1. Paid Media
Second in a 5-part series on maturing
social media practice for synagogues
Hosted by Lisa Colton, President, Darim Online
and Chief Learning Officer, See3 Communications
Presented by Bridgett Colling, Director of Content Strategy
Tweeting today?
@DarimOnline @UJAfedny @LisaColton @BridgettColling

2. Agenda
UJA Webinar - Paid Media
Welcome, context, Bridgett intro and goals
Paid vs. owned vs. earned media
Introduction to Google Ads and Grants
Introduction to Facebook Ads

3. Who Are You Targeting?

4. How Will They
Find You?
And Act?
Right Place.
Design For
Action.

5. About Me: Bridgett Colling
● Director of Content Strategy at See3
● Favorite digital marketing topics (at this very second):
○ Audience-centric content and micro-moments
● I love cooking, traveling and binging on podcasts
UJA Webinar - Paid Media

6. Goals
● Learn how to leverage paid
meeting as part of your overall
communications plan.
● Learn the benefits of some of
the most popular and effective
paid media platforms for
nonprofits - Google Grants and
Facebook ads.

7. Why is paid media
important?

8. UJA Webinar - Paid Media

9. UJA Webinar - Paid Media

10. UJA Webinar - Paid Media

11. Google
Grants

13. How can Google Grants help you?
● Get your message out to the right people at the
right time
● Solicit donations from within your ads
● Recruit more volunteers and engage supporters
UJA Webinar - Paid Media

14. What do you get?
● $10K per month in in-kind AdWords
Restrictions (I’ll explain what these mean later):
● A maximum $2 keyword bid
● Only for keyword-targeted campaigns and text ads
UJA Webinar - Paid Media

15. Who’s eligible?
● Orgs with 501(c)3 status - even religious orgs that
are automatically tax exempt need this status
● Acknowledge and agree to requirements regarding
nondiscrimination and donation use
● Have a functioning website with substantial content
Apply online: https://www.google.com/grants/how-to-
apply/
UJA Webinar - Paid Media

16. The best way to get
the most out of your
Google Grant is to
build a strong
account structure!

18. Targeting with Ad Groups
● Ad groups target people you want to take action and
drive them to a specific page on your site
● Ad groups should have 15-30 keywords per group
UJA Webinar - Paid Media

19. ● Headline - include
keywords, ask questions
● Description lines 1 & 2
- show your value and
include a call to action
● URL - use a display URL

21. Getting the most
out of your
Google Grant

22. Use keyword planner
UJA Webinar - Paid Media

23. Pick popular pages
UJA Webinar - Visual Storytelling

24. Facebook
Ads

25. Why use Facebook ads?
● Easy to target your ideal
audience online
● Shows their friends who
already like your page
● Robust targeting and reporting
● Lots of creative options to
choose from
● Your audience is probably on
Facebook
UJA Webinar - Paid Media

30. 1. Pick your objective
UJA Webinar - Paid Media

31. 2. Target, target, target
UJA Webinar - Paid Media

32. 3. Budget
UJA Webinar - Paid Media

33. In conclusion
● Paid media is a powerful part of your
communications strategy, and works in tandem with
earned and owned media
● Google Grants gives nonprofits free money - you
should use it!
● A successful paid campaign is all about great
structure, not a singularly awesome ad
● Facebook targeting is robust and powerful - use it!
UJA Webinar - Paid Media

34. Questions?

35. THANK YOU!
Want to chat about paid media or social media strategy?
Email me at bcolling@see3.com
UJA Webinar - Paid Media
Thank you to SYNERGY and UJA-Federation of
New York for their support of this webinar series.
● Communicating for Social: Feb 25, 1-2pm
● Representing Your Brand Online: Content
Strategy and Planning: March 8, 1-2pm
● Crowdfunding: March 29, 1-2pm
All times above are eastern. Once registered, you will
receive login information for all webinars. Recording,
slides and other links will be coming to your inbox
shortly!