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1
Efficient Budgeting Strategies
for Paid Advertising Success
2
Sam Russell
Manager, Digital Advertising
Matt Brown
Director of Paid Search
Ashley Long
Manager, Digital Advertising
Tyl...
3
1. Overview of Search Results Pages
2. Paid Ad Examples – Google & Bing
3. Budgeting
• By Engine | By Network
• Brand vs...
4
Overview of Search Results Page
5
Search Engine Landscape
Bing:
21% US Market Share
72% US Market Share
6Budgeting by Search Engines
• Larger market share
• Younger Audience
Budgeting for Google:
Typically 80-100% of budgets
•...
7
Search Network:
• Direct response
• Text ads only
• Targeting keywords
Budgeting for Search:
Typically 70-100% of budget...
8
Search Network vs Display Network
Display
Display Network:
• Brand Awareness
• Text or Image ads
• Targeting interests/s...
9Budgeting for Brand vs NonBrand
Brand NonBrand
Typically 85-90% of search spend is dedicated to non-brand
 Focusing on u...
10
Example Brand Terms:
• Wigsforkids
• Wigs for kids
Example NonBrand Terms:
• Donate hair
• Charities for children
• Can...
11
Individual Campaign Budgets:
Single budget per each campaign.
Shared Budget:
Single budget for multiple campaigns.
Mana...
12
Profit Targets for Non-Profits
Understanding the value of a new client/sale
Tangible
Value
• Understanding the tangible...
13
Regular spend checks are important to ensure campaigns remain within Monthly
Budgets.
Budget Pacing:
Spend Forecasting
...
14
Google For NonProfits
www.google.com/nonprofits
Offers organizations free access to Google tools like Gmail, Google Cal...
15
To be eligible, organizations must:
• Hold current 501(c)(3) status, as determined by the U.S. IRS
• Acknowledge and ag...
16
Account Guidelines for Grants Accounts
 $10,000 per month, which is equivalent to $329 per day
 A $2.00 maximum cost-...
17
Thank you!
Fathom is located at 8200 Sweet Valley Dr. Suite 100 Valley View, OH 44125 | Phone Number: 216-369-2220
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Efficient Budgeting Strategies for Paid Advertising Success

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Paid advertising can be an effective tool to raise awareness of your cause, which can lead to more donors and volunteers. Effective use of Adwords and Bing campaigns can reap heavy returns for your nonprofit. Learn best practices and tips in budgeting for Adwords and Bing campaigns that are efficient and effective. Our panelists help you explore where to spend your advertising dollars, budgeting, setting target metrics and tools for forecasting monthly expenditures.

Published in: Government & Nonprofit
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Efficient Budgeting Strategies for Paid Advertising Success

  1. 1. 1 Efficient Budgeting Strategies for Paid Advertising Success
  2. 2. 2 Sam Russell Manager, Digital Advertising Matt Brown Director of Paid Search Ashley Long Manager, Digital Advertising Tyler Baltzell Specialist, Digital Advertising Who Are We?
  3. 3. 3 1. Overview of Search Results Pages 2. Paid Ad Examples – Google & Bing 3. Budgeting • By Engine | By Network • Brand vs Non-Brand 4. Managing Budgets 5. Profitability Considerations 6. Spend Forecasting & Management 7. Google Grant Overview Agenda
  4. 4. 4 Overview of Search Results Page
  5. 5. 5 Search Engine Landscape Bing: 21% US Market Share 72% US Market Share
  6. 6. 6Budgeting by Search Engines • Larger market share • Younger Audience Budgeting for Google: Typically 80-100% of budgets • Smaller market share • Older Audience Budgeting for Bing: Typically 0-20% of budgets
  7. 7. 7 Search Network: • Direct response • Text ads only • Targeting keywords Budgeting for Search: Typically 70-100% of budgets, (reach users as they are searching) Search Network vs Display Network Search
  8. 8. 8 Search Network vs Display Network Display Display Network: • Brand Awareness • Text or Image ads • Targeting interests/specific topics Budgeting for Display: Typically 0-30% of budgets, for increased awareness
  9. 9. 9Budgeting for Brand vs NonBrand Brand NonBrand Typically 85-90% of search spend is dedicated to non-brand  Focusing on users who may not know about the brand
  10. 10. 10 Example Brand Terms: • Wigsforkids • Wigs for kids Example NonBrand Terms: • Donate hair • Charities for children • Cancer charities • Alopecia patients Budgeting for Brand vs Non-Brand In some cases, brand terms could also be considered non-brand terms Brand NonBrand
  11. 11. 11 Individual Campaign Budgets: Single budget per each campaign. Shared Budget: Single budget for multiple campaigns. Managing Campaign Budgets Campaign vs. Shared Budgets Google Support Article
  12. 12. 12 Profit Targets for Non-Profits Understanding the value of a new client/sale Tangible Value • Understanding the tangible value of those you serve will help steer the program. Keyword Simplicity • Set up keywords in a simple fashion will help you manage bids. Average Position • Always keep average position as a consideration when changing bids.
  13. 13. 13 Regular spend checks are important to ensure campaigns remain within Monthly Budgets. Budget Pacing: Spend Forecasting Projection = ((Spend to Date/Day)*(Days in Month-Day))+Spend to Date
  14. 14. 14 Google For NonProfits www.google.com/nonprofits Offers organizations free access to Google tools like Gmail, Google Calendar, Google Ad Grants and more • Google Ad Grants www.google.com/grants • The nonprofit edition of Google AdWords • Empowers NPOs to promote their missions on Google • $10,000 per month in “in-kind” AdWords™ advertising ($329/day to spend in Google) • Google Grantspro support.google.com/grants/contact/grantspro_app_form • Offers eligible Ad Grantees an increased budget cap of $40,000 USD per month
  15. 15. 15 To be eligible, organizations must: • Hold current 501(c)(3) status, as determined by the U.S. IRS • Acknowledge and agree to the application’s required certifications regarding nondiscrimination and donation receipt and use • Have a website that is both functioning and provides adequate detail on your nonprofit Who is Eligible for Google for Nonprofits? Please note these organization are not eligible for Google for Nonprofits: • Governmental entities and organizations • Hospitals and health care organizations • Schools, childcare centers, academic institutions, and universities (philanthropic arms of educational organizations are eligible)
  16. 16. 16 Account Guidelines for Grants Accounts  $10,000 per month, which is equivalent to $329 per day  A $2.00 maximum cost-per-click (CPC)  Only appear on Google Search result pages • No display network  Only run keyword-targeted campaigns  Only run text ads • No image or animated ads
  17. 17. 17 Thank you! Fathom is located at 8200 Sweet Valley Dr. Suite 100 Valley View, OH 44125 | Phone Number: 216-369-2220

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