Nonprofits & Search Marketing: Missed Opportunities
  April 2007
  SES New York




                                      ...
Our clients have serious issues…
 global warming, pollution, genetically modified foods, equal pay,
 labor rights, corpora...
Nan@redboots.com
50% NPO                                          50% .com
Advantage in organic                              Budget for exp...
Top Five Missed Opportunities




                                Nan@redboots.com
#1: PPC

    Overly broad keywords & terms
•
    Generalized copy
•
    Insufficient keyword research
•
    Failure to lev...
Autopilot PPC




                Nan@redboots.com
Autopilot PPC




                Nan@redboots.com
Other Common PPC Mistakes
• Failure to fully utilize Google Grants
• Analysis of costs/clicks/conversions once per month (...
Recent PPC Audit Example
RB’s First Steps:

       Implemented keyword tracking code
   •

       Ran existing campaign wi...
PPC Campaign Optimization
Google Grants

• Created 7 new campaigns & expanded keyword list for existing
  campaigns
• Move...
PPC Campaign Optimization
   • Better keywords, bid management, improved copy, campaign management:
      › January PPC sp...
PPC Campaign Optimization
     • December: 187% increase in donation value from November
     • January: 65% increase in d...
#2: Multi-Channel Visibility




                               Nan@redboots.com
So What?
             PPC is easy
           PPC gets results

Why do I need a multi-channel strategy?




               ...
Average Price per Click for US Paid Search, 2003
- 2009
 $2.50                                                            ...
Why Multi-Channel?
Research shows:

• Multiple exposures = higher click rate

• Multiple clicks = higher conversion rate

...
#3: Social Media Strategy
• 45% of adult Internet Users have created
  content online

• 54% of adult Internet Users have ...
Social Media
 What does it have to do with search?

 • Brand Recognition – improves CT’s dramatically (PPC,
   SEO, online...
Social Media Examples

    Wikipedia
•
    Blogs – your own, your supporters
•
    MySpace/Facebook (local organizing)
•
 ...
A Word About Social Media
• DON’T start without a strategy
       At best you will waste valuable time and effort, at wors...
#4: Testing

Reactions by search advertisers to a scenario where the cost of paid
       placement steadily increases over...
#4: Testing




              Nan@redboots.com
Testing
• Testing for NPO’s should not be focused solely on
  conversions. Testing is critical for sites where
  engagemen...
#5: Tracking
 Overall Conversions
 Traffic                                Mar-06               Feb-06               Differ...
Nan@redboots.com
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Nonprofits and Search Marketing: Missed Opportunities

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Top 5 Missed Opportunities of Nonprofits in their Search Marketing Efforts.

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Nonprofits and Search Marketing: Missed Opportunities

  1. 1. Nonprofits & Search Marketing: Missed Opportunities April 2007 SES New York Nan@redboots.com
  2. 2. Our clients have serious issues… global warming, pollution, genetically modified foods, equal pay, labor rights, corporate misconduct, predatory lending, medical malpractice reform, death penalty reform, right to die, gay marriage, abortion, illegal immigration, stem cell research, school choice, foster care reform, child poverty, wilderness protection, energy policy, biotechnology, youth voting, public health, Iraq war, privacy rights, AIDS, social security, animal born disease, civil rights, separation of church and state, community development, affordable housing, youth violence, teen pregnancy, homelessness, microenterprise development, higher education reform, disaster relief, poverty relief, family planning, violence against women, racial profiling, welfare reform, campaign finance reform… Nan@redboots.com
  3. 3. Nan@redboots.com
  4. 4. 50% NPO 50% .com Advantage in organic Budget for experimentation Easier to leverage breaking news Branding PLUS Lead Gen/Sales Better infrastructure for WOM, ROI/Measurement Focus social media Training and In House Set Up Nan@redboots.com
  5. 5. Top Five Missed Opportunities Nan@redboots.com
  6. 6. #1: PPC Overly broad keywords & terms • Generalized copy • Insufficient keyword research • Failure to leverage spikes in search terms that relate to • content, issues, causes Nan@redboots.com
  7. 7. Autopilot PPC Nan@redboots.com
  8. 8. Autopilot PPC Nan@redboots.com
  9. 9. Other Common PPC Mistakes • Failure to fully utilize Google Grants • Analysis of costs/clicks/conversions once per month (maybe) Nan@redboots.com
  10. 10. Recent PPC Audit Example RB’s First Steps: Implemented keyword tracking code • Ran existing campaign with no changes for one month in order to • establish baseline ROI (new tracking code) After analyzing results, RB began to optimize • Bids Position Keywords Free (Google Grants) vs paid mix Nan@redboots.com
  11. 11. PPC Campaign Optimization Google Grants • Created 7 new campaigns & expanded keyword list for existing campaigns • Moved some paid campaigns to Google Grants • Significantly improved results from Google Grants: › 6,155 average monthly visits before › 63,368 average monthly visits after › Improved conversion rate – no significant changes to site! Nan@redboots.com
  12. 12. PPC Campaign Optimization • Better keywords, bid management, improved copy, campaign management: › January PPC spend down 65% from November › January PPC visitors up 128% from November Cost vs. Clicks $16,000.00 100,000 93,127 90,000 $14,000.00 80,000 $12,000.00 70,000 $10,000.00 60,000 Clicks Cost 50,000 $8,000.00 40,000 $6,000.00 36,116 30,000 $4,000.00 20,000 15,832 $2,000.00 12,258 10,000 $12,847.04 $14,470.81 $10,650.63 $5,047.84 $- 0 October November December January Cost Clicks Nan@redboots.com
  13. 13. PPC Campaign Optimization • December: 187% increase in donation value from November • January: 65% increase in donation value from November Cost vs. Donation Value $19,000.00 $16,000.00 $17,567.00 $14,470.81 $17,000.00 $14,000.00 $15,000.00 Donation Value $12,000.00 $10,650.63 $13,000.00 Cost $10,000.00 $10,105.00 $11,000.00 $8,000.00 $9,000.00 $5,047.84 $6,124.00 $6,000.00 $7,000.00 $5,000.00 $4,000.00 November (Projected) December January Donations Cost Nan@redboots.com
  14. 14. #2: Multi-Channel Visibility Nan@redboots.com
  15. 15. So What? PPC is easy PPC gets results Why do I need a multi-channel strategy? Nan@redboots.com
  16. 16. Average Price per Click for US Paid Search, 2003 - 2009 $2.50 $0.47 $0.50 $0.45 $0.44 $0.42 $0.40 $2.00 $0.40 $0.36 $1.50 CPC 2005 $0.29 $0.30 CPC 2006 $1.00 $0.50 $0.20 $- $0.10 Diabetes Charity Diabetes com Global Warming Sponsor a Child $0.00 2003 2004 2005 2006 2007 2008 2009 Source: JupiterResearch, August 2004 Nan@redboots.com
  17. 17. Why Multi-Channel? Research shows: • Multiple exposures = higher click rate • Multiple clicks = higher conversion rate • Frequency of exposure impacts brand recognition… • Visibility under multiple keywords, multiple search channels will drive more brand recognition, more brand searches • Traffic from brand-related searches almost always converts better • ROI will be higher with a multi channel strategy because each channel has its own efficiencies; A combined approach enables you to leverage those efficiencies Esp important for keywords & terms .coms are targeting Nan@redboots.com
  18. 18. #3: Social Media Strategy • 45% of adult Internet Users have created content online • 54% of adult Internet Users have watched video online • 28% of adult Internet Users have tagged content online • 77% think Blogs are a good way to get information about an organization • My Space gets more traffic than Google • Triple digit percentage increases in number of visitors to SN’s in 2006 NOT A PHENOMENON…SOCIAL MEDIA IS HOW WE USE THE INTERNET TODAY Nan@redboots.com
  19. 19. Social Media What does it have to do with search? • Brand Recognition – improves CT’s dramatically (PPC, SEO, online advertising, etc.) • SERP Shelf space and REPUTATION MANAGEMENT!!! • Social Media can boost quality links which boost your organic rankings…in other words, BETTER SEARCH VISIBILITY • Social Media increases chances of conventional media coverage, which appear in SERPS Nan@redboots.com
  20. 20. Social Media Examples Wikipedia • Blogs – your own, your supporters • MySpace/Facebook (local organizing) • Vertical SN’s: Change.org, Hot Soup; 43 Things • Ning • Flickr – photos from events, discussion • Second Life • Video • Nan@redboots.com
  21. 21. A Word About Social Media • DON’T start without a strategy At best you will waste valuable time and effort, at worst you could alienate a community and be the target of backlash Social Media Training Workshop: Toronto SES, June 2007 Nan@redboots.com
  22. 22. #4: Testing Reactions by search advertisers to a scenario where the cost of paid placement steadily increases over the next two years 0% 20% 40% 60% 80% Try to improve site's 71% efficiency at converting Increase # of key words we 30% bid on 17% Grin and bear it 3% Cease paid placement Source: SEMPO, Intellisurvey, December, 2005 Nan@redboots.com
  23. 23. #4: Testing Nan@redboots.com
  24. 24. Testing • Testing for NPO’s should not be focused solely on conversions. Testing is critical for sites where engagement is necessary to achieve goals. NPO’s usually fall into that category (advocacy, charity, even membership/association NPO’s). If you want users to come back, let them design the pages. • A/B Testing possible without sophisticated tools • New Free Tool for PPC Landing Page Optimization: http://services.google.com/websiteoptimizer/ Nan@redboots.com
  25. 25. #5: Tracking Overall Conversions Traffic Mar-06 Feb-06 Difference (%) Total PPC Traffic 9,074 21.5% 11,565 Total Media Spent $ 2,444.71 18.5% $ 2,998.95 Average Cost Per Click $ 0.27 -3.9% $ 0.26 Donations Number of Gifts from PPC Traffic 330 20.9% 417 Total Donation Revenue 30.6% $ 18,250.50 $ 26,304.00 Average Gift Amount $ 55.30 12.3% $ 63.08 Donation Conversion Rate 3.6% -0.9% 3.6% Return on Investment ROI 646.5% 16.8% 777.1% Path Analysis Landing Page to Donation Form -0.8% 15.4% 15.3% Donation Form to Donation Completion -0.1% 23.6% 23.6% Nan@redboots.com
  26. 26. Nan@redboots.com

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