CLICKS THAT COUNTMaren Dougherty, Senior EditorBalboa Park Online Collaborative
Presentation Overview             -    AdWords Introduction             -    Campaigns             -    Ad Groups         ...
Free Google text ads for nonprofits                                -  $1 CPC max bid                                -  Res...
In-kind ad spend per month$10,000 $9,000 $8,000 $7,000 $6,000 $5,000 $4,000 $3,000 $2,000 $1,000     $-                  M...
For the past 12 months, BPOC monthly ad spendhas been above $9k/monthSince we received the grant in Nov. 2009, Google has ...
Makes up about 10 % Balboapark.org traffic                                  @MarenReport | @bpoc_sd
ACCOUNT STRUCTURE              CAMPAIGN                                    CAMPAIGN             Daily budget              ...
ACCOUNT STRUCTURE - EXAMPLE            Toulouse-Lautrec Show                                    Youth Summer Camps        ...
- Campaign walk-through                          @MarenReport | @bpoc_sd
CREATE GREAT CAMPAIGNS                                                       Example: Museum-    Exhibitions              ...
WRITE EFFECTIVE ADS                      Example: Museum of Art’s                        Toulouse Lautrec Show            ...
ADS THAT GET CLICKS-    Strong call to action-    Careful selection of a destination URL-    Create 3-4 ads per ad group (...
GENERATE KEYWORDS. LOTS OF THEM.                                                     Example: Museum of Art’s-    Review w...
KEYWORD MATCH TYPESBroad match: keyword                         San Diego photography campsAds show on similar phrases & v...
FREE KEYWORD HELP                                               Keyword brainstorming =                                   ...
TRACK CONVERSIONSTicket sales, Product sales, Enewsletter sign-ups,Specific page views                                    ...
Measure the ROI       EXERCISE | Make a list of 3 actions       you would want to track on your       museum’s website.   ...
RESOURCESTime-    Initial Investment-    MaintenanceWho can help?-    Volunteers/Interns-    Translators-    Google
SIGN UP FOR A GOOGLE GRANT:http://www.google.com/grantsQUESTIONS/COMMENTS:Maren DoughertySenior Editor, Balboa Park Online...
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Clicks that Count: Introduction to Google AdWords for Nonprofits

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Clicks that Count: Introduction to Google AdWords for Nonprofits

  1. 1. CLICKS THAT COUNTMaren Dougherty, Senior EditorBalboa Park Online Collaborative
  2. 2. Presentation Overview -  AdWords Introduction -  Campaigns -  Ad Groups -  Keywords -  Conversion Tracking -  Questions @MarenReport | @bpoc_sd
  3. 3. Free Google text ads for nonprofits -  $1 CPC max bid -  Restrictions @MarenReport | @bpoc_sd
  4. 4. In-kind ad spend per month$10,000 $9,000 $8,000 $7,000 $6,000 $5,000 $4,000 $3,000 $2,000 $1,000 $- Maximum spend Average grantee spend Source: http://www.google.com/grants/details.html @MarenReport | @bpoc_sd
  5. 5. For the past 12 months, BPOC monthly ad spendhas been above $9k/monthSince we received the grant in Nov. 2009, Google has provided Balboa Parkwith:More than 22 million impressionsMore than 380,000 clicksFor a total value of more than $220,000 @MarenReport | @bpoc_sd
  6. 6. Makes up about 10 % Balboapark.org traffic @MarenReport | @bpoc_sd
  7. 7. ACCOUNT STRUCTURE CAMPAIGN CAMPAIGN Daily budget Daily budget Language targeting Language targeting Location targeting Location targeting Networks & devices Networks & devices Start & End dates Start & End dates AD GROUP AD GROUP AD GROUP AD GROUPOne set of keywords One set of keywords One set of keywords One set of keywords One or more ads One or more ads One or more ads One or more ads @MarenReport | @bpoc_sd
  8. 8. ACCOUNT STRUCTURE - EXAMPLE Toulouse-Lautrec Show Youth Summer Camps Daily budget: $300/day Daily budget: $300/day Language targeting: English Language targeting: English Location targeting: United States Location targeting: United States Networks: Google Search Networks: Google Search Devices: All Devices: All Start & End Dates: April 2012 – December 2012 Start & End Dates: January 2012 – August 2012 Exhibition French Film Nights Photography Camp Painting CampFrench posters, french art free things to do in LA, Photography camps in LA, Painting camps in LA, Los posters, toulouse lautrec film festivals LA, summer camps for middle Angeles painting camps,exhibitions, henri toulouse, independent film LA school kids, low cost youth summer art camps, tolose loutrec, talouse summer camps youth art camps lautrec @MarenReport | @bpoc_sd
  9. 9. - Campaign walk-through @MarenReport | @bpoc_sd
  10. 10. CREATE GREAT CAMPAIGNS Example: Museum-  Exhibitions of Art Campaigns-  Educational Programs Visit the Museum (English) Visit the Museum (Spanish)-  Museum Store Toulouse-Lautrec Show Van Gogh Show-  Seasonal Offerings Marcel Duchamp Show After-School Programs-  Themes Field Trip Programs Distance Learning Program-  Special Membership Groups Summer Camps Museum Stores Free Summer Fun-  Event Venues Young Friends Group Weddings at the Museum EXERCISE | Jot down a list of 10-15 campaigns for your institution. Include language & location targeting. @MarenReport | @bpoc_sd
  11. 11. WRITE EFFECTIVE ADS Example: Museum of Art’s Toulouse Lautrec Show Ad Groups (create 2-3 ads for each one): Visit the Exhibition French Film Nights French Art Education Series Member Trip to France @MarenReport | @bpoc_sd
  12. 12. ADS THAT GET CLICKS-  Strong call to action-  Careful selection of a destination URL-  Create 3-4 ads per ad group (let Google figure it out) EXERCISE | Write an ad for one of your ad groups. What’s the call to action? What’s the destination URL? @MarenReport | @bpoc_sd
  13. 13. GENERATE KEYWORDS. LOTS OF THEM. Example: Museum of Art’s-  Review website Toulouse Lautrec Show-  Include spelling errors, plurals & variations Keywords French posters-  Be specific to get below the $1 CPC. French art posters Toulouse Lautrec exhibitions-  Aim to add 25+ keywords per ad group Toulouse Lautrec San Diego Toulouse Lautrec posters Henri Toulouse-  Negative keywords Tolose Loutrec Talouse Lautrec-  Caps don’t matter SD exhibition 2012 SD museum events 2012 San Diego french art California Art events April @MarenReport | @bpoc_sd
  14. 14. KEYWORD MATCH TYPESBroad match: keyword San Diego photography campsAds show on similar phrases & variations Photography lessons Summer camps San Diego photographyPhrase match: "keyword"Ads show for searches that match the exact ”Photography camps”phrase Youth photography camps Spring photography camps Summer photography campsExact match: [keyword]Ads show for searches that match the exact [Photography camps]phrase exclusively Photography camps Negative match: -springNegative match: -keywordEnsures your ad doesnt show for anysearch that includes that term @MarenReport | @bpoc_sd
  15. 15. FREE KEYWORD HELP Keyword brainstorming = good BUT not helpful to use irrelevant keywords Irrelevant keywords result in low quality scores --Low SERP position --Pay more per click --Or don’t get shown at all. Google wants people to trust those ads. EXERCISE | Make a list of 30+ keywords for one of your ad groups. Include phrases, spelling variations. @MarenReport | @bpoc_sd
  16. 16. TRACK CONVERSIONSTicket sales, Product sales, Enewsletter sign-ups,Specific page views @MarenReport | @bpoc_sd
  17. 17. Measure the ROI EXERCISE | Make a list of 3 actions you would want to track on your museum’s website. @MarenReport | @bpoc_sd
  18. 18. RESOURCESTime-  Initial Investment-  MaintenanceWho can help?-  Volunteers/Interns-  Translators-  Google
  19. 19. SIGN UP FOR A GOOGLE GRANT:http://www.google.com/grantsQUESTIONS/COMMENTS:Maren DoughertySenior Editor, Balboa Park Online Collaborative619-819-9200 / mdougherty@bpoc.org

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