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Google for Nonprofits

Step 1 - Review eligibility requirements.  Are you eligible? 

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Step 2 - Apply to the program

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Tying your goals back to I-‘e. di! ords

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Drive awareness & involvement

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Best Practices

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Best Practices

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Best Practices

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Additional Resources & Links

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Landing Page Tips
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Have Questions? 

Learn more:  http; //www, arcstQne, cQm/ nonprofits
Call:  612-455-7200

Email:  info@arcstone. com

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A FEW OF OUR CLIENT PARTNERSHIPS  ArcStone

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LAWYERS

 

Intercontinental Hotels Group

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Google Adwords for Nonprofits

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Google Adwords for Nonprofits

  1. 1. fir“. / ArcStone"'“ lg ' '
  2. 2. Google for Nonprofits Step 1 - Review eligibility requirements. Are you eligible? mm Step 2 - Apply to the program Step 3 - Setup accounts.
  3. 3. Tying your goals back to I-‘e. di! ords What goal are you trying to accomplish? Drive awareness & involvement Increase donations Publicize an event, etc. How will you get there? Each campaign you run should have 1 audience &1 goal Design effective landing pages [infographic] http: //www. arcstone. com/ blog/ how-landing— pages—are—different—than—your-homepage
  4. 4. Navigation distracts from the primary action e cZon'ts c. ) I V LARADON / / Messaging is unclear: what does this org do and why should you donate? Norm About Landon Program: A Service: Meal: 3 Evanu Cursor: Ways to Glve nonata Now l why cm i Enterprise Zona l Plannufl Giving A nalor strttl Corpovalu ana wlatoning ettts iotnor Than Cllh lcapitat campaign . .sr . ' I Thank you lor your donation! 'our support in giving tnounnoa or oniloton and aaulu iriiittt noyolopmontal oisaoiittioa antt ottior special need: the ptorniu or a night ttituro tiller: with inclusion. Independence and success. How to Donate’ Too many options and no strong call to action oonat. online today through Co| orndoGiVuI. org, a program or tno community Flrlt Foundation Call ul at an: -2954400 to loam moro about slitting up aaouctiona lrotrr your cneoltingiaavings account. Prlnt a Donation Form and sent: it to Laraaon, stun Lincoln street. Denver. no arms along with your oontnbutiorr. Scroll own to see other ways you can support Laraaon aria it's programs ano services in a variety of waysl Sveclal Events Join Us There is always something exciting gong on at Laradoh’ Jam us let all or our exciting events while raising awareness arm tunes to support programs and services lot children and adults with oevelopmenla: tlisahi rles aha other special noeosl , i,t. .i. IHVITED
  5. 5. No navigation = No distractions Strong / clear message Primary call to action l. anc§in. c _; Page i3o's .1 rriewoiot 1.. .: Protect Give Clean Water Well show you how your gift makes an impact See how ii norm riraaaa a prom amount or U'hcv' All HVHDUMI SLSD . L)’ . , t . ., :“ i T‘! *4'A'A'~lilirlOlt_lH‘r'-itlul ~ ~ » ' ""'QJ—"-‘ ‘ a g 6 Helpuskeepthepromisnaiwatalilowinf, * i: .""""" I’. . BocomeoMemberoiTheWotorPro| ecl. i '-J oi~a- Way: to G vc Sponsor an entire water protect (5 1 2,000+) Engaging imagery
  6. 6. Best Practices L Setup conversion i tracking to measure campaign performance More on conversion tracking: lntps; //suppurL. google. conl/ cldwords/ answer/ i 722054.7ll| :eli Types of conversions - Submitting a request for information - Calling your organization - Signing up for a newsletter - Making a donation - Watching a video - Downloading an annual report
  7. 7. Best Practices Use longtail keywords ExC'mp'e5 that cost less _ - charlty walks for cancer Male on longtail keywords: 5 https; //moz. com/ Deglitneisgulde-to»seo/ keyword-research I - donating to cancer research in memory of - charities that accept car donations directly
  8. 8. Best Practices Call extension — _ dynamically Use ad extensions to generated for can tracking enhance your ads /2 Red Cross Disaster Relief - RedCross. org _ , www. redcross. orgIDisasler-Relief ' (877)410-3373 u- my , «l up w mi Every 8 Minutes We Respond to an Emergency. Please Donate Today. him-* mg. ll c; rmq v f’; '7‘, 'i7(: wr, rr: = n w<u'w . American Red Cross has 487,004 followers on Google+ Take a Course , ’ _ Make a Financial Gifl Lend a Hand ' Donate Blood I Social extension - Text links to only available with Goog| e+ specific pages
  9. 9. Best Practices Consider running other Such as types of campaigns le - Display . Q‘- - Remarketing "'I‘‘-5+’ '3 r 1 ° eo Give Somelhing_ihal Means Something‘ -can-only M . ...
  10. 10. Best Practices Connect your accounts a for a comprehensive . VIGW Google Vi/ ebmastei Tools Imps / /wwwigoogle 50m/ webirastersfltools'hon1e? lwl—er Google Aiialytits litlusflwvxivigooqle. <.om/ and yl L5 Google+ Viy BLlSlllL“3S' littpsxi’www. google. coin/ busiiiess! Linking Ann yl cr. wiilw / xdVords hitps. //supperLgoog| e.corn/ advordsw' aiisNcii"i7U4:l-llfli eii - Once you've setup your AdWords account, it's important to link it to your Google Analytics account. - Create and connect your Google Webmaster Tools profile to Google Analytics.
  11. 11. Additional Resources & Links Audience Persona Creation Tool h '/ / r n f rm m/ /X Landing Page Tips http: //www. arcstone. com/ blog/ more—than- iust—content-how—to-design—a-great—| anding— Fifi Ad Grants for Nonprofits http; //www, arcstone, com/ biog/ goog| e-ad- gra nts—for—nonprofits—say—what
  12. 12. Have Questions? Learn more: http; //www, arcstQne, cQm/ nonprofits Call: 612-455-7200 Email: info@arcstone. com We can help you with: Website Design Persona Development Donation Technology Video & Photography Marketing Campaigns Branding & Identity AdWords Management Inbound / HubSpot
  13. 13. ‘IF? 6% r§~. ./53 17 EMPLOYEES +1 DOG LOCATED IN UPTOWN, MINNEAPOLIS PARTNERS, NOT PROJECTS Clients typically come to us when they: Want to increase awareness, Need to build a custom attract leads or grow sa/ es application or website /3 ArcStone
  14. 14. A FEW OF OUR CLIENT PARTNERSHIPS ArcStone 1‘/ lfeshbesher 8: Spence LAWYERS Intercontinental Hotels Group i”ir: e*: DiaMocIu'ric—FAi1Muz—LAnox PARTY IT I l architects / dnmesti. ‘ abiisn l‘. ll'O: t‘? (‘T.

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