Eric Facas, CEO, Media Cause
With over three billion keyword searches per day, Google Grants and Search Engine Optimization (SEO) represent a massive opportunity. Learn how your nonprofit can cut through the clutter, secure free ads on Google, and make the most out of these powerful channels. Eric will share insights for ED's and VP's looking to outsource this, plus provide a bunch of useful tips for those managing Google Grants and SEO in-house.
What Startup Execs Need to Know About SEO in 2017Rand Fishkin
Rand's presentation to Foundry Group's portfolio of startup execs in August 2017, covering 5 important areas of knowledge around SEO at the executive level.
This presentation is from Performance Marketing Summit 2017 (March 14, 2017 in Austin, TX). Session description: For many, Google seems mysterious and complicated, and even corrupt. Join us as shed some light by sharing some surprising facts about Google and how to optimize for it in 2017.
Rand Fishkin's presentation from Searchlove & CTAConf on the missing metric marketers need -- the measure of work inputs that affect their goals. Also includes 7 tactics to potentially add to your work items in SEO, social, and CRO.
Eric Facas, CEO, Media Cause
With over three billion keyword searches per day, Google Grants and Search Engine Optimization (SEO) represent a massive opportunity. Learn how your nonprofit can cut through the clutter, secure free ads on Google, and make the most out of these powerful channels. Eric will share insights for ED's and VP's looking to outsource this, plus provide a bunch of useful tips for those managing Google Grants and SEO in-house.
What Startup Execs Need to Know About SEO in 2017Rand Fishkin
Rand's presentation to Foundry Group's portfolio of startup execs in August 2017, covering 5 important areas of knowledge around SEO at the executive level.
This presentation is from Performance Marketing Summit 2017 (March 14, 2017 in Austin, TX). Session description: For many, Google seems mysterious and complicated, and even corrupt. Join us as shed some light by sharing some surprising facts about Google and how to optimize for it in 2017.
Rand Fishkin's presentation from Searchlove & CTAConf on the missing metric marketers need -- the measure of work inputs that affect their goals. Also includes 7 tactics to potentially add to your work items in SEO, social, and CRO.
Ungagged 2015 Las Vegas 17 SEO, Conversion & Monetization TemplatesRoland Frasier
This is my presentation from Ungagged 2015 live event in Las Vegas. It provides 17 proven templates that we used to add millions of dollars in revenue to our businesses in 2015.
Google's evolution into deep learning has created a whole new kind of algorithm; one that differs substantially from the type of ranking system SEOs & marketers have become used to over the past 17 years. In this presentation, Rand explores the changes Google's made, and how it impacts the actions necessary to be successful in 2016 and beyond.
SearchLove London 2015 | Larry Kim | 10 Crazy Paid Facebook & Twitter Adverti...Distilled
Learn unusual tips, strategies and processes for getting 10-1000x more value from paid campaigns on Facebook and Twitter, including how to drive exponentially more traffic to your content, and convert 3-5x more of those clicks into leads and sales - using tiny budgets of $50 per campaign. You'll gain critical insights into how the different algorithms really work, including Relevancy Score (Facebook) and Quality Adjusted Bids (Twitter). A must see for content, social media and PPC marketers alike.
This is Everett's deck from MozTalk Denver, Content Edition, in 2016 in which he discusses how to prune cruft from your website to improve sitewide quality indicators for better rankings.
Rand's presentation from BCAMA covering the shifts in search engines and user behavior that have caused SEO tactics of years past to fail in the modern era.
One of the biggest reasons startups fail is the inability to scalably attract customers at low cost. In this presentation, Rand covers 8 reasons startups miss out on marketing success, and tips for how to overcome these pitfalls.
Outsmart your competition. In today’s highly competitive business world, you need to be aware of what others in your industry are doing and how you can adapt their best techniques to make your business even stronger.
Tune in for our live webinar with experts from WordStream and iSpionage; we'll show you the latest paid search strategies so you can outshine your rivals, attract more leads, and win more business. Don't miss your chance to learn how to increase your competitive advantage in the marketplace - register now!
During the webinar, you'll learn:
-How to strategically write ad copy to snipe traffic from competitors
-How to use custom affinity to divert leads from rival companies
-How to use innovative paid placements on Gmail and YouTube to steal traffic from competing businesses
WordStream and Buzzsumo have joined forces to bring you ground-breaking research that will forever change the way you look at Social Media, PPC and SEO.
Don't miss out on the chance to learn new tactics to fully maximize your click-through-rates across advertising platforms.
You'll learn:
-What recent studies say about social sharing, CTRs and rankings
-The correlations between social sharing, organic rankings and cost per click
-Things you should be doing to ultimately drive audience engagement
-Tips to shape your next content-fueled campaign
Consumer search behaviour is complex.
You perform multiple searches on multiple devices over multiple days; where everything you see and experience, in the SERPs and beyond, influences your brand preference and purchase decisions.
Traditional funnel analysis and marketing models do a poor job of measuring and managing this ecosystem.
We need to re-think the way we talk about, measure and manage SEO if we want bigger budgets, integrated strategies, and to win big - and we need to move fast; some of the world's biggest companies are already beating us to it.
Top 10 PR Tactics and Strategies of Succesful Content and Link Building - Lex...Tyson Stevens
4:00 pm - Top 10 PR Tactics and Strategies of Successful Content and Link Building
Speaker: Lexi Mills
Description: Everyone's had an outreach pitch rejected, but Lexi shows you that by slicing and dicing your content, you can turn those no's into yes's.
How To Create Blog Posts Your Readers Will Want To ShareScripted.com
On January 21, Scripted's Chief Revenue Officer — J.D. Peterson — and InboundWriter's CEO, Skip Besthoff, teamed up to talk about how marketers can make their articles more shareable. From discussing idea generation to debunking common content myths, the two provided actionable ways marketers can get their content ready for their readers to share today.
This slide deck walks through Keyword Explorer, Moz's tool for keyword research, designed by Rand to help with many of the pernicious problems inherent in the keyword discovery and prioritization processes.
Google Grants Webinar: The Biggest Missed Opportunity in Nonprofit Marketing Eric Facas
Google Grants is the nonprofit edition of AdWords, Google's online advertising tool. Google Grants empowers nonprofit organizations with in-kind AdWords advertising, to promote their missions and initiatives on Google.com. In this webinar, Cody Damon and Eric Facas of Media Cause will discuss how your organization can benefit from Google Grants and why you should consider it as part of your marketing strategy this year.
Key Takeaways:
- What is Google Grants
What it takes to turn a Google Grant into a free $480,000 advertising budget and how to turn Google advertising into real value for a nonprofit
- How to apply, account setup, and optimization overview
- 10 tactical tips for making the most of a Google Grant
Ungagged 2015 Las Vegas 17 SEO, Conversion & Monetization TemplatesRoland Frasier
This is my presentation from Ungagged 2015 live event in Las Vegas. It provides 17 proven templates that we used to add millions of dollars in revenue to our businesses in 2015.
Google's evolution into deep learning has created a whole new kind of algorithm; one that differs substantially from the type of ranking system SEOs & marketers have become used to over the past 17 years. In this presentation, Rand explores the changes Google's made, and how it impacts the actions necessary to be successful in 2016 and beyond.
SearchLove London 2015 | Larry Kim | 10 Crazy Paid Facebook & Twitter Adverti...Distilled
Learn unusual tips, strategies and processes for getting 10-1000x more value from paid campaigns on Facebook and Twitter, including how to drive exponentially more traffic to your content, and convert 3-5x more of those clicks into leads and sales - using tiny budgets of $50 per campaign. You'll gain critical insights into how the different algorithms really work, including Relevancy Score (Facebook) and Quality Adjusted Bids (Twitter). A must see for content, social media and PPC marketers alike.
This is Everett's deck from MozTalk Denver, Content Edition, in 2016 in which he discusses how to prune cruft from your website to improve sitewide quality indicators for better rankings.
Rand's presentation from BCAMA covering the shifts in search engines and user behavior that have caused SEO tactics of years past to fail in the modern era.
One of the biggest reasons startups fail is the inability to scalably attract customers at low cost. In this presentation, Rand covers 8 reasons startups miss out on marketing success, and tips for how to overcome these pitfalls.
Outsmart your competition. In today’s highly competitive business world, you need to be aware of what others in your industry are doing and how you can adapt their best techniques to make your business even stronger.
Tune in for our live webinar with experts from WordStream and iSpionage; we'll show you the latest paid search strategies so you can outshine your rivals, attract more leads, and win more business. Don't miss your chance to learn how to increase your competitive advantage in the marketplace - register now!
During the webinar, you'll learn:
-How to strategically write ad copy to snipe traffic from competitors
-How to use custom affinity to divert leads from rival companies
-How to use innovative paid placements on Gmail and YouTube to steal traffic from competing businesses
WordStream and Buzzsumo have joined forces to bring you ground-breaking research that will forever change the way you look at Social Media, PPC and SEO.
Don't miss out on the chance to learn new tactics to fully maximize your click-through-rates across advertising platforms.
You'll learn:
-What recent studies say about social sharing, CTRs and rankings
-The correlations between social sharing, organic rankings and cost per click
-Things you should be doing to ultimately drive audience engagement
-Tips to shape your next content-fueled campaign
Consumer search behaviour is complex.
You perform multiple searches on multiple devices over multiple days; where everything you see and experience, in the SERPs and beyond, influences your brand preference and purchase decisions.
Traditional funnel analysis and marketing models do a poor job of measuring and managing this ecosystem.
We need to re-think the way we talk about, measure and manage SEO if we want bigger budgets, integrated strategies, and to win big - and we need to move fast; some of the world's biggest companies are already beating us to it.
Top 10 PR Tactics and Strategies of Succesful Content and Link Building - Lex...Tyson Stevens
4:00 pm - Top 10 PR Tactics and Strategies of Successful Content and Link Building
Speaker: Lexi Mills
Description: Everyone's had an outreach pitch rejected, but Lexi shows you that by slicing and dicing your content, you can turn those no's into yes's.
How To Create Blog Posts Your Readers Will Want To ShareScripted.com
On January 21, Scripted's Chief Revenue Officer — J.D. Peterson — and InboundWriter's CEO, Skip Besthoff, teamed up to talk about how marketers can make their articles more shareable. From discussing idea generation to debunking common content myths, the two provided actionable ways marketers can get their content ready for their readers to share today.
This slide deck walks through Keyword Explorer, Moz's tool for keyword research, designed by Rand to help with many of the pernicious problems inherent in the keyword discovery and prioritization processes.
Google Grants Webinar: The Biggest Missed Opportunity in Nonprofit Marketing Eric Facas
Google Grants is the nonprofit edition of AdWords, Google's online advertising tool. Google Grants empowers nonprofit organizations with in-kind AdWords advertising, to promote their missions and initiatives on Google.com. In this webinar, Cody Damon and Eric Facas of Media Cause will discuss how your organization can benefit from Google Grants and why you should consider it as part of your marketing strategy this year.
Key Takeaways:
- What is Google Grants
What it takes to turn a Google Grant into a free $480,000 advertising budget and how to turn Google advertising into real value for a nonprofit
- How to apply, account setup, and optimization overview
- 10 tactical tips for making the most of a Google Grant
Google Grants: The Biggest Missed Opportunity in Non-Profit MarketingHubSpot
Google Grants is the nonprofit edition of AdWords, Google's online advertising tool. Google Grants empowers nonprofit organizations with in-kind AdWords advertising, to promote their missions and initiatives on Google.com. In this webinar, Cody Damon and Eric Facas of Media Cause will discuss how your organization can benefit from Google Grants and why you should consider it as part of your marketing strategy this year.
Are you a nonprofit organization that needs help with online marketing? View this presentation to find out how to get more involved in PPC management, SEO, social media and analytics.
Learn how to leverage basic principles and best practices to raise awareness online, increase donations, generate more volunteer support and other goals specific to nonprofits. Additionally, discover how to obtain grant money from the search engines and apply it to successful paid search campaigns.
Download our free Google Ad Grants whitepaper → http://bit.ly/1vBLptH
Read our blog posts about Google Ad Grants → http://bit.ly/1vBL9uQ
Urge Facebook to launch an Ad Grants program → http://change.org/facebookadgrants
This presentation was presented by Eric Facas at Social Media 4 Nonprofits Boot Camp (#SM4NP #npbc14) in San Francisco on Oct. 2, 2014.
7 Easy Steps to Turbocharge Your Online BrandElad Hogen
Know-how and tools that you’ll need to build and maintain a powerful and rewarding personal or business brand on the Internet:
- What is Online Brand Management?
- How to get super targeted traffic?
- What web properties you need to have online?
- Automate content creation like a pro.
- All you need to know about SEO for local branding.
Nonprofit Insights: How to Socialize Your Volunteer Recruitment with Google A...VolunteerMatch
Question: What difference would it make for your organization if you could get $120,000 per year in free advertising?
Good news: you can. Join VolunteerMatch and Eric Facas, founder and CEO of Media Cause, to learn the basics of the Google Ad Grants program. Eric walks you through how to take advantage of this free "perk," as well as strategies for getting started with your account. We also cover more advanced techniques including supporter growth, volunteer recruitment, and how this program could help supercharge your online engagement.
Conversion Rate Optimization Workshop by Ali Raza Ali Raza
A brief Conversion Rate Optimization Workshop by Ali Raza with various factors being discussed which includes
Introduction to Conversion Rate Optimization
Why CRO is Important for your website and Business?
Understanding Visitors Psychology
How to create a compelling and clear value proposition? [Working on your Unique Competitive Edge]
How User Experience Can Differentiate ‘CRO’ for Your Business?
How Event Based Promotions Increase the ‘CRO’ for Your Business?
How Much Important ‘Urgency’ Factor in Your Creatives?
How Important is Emotional Resonance?
Communicate Value - Why Pay?
Testimonials - Case Studies - Proof’s how they can help your business.
Remove distraction - Consumer is Lazy!
What is A/B testing?
How to do A/B testing to determine what is working best for your business?
Landing Page A/B Testing Samples
Several Case Studies Discussed.
Different tools which can help you with Conversion Optimization, A/B Testing and how you can record
User Behavior on your website.
You can visit my blog at http://aliraza.co
Regards
Jay Berkowitz, CEO of TenGoldenRules.com presents the 10 Success Strategies for Internet Marketers at Affiliate Summit West in Las Vegas on January 13, 2009.
Infographic: Best Practices For Nonprofits On TwitterMedia Cause
Whether you’re diving into Twitter for the first time or a frequent user, follow these guidelines to ensure your nonprofit is successful in engaging with its supporters on Twitter.
Although Pinterest can be beneficial for many nonprofits, it may not be the best platform for all organizations. Use this infographic to find out if your nonprofit should consider creating a Pinterest account.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
3. We’ve seen a big drop in traffic, can you fix it?
We would like to show up at the top of Google for
Keyword X, can you do that for us?
Our web designer did SEO for us when the site was
built, do we need to do anything else?
Can you ALSO do some SEO?
http://www.shoemoney.com/2012/07/26/welcome-to-the-negative-seo-wars
What Nonprofits Ask Us About SEO
4. Versus thousands of
the smartest engineers
in the world
Who won’t share the
rules AND change
them all the time
While 10’s of millions
of websites compete
SEO is a Game
5. SEO is a Game
Versus thousands of
the smartest engineers
in the world
Who won’t share the
rules AND change
them all the time
While 10’s of millions
of websites compete
6. 25% of Clicks
75% of
Clicks
25% of Clicks
75% of Clicks
Over 3 billion
searches on
Google a day
95% of all clicks
happen on page 1
Why We Play The Game
7. 25% of Clicks
75% of
Clicks
25% of Clicks
75% of
Clicks
The Moz Beginners Guide to SEO
(moz.com/beginners-guide-to-seo)
Google’s SEO Starter Guide
(static.googleusercontent.com/external_content/untrusted_dlcp/www.google.com/en/us/webmasters/docs/sear
ch-engine-optimization-starter-guide.pdf)
SEO In Practice – ebook & quizes
(seoinpractice.com)
Great Resources for DIY SEO
Good News: You’re Not Alone
8. Strategy – What keywords you should target
Website Content – What your users see
Meta Content – What search engines see
Technical – Give Google what they want
Linking – An online popularity contest
5 Major Factors for SEO
9. Google knows exactly what 3 billion people are
looking for every day.
Keywords are Everything!
10. What do you want to be
found for?
Target keywords need to
be 100% relevant to your
websites content
Analyze
volume, competition, sear
chers profile, and intent
Nuance matters
Strategy = Picking the Right Keywords
12. AdWords Keyword Planner
https://adwords.google.com/ko/KeywordPlanner
Google Insights for Search
http://www.google.com/insights/search
Wordtracker
https://freekeywords.wordtracker.com
Bonus: Free Keyword Research Tools
13. Create pages about the
keywords you want to rank
for. Look at existing page
1 results – what makes
you more relevant?
Use but don’t overuse the
keyword in the main
text, page headings, and
URL
Track your progress –
always be optimizing
Keywords Become Content
Moz.com offers a 75% discount for nonprof
14. Go to Yoast.com to download this free Wordpress plug-in
Bonus Tip: Blogging for SEO
17. Don’t forget Meta Descriptions, Heading Tags (H1-H6), and Alt
Attributes for images
Title Tags shouldn’t say HOME! Describe the page using your
target keyword in <65 characters
Meta Descriptions need to be 150-165 characters, describe the
goal of the page using 2-3 target keywords
Meta Content – Common Mistakes
18. 4 relatively easy to fix technical factors
that have a big impact on SEO
Technical Website Tips
19. Don’t buy links
Instead, make great content
Good: Blog, Informational Resources, Infographics
Better: Video Story Telling, Quizzes, Interactive Apps
Linking 101
22. Step 1: Determine the best time to get started
Step 2: Run a free audit of your website for a basic diagnostic
Step 3: Run an audit
on each SEO
agency/consultant/we
b designer
Step 4: Ask about
approach to all
components to SEO
How to Hire for SEO
23. Deep Breath, Half Way There
Deep Breath, We’re Halfway There!
Any Questions?
24. AdWords
World’s most effective ad
platform
Relevancy is everything
Google Ad Grants
$10,000/mo free ad credit on
Google.com
$2 max cost per click
Ads shown below paid ads
Sign up IMMEDIATELY at
Google.com/nonprofits
Paid Search Advertising
25. The average Google Ad Grants
grantee spends approximately
$330 a month
96.3 %
27. Your #1 Goal is Donations, but…
There are two exceptions: brand terms and disaster relief.
28. Interest
Intent
Purchase
Monthly Google Search Volume
“About The Rainforest” – 5,000,000
“Deforestation” – 457,000
“Save the Rainforest” – 33,000
“Rainforest Charities” - 880
Awareness
People ARE searching for information
29. “Creative” email captureAbout the Rainforest
Deforestation
Save the Rainforest
Charities
Focus on the top of the funnel
Sign an online petition
Get Involved, volunteer, share
Donations, memberships, sales
30. Before (1/1/12 – 7/31/12)
0 newsletter signups
After (8/1/12 – 8/31/13)
14,278 emails collected
List Building with Google Ads
31. Hundreds of
thousands of emails
collected
2 custom emails
before general list
inclusion
Online donations
now on par with offline
List Building with Google Ads
32. The Only Rules
Stay on mission
Get creative
Stuck? Start with
search
volume/trends, work
backwards
What Can You Give Away?
33. 5 Tips for Unlocking Google Ad Grants’ Potential
34. Bad News
You can’t run on
keywords if you don’t
have the precise
content the user is
looking for
Good News
You can build content
to make yourself
relevant for anything
Tip #1: Relevancy is Everything
35. Rule of thumb: If you don’t have content on
your site that perfectly matches the keyword,
don’t expect it to work.
Google REALLY cares about relevancy!
36. 58% of
searches use
between 2-4
words
Average Global Search Phrase Length
SOURCE: Experian Hitwise – Oct 2009
Tip #2: Build Your Keyword list w/ the Long Tail
37. Bonus Tip: Use all 4 match type options for broad match, “phrase
match”, & [exact match] on higher volume keywords
Quality score is calculated at the keyword level
Bonus Tip: Use a thesaurus to find new ways to say the same keywords
that are performing the best
Add Keywords Without Hurting Relevancy
39. Ad Groups should have 15-30 similar keywords that
align to a specific page on the website. The more
focused the ad group, the better the ad targeting.
Campaigns
should align with
goals:
donations, volunt
eers, events, em
ail collection
Account Organization: Campaign & Ad Groups
40. Get Noticed
LOOK AT ME!
I have 1.26s to grab your attention
and convince you to CLICK HERE!
www.GetNoticed.com
Tip #4: Ad Text
41. Family Abuse Facts
41
Family Violence
Learn More - Get the latest family
violence facts here.
www.futureswithoutviolence.org
3.32% CTR
Family Abuse
Get the facts on family abuse here &
learn how you can help stop it.
FuturesWithoutViolence.org
5.56% CTR
42. 42
Headline should be hyper
relevant to the query – include
the exact keyword
Include an informative and
empowering call to action
Test 3-4 variations at all times
Remove the worst performer
every month
3.32% CTR
5.56% CTR
Family Abuse
Get the facts on family abuse here &
learn how you can help stop it.
FuturesWithoutViolence.org
Family Violence
Learn More - Get the latest family
violence facts here.
www.futureswithoutviolence.org
How to Write Effective Creative
45. Is all this information necessary at this point in the
relationship?
Most users are reluctant to divulge personal
information
4 fields is the ideal length
Conversion Rate = 50% Conversion Rate = 74.6%
Keep Forms as Short as Possible
46. 25% of Clicks
75% of
Clicks
25% of Clicks
75% of
Clicks
Official Google Adwords Certification
(http://gcptransition.appspot.com/)
Google Ad Grants Help Forum
(http://productforums.google.com/forum/#!forum/grants)
Google Ad Grants Whitepaper by Media Cause
(http://help.mediacause.org/google-grants)
Great Resources for DIY SEM
Want More? You’re Not Alone
47. Step 1: Is your website optimized for your goals?
Step 2: Make the agencies/consultants you’re talking with
are Adwords Certified
How to Hire for SEM
Step 3: Ask questions
about strategy. Tactics are
cheap, a good strategy is
much more important.
Step 4: Make sure you
understand where SEM &
Google Ad Grants fits in to
your overall marketing plan
50. How are the ad positions determined?
Max CPC (or Max CPM) x Quality Score = Rank Score
Rank Score is calculated per keyword
Quality Score is Comprised of the Following:
- CTR
- Quality of landing page
- Relevance of ad text
- Historical keyword performance
- Other relevancy factors
You only pay the CPC necessary to have a rank score
higher than that of the advertiser below you
Minimum CPC can be as low as $0.01
Editor's Notes
(Do you have a website redesign planned? Do you like your current CMS? Do you have budget for SEO for the year?)
So just how much of a missed opportunity are we talking able, well….Read slide…Don’t worry, we’re here to help. After todays presentation we will give you the knowledge needed to ensure you don’t fall into the same set of mistakes that many others have fallen into.
Instead, we strongly advocate focusing on the top of the funnel, terms like “Rainforest Facts” are a great opportunity to generate email addresses. This is a fantastic strategy, if you’re focusing on the top of the funnel, your could convert several thousand of the 5,000,000 into newsletter subscribers verses trying to convert one donor from the couple hundered searches at the bottom of the funnel.
Read Bullet 1Is this a big challenge for Google but it’s also exactly what makes Google’s ad products so great!Banner ads are clicked on an average of 0.02% of the time, search ads are clicked on between 1 to 7% of the time, that’s a huge improvement, up to 350 times better. Google figured out that advertisers were willing to pay a lot of money for ads that are so relevant and that’s exactly how they built the the Adwords system. Plus showing less irrelevant ads keeps users have and coming back to Google over and over again. It’s a genius combination, one that’s bringing in $40 billion dollars a year and supporting such great programs such as Google Grants so we shouldn’t complain about their strict relevancy requirements. On the contrary, we should embrace them.Read Bullet 2.We will give you some specific examples in the next section where we talk about Landing Pages. This is the silver lining to relevancy and if you’re willing to commit to building content, you can create tremendous value with your Google Grant.
(Do you have a website redesign planned? Do you like your current CMS? Do you have budget for SEO for the year?)