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Bridge Conference - Google Grants: Go Big or Go Home

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RedEngine’s Alex Allen presented “Google Grants: Go Big or Go Home” on July 21 at the Bridge Conference 2009. His presentation discusses the ins and outs of Google Grants, including keyword research, ad group organization, landing pages, and analytics.

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Bridge Conference - Google Grants: Go Big or Go Home

  1. 1. Google Grants: Go Big or Go Home Wednesday, July 22 2009
  2. 2. Grants Program Guidelines <ul><li>501(c)(3) status </li></ul><ul><li>Max $1 bids </li></ul>
  3. 3. Grants Program Guidelines <ul><li>501(c)(3) status </li></ul><ul><li>Max $1 bids </li></ul><ul><li>No content network </li></ul>
  4. 4. Grants Program Guidelines <ul><li>501(c)(3) status </li></ul><ul><li>Max $1 bids </li></ul><ul><li>No content network </li></ul>
  5. 5. Grants Program Guidelines <ul><li>501(c)(3) status </li></ul><ul><li>Max $1 bids </li></ul><ul><li>No content network </li></ul>
  6. 6. Grants Program Guidelines
  7. 7. Expanding Keyword List <ul><li>Don’t forget about free data </li></ul>
  8. 8. Expanding Keyword List <ul><li>Google Trends and Insights for Search: What’s Hot? </li></ul>
  9. 9. Expanding Keyword List
  10. 10. Expanding Keyword List
  11. 11. Expanding Keyword List
  12. 12. Expanding Keyword List
  13. 13. Expanding Keyword List <ul><li>Query Report – lost opportunities </li></ul>
  14. 14. Expanding Keyword List Query Report- lost opportunities, and some you’d rather not have
  15. 15. Expanding Keyword List <ul><li>Try different match types </li></ul>
  16. 16. Expanding Keyword List <ul><li>Try different match types </li></ul><ul><li>Use popular typos/misspellings </li></ul>
  17. 17. Campaign/Ad Group organization <ul><li>Keep ad groups small! </li></ul><ul><li>99 keywords? </li></ul><ul><li>Large keyword lists lead to low quality scores: </li></ul>
  18. 18. Campaign/Ad Group organization <ul><li>Dynamic keyword insertion for larger, more varied ad groups </li></ul><ul><li>Search for “help women in poverty” </li></ul>
  19. 19. Optimize Regularly <ul><li>Don’t sleep on underperforming elements </li></ul><ul><li>Ineffective keywords and ads </li></ul><ul><li>Times/locations that don’t convert </li></ul>
  20. 20. Optimize Regularly <ul><li>Don’t sleep on underperforming elements </li></ul><ul><li>Ineffective keywords and ads </li></ul><ul><li>Times/locations that don’t convert </li></ul>
  21. 21. Test Landing Pages <ul><li>Splash vs. form </li></ul><ul><li>Short vs. long </li></ul><ul><li>Test per keyword or ad group </li></ul>
  22. 22. Optimize Regularly
  23. 23. Optimize Regularly
  24. 24. Optimize Regularly <ul><li>Allocate budget to best performing terms </li></ul><ul><li>Lower bids on less important terms </li></ul><ul><li>Set daily budgets </li></ul>
  25. 25. Optimize Regularly <ul><li>Allocate budget to best performing terms </li></ul><ul><li>Lower bids on less important terms </li></ul><ul><li>Set daily budgets </li></ul><ul><li>Keep an eye on quality scores </li></ul><ul><li>Don’t let good terms sink </li></ul><ul><li>Better average positions for more expensive terms </li></ul>
  26. 26. Analytics <ul><li>Keyword-level analytics tell the full story </li></ul>
  27. 27. Analytics <ul><li>Concentrate on higher-performing landing pages </li></ul><ul><li>Try using dynamic keyword insertion for larger, more varied ad groups </li></ul>
  28. 28. Analytics <ul><li>For ads, look beyond CTR </li></ul>
  29. 29. Analytics <ul><li>For ads, look beyond CTR </li></ul><ul><li>Try using dynamic keyword insertion for larger, more varied ad groups </li></ul>
  30. 30. Google Grants + Paid AdWords <ul><li>Benefits of Paid Ads with Google Grants: </li></ul><ul><ul><li>Strictly monitor spend, afford new keywords </li></ul></ul><ul><ul><li>Targeted/seasonal paid pushes </li></ul></ul><ul><ul><li>Content network: cheap traffic, new insight </li></ul></ul>
  31. 31. Benefits of Paid Campaign with Google Grants
  32. 32. Benefits of Paid Campaign with Google Grants
  33. 33. Go Big or Go Home <ul><li>Try new things! </li></ul><ul><li>Optimization should be a constant </li></ul><ul><li>Analytics: get the full story </li></ul>
  34. 34. Alex Allen RedEngine Digital [email_address] www.redenginedigital.com

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