2. SEARCH-MOJO.COM
ABOUT SEARCH MOJO
• Search engine marketing firm founded in 2005
– Search engine optimization (SEO)
– Pay-per-click advertising management (PPC)
– Social media advertising
– Online reputation management
• Headquartered in Charlottesville, VA
– Office in Charleston, SC
• Work with several nonprofits to obtain and manage Google Grants
• Featured in the Washington Post, The NonProfit Times,
MarketingSherpa,Visibility Magazine and many blogs
• Speakers at SMX Advanced, MarketingProfs, PubCon and more
5. SEARCH-MOJO.COM
Eligibility Requirements:
• 501(c)(3) status determined by the IRS
– publicly updated in the IRS online database
• Located in the United States
• One membership per organization
ARE YOU ELIGIBLE?
www.google.com/nonprofits/join/
6. SEARCH-MOJO.COM
ARE YOU ELIGIBLE?
Ineligible organizations:
• Governmental entities or organizations
• Hospitals and health care organizations
• Schools, childcare centers, academic
institutions & universities
www.google.com/nonprofits/join/
7. SEARCH-MOJO.COM
GOOGLE FOR NONPROFITS: PRODUCTS
• Google Grants
– Free AdWords advertising
• YouTube for Nonprofits
– Branding opportunities, Donate button
• Google Earth Outreach Grants
– Free Google Earth Pro & Maps API licensing
• Google Apps for Nonprofit
– Free version
http://www.google.com/nonprofits/products/index.html
9. SEARCH-MOJO.COM
GOOGLE GRANTS: THE BASICS
• Nonprofit grant to use via Google AdWords
• Raise awareness
• Reach donors, volunteers & consumers
• Track donations, sign-ups, etc.
10. SEARCH-MOJO.COM
GOOGLE GRANTS: THE BASICS
• $10,000/Month for Google AdWords
• $2 bid-per-click
• Ads show on Google.com
• Track Conversions
• Link with Google Analytics
14. SEARCH-MOJO.COM
WHAT HAPPENS NEXT?
• Notified by Google
within 5-10 days
• Check status:
https://google-for-
nonprofits.appspot.com/
checkstatus
• Enroll in Google Grant
15. SEARCH-MOJO.COM
GOOGLE GRANTS: HOW TO ENROLL
• Create a Google AdWords account
– DO NOT set up billing information
– Target Google.com ONLY
• No display network targeting or bidding
– Create first campaign
• Submit proposed account to Google
• Approval time frame ~45-60 days
17. SEARCH-MOJO.COM
ADWORDS ACCOUNT STRUCTURE
Keyword Keyword Keyword Keyword Keyword Keyword
Keyword Keyword Keyword Keyword Keyword Keyword
Keyword Keyword Keyword Keyword Keyword Keyword
CampaignCampaignCampaign
Ad Group Ad Group
Ads Ads
Ad Group Ad Group
Ads AdsAds
Ad Group Ad Group
Ads
Account
18. SEARCH-MOJO.COM
AD COPY
• Ad Copy Basics:
– Headline: 25 character limit
– Each description line: 35 character limit
– Try to use keywords – they appear in bold
– ABT: Always Be Testing
19. SEARCH-MOJO.COM
AD EXTENSIONS
• Ad Sitelinks
• Location Extensions
• Call Metrics
• Product Extensions
• Social Extensions
• App Extensions
Increased SERP real
estate
Increased CTR
27. SEARCH-MOJO.COM
CUSTOM LANDING PAGES
• Improve conversion metrics
• Different landing pages for different
conversion actions
• Use dynamic content
• Follow best practices
35. SEARCH-MOJO.COM
LINK TO GOOGLE ANALYTICS
More insight into PPC Traffic
Insight into $$ with Ecommerce tracking
Find abandonment trends & adjust
36. SEARCH-MOJO.COM
KEEPING YOUR GRANT STATUS
• How you could lose your grant status:
– Fail to log into your account for 3
consecutive months
– Fail to complete the annual survey
– Fail to be responsive to email requests from
Grant team
– Lose your 501(c)(3) status
http://www.google.com/grants/details.html
37. SEARCH-MOJO.COM
INTERESTED IN GOOGLE GRANTS NOW?
SEAN McCUSTY
Sales Consultant
smccusty@search-mojo.com
800-939-5938 x116
AMANDA SIDES
asides@search-mojo.com | 800-939-5938 x 105
@amanda_sides | @SearchMojo
Show additional info
More SERP real estate
Increase CTRs
Google has stated that on average advertisers who implemented ad sitelinks saw a 30% increase in CTR.
~57% increase
Download links tailored to the device ad is shown on
Client was using home page as LP
Conversion Submission Query to find eligible candidates for certain job areas
Conversion Rate = 1.17%
Immediate action: Change LP to a more targeted page on their website
Same conversion, just more targeted content.
Conversion Rate improved to 2.40% with that small change.
Created custom LP
Showcased main conversion action
Served up relevant content
Increased conversion rate to 12.5%
Lack of navigation
Video
Simple, sparse content
Bold call-to-action
Google Grantspro:
$40,000 grant per month [$480,000/year]
Fall of 2012 – stopped accepting applications
Supposedly “revamping” the program