This document provides information about Google AdWords for nonprofits. It discusses HandsOn Tech, a nonprofit that provides free technology training and consulting to other Chicago nonprofits. It then outlines how to use Google AdWords, including using it for marketing, the benefits of online and Google advertising, setting up accounts and campaigns, measuring performance, optimizing ads, and using tools like the Keyword Tool and Search Query Report.

1. Google AdWords for Nonprofits

2. About HandsOn Tech
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3. Our services
Free services for any Chicago-area nonprofit
Technology Training 459 nonprofits
• 1-2 hour workshops on various technologies
• Browse and sign up at
www.volunteerinfo.net/hotc
Assessments and Consulting 33 nonprofits
• In-depth technology consultation
• Volunteer projects to enact some recommendations
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4. Outline
1. Introduction to Google AdWords
2. What can I use it for?
3. Why AdWords?
4. How do I use it?
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5. Introduction to Google AdWords
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6. What is Google AdWords?
• Paid advertisements that appear at the top and
to the right of search results on Google.com
Your Nonprofit
Imagine your nonprofit here right when a user
Your Nonprofit
is searching for your cause.
Imagine your nonprofit here, right when a user is
www.YourNonprofit.org
searching for your cause.
www.YourNonprofit.org
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7. Search terms and ads
• Advertisements are related to the search terms
(keywords) you enter into Google
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8. How do AdWords ads work?
• Users click on the ads that are relevant to their search
query and are taken to the advertiser's website
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9. Google makes $ when you click
• Google charges you each time your ad is clicked
• You set a maximum amount spent per click (bid)
• You set the daily limit (budget)
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10. What is Google Grants?
• Program created in 2003
• Provides nonprofits with $10,000 per
month in free advertising on Google
• Supports over 8,000 grantees
• Donated over $800 million in free ads
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11. What can I use AdWords for?
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12. Marketing
Organizations use their grants to:
• Solicit donations
• Recruit volunteers and staff
• Promote events
• Raise awareness of their mission or
cause
• ...and much more!
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13. CASE Study
Challenge: Increase volunteers for HandsOn
Suburban Chicago’s Court-Appointed Service
Program
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14. CASE Study
Solution: Google AdWords
campaign promoting CASE’s
services to people searching
Google for court-appointed
service opportunities in
Chicago
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15. CASE Study
Results: Between January 1, 2011 and
today, 185,856 people have seen this ad and
4,163 people have clicked on it.
Court Appointed Service
www.volunteerinfo.net/case
Placing people with misdemeanors to
community service opportunities
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16. Why AdWords?
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17. The power of online marketing
• 94% of consumers research products online before
buying and 60% use search engines as their go-to online
shopping resource.
– Source: 2010 Compete Online Shopper Intelligence Survey
• 97% use online media when researching products or
services in their local area.
– Source: March 2010 BIA/Keisey Consumer Tracking Study
• 75% who are looking for a store, price or product
information search online before or during a shopping
trip.
– Source: 2010 Deloitte LLP Survey
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18. Benefits of online marketing
• Make immediate changes
– Keep your marketing efforts agile and responsive
• Track real-time results
– Measure the impact of your marketing as you go
• Target specific demographics
– Reach people interested in your services
– Keeps prices down and effectiveness up
• Scalability
– Grow or shrink your ad reach to meet your needs
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19. The power of Google
• 66.4% of Internet searches are done on Google
– Source: comScore March 2012 U.S. Search Engine Rankings
• 12,200,000,000 searches on Google in March 2012
– Source: comScore March 2012 U.S. Search Engine Rankings
• Google had 44% of global Internet ad market in 2010 - more
than Microsoft, Yahoo!, Facebook and AOL combined
– Source: ZenithOptimedia report December 5th, 2011
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20. Benefits of Google
• Market share
– Google has a dominant portion of the ad market
• Cost (especially for nonprofits!)
– Free for nonprofits
• Ads tied to keywords in searches
– Connect with people as they are searching for you
• Tools to measure the impact
– Measure and optimize your ads in real time
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21. How do I use AdWords?
1. Tour
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22. Account Structure
• Structure of ad campaigns:
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23. Keyword Match Types
Use this match With this To trigger Example
type... punctuation... your ad on...
broad match none synonyms, adopt kittens
related searches, chicago
and other
relevant
variations
broad match +keyword close variations +adopt +kittens
modifier but not +chicago
synonyms or
related searches
phrase match "keyword" a phrase "adopt kittens"
chicago
exact match [keyword] an exact term or [adopt kittens
phrase chicago]
negative -keyword searches without -puppies
match the term
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24. Measuring performance
• Is my account performing well?
– Review performance statistics for your campaigns, ad
groups, ads and keywords
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25. How to identify problem areas
• Campaign Statistics
– Sort data by Quality Score, Clickthrough Rate (CTR),
and Cost
– You may need to enable the Quality Score (QS)
column in your account
1-4 is poor QS; 5-7 is
okay; 8-10 is great!
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26. How to identify problem areas
• Campaign Statistics
– Identify problem areas
• ‘Poor’ Quality Scores
• CTRs below 1%
• High-cost with poor Quality Score or low CTR
– Target these areas for optimization
CTR <1% & Poor
QS so optimize!
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27. Optimization
• Run multiple versions of ads and go through
multiple trials
• Move budget to higher performing campaigns
– Restructure poorly performing campaigns
• Keyword first
– Place your keyword in the top line of the ad. Google will
automatically bold it
• Call to action
– E.g. Donate Here, Volunteer Now, Sign Up Now
• Punctuate the end of the first description line
– Ads above the search results run across one line
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28. Tools – Keyword Tool
• Use the Keyword Tool to get new keyword ideas.
Select an option below to enter a few descriptive
words or phrases, or type in your website's URL.
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29. Tools – Search Query Report
• This report shows performance data for the
search queries that triggered your ads & received
clicks
• Add keywords with high click volume to your list
• Add negative keywords
Example: the report shows your ad appeared on the keyword
‘volunteer army.’ Add –army as a negative keyword
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30. Q&A
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