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
Maximizing Your Google GrantAdWords IntroductionSetting GoalsCampaignsAd GroupsKeywordsConversion TrackingQuestionshttp://www.google.com/grants
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!
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
In-kind ad spend per month $10,000 $8,000 $6,000 $4,000 $2,000 $-‐ Maximum spend Average grantee spend
Lots of opportunity! But what doyou want it to do for you?
Possible GoalsRaise visibility? (impressions)Drive website traﬃc? (click-throughs)Increase memberships? (conversion)Increase email list? (conversions)Increase views of particular pages ordocuments? (conversions)
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 Diego events) • Events/Projects (Toulouse Lautrec, Kids photo contest, Giskin Anomaly) • Geographic (Visit San Diego) • Multilingual (Bienvenidos a Balboa Park)
AdWords Activity #1:Make a list of 20 campaigns that you could dofor your organization
Keywords | Just keep addingResources:Keyword generatorsTranslatorsInterns
Clean Up & OptimizeLook at conversionsRefine keywords (& add negativeones)Set daily cap on specific campaigns(total is $330/day, so prioritize ÷ it)Pause campaigns that are not asvaluable to youDecrease bid maximum to get moreclicks
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
CONTACTMAREN DOUGHERTY, DIRECTOR OF EXTERNAL AFFAIRSBALBOA PARK ONLINE COLLABORATIVEPhone: (619) 819-9200Email: email@example.com://www.bpoc.org BALBOA PARK ONLINE COLLABORATIVE Innovative | Collaborative | www.bpoc.org