1. CLICKS THAT COUNT
Maren Dougherty, Senior Editor
Balboa Park Online Collaborative

2. Presentation Overview
- AdWords Introduction
- Campaigns
- Ad Groups
- Keywords
- Conversion Tracking
- Questions
@MarenReport | @bpoc_sd

3. Free Google text ads for nonprofits
- $1 CPC max bid
- Restrictions
@MarenReport | @bpoc_sd

4. In-kind ad spend per month
$10,000
$9,000
$8,000
$7,000
$6,000
$5,000
$4,000
$3,000
$2,000
$1,000
$-
Maximum spend Average grantee spend
Source: http://www.google.com/grants/details.html @MarenReport | @bpoc_sd

5. For the past 12 months, BPOC monthly ad spend
has been above $9k/month
Since we received the grant in Nov. 2009, Google has provided Balboa Park
with:
More than 22 million impressions
More than 380,000 clicks
For a total value of more than $220,000
@MarenReport | @bpoc_sd

6. Makes up about 10 % Balboapark.org traffic
@MarenReport | @bpoc_sd

7. ACCOUNT STRUCTURE
CAMPAIGN CAMPAIGN
Daily budget Daily budget
Language targeting Language targeting
Location targeting Location targeting
Networks & devices Networks & devices
Start & End dates Start & End dates
AD GROUP AD GROUP AD GROUP AD GROUP
One set of keywords One set of keywords One set of keywords One set of keywords
One or more ads One or more ads One or more ads One or more ads
@MarenReport | @bpoc_sd

8. ACCOUNT STRUCTURE - EXAMPLE
Toulouse-Lautrec Show Youth Summer Camps
Daily budget: $300/day Daily budget: $300/day
Language targeting: English Language targeting: English
Location targeting: United States Location targeting: United States
Networks: Google Search Networks: Google Search
Devices: All Devices: All
Start & End Dates: April 2012 – December 2012 Start & End Dates: January 2012 – August 2012
Exhibition French Film Nights Photography Camp Painting Camp
French posters, french art free things to do in LA, Photography camps in LA, Painting camps in LA, Los
posters, toulouse lautrec film festivals LA, summer camps for middle Angeles painting camps,
exhibitions, henri toulouse, independent film LA school kids, low cost youth summer art camps,
tolose loutrec, talouse summer camps youth art camps
lautrec
@MarenReport | @bpoc_sd

9. - Campaign walk-through
@MarenReport | @bpoc_sd

10. CREATE GREAT CAMPAIGNS
Example: Museum
- Exhibitions of Art
Campaigns
- Educational Programs Visit the Museum (English)
Visit the Museum (Spanish)
- Museum Store Toulouse-Lautrec Show
Van Gogh Show
- Seasonal Offerings Marcel Duchamp Show
After-School Programs
- Themes Field Trip Programs
Distance Learning Program
- Special Membership Groups Summer Camps
Museum Stores
Free Summer Fun
- Event Venues Young Friends Group
Weddings at the Museum
EXERCISE | Jot down a list of 10-15
campaigns for your institution. Include
language & location targeting.
@MarenReport | @bpoc_sd

11. WRITE EFFECTIVE ADS
Example: Museum of Art’s
Toulouse Lautrec Show
Ad Groups (create 2-3 ads
for each one):
Visit the Exhibition
French Film Nights
French Art Education Series
Member Trip to France
@MarenReport | @bpoc_sd

12. ADS THAT GET CLICKS
- Strong call to action
- Careful selection of a destination URL
- Create 3-4 ads per ad group (let Google
figure it out)
EXERCISE | Write an ad for one of
your ad groups. What’s the call to
action? What’s the destination URL?
@MarenReport | @bpoc_sd

13. GENERATE KEYWORDS. LOTS OF THEM.
Example: Museum of Art’s
- Review website Toulouse Lautrec Show
- Include spelling errors, plurals & variations Keywords
French posters
- Be specific to get below the $1 CPC. French art posters
Toulouse Lautrec exhibitions
- Aim to add 25+ keywords per ad group Toulouse Lautrec San Diego
Toulouse Lautrec posters
Henri Toulouse
- Negative keywords Tolose Loutrec
Talouse Lautrec
- Caps don’t matter SD exhibition 2012
SD museum events 2012
San Diego french art
California Art events April
@MarenReport | @bpoc_sd

14. KEYWORD MATCH TYPES
Broad match: keyword San Diego photography camps
Ads show on similar phrases & variations Photography lessons
Summer camps
San Diego photography
Phrase match: "keyword"
Ads show for searches that match the exact ”Photography camps”
phrase Youth photography camps
Spring photography camps
Summer photography camps
Exact match: [keyword]
Ads show for searches that match the exact [Photography camps]
phrase exclusively Photography camps
Negative match: -spring
Negative match: -keyword
Ensures your ad doesn't show for any
search that includes that term
@MarenReport | @bpoc_sd

15. FREE KEYWORD HELP
Keyword brainstorming =
good BUT not helpful to use
irrelevant keywords
Irrelevant keywords result in
low quality scores
--Low SERP position
--Pay more per click
--Or don’t get shown at all.
Google wants people to trust
those ads.
EXERCISE | Make a list of 30+
keywords for one of your ad groups.
Include phrases, spelling variations.
@MarenReport | @bpoc_sd

16. TRACK CONVERSIONS
Ticket sales, Product sales, Enewsletter sign-ups,
Specific page views
@MarenReport | @bpoc_sd

17. Measure the ROI
EXERCISE | Make a list of 3 actions
you would want to track on your
museum’s website.
@MarenReport | @bpoc_sd

18. RESOURCES
Time
- Initial Investment
- Maintenance
Who can help?
- Volunteers/Interns
- Translators
- Google

19. SIGN UP FOR A GOOGLE GRANT:
http://www.google.com/grants
QUESTIONS/COMMENTS:
Maren Dougherty
Senior Editor, Balboa Park Online Collaborative
619-819-9200 / mdougherty@bpoc.org