Quick guide to spending Google's Grant

1. “Quick Guide to Spending Google’s Grant”
By: Ian P Brady
Google AdWords Workshop

2.  Getting The Google Grant and Understanding AdWords
 Marketing 101
 Effective Campaigning Walkthrough
 Once a Week Maintenance
 What to Look for During Maintenance and Editing
 Extra Tools, Guides, and Contacts
 Hands-On Training in AdWords

3.  Create a Google For Nonprofits Account
 https://www.google.com/nonprofits/account/u/0/signup
 Applying for the AdWords Grant – IT’S EASY!
1. Sign into your Google For Nonprofits Account.
2. Have at least one goal set up in Google Analytics.
3. Supply your EIN number.
4. Write a paragraph about how AdWords will help your cause.
5. Wait for a response from Google (2-30 days).
6. Build your first campaign.
7. Google checks your campaign and approves.
Do NOT input
Credit Card
Information!!

4. How does AdWords Work?
 People Search Daily in Google’s Search Engine for You
 Text-Only Ads Appear at the Top and Bottom
 Someone Clicks the Ad and Goes to Your Landing Page

5.  Google First Considers Your Bid
 How much are you willing to pay when someone clicks on your ad?
 Google Generates a Quality Score for Your Ad
 Follow best practices of keywords, ad copy, and landing pages.
 At First, Your Ads May Not be in the Top Slot
 Improve your position as you go with weekly maintenance.

6.  Identify the Marketing Objective
 Identify the Target Audience
 Think Like the Target Audience
 Capitalize on Interest

7. Build your campaigns backwards!
We are going to start at the landing page and finish on the keywords.
1. Carefully Look at Your Website
2. Campaign Settings
3. Generate Text-Only Ads
4. Follow Best Practices
5. Create Ad Extensions
6. Start Generating Keywords

8. i. What does our target audience need from us?
ii. What pages on our site will best solve their needs?
iii. Determine Your Landing Pages.
iv. Decide on Your First Campaign.

9. 1. +ADD A CAMPAIGN
3. Target Your Campaign Geographically
2. Choose Search Network Only
4. Choose Your Bid Strategy
Repeat these steps until you have your 3-5 campaigns outlined!

10. i. Open the Landing Page on Another Tab or Monitor.
ii. Name the Ad Group, and Click +AD
iii. An Ad Consists of a Headline, Two Description
Lines, and a Display URL
iv. Once Done, Hit Save Ad and Make One More

11.  Text Should Sync Up With Site Content
 Display line 1 = Benefits Line, Ends in a Period
 Display line 2 = Call to Action

12.  Sitelink Extensions
 Direct links to additional pages on your website.
 Call Extension
 Provides a phone number for mobile users to immediately contact you.
 Callout Extensions
 These highlight specific features about what you are advertising.
 Others Include Location Extensions, Review Extensions, and App Extensions

13.  Go to the Keywords Tab, and Press + KEYWORDS
 Something Magical is About to Happen……
 Google’s Keyword Planner Has Already Compiled Lists of Possible Keywords

14.  Up Your Quality Score and Achieve Higher Ad Rank
 Expand Your Keyword Lists
 Review Your Ad Performance
 Re-organize Keywords and Ads Into More Relevant Groupings
 Make at Least One Edit Every 90 Days

15.  Apply for GAW Grant and Spend $10,000 of Google’s Money
 Generate Campaigns Quickly by Going Backwards
 Fight Your Way to the Top of the Search Results
 Hands on Opportunity, Problem Solving, and Editing

16.  Google’s Own Starter Guide for AdWords and Other Programs
 http://www.google.com/nonprofits/learning/getting-started.html
 Support Hotline (866) 246-6453
 Have your Account Number and Email Ready
 My Contact Info – Ian Brady
 ibrady@nonprofitsfirst.org
 (561) 214-7435 extension 216