Brittany Amato offers thought leadership on how to maximize PPC for nonprofits. Presentation is from the 2014 Cleveland Nonprofit Marketing Summit.

1. OUR APPROACH TO DIGITAL MARKETING
In-Depth PPC – Non-Profit Summit
August 1st 2014
Brittany Amato
bamato@fathomdelivers.com

2. Agenda
In-depth PPC Session Agenda
• PPC 101 Recap
• Google Grants
• Campaign Optimization
• Ad Copy Creation/Optimization
• Remarketing Set Up
• Key Takeaways

3. PPC 101 Recap

4. Google Grants
Google for Non-Profits
• Join the Program
• Access to latest news and learnings
• Case Studies
• Google Apps
Google Ad Grants
• Google Grants Eligibility
• $10,000/month AdWords Spend
• Grantspro - $40,000/month
YouTube Nonprofit Program
• Free, enriched version
• Custom channel

5. PPC 101 Recap
Enable Conversion Tracking!
Branded Search Campaign
• Themed ad groups
• All match types
Bing Campaigns
• Run mirrored campaigns
• Less competition
Product/Service Campaigns
• Themed ad groups
• Focus on long tail keywords

6. Campaign Optimization

7. Campaign Optimization
Settings Check
Type
• Keep Search and Display separate
• All match types
Networks
• Include Search Partners
Devices
• Tablets = Computers
• Mobile adjustments
• -100%, -95% to +300%
Target

8. Campaign Optimization
Keyword Bidding
Tier Bid Match Types
• Exact > Phrase > Broad to start
Filters
• Create and save frequent filters
When to Bid Up
• Good CPA, mid-low position
• Low traffic/spending keywords with mid-low position
When to Bid Down
• Non converting high spend keywords with high-mid
position
• High CPA with high-mid position
When to Pause Off
• Non converting high spend keywords with low position
• High CPA with low position
Notes
• Make sure to have enough data
• Don’t set and forget
• Remember – you can unpause once you’ve paused!
Google Suggestions
• Take with a grain of salt!
• ‘Bidding Up’ is not always the answer

9. Campaign Optimization
Search Query Reports
How to
• Keywords Tab
• Details > All under Search Terms
• Download changes or make live in Engine
Add Keywords
• Find new converting
keywords and add
• Look for additional match
types
Add Negatives
• Find common keywords or phrases to exclude from searches
• Don’t add one off very long tail versions
• Example: ‘volunteer’ is reoccurring and not accepting volunteers then
exclude
• Recommend adding on Ad Group level instead of Campaign

10. Campaign Optimization
Day Parting
Day of Week
• Bid modifiers for certain days
• Exclude days if needed
Time of Day
• Bid modifier for certain times of day
• Exclude times if needed
Implementation
• Stats in the Dimension tab
• Analyze over at least a two week period
• Make changes on the Ad Schedule Tab under Settings
• Know your modifiers!

11. Campaign Optimization
Geo Bid Modifiers
Targeting
• Region, Metro Area, City
• Look back at least 2 weeks
Implementation
• Made on Location Tab under Settings
• Modify bids or Exclude locations
• Campaign or Ad Group level

12. Ad Copy Optimization

13. Ad Copy
Why is it important?
• First Impressions are key
– Determines if they will visit the page!
• Gives an idea of what the landing page will be about
– Or they will bounce
• Ads appear higher than organic results!
• Competition is constantly increasing
– Differentiate yourself, keep it fresh
• Ad copy effects your quality score
– Can lead to higher position with lower bids
• Can help metrics
– Symptom of low CTR
– Drives conversions

14. Ad Copy
Best Practices
• 2-3 ads per ad group
• Use keywords from the ad group
– And from landing page!
• Strong Call to Action (CTA)
– Buy now
– Get info
– Enroll
• Strict A/B testing
• Utilize Characters wisely
– Thesaurus.com is a life savor
• Be different & Change often
– Competitors WILL steal your ads!
• Find a winning ad and keep testing!

15. Ad Copy
How should I test ad copy?
• Identify an ad group that gets enough volume to declare a test. Also applies if you are
creating a new ad group
– Typical test include a minimum of 2-3 weeks
• Best sure your ad settings are set to “Rotate Evenly”
• Decide what will be tested in each ad, then create the 2-3 ad copy variations
– Be sure to only test one variable at a time to tell which change made an impact
• Find a winning ad, and then repeat!

16. Ad Copy
Find a winning ad
• Let it run for at least 2 weeks
• Use Excel to your advantage!
– Cancatenation + Subtotaling
– Vlookup/Pivot table
• Consider all metrics
• Use end results when possible
– Appends tied to sales, leads
• Keep testing if inconclusive!

17. Ad Copy
Ad Extensions
• Sitelinks
- 25 characters
- Individual reporting
• Social Extensions
- Link to Google+ Followers
• Location Extensions
- Uses addresses
• Call Extensions
- Click to Call
• User Reviews
- Mainly for Ecommerce
• App Extensions
- Mobile downloads
• Google Extension Support
• Bing Extension Support

18. • Punctuation & Symbols
– Exclamation mark in the ad's headline
– Repeated punctuation or symbols
– Symbols, numbers, and letters that don't adhere to their true
meaning or purpose
– Non-standard use of superscripts
– Non-standard symbols or characters
– Bullet points
• Display & Destination URL
– Do not have to use the www.
– Ad must lead to the domain displayed
– One domain per ad group
– Has to be a website address
Ad Copy
Common Rules

19. Ad Copy
Google Law
• No double serving
• Spell check – no purposely misspelling
• No incorrect use of words – ‘hare’ vs ‘hair’
• Accurate Advertising
• Can’t bribe using +1
• Never say “Click”
• No excessive capitalization or spacing
– Acronyms are okay
• Back up qualifiers within 2 clicks
– ‘best’, ‘award winning’- proof must exist
• Can’t advertise for fake or knock-offs
• Beware of restricted products
– Tobacco, weapons, fireworks, abortion, alcohol, adult
services…etc
• Beware of Trademarks & copyrights
• Can’t be gimmicky – repetition of words
• Google AdWords Policy Center
• Bing Guideline

20. Remarketing Set Up

21. Remarketing Set Up
Code Implementation
Shared Library
• Left hand side below Campaigns window
• View under Audiences
New Remarketing Tag
• Visitors of a page with specific tag
• New Tag
• Label it “Main List”
• Decide Duration
• On Audience Tab click “Tag” to get code
• Insertion guide
• Same code on ALL pages

22. Remarketing Set Up
Rule Basics
Three Lists
• 1. contains the URL of your landing page
• 2. contains the URL of confirmation page
• 3. custom combinations
• (next slide)

23. Remarketing Set Up
Rule Basics
Custom Combination
• New List
• “Any” of the audiences in your landing page audience list
• Add another
• “None” of the audiences in your confirmation page audience list

24. Remarketing Set Up
Apply the Custom Combination
Apply Combination
• Create a new ad group in a new campaign
• Go to “Display Network” Tab > “Interests & Remarketing” > click “+Targeting”

25. Remarketing Set Up
Apply the Custom Combination
Apply Combination
• Click “Add Targeting”
• Add your new custom combination
• Choose “Target and bid”
• Save
• Check your Bid!
• Try different messaging for ad copy

26. Key Takeaways

27. Key Takeaways
• Apply for Google Grants
• Always run Branded campaigns
• Mirror efforts in Bing
• Understand your campaign settings
• Implement Day Parting
• Utilize geo modifiers
• Frequently analyze and change keyword bids
• Don’t set and forget!
• Add keywords and negatives
• Write compelling Call-to-Actions ad copy
• Always be testing ad copy
• Remarket to non-converters

28. Questions?