Maximizing your Google Grants budget for Nonprofits

www.CardinalPath.com 1©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.
Maximizing Your Google
Grants Budget for Nonprofits
Alan Amerault
Associate Director – Digital Marketing
June 2013

Who Are We?
Consulting Education
Web Analytics
Digital Marketing
Online Acquisition
Online Strategy and
Analytics Maturity
Web Analytics
Digital Marketing
Social Media

Today
• Recap the program
• Maximize results
• Expand
• Ad auction
• Keyword research
• Quality Score
• Foundation Search

Part 1: Google Grants
Program Recap
Program details and how to determine eligibility

Strengths
Easy to Apply
$330/daily
($10k monthly)
Opportunity
for expansion
Manage via
AdWords!

Limitations
Google Grants Account Limitations:

Eligibility
Organization must:
Registered:
Canada
Income Tax
Act
Tax-exempt non-profit
organization
Organization
website

Eligibility
Organization must:
Run mission-
based ads

Eligibility
Organization must:
Able to Fulfill
Setup &
Management

Eligibility
Ineligible Organizations
Governmental entities and
orgs
Hospitals and health care orgs
Schools, childcare centers, academic
institutions and universities
Political parties, organizations

Part 2: How To Maximize
Results
Simple levers and means of increasing account
performance

Keys To Success
Ad
Scheduling
Improving
CTR
Bid
Management

Bid Management
Adjustment and manipulation of bid prices
to maximize and adjust paid search traffic
Bid
Management

Bid Management
Maximize the traffic volume, and as a result
increase conversions
Why?
Donations!
Newsletter signups
Petitions
Social sharing
What else?

Bid Management
Bid higher on better performing ad groups and
keywords to increase conversions
Why?
Find the
keywords that
drive
conversions
Drive MORE
conversions!

Bid Management
How?
• Keep maximum allowed bids of $2.00 until the
budget limit is reached
• Upon reaching the daily budget limits:
Split available budgets between
campaigns
? ?
$100

Bid Management
How?
• Keep maximum allowed bids of $2.00 until the
budget limit is reached
• Upon reaching the daily budget limits:
Adjust bids (potentially decrease) to
maximize conversions in the RIGHT
campaigns

Bid Management
Tip:
Since only manual bidding is allowed, it could be very
time consuming process to update the bids.
Use the Google AdWords Editor to save time.
http://www.google.com/AdwordsEditor

Bid Management
http://www.google.com/AdwordsEditor
• Make bulk edits
• Copy/paste
• Replace text
• Adjust at scale!

Ad Scheduling
Adjusting the time of day and day of week
that ads show in an effort to maximize
different streams of traffic
Ad
Scheduling

Ad Scheduling
Why?
Not all traffic is worth the same to you!

Ad Scheduling
Why?
Automated bid adjustments can ensure that you reach the
RIGHT user at the RIGHT time

Ad Scheduling
How?
Review the ‘Day of the week’ performance report

Ad Scheduling
How?
Based on the report results, use the Ad Scheduling feature to
schedule the bid adjustments.
Campaigns >> ‘Settings’ >> Schedule >> ‘Ad Scheduling’

CTR Improvements
Click-through-rate is the ratio of clicks to total
impressions of ads served
Improving
CTR

CTR Improvements
Why focus on this?
Improve Quality Score
Maximize both traffic volume & conversions within
limited number of ad impressions
CTR
Improvements
Improved
Quality Score
Cost
Savings!

CTR Improvements
How?
Ad Split
Testing
Adjust Match
Types
Negative
Keywords
Run multiple variations of an ad to determine a
consistent winner
Broad, Phrase, and Exact match types can help
drive most relevant traffic
Fine-tune existing keyword set to eliminate the
irrelevant traffic that drives down CTR

CTR Improvements
Ad Split Testing
Run at least
2 versions of
ads per ad
group
Determine
better
performing
ad
Pause lower
performing
ad
Create a
new ad to
continue the
test

CTR Improvements
Adjust Keyword Match Type
Eliminate unnecessary ad impressions by using phrase and
exact match keywords.

CTR Improvements
Use Negative Keywords
Review Search Query report to find search queries not
relevant to your offering

CTR Improvements
Use Negative Keywords
Utilize the Google Keyword Tool to find words that may be
used as negatives

Part 3: Expand Your Account
Once things are performing well, continue to build out
campaigns

Account Expansion
Why?
Cover all relevant topics
Utilize all available budget and bring quality visitors to
your website
Continue to maximize volume of conversions

Account Expansion
How?
Auto-
Complete
Contextual
Targeting
Tool
Keyword
Expansion
Search
Query Report
Organic
Keywords
Site Search
Report

Account Expansion
Keyword Expansion
Continue to use Google Keyword Tool to find new keywords
and add them your account

Account Expansion
Bing Ads Intelligence Tool
The Bing Ads Intelligence Tool may enable you to find new
keywords and add them your account

Account Expansion
Contextual Targeting Tool

Account Expansion
Search Query Report
Go to: ‘Keyword Details – All’ report to see what search queries triggered
your ad impressions and clicks
• Look for insights on new
keyword ideas relevant
to your offering
• Expand these keyword
topics by using the
Keyword Tool

Account Expansion
Google Auto-complete
Brainstorm new keyword ideas by using Google Auto-
complete feature
Tip:
• As an extension to Google’s Auto-complete idea,
there is a very handy tool - Ubersuggest
(www.ubersuggest.org)

Account Expansion
Organic Search Keywords
• Use Google Analytics to
review well performing
organic search keywords.
• They could provide some
ideas on expanding your
existing AdWords
campaigns and ad
groups.

Account Expansion
Site Search Report
Use Google Analytics to find what your visitors search on
your website.
This information could provide ideas
for new campaigns, ad groups and
keywords

Account Expansion
Maximize your available budget
Daily Budget: $329
Up To Monthly Max of $10,000

Part 4: The Ad Auction
The Auction, bidding, and winning against competitors

Ad Rank
f( , )Max
CPC
QS
KEY: Improvements in QS will effectively drive DOWN cost!

Keys To Success
Ad Copy
& Mgmt
Landing
Pages
Keyword
Research
Quality
Score

Part 5: Keyword Research
Find the most relevant and pertinent terms

Choosing the right keywords
• Does this term accurately relate to your
organization/purpose/ad?
Relevance
• How often is this keyword getting typed into search
engines?
Volume
• How expensive will it be for me to get my ads shown?
Remember about $2 bid limit.
Competitive

Google Grants Bidding Limitation

Google Grants Bidding Limitation
Your Maximum Allowed Bid is
$2.00
Your competitor’s
with regular
AdWords accounts
don’t have such
limitation

Keyword Research
How do you drive more traffic?
Long Tail
Early Funnel
Stage
Low volume, descriptive, higher-converting
terms
Research, early-stage terms that indicate
interest…

Keywords For Grants Accounts
What is the long tail?

Why use them?
less competition cheaper keywords

Using “research” stage keywords
Reviews
Tips
Information
Donations
Research / Awareness

Keyword Tool

Part 6: Quality Score
Maximize the free budget by building strong quality
score

Ad Rank
f( , )Max
CPC
QS
KEY: Improvements in QS will effectively drive DOWN
cost!

Improve Quality Score
Quality Score affects your actual cost-per-click
Higher
Quality
Score
Lower
Cost-Per-
Click

Ad Rank
f( , )Max
CPC
QS

Part 7: Foundation Search
North America’s Leading Source of Foundation Funding
Information for Non-Profits

Foundation Search®
Help nonprofit organizations:
• Identify potential donors
• Analyze these funders to identify the exact donors most
likely to fund you
• Manage all fund raising activities.

www.CardinalPath.com 64©2013 Cardinal Path, Inc., All Rights Reserved. Proprietary and Confidential.64
As easy to use as
selecting options
and hitting the
search button, within
seconds you receive
your results which
you can then analyze
to find the best
possible donors.
Foundation Search®

• Analyze giving trends and grant sizes
• Quickly assess a donor’s funding interests
• Choose the best donors to apply to
65
Foundation Search®

Would you like to know more?

Thank You!
Questions & Answers

email
CardinalPath.com
@CardinalPath
facebook.com/CardinalPath
gplus.to/CardinalPath
web
twitter
facebook
google+
Connect with Cardinal Path
Alan Amerault
Associate Director – Digital Marketing
aamerault@cardinalpath.com

Maximizing your Google Grants budget for Nonprofits

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