Ad Value | Pt 2. Google AdWordsfor NonprofitsMaren Dougherty, Director of External AffairsBalboa Park Online Collaborative@...
Maximizing Your Google GrantAdWords IntroductionSetting GoalsCampaignsAd GroupsKeywordsConversion TrackingQuestionshttp://...
Free Google Text Ads forNonprofits
Some SpecificsDaily budget: $330 (~$10k/month)Maximum CPC: $2 (recently increased from $1)Only appear on Google.comOnly ru...
Get a second account if…You want to exceed the dailybudgetYou’re willing to pay forpremium keywordsYou want your ads to sh...
In-kind ad spend per month	  $10,000	  	    	  $8,000	  	    	  $6,000	  	    	  $4,000	  	    	  $2,000	  	              ...
Lots of opportunity! But what doyou want it to do for you?
Possible GoalsRaise visibility? (impressions)Drive website traffic? (click-throughs)Increase memberships? (conversion)Increa...
AdWords Account Structure
Example
Campaigns | Think about all thedifferent ones you can have
Be creative with campaigns &ad groups•  Ad groups       •  General (Dog Friendly San Diego,          Corporate Events, San...
AdWords Activity #1:Make a list of 20 campaigns that you could dofor your organization
Keywords | Just keep addingResources:Keyword generatorsTranslatorsInterns
It does take some time   But even Google helps
But it’s worth it
Write Great AdsClear headlinesPrompt actionCreate multiple ads so Google can figure it out
Ad Guidelines
AdWords Activity #2:Pick a campaign from your list and write twotext ads for it.
Conversion TrackingRequires snippet of HTML & Javascript code30-day cookie
Set up Conversion Tracking
AdWords Activity #3:Identify at least three conversions you want tohappen.
So, let’s say you do max out. What’s next?
Clean Up & OptimizeLook at conversionsRefine keywords (& add negativeones)Set daily cap on specific campaigns(total is $33...
ResourcesSign-­‐up:	  h>p://www.google.com/grants	  	  Seminars	  for	  Success:	  h>p://services.google.com/ads_inquiry/a...
CONTACTMAREN DOUGHERTY, DIRECTOR OF EXTERNAL AFFAIRSBALBOA PARK ONLINE COLLABORATIVEPhone: (619) 819-9200Email: mdougherty...
Upcoming SlideShare
Loading in …5
×

Google AdWords for Nonprofits: A Quick Tutorial

1,592 views

Published on

Learn how to maximize your Google Grant to reach a value of $10,000 per month of advertising for your nonprofit.

Published in: Technology, News & Politics
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,592
On SlideShare
0
From Embeds
0
Number of Embeds
88
Actions
Shares
0
Downloads
20
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Google AdWords for Nonprofits: A Quick Tutorial

  1. 1. Ad Value | Pt 2. Google AdWordsfor NonprofitsMaren Dougherty, Director of External AffairsBalboa Park Online Collaborative@MarenReport, @BPOC_SD, @BalboaParkAPRIL 17, 2013Museums and the Web ConferenceSalon H BALBOA PARK ONLINE COLLABORATIVE Innovative | Collaborative | www.bpoc.org
  2. 2. Maximizing Your Google GrantAdWords IntroductionSetting GoalsCampaignsAd GroupsKeywordsConversion TrackingQuestionshttp://www.google.com/grants
  3. 3. Free Google Text Ads forNonprofits
  4. 4. Some SpecificsDaily budget: $330 (~$10k/month)Maximum CPC: $2 (recently increased from $1)Only appear on Google.comOnly run text adsAds must link to a page on your website (note exception)Keywords must be (somewhat) relevantOngoing, active management is requiredAds need to relate to the mission+ Country-specific requirementsGoogle’s incentive? Keep that 96% going strong!
  5. 5. Get a second account if…You want to exceed the dailybudgetYou’re willing to pay forpremium keywordsYou want your ads to show aspart of the display network
  6. 6. In-kind ad spend per month  $10,000      $8,000      $6,000      $4,000      $2,000      $-­‐     Maximum  spend   Average  grantee  spend    
  7. 7. Lots of opportunity! But what doyou want it to do for you?
  8. 8. Possible GoalsRaise visibility? (impressions)Drive website traffic? (click-throughs)Increase memberships? (conversion)Increase email list? (conversions)Increase views of particular pages ordocuments? (conversions)
  9. 9. AdWords Account Structure
  10. 10. Example
  11. 11. Campaigns | Think about all thedifferent ones you can have
  12. 12. Be creative with campaigns &ad groups•  Ad groups •  General (Dog Friendly San Diego, Corporate Events, San Diego events) •  Events/Projects (Toulouse Lautrec, Kids photo contest, Giskin Anomaly) •  Geographic (Visit San Diego) •  Multilingual (Bienvenidos a Balboa Park)  
  13. 13. AdWords Activity #1:Make a list of 20 campaigns that you could dofor your organization
  14. 14. Keywords | Just keep addingResources:Keyword generatorsTranslatorsInterns
  15. 15. It does take some time But even Google helps
  16. 16. But it’s worth it
  17. 17. Write Great AdsClear headlinesPrompt actionCreate multiple ads so Google can figure it out
  18. 18. Ad Guidelines
  19. 19. AdWords Activity #2:Pick a campaign from your list and write twotext ads for it.
  20. 20. Conversion TrackingRequires snippet of HTML & Javascript code30-day cookie
  21. 21. Set up Conversion Tracking
  22. 22. AdWords Activity #3:Identify at least three conversions you want tohappen.
  23. 23. So, let’s say you do max out. What’s next?
  24. 24. Clean Up & OptimizeLook at conversionsRefine keywords (& add negativeones)Set daily cap on specific campaigns(total is $330/day, so prioritize &divide it)Pause campaigns that are not asvaluable to youDecrease bid maximum to get moreclicks
  25. 25. ResourcesSign-­‐up:  h>p://www.google.com/grants    Seminars  for  Success:  h>p://services.google.com/ads_inquiry/awseminars    Google  Grants  Help  Forum:  h>ps://www.google.com/nonprofits/help/resources.forums.html?place=forum/grants        
  26. 26. CONTACTMAREN DOUGHERTY, DIRECTOR OF EXTERNAL AFFAIRSBALBOA PARK ONLINE COLLABORATIVEPhone: (619) 819-9200Email: mdougherty@bpoc.orghttp://www.bpoc.org BALBOA PARK ONLINE COLLABORATIVE Innovative | Collaborative | www.bpoc.org

×