to from your ad, and make sure the promotions or products in your ad are included there. People might leave your site if they don’t find what they expect.
  37. 37. ©2017 DonorDrive® - Confidential - All Rights Reserve Keywords • To effectively reach potential customers, keyword lists need to be added to each ad group • Keyword lists should be grouped by theme with 5-20 in each ad group • Here are some other tips: • Think like a searcher • Select keywords based on your searcher’s needs and business goals • Select general keywords to reach more people • Create similar keywords into ad groups • Pick the right number of keywords
  38. 38. ©2017 DonorDrive® - Confidential - All Rights Reserve Device Targeting Control visibility on select devices by increasing or decreasing your bid amount • Tablet • Computer • Mobile
  39. 39. ©2017 DonorDrive® - Confidential - All Rights Reserve Geographic Targeting • Cities • States • Congressional Districts • Zip Codes • Radius Targeting
  40. 40. ©2017 DonorDrive® - Confidential - All Rights Reserve Demographics Targeting For Search campaigns, you can use Demographic targeting for household income to target searchers.
  41. 41. ©2017 DonorDrive® - Confidential - All Rights Reserve Places of Interest Targeting For Search campaigns, you can use Places of Interest to create geographic targeting to reach your target audience.
  42. 42. ©2017 DonorDrive® - Confidential - All Rights Reserve Ad Grants Best Practices • Identify organization goals and how Google AdWords can help achieve them • Create a campaign for every organizational goal or project • Write effective and succinct copy • Organize keywords in ad groups based on theme • Drop searchers on the most relevant pages within your website • Use available features like targeting to make the most out of your ad spend
  43. 43. ©2017 DonorDrive® - Confidential - All Rights Reserve Children’s Miracle Network Hospitals Customer Case Study Section Six
  44. 44. ©2017 DonorDrive® - Confidential - All Rights Reserve Maintaining Ad Grant Programs Is Not for the Fainthearted The Problem:
  45. 45. ©2017 DonorDrive® - Confidential - All Rights Reserve Maintaining Ad Grant Programs is Not for the Fainthearted • Struggled with creating a strategy, implementing, and maintaining an Ad Grant program, which requires a substantial amount of an organization’s resources • Dealing with the restrictions of the program o E.g., the $2 maximum spend on cost- per-click ads, or campaigns that are limited to keyword targeting These all made it difficult to meet the full value of the budget that Google had given us. We managed the program internally for a year and decided that we’d move management to an agency in hopes of spending the full budget we were allocated, as well as getting more effective spend of those dollars. According to Nick Ward, Vice President of Digital Marketing at Children’s Miracle Network Hospitals:
  46. 46. ©2017 DonorDrive® - Confidential - All Rights Reserve DonorDrive Offered Success Without Stress The Solution:
  47. 47. ©2017 DonorDrive® - Confidential - All Rights Reserve • Optimize bids to maximize visibility and traffic • Continuously add new keywords based on searcher behavior • Create seasonal and event specific campaigns • Update ad copy based on performance to maximize traffic • Create and share easy-to-read reporting on a monthly basis • Conducted a full structural audit • Restructured the campaign to align with their organization goals and Google Adwords Best Practices • Expanded the keyword focus to align with their organizational goals • Updated ad copy to convey the mission and increase click-throughs and site visits Success Without Stress First Steps Ongoing Management
  48. 48. ©2017 DonorDrive® - Confidential - All Rights Reserve Improved ROI The Results:
  49. 49. ©2017 DonorDrive® - Confidential - All Rights Reserve Improved ROI • In the first three months that Global Cloud managed the program, there was a dramatic increase in success: • The average monthly site visits increased by more than 100% • The cost per click decreased by 77% • Position in Google Search results on the page rose from 3.5 to 2 • Clickthrough rate to the site increased by 250% • Pages per session increased by 57% • Bounce rate decreased by 42% Frankly, the results were dramatic. Global Cloud was able to more than double the spend towards our allocated Google budget, as well as get out costs-per-click at a much cheaper rate. Immediately we saw an increase in donations as well. Nick saw an increase in the success of their program:
  50. 50. ©2017 DonorDrive® - Confidential - All Rights Reserve Section Seven digitalservices@globalcloud.net www.donordrive.com/globalcloudservices
  51. 51. ©2017 DonorDrive® - Confidential - All Rights Reserve Thank You More Questions? Let Us Know! digitalservices@globalcloud.net www.donordrive.com/globalcloudservices
  52. 52. ©2017 DonorDrive® - Confidential - All Rights Reserve AdWords Structure Account Computers for Kids Campaign Donations Ad Groups Donate - Children Keywords Donate to children Ad Groups Donate - Electronics Keywords Donate my old electronics Campaign Participation Ad Groups Participation – Work Event Keywords organize charity drive at work Ad Groups Participation – Donation Drive Keywords donation drive for charity

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