Michael Keating, digital communications manager at Samaritans Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

1. Online advertising
at Samaritans
Mike Keating
Digital Communications Manager
Samaritans

2. #agenda
AdWords: why we do it
AdWords: how we do it
AdWords: its impact
AdWords: THE HIDDEN COST
YouTube, Facebook and Twitter
AOB

3. AdWords: why?

4. AdWords: why?
What are your organisational objectives?
What are your team’s objectives?
Would you have targets?
What would they be?
How would you report them?
Who would even notice?

5. AdWords: how?

6. AdWords: how?
Remember your objectives
Use a structure that makes sense for you
Understand the limitations
Use extensions and keep them updated
Use data from other tools
Use AdWords’ “Opportunities” - and your instincts
Test, test, test

7. AdWords: how?
Remember your objectives

8. AdWords: how?
Use a structure that makes sense for you

9. AdWords: how?
Use a structure that makes sense for you

10. AdWords: how?
Understand the limitations

11. AdWords: how?
Use extensions and keep them updated

12. AdWords: how?
Use other tools
Google Analytics: Acquisition/Channels/Paid
Google AdWords Editor
Google Search Console
Use your colleagues!

13. AdWords: how?
Use AdWords’ “Opportunities” - and your instincts

14. AdWords: how?
Test, test, test

15. AdWords: how?
Remember your objectives
Use a structure that makes sense for you
Understand the limitations
Use extensions and keep them updated
Use data from other tools
Use AdWords’ “Opportunities” - and your instincts
Test, test, test

16. AdWords: results

17. AdWords: results

18. AdWords: results

19. AdWords: results

20. AdWords: results

21. AdWords: results
KPIs or targets will really help here
(obviously)
Don’t do it for the sake of it
Use your results elsewhere!

22. AdWords: the hidden cost

23. AdWords: the hidden cost

24. AdWords: the hidden cost

25. AdWords: the hidden cost
Use the Google AdWords editor
Deliberately block out time for it
Read!
Remember the requirements of your Grant
Share responsibility
But be realistic

26. Great for video
Great for “awareness”
Great for targeting outside your Facebook audience
Less great for donations
Good potential for campaigning
Facebook

27. Run shorter campaigns
Refine your targeting - make lots of Advert Sets
Always use multiple creative options
Use separate creative for mobile devices
Check in and evaluate regularly
Keep your enemies close
And keep your friends sort-of roughly as close
Facebook

28. YouTube
Target by keyword, channel or by interest groups
Easy to schedule campaigns for specific times
Reports on length of video watched
Use learnings for future content development
Don’t forget subtitles!

29. Twitter

30. AOB
We did banners before and it worked!
We did banners before and it didn’t work
Remarketing didn’t work for us

31. AOB
What would you do?

32. Thanks for your time!
Mike
m.keating@samaritans.org
020 8394 8347
@mkeating121
Questions?

33. Visit the CharityComms website
to view slides from past events,
see what events we have
coming up and to check out
what else we do:
www.charitycomms.org.uk

34. South West Networking Group
14 October 2016
Bristol
#ccsouthwest
Online
advertising