Understanding Google Adwords for Use by Unitarian Universalists Prepared for Well Springs and Main Line congregations by Joyce Dowling
Why learn about Adwords? <ul><li>What is this Adwords that your congregation has been spending money on? </li></ul><ul><li>How can you improve the results of campaigns? </li></ul><ul><li>How can you convince your congregations they should invest in Adwords marketing? </li></ul>
The Basics to Choose Google Adwords <ul><li>The internet is recommended as the marketing place of today </li></ul><ul><li>Google search engine has 2/3+ of the search engine market & provides ads on sites like BeliefNet, ReligiousTolerance </li></ul><ul><li>We control how much we pay, what kind of ads we have. </li></ul>
Why Should Unitarian Universalists Use Adwords? <ul><li>We are the religion of searchers </li></ul><ul><li>Google is the top internet search engine </li></ul><ul><li>Tim Berners-Lee founded the world wide web and said, “ [In] common between the Internet folks and the UUs… UUism is full of hope, and the fact that the Web happens is an example of a dream coming true and an encouragement to all who hope, “ </li></ul>
Can’t anyone create an ad? <ul><li>Yes, as long as you have a relationship with the site that you’re linking to. </li></ul><ul><li>Larry Jeffers started the Adwords campaigns for Main Line in the summer of 2008 with ads that looked attractive and reasonable and then added WellSprings last fall. </li></ul><ul><li>The ads ran until November when he hired me, Joyce Dowling, lifelong UU, internet consultant with 9 yrs. of experience using Google Adwords. </li></ul>
Graph showing Adwords campaign results from July ’08 to April ‘10 The Main Line campaign started first. The increase here ^ is when I started working with the campaign, about a month after the Well Springs campaign was added.
Graph of both Adwords Campaigns Feb. 8 – April 22, 2010 The green line in the graph shows the clicks and the blue shows the impressions, though they’re using a different scale for each (impressions in thousands, clicks in tens).
The Ideal Way to Run an Adwords Campaign <ul><li>Come up with a vision for your church - ideas for how to express who you are and what you offer to the wider community – people who’ve never heard of UUism. </li></ul><ul><li>Create a separate page for each idea. </li></ul><ul><li>Use Google tools to see what Google’s robot considers those keyword’s similar words to be (example shown on next slide). </li></ul><ul><li>Use the optimal keywords in the title and at the top of the landing page. </li></ul><ul><li>Create adwords around the landing page keywords, using them in the ad </li></ul><ul><li>Review the ad results frequently – at least weekly and tweak it to make it relevant to the new quality scores. </li></ul><ul><li>An event can be publicized through Google Adwords. </li></ul><ul><li>Get reports that track the success by putting Analytics code on the web site and connecting that free service to the Adwords campaigns, using goals to measure success, such as the contact and location pages. </li></ul>
Summing Up <ul><li>Google Adwords is cheaper than newspapers </li></ul><ul><li>It specifically targets people who are searching for what we offer </li></ul><ul><li>It can provide great results which we can track </li></ul><ul><li>Planned landing pages work best instead of web pages that were designed with something else in mind. </li></ul>
Growth Strategy Resources <ul><li>On JPDUUA.org you can find: </li></ul><ul><ul><li>A slide presentation about enhancing your web site – it’s not specific for Adwords but will help your web site editors create a site that works better for human visitors and search engines </li></ul></ul><ul><ul><li>Documents with further information about improving your web sites: </li></ul></ul><ul><ul><ul><li>Spread the Flame: Share UUism via the Web </li></ul></ul></ul><ul><ul><ul><li>Check list for Unitarian Universalist Web Sites </li></ul></ul></ul>
Contact Joyce Dowling <ul><li>For web site editing </li></ul><ul><li>For Adword campaigns </li></ul><ul><li>For presentations to your congregations </li></ul><ul><li>At [email_address] </li></ul><ul><li>At 301-782-9922 </li></ul><ul><li>Located near Washington, DC in Maryland </li></ul>
Main Line and Well Springs Unitarian Universalist congregations have been using Google Adwords campaigns. This presentation will show you about those ad campaigns and how to go forward with them in the future.
I hope to help you understand Adwords, how you can improve your Adwords campaigns, and possibly how you can convince others in your congregation about the usefulness of Adwords.
Read text & say that Tim is a UU. How are searchers finding your web site on the internet? How many of the newcomers to your church say they found you on the web? How did they find your web site?
This is a Google search of “maryland churches” the Sponsor Links on the right are the Google Adwords for searches. The highlighted ad is from the Chesapeake cluster (I couldn’t pull up the Main Line or Well Springs ads because I don’t live in the geographic area & they run only within 20 miles of your congregations). If you can’t read it, it says: Seeking a Spiritual Path? Religious home for free thinkers Guided by truth, not dogma, with the domain name at the bottom. Note the competition, the top one is: “Looking for a Church? This one is real and life changing Inspiring. Creative. Relevant www.ILoveThisChurch.com” Look at the search results: Is your church listed in the ChurchAngel.com or FlockFinder directories? Church Angels is actually an ad site – it’s not a directory so I’m surprised Google lists it as #1, but it may be because they run Google Adwords and help Google make money. FlockFinder Directory charges $7 per month – I couldn’t find results when searching on “unitarian universalist” within their directory. So the point is, with general searches like this, we need Google Adwords to be found.
This is a graph of the Adwords campaigns from July 19, 2008 to April 22, 2010. The first large spike was when I took over the campaign in November. The campaign was stopped during the month of Jan. of this year – thus the flat line between the two spikes in the graph.
This is the results of the campaigns from February to April 22. There are 2 campaigns: the Starter Campaign for Main Line and WellSprings Congregation. The Main Line ad is set for $10/day and WellSprings is set for $5/day, but WellSprings is actually doing better with 126 clicks vs. Main Line’s 53 clicks. A click is when a user sees an ad and clicks on it, going to your web site. You are charged per click. The Average cost per click (CPC) is 83 cents for Main Line and 87 cents for WellSprings. The total spent has been $153.40 – much less than newspaper ads.
Each campaign has ads and adgroups. These are the ads in the Main Line campaign with the groups listed on the right – 2-3 ads per adgroup is typical. There are only 3 lines of text with a limit to the number of characters in each line. The title line which contains the link is shorter, though slightly larger, than the other lines The domain name is shown at the bottom and sometimes the address can also be shown (as in the Main Line Church ad, which is the 2 nd from the bottom.
These are the Well Springs ads and adgroups. Ad #1 was deleted as it wasn’t doing well. The ads were worded according to the page it goes to. The page is considered the “landing page”. The Ad group names were chosen to show the main text on the page it uses for the landing page. They’re seen here in order with best-performing first.
This is what people see when they go to the Well Springs home page, which the best performing ad is going to. So this is the “landing page” for the ad. It’s an attractive, moving image of people and an inspiring message at the top that might be just what the searcher is looking for. Note that this is all part of a Flash image which requires browsers to load the image if it has the proper plugin to render Flash viewable to the user. Hopefully most users will see it as intended, but I don’t have access to the statistics for the site to find out what browsers and internet speeds people are using who go to the site. The web site manager may be able to provide you those statistics.
This is the text at the bottom of the page that is helping to trigger the ad. “We’re glad you found us!” is welcoming to the human viewer but it’s not keyword material for search engines, otherwise known as “robots”. Using the internet, we need to think about both the human viewer and the robot visitor that creates search engine results. This can be a challenge, but one that can bring us great results.
These are the top keywords that are being used in the Well Springs campaign. The keywords are ”churches”, “in chester springs”, “chester springs church”, “high school”, “school”, “children”, “unitarians church”, “unitarianism church”, “uu church”, and “unitarian universalist beliefs”. The 2 nd column is the status. Notice that “children” and “uu church” are no longer eligible due to the quality score, even though they were getting clicks previously. Google changes its algorithms for quality score every week. The average quality score that is optimal is 6, but there is only one at 7, while the rest are only 3 or 4. The Quality Score is in the column to the far right.
Negative keywords are also used to help keep ads from showing when keywords are being used that are not related to our ads.
The best content managed placements for this ad are examiner.com on multiple religion pages and religonfacts.com. Managed placements means I chose those sites for our ads. Experiencefestival.com is probably not a good placement and can be removed.
There are more automatic placements that are doing well: adsenseformobileapps.com, answers.com, about.com, books.google.com, and others. The total average CTR (Click Through Rate) is .12% and the average CPC (cost per click) is 77 cents – appearing in the gray area of the chart.
Here is an example of a content placement ad – it’s on the bottom of a blog post. You may be able to see a line of ads under “Ads by Google” and the first one is “Gay Friendly Church An open-minded, liberal faith. We support same sex marriage.” This is an ad of the Chesapeake cluster.
Google explains Quality Score as being important because a higher score will show the ad at a higher position and at a lower cost-per-click. Your ads have fairly high positions even though the quality score is low, though they may not show as often as they would with a higher score. Since we’re using a small geographic area, there’s not a lot of competition on many of the keywords being used on your campaigns.
Quality score is important to Adword campaigns and you can read this if you are interested in this level of detail as to how Google Adwords works.
The landing page effects the quality score and overall performance of the ad. There is a lot of information about this on the web – you can read more about the details of how Adwords works on the web if you’re interested.
This is the home page of Main Line which one Ad Group uses as a landing page.
Read the page. The Adword campaign is currently working backwards – starting with creating an ad from a page that was created for some unknown reason that is not directly related to the campaign. Read text.
Here is an easy way to see how Google sees keywords. The tilde in front of the keyword tells Google to look for similar words. The minus in front of the keyword tells us not to show results with that word. I used the word “soul” since it’s prominent on the Well Springs site. As you can see, “soul” gives us the result “Spirit” but the first 2 results gives us “Spirit Airlines” and then “hip-hop” is next. So finding the right keywords can be tricky.
This is an example of a landing page that was created specifically for an Adword campaign, though it is still not the highest quality, because “welcoming to all” does not mean “lgbt” to Google and “lgbt” or”gay rights” does not appear in either the title or subtitle. In spite of the low quality score the ads to this page are doing fairly well.
The UUA has additional information about using Internet Media under their Marketing information.
If you want to work with the congregations in your JPD cluster, this web site was designed specifically for the purpose of pointing newcomers from and advertisement. Landing pages can be created for Adwords within this site. All 17 congregations from your cluster are listed here on an interactive Google map. It’s at PhilWilUUs.org. This is just one option for continuing to spread the word about Unitarian Universalism and your congregations.