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Understanding Google Adwords


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For Main Line and Well Springs Unitarian Universalist congregations.

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Understanding Google Adwords

  1. 1. Understanding Google Adwords for Use by Unitarian Universalists Prepared for Well Springs and Main Line congregations by Joyce Dowling
  2. 2. 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>
  3. 3. 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>
  4. 4. 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>
  5. 6. 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>
  6. 7. 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.
  7. 8. 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).
  8. 22. 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>
  9. 26. 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>
  10. 27. Growth Strategy Resources <ul><li>On 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>
  11. 29. 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>