The document discusses Google AdWords options for non-profits, including display advertising, AdWords for YouTube, and search engine advertising. It explains that with AdWords, advertisers only pay for clicks and set a daily budget. Each ad's cost-per-click is determined through an auction process that factors the advertiser's maximum bid and quality score. Non-profits may qualify for free or discounted AdWords credits through Google Ad Grants.

1. Google AdWords for
Non Profits

2. Mike Weiss
Digital Marketeer

3. Cool

4. Not Cool

5. Google AdWords
• Display Advertising
• AdWords for YouTube
• Search Engine Advertising

6. Display Advertising
• Banner Ads
• Retargeting
• Interest &
Channel Targeting
Ads In Context

7. AdWords for YouTube
• A subset of
display
• #2 search
engine
• TrueView
• Skip Ads

8. Search Engine Advertising
• Keyword targeting
• Pinpoint accuracy
• Instant reporting
• Instant adjustment

9. Structure

10. How Much Does It Cost?
• Set a daily budget
• Pay only for clicks
• Each CPC is based on a live auction result
• Optimize for conversions

11. Understanding CPC
• Ad Rank = (Max CPC × Quality Score)
• Actual CPC = (Ad Rank to Beat / Quality Score) + .01

12. Example Auction
Advertiser Max CPC
Quality
Score
Ad rank Position Actual CPC
Advertiser A $0.40 6 $0.40 × 6 = 2.4 1 (1.8/6) + $.01 = $0.31
Advertiser B $0.35 5 $0.35 × 5 = 1.8 2 (1.6/5) + $.01 = $0.33
Advertiser C $0.80 2 $0.80 × 2 = 1.6 3 (1/2) + $.01 = $0.51
Advertiser D $1.00 1 $1.00 × 1 = 1 4 (0.3/1) + $.01 = $0.31
Advertiser E $0.05 5 $0.05 × 5 = 0.3 5 (0.2/5) + $.01 = $0.05
Advertiser F $0.10 2 $0.10 × 3 = 0.2 6 Minimum Bid

13. Example Auction
Advertiser Max CPC
Quality
Score
Ad rank Position Actual CPC
Advertiser A $0.40 6 $0.40 × 6 = 2.4 1 (1.8/6) + $.01 = $0.31
Advertiser B $0.35 5 $0.35 × 5 = 1.8 2 (1.6/5) + $.01 = $0.33
Advertiser C $0.80 2 $0.80 × 2 = 1.6 3 (1/2) + $.01 = $0.51
Advertiser D $1.00 1 $1.00 × 1 = 1 4 (0.3/1) + $.01 = $0.31
Advertiser E $0.05 5 $0.05 × 5 = 0.3 5 (0.2/5) + $.01 = $0.05
Advertiser F $0.10 2 $0.10 × 3 = 0.2 6 Minimum Bid

14. Example Auction
Advertiser Max CPC
Quality
Score
Ad rank Position Actual CPC
Advertiser A $0.40 6 $0.40 × 6 = 2.4 1 (1.8/6) + $.01 = $0.31
Advertiser B $0.35 5 $0.35 × 5 = 1.8 2 (1.6/5) + $.01 = $0.33
Advertiser C $0.80 2 $0.80 × 2 = 1.6 3 (1/2) + $.01 = $0.51
Advertiser D $1.00 1 $1.00 × 1 = 1 4 (0.3/1) + $.01 = $0.31
Advertiser E $0.05 5 $0.05 × 5 = 0.3 5 (0.2/5) + $.01 = $0.05
Advertiser F $0.10 2 $0.10 × 3 = 0.2 6 Minimum Bid

15. Example Auction
Advertiser Max CPC
Quality
Score
Ad rank Position Actual CPC
Advertiser A $0.40 6 $0.40 × 6 = 2.4 1 (1.8/6) + $.01 = $0.31
Advertiser B $0.35 5 $0.35 × 5 = 1.8 2 (1.6/5) + $.01 = $0.33
Advertiser C $0.80 2 $0.80 × 2 = 1.6 3 (1/2) + $.01 = $0.51
Advertiser D $1.00 1 $1.00 × 1 = 1 4 (0.3/1) + $.01 = $0.31
Advertiser E $0.05 5 $0.05 × 5 = 0.3 5 (0.2/5) + $.01 = $0.05
Advertiser F $0.10 2 $0.10 × 3 = 0.2 6 Minimum Bid

16. Example Auction
Advertiser Max CPC
Quality
Score
Ad rank Position Actual CPC
Advertiser A $0.40 6 $0.40 × 6 = 2.4 1 (1.8/6) + $.01 = $0.31
Advertiser B $0.35 5 $0.35 × 5 = 1.8 2 (1.6/5) + $.01 = $0.33
Advertiser C $0.80 2 $0.80 × 2 = 1.6 3 (1/2) + $.01 = $0.51
Advertiser D $1.00 1 $1.00 × 1 = 1 4 (0.3/1) + $.01 = $0.31
Advertiser E $0.05 5 $0.05 × 5 = 0.3 5 (0.2/5) + $.01 = $0.05
Advertiser F $0.10 2 $0.10 × 3 = 0.2 6 Minimum Bid

17. Example Auction
Advertiser Max CPC
Quality
Score
Ad rank Position Actual CPC
Advertiser A $0.40 6 $0.40 × 6 = 2.4 1 (1.8/6) + $.01 = $0.31
Advertiser B $0.35 5 $0.35 × 5 = 1.8 2 (1.6/5) + $.01 = $0.33
Advertiser C $0.80 2 $0.80 × 2 = 1.6 3 (1/2) + $.01 = $0.51
Advertiser D $1.00 1 $1.00 × 1 = 1 4 (0.3/1) + $.01 = $0.31
Advertiser E $0.05 5 $0.05 × 5 = 0.3 5 (0.2/5) + $.01 = $0.05
Advertiser F $0.10 2 $0.10 × 3 = 0.2 6 Minimum Bid

18. The Most Important Link
Google Ad Grants
http://www.google.com/grants/