TaeWoo Kim gives a presentation on how to effectively use Google Ad Grants for nonprofit organizations. He discusses the eligibility requirements for Google Ad Grants and provides strategies for different types of advertising campaigns, including bidding strategies focused on spending the daily budget and targeting long-tail keywords, direct response strategies using relevant ads and videos to elicit emotions and a clear call to action, and advanced strategies such as following up with donors via email autoresponders. He offers his services to help nonprofits with Google Adwords campaigns.

1. So you have Google
Grants, now what?
TaeWoo Kim
/TaeWooKim

2. Speaker - TaeWoo Kim
- “growth hacker”
● PPC, display advertising
● inbound / SEO/ content / email marketing
● conversion rate / landing page optimization
● testing & analysis
- founded Solar One Media
- celebrity dog (“PR hack”)
- FreshSuperCool.com

3. Google Ad Grants 101
● valid 501c3 with website
● Not eligible
o government, hospitals, medical groups
o schools, childcare centres, academic institutions and
universities
● no advertising (affiliate or traditional) on site
● 100% of proceeds must be for your use
● $10k/mo limit ($329/day)

4. Story of Old Boy

5. What happened
● Initial “lift” with advertising
● 2m+ views on Youtube
● $8k in 2 weeks
● Coverage
o NY Daily News, Care2, CafeMom, MSN, DailyMail,
BuzzFeed, OhMiDog
● Evil PayPal

6. Other Pet Organizations

7. Lots of people WANT to Donate
As in TENS of millions

8. What Should You Ask For
Cash
● immediate
● convenient
● hardest
Time / Stuff / Product
● delayed
● logically harder
● easier

9. Strategies
1. Bidding strategy
2. Direct response strategy
3. Advanced strategy

10. Bidding Strategy
1. Spend everything - $329/day

11. Bidding Strategy
2. Max $2 CPC. Bid long tail.
“pet charity”
vs
“donate to pet charity in Brooklyn”

12. Bidding Strategy
3. Target broadly
4. Don’t go crazy with
negatives, but be respectful
● ex. “how to save stray dog”
● don’t cannibalize other
advertiser’s potential traffic
● don’t bite the hand that feeds
you

13. Direct response strategy
1. Be Relevant
● ex. “Donate to pet charity”. Dont show:

14. Direct response strategy
2. Use videos. Tell story.
- Kony 2012: 99m+ views on Youtube, $13m rev. 2011

15. Direct Response Strategy - Emotions
Emotion of Feeling
Good
Emotion of Social
Approval

16. Direct response strategy
3. Call to Action

17. Advanced Strategy
- No Google display ads
● no retargeting feature
- Not ready to donate
● Follow up with email
● Autoresponder

18. Thank You
Q&A

19. One Last Thing
Looking for speaking
opportunities
● online / performance
marketing
● growth hacking
● PPC/SEO
● sales lead generation
● customer acquisition
Does your non-profit
need help with
Adwords?
● Talk to me