A presentation outlining how Google Adwords can help civic technology groups looking to raise their profile.

1. Google Adwords for
civic tech groups
Myfanwy Nixon
myf@mysociety.org

3. www.google.com/grants

5. Google Grant
● $10,000 of advertising, can rise to $40,000
● Text ads only
● Only on Google search
● Up to $2 to bid on each keyword

6. ● What do you want to achieve?
○ More visitors
○ Specific types of visitor
● What is your message?
● Where do you want people to go?
● What do you want them to do?

11. 1.Select your keywords
●Use Analytics to see what people are
looking for

12. 1.Select your keywords
●Use Analytics to see what people are
looking for
●Use your own knowledge

13. 1.Select your keywords
●Use Analytics to see what people are
looking for
●Use your own knowledge
●The content of your site

14. 1.Select your keywords
●Use Analytics to see what people are
looking for
●Use your own knowledge
●The content of your site
●adwords.google.com/ko/KeywordPlanner

15. 2. Group keywords by motivation

17. 3. Match motivation to
action
What do you want the user to do?

18. 4. Set a price
●It’s not real money
●The maximum bid is $2
●You can tweak later
●You have to set a top limit

19. 5. Work on your
language

20. 5. Work on your
language
●Mirror the search term
●Try a few different ways of wording
●Include a call to action
●Google automatically gives preference to
the best-performers

21. 6. Identify the landing URL
●You can have a different URL for each
keyword
● support.google.com/adwords/answer/2477116
●Default: can only link to a single domain

23. 7. Check back regularly
●It’s in the T&Cs
●See which keywords and ads perform
best & use that knowledge
●Check if you need to increase any bids

24. Always happy to answer
questions!
email myf@mysociety.org
mysociety.org/blog
twitter.com/mySocietyIntl
facebook.com/mySocietyInternational