1. Non-Profit – Pay Per Click Program

3. #Giving Tuesday
Tuesday at T-Day – 11/29/16
GivingTuesday.org

4. Be found online with up to
$120,000 of free advertising!

5. Wait for it…
$40,000 per month if you are
exceeding Google expectations.

6. Beware – Not eligible
• Governmental entities and organizations
• Hospitals and medical groups
• Schools
• Childcare centers
• Academic institutions and universities
• 501 c 6

7. Welcome!
Philanthropic arms of educational institutions
are eligible.
Organization must be listed in the Internal
Revenue Service’s online searchable database
of charitable organizations

8. Apply for grant

9. The Starting Line
Start new application for ad grant –
https://www.google.com/nonprofits/account/s

10. At your Fingertips
•EIN#
•Mission Statement
•Official corporate entity & address

11. Research keywords and phrases

12. Negative Keywords
Avoid counterproductive traffic.
Not legal, financial?

13. Draft text ads

14. Themes
One topic at a time.
Example – Awareness.

15. Champion vs. Challenger
• At least two ads for the SAME theme.
• Compare views and clickthroughs.

16. Call to action
• Ask the audience to DO something.
• Click to a free report.
• Click to sign up for a free, informative E-
newsletter.
• Click to donate NOW.

17. Develop landing pages.

18. Links to your website
Only destination possible.

19. Sales beware
•Products
•Services
•100% of gross to the org

20. Affiliate programs - NO
•Credit Cards
•Insurance Programs
•Mortgages

21. Establish Google Analytics

22. Update ads on a monthly basis.

23. Fresh content to website monthly

24. Track progress monthly

25. Google Rewards Relevance
KEYWORDS
LANDING
PAGE
AD COPY

29. Google Analytics: User Flow

30. Marketing help…
•Event promotion
•News releases
•E-Newsletters
•Social Media
•Website refresh

31. Your resource