Google Adwords For Non-Profits   Gilli Goodman – Agency Product Specialist, Google   March 7th 2013                       ...
Agenda         Google Confidential and Proprietary
I. Introduction to AdWordsII. Google Grants Program OverviewProgram Description, Grantee Requirements, Eligibility, Applic...
Introduction To AdWords                          Google Confidential and Proprietary
Anatomy of a search results page                                    paid                                   results        ...
How do AdWords ads work? Users click on the ads that are relevant to their search query and are taken to the              ...
why AdWords is important1. your customers expect to find you2. You can control your message and landing page3. You can own...
Google Grants Program Overview                                 Google Confidential and Proprietary
Program Details$10k of free advertising a month •Maximum Cost per click of $2.00Ads shown on Google.com search results •Te...
Program EligibilityEligible OrganisationsOrganisations must be based in the United Kingdom and registered withthe Charity ...
Grantee Requirements•Self managed program•Create your own AdWords account•Active account management•Reply to email and sur...
Application ProcessIf you meet our program eligibility guidelines, weencourage you to apply! •Complete an online applicati...
Managing Your AdWords Grant                              Google Confidential and Proprietary
Setting Campaign GoalsIdentify campaign goals before creating your campaign •What is your goal of having online ads? •What...
Choose Keywords•Think about what your target market may be searching for•Keep keywords simple to start with then expand•Us...
Keyword Tool     Use the Keyword Tool to generate relevant keywords                                                  Googl...
Write AdtextThe ad should reflect the theme of your keywordsRun several ads per ad group •Test different messagingUse keyw...
Monitoring Campaign PerformanceMetrics to evaluateImpressions •The number of times your ad is displayed on Google.co.ukCli...
Ongoing Account Maintenance                              Google Confidential and Proprietary
Google Grants & AdWords ResourcesGoogle Grants Application & Help •http://www.google.co.uk/grantsAdWords Help Center •www....
Google Confidential and Proprietary
Thank you!             Google Confidential and Proprietary
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Google Adwords for non-profits | Gilli Goodman – Agency Product Specialist at Googl

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Google Adwords for non-profits | Gilli Goodman – Agency Product Specialist at Googl

  1. 1. Google Adwords For Non-Profits Gilli Goodman – Agency Product Specialist, Google March 7th 2013 Google Confidential and Proprietary
  2. 2. Agenda Google Confidential and Proprietary
  3. 3. I. Introduction to AdWordsII. Google Grants Program OverviewProgram Description, Grantee Requirements, Eligibility, Application ProcessIII. Managing Your AdWords AccountSetting Goals, Creating Keywords & Ads, Monitoring PerformanceIV. Grow Your Charity Online Initiative Google Confidential and Proprietary
  4. 4. Introduction To AdWords Google Confidential and Proprietary
  5. 5. Anatomy of a search results page paid results queryorganicr esults Google Confidential and Proprietary
  6. 6. How do AdWords ads work? Users click on the ads that are relevant to their search query and are taken to the advertisers website Google Confidential and Proprietary
  7. 7. why AdWords is important1. your customers expect to find you2. You can control your message and landing page3. You can own and control more real estate4. paid + organic drives more traffic5. paid search influences action Google Confidential and Proprietary
  8. 8. Google Grants Program Overview Google Confidential and Proprietary
  9. 9. Program Details$10k of free advertising a month •Maximum Cost per click of $2.00Ads shown on Google.com search results •Text ads onlyNo expiration date •Ads are eligible to show as long as your AdWords account is actively managed and you follow our guidelines Google Confidential and Proprietary
  10. 10. Program EligibilityEligible OrganisationsOrganisations must be based in the United Kingdom and registered withthe Charity Commission of England and Wales, the Office of the ScottishCharity Regulator or by the Inland Revenue to be considered for aGoogle Grant.Ineligible Organisations• Governmental entities and organizations• Hospitals and health care organizations• Schools, childcare centers, academic institutions and universities o philanthropic arms of educations organizations are eligible Google Confidential and Proprietary
  11. 11. Grantee Requirements•Self managed program•Create your own AdWords account•Active account management•Reply to email and survey requests from the Google Grants team•Keep us updated on contact changes and website updates Google Confidential and Proprietary
  12. 12. Application ProcessIf you meet our program eligibility guidelines, weencourage you to apply! •Complete an online application •Application will be reviewed by team •You will be notified via email with the outcome of the review •If approved, you will be provided with detailed instructions on how to create an account and next steps Google Confidential and Proprietary
  13. 13. Managing Your AdWords Grant Google Confidential and Proprietary
  14. 14. Setting Campaign GoalsIdentify campaign goals before creating your campaign •What is your goal of having online ads? •What do you want users to do once they get to your website? oMake a donation? oSign up for a newsletter? oRegister to volunteer? oBe informed by your content? Google Confidential and Proprietary
  15. 15. Choose Keywords•Think about what your target market may be searching for•Keep keywords simple to start with then expand•Use Negative keywords to exclude irrelevant queries•Group your keywords into tight groups with their own Ad Text using Ad Groups Google Confidential and Proprietary
  16. 16. Keyword Tool Use the Keyword Tool to generate relevant keywords Google Confidential and Proprietary
  17. 17. Write AdtextThe ad should reflect the theme of your keywordsRun several ads per ad group •Test different messagingUse keywords in the ad title •Keywords appear in bold when used in ad textUse call to action phrases •"Donate online now", "Sign up to volunteer"Use targeted landing pages Google Confidential and Proprietary
  18. 18. Monitoring Campaign PerformanceMetrics to evaluateImpressions •The number of times your ad is displayed on Google.co.ukClicks •The number of times a user sees your ad and clicks on itCTR •The number of clicks your ad receives divided by the number of times your ad is shownCPC •The amount it costs every time anyone clicks on one of your ads Google Confidential and Proprietary
  19. 19. Ongoing Account Maintenance Google Confidential and Proprietary
  20. 20. Google Grants & AdWords ResourcesGoogle Grants Application & Help •http://www.google.co.uk/grantsAdWords Help Center •www.adwords.google.com/support/awAdWords Online Classroom •www.google.co.uk/adwords/onlineclassroom Google Confidential and Proprietary
  21. 21. Google Confidential and Proprietary
  22. 22. Thank you! Google Confidential and Proprietary

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