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1. The Hump Day Coffee Break - weekly trainings for nonprofit marketers with John Haydon
3 No-Brainer Google
Ad GrantTips

2. The Hump Day Coffee Break - weekly trainings for nonprofit marketers with John Haydon
3 No-Brainer Google Ad GrantTips
Awesome organizations deserve world class marketing.
Media Cause provides digital solutions for impact focused organizations. We
build, engage, and leverage communities using digital strategies and scalable
platforms to help organizations reach their potential.
We work with the universe's most inspiring organizations, whether they are saving
the rainforests, fighting human trafficking, bringing clean water to underserved
areas or educating the next generation.
Cody Damon
www.mediacause.org
@mediacause

3. The Hump Day Coffee Break - weekly trainings for nonprofit marketers with John Haydon
3 No-Brainer Google Ad GrantTips
Tip 1: Focus on conversion
• Be sure to be running Google Analytics on your website
• Connect your Adwords and Analytics accounts together so they share data
• Setup goal conversions in Analytics
• Then stop focusing in on how much “money” you are spending and focus on
how much value you are getting

4. The Hump Day Coffee Break - weekly trainings for nonprofit marketers with John Haydon
3 No-Brainer Google Ad GrantTips
Tip 2: Adwords is Inbound Marketing
• You need to have relevant content to be successful
• “Relevant” means having content that people are searching for in the way in
which they are searching.
• For example, there are very few search queries for “fairtrade sustainable
certified office products” but there are a good deal of search for “green
office supplies” or “ecofriendly office supplies”
• If you realize you don’t have a lot of content that is relevant for your
organization that people are actually searching, then you need to create
some for your website to get relevant audiences to your site.

5. The Hump Day Coffee Break - weekly trainings for nonprofit marketers with John Haydon
3 No-Brainer Google Ad GrantTips
Tip 3: Visits Aren’t Enough
• Get users to take action on your site
• Tailor the actions to the types of users that come into your website
• Direct users from your ads to the most relevant page on your website with
the most relevant call-to-action.
• For example, someone who is coming to your organization’s website for the
first time is not going to donate $100. They would be willing to give you
their email address though

6. The Hump Day Coffee Break - weekly trainings for nonprofit marketers with John Haydon
3 No-Brainer Google Ad GrantTips
Consultant, Trainer, Coach - Helping nonprofits get more from their digital marketing and
online fundraising. Consultancy based in Cambridge, MA.
Instructor at Marketing Profs University, regular contributor at Social Media Examiner
Author: Facebook Marketing for Dummies, 3rd , 4th and 5th Editions
Speaker: The Nonprofit Technology Conference, Social Media 4 Nonprofits, Blackbaud’s
BBCon, New Media Expo, AFP New Jersey, TechSoup, GrantSpace, Chronicle of
Philanthropy, NetworkForGood and various local Chambers of Commerce.
Clients include: Habitat for Humanity, EpicChange, Share Our Strength, Environmental
Defense Fund, Shriners Hospitals for Children, Boston Medical Center, Community
TechKnowledge, Scholastic, TechSoup, WaterAid America, University of Massachusetts,
Community Music Center of Boston, National Wildlife Federation, Razoo Foundation.