The document provides guidance on using search engine optimization (SEO) and Google Ad Grants to grow awareness for nonprofits. It discusses how SEO is like a game against thousands of engineers who constantly change the rules. It then outlines five major factors for SEO success: strategy, website content, meta content, technical aspects, and linking. The document also provides tips for using Google Ad Grants, including focusing on awareness keywords rather than donations at first, using long-tail keywords, and optimizing landing pages.
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.
Power of Digital Marketing - TiE Young Enterpreneurs 2015Navneet Kaushal
Any business needs to find the way to reach its customers. Here you need to start thinking about the essential purpose and thinking that goes with marketing their service or product to its key customers. Digital Marketing session covers topics from market research to developing a market strategy and Break-even analysis. Overall, this presentation covers:
*What is Digital marketing?
*What is the purpose of Digital marketing?
*Effective Digital marketing
*Benefits of Digital marketing?
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.
Power of Digital Marketing - TiE Young Enterpreneurs 2015Navneet Kaushal
Any business needs to find the way to reach its customers. Here you need to start thinking about the essential purpose and thinking that goes with marketing their service or product to its key customers. Digital Marketing session covers topics from market research to developing a market strategy and Break-even analysis. Overall, this presentation covers:
*What is Digital marketing?
*What is the purpose of Digital marketing?
*Effective Digital marketing
*Benefits of Digital marketing?
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.
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.
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.
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.
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.
As search evolves, so does optimization. Search results are less about phrases (combinations of words and letters) and more about topics (semantic meanings and entities). So a smart content marketer optimizes for “things, not strings.”
But what exactly does this mean for the writer? This presentation covers five specific actions we take as content marketers to make sure that your marketing is aligned with the future of SEO.
Learn how to:
Find clues into what topics are semantically linked to each other (Research)
Target topics, not just phrases, through writing (Semantic Search)
Incorporate natural language into your content (Voice Search)
Make visitors happy in ways that make Google happy (User Interaction Signals)
You're about to learn the step-by-step process for each of the specific actions that will future-proof your search engine rankings.
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.
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
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.
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.
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.
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.
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.
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.
As search evolves, so does optimization. Search results are less about phrases (combinations of words and letters) and more about topics (semantic meanings and entities). So a smart content marketer optimizes for “things, not strings.”
But what exactly does this mean for the writer? This presentation covers five specific actions we take as content marketers to make sure that your marketing is aligned with the future of SEO.
Learn how to:
Find clues into what topics are semantically linked to each other (Research)
Target topics, not just phrases, through writing (Semantic Search)
Incorporate natural language into your content (Voice Search)
Make visitors happy in ways that make Google happy (User Interaction Signals)
You're about to learn the step-by-step process for each of the specific actions that will future-proof your search engine rankings.
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.
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
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.
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.
A Programmable Logic Controller (PLC) or Programmable Controller is an electronic device used for Automation of industrial processes, such as control of machinery on factory assembly lines.
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.
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.
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.
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.
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
Google Grants and Beyond
What is “Google Grants”? Google Ad Grants is the nonprofit edition of AdWords, Google's online advertising tool. To be eligible for Google Grants, your org must:
• Hold current and valid charity status, as determined by your country. (U.S. – 501(c)(3))
• Agree to Grants’ required certifications regarding nondiscrimination and donation receipt and use.
• Have a functioning website with substantial content. (Your ads will be limited to the URL you submit for review.)
Google has given away hundreds of millions of dollars in free advertising to ...Bruno Rabelo
Google has given away hundreds of millions of dollars in free advertising to qualifying non- profits through the Google Grants AdWords program. While the grant is worth up to $10,000 a month in free ads, the average organization only manages to utilize about $300 a month. Whether you are managing your campaign with in-house resources or partnering with an agency, here are 8 tips to make the most of your Google Grants AdWords account.
What is Google Grants? • Program created in 2003 • Provides nonprofits with up to $10,000 per month in free advertising on Google • Supports over 8,000 grantees • Donated over $800 million in free ads
Google for Nonprofits Products
Why Google Ad Grants? Reach and engage your supporters through online advertising with AdWords With Google Ad Grants, you can: − Reach donors, volunteers, and constituents − Raise awareness − Track online donations, newsletter sign-ups, and volunteer registrations − Promote your organization's website
What is Google Grants?
-The nonprofit edition of AdWords, Google's online advertising tool
- Empowers nonprofit organizations, through $10,000 per month of in-kind AdWords™ advertising
- Allows nonprofits to promote their missions and initiatives on Google.com
Eligibility for Google for Nonprofits Organizations must:
● Hold current 501(c)(3) status, as determined by the U.S. Internal Revenue Service
● Acknowledge and agree to the application's required certifications regarding nondiscrimination and donation receipt and use. These organizations are NOT eligible:
● Governmental entities and organizations
● Hospitals and health care organizations
● Schools, childcare centers, academic institutions, and universities (philanthropic arms of educational organizations are eligible). To learn more about Google's programs for educational institutions, visit Google in Education. Description of the Application Process Fine text: Google reserves the right to grant or deny an organization's application or participation at any time, for any reason, and to supplement or amend these eligibility guidelines at any time. Selections are made at Google's sole discretion, and are not subject to external review.
Google Grants (AdWords)
● Google Grants AdWords accounts have a daily budget set to $329 dollars, which is equivalent to about $10,000 per month of advertising on Google.com
● This is a big deal
● Easy to set up, but the more time you spend on it the better you can fine-tune it and get better results ● At the very least, set it up!
Up the Ratios Bylaws - a Comprehensive Process of Our Organizationuptheratios
Up the Ratios is a non-profit organization dedicated to bridging the gap in STEM education for underprivileged students by providing free, high-quality learning opportunities in robotics and other STEM fields. Our mission is to empower the next generation of innovators, thinkers, and problem-solvers by offering a range of educational programs that foster curiosity, creativity, and critical thinking.
At Up the Ratios, we believe that every student, regardless of their socio-economic background, should have access to the tools and knowledge needed to succeed in today's technology-driven world. To achieve this, we host a variety of free classes, workshops, summer camps, and live lectures tailored to students from underserved communities. Our programs are designed to be engaging and hands-on, allowing students to explore the exciting world of robotics and STEM through practical, real-world applications.
Our free classes cover fundamental concepts in robotics, coding, and engineering, providing students with a strong foundation in these critical areas. Through our interactive workshops, students can dive deeper into specific topics, working on projects that challenge them to apply what they've learned and think creatively. Our summer camps offer an immersive experience where students can collaborate on larger projects, develop their teamwork skills, and gain confidence in their abilities.
In addition to our local programs, Up the Ratios is committed to making a global impact. We take donations of new and gently used robotics parts, which we then distribute to students and educational institutions in other countries. These donations help ensure that young learners worldwide have the resources they need to explore and excel in STEM fields. By supporting education in this way, we aim to nurture a global community of future leaders and innovators.
Our live lectures feature guest speakers from various STEM disciplines, including engineers, scientists, and industry professionals who share their knowledge and experiences with our students. These lectures provide valuable insights into potential career paths and inspire students to pursue their passions in STEM.
Up the Ratios relies on the generosity of donors and volunteers to continue our work. Contributions of time, expertise, and financial support are crucial to sustaining our programs and expanding our reach. Whether you're an individual passionate about education, a professional in the STEM field, or a company looking to give back to the community, there are many ways to get involved and make a difference.
We are proud of the positive impact we've had on the lives of countless students, many of whom have gone on to pursue higher education and careers in STEM. By providing these young minds with the tools and opportunities they need to succeed, we are not only changing their futures but also contributing to the advancement of technology and innovation on a broader scale.
Many ways to support street children.pptxSERUDS INDIA
By raising awareness, providing support, advocating for change, and offering assistance to children in need, individuals can play a crucial role in improving the lives of street children and helping them realize their full potential
Donate Us
https://serudsindia.org/how-individuals-can-support-street-children-in-india/
#donatefororphan, #donateforhomelesschildren, #childeducation, #ngochildeducation, #donateforeducation, #donationforchildeducation, #sponsorforpoorchild, #sponsororphanage #sponsororphanchild, #donation, #education, #charity, #educationforchild, #seruds, #kurnool, #joyhome
A process server is a authorized person for delivering legal documents, such as summons, complaints, subpoenas, and other court papers, to peoples involved in legal proceedings.
Presentation by Jared Jageler, David Adler, Noelia Duchovny, and Evan Herrnstadt, analysts in CBO’s Microeconomic Studies and Health Analysis Divisions, at the Association of Environmental and Resource Economists Summer Conference.
Jennifer Schaus and Associates hosts a complimentary webinar series on The FAR in 2024. Join the webinars on Wednesdays and Fridays at noon, eastern.
Recordings are on YouTube and the company website.
https://www.youtube.com/@jenniferschaus/videos
Canadian Immigration Tracker March 2024 - Key SlidesAndrew Griffith
Highlights
Permanent Residents decrease along with percentage of TR2PR decline to 52 percent of all Permanent Residents.
March asylum claim data not issued as of May 27 (unusually late). Irregular arrivals remain very small.
Study permit applications experiencing sharp decrease as a result of announced caps over 50 percent compared to February.
Citizenship numbers remain stable.
Slide 3 has the overall numbers and change.
This session provides a comprehensive overview of the latest updates to the Uniform Administrative Requirements, Cost Principles, and Audit Requirements for Federal Awards (commonly known as the Uniform Guidance) outlined in the 2 CFR 200.
With a focus on the 2024 revisions issued by the Office of Management and Budget (OMB), participants will gain insight into the key changes affecting federal grant recipients. The session will delve into critical regulatory updates, providing attendees with the knowledge and tools necessary to navigate and comply with the evolving landscape of federal grant management.
Learning Objectives:
- Understand the rationale behind the 2024 updates to the Uniform Guidance outlined in 2 CFR 200, and their implications for federal grant recipients.
- Identify the key changes and revisions introduced by the Office of Management and Budget (OMB) in the 2024 edition of 2 CFR 200.
- Gain proficiency in applying the updated regulations to ensure compliance with federal grant requirements and avoid potential audit findings.
- Develop strategies for effectively implementing the new guidelines within the grant management processes of their respective organizations, fostering efficiency and accountability in federal grant administration.
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, searchers
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,
volunteers,
events, email
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