Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Google Grants

2,257 views

Published on

This was presented at the September 29, 2011 webinar on Google Grants presented by Charles Dieu and Simon Choy from ConnectAd. More resources related to this webinar can be found at: http://www.techsoupcanada.ca/learning_centre/webinars/2011/09/29/google_grants

Published in: Technology, Design
  • Be the first to comment

Google Grants

  1. 1. Techsoupcanada webinar<br />Google Grants<br />Simon Choy<br />schoy@connectad.ca<br />(647) 547-4187<br />Charles Dieu<br />cdieu@connectad.ca(647) 992-6188<br />
  2. 2. Agenda<br /><ul><li>Basic (~20m)
  3. 3. What are Pay-Per-Click Ads
  4. 4. How do they work
  5. 5. PPC industry
  6. 6. How PPC benefits charities
  7. 7. What is Google Grants
  8. 8. Questions</li></li></ul><li>Agenda<br /><ul><li>Advanced (~20m)
  9. 9. Google Grants process
  10. 10. Application tips
  11. 11. Campaign setup tips
  12. 12. Management tips
  13. 13. Questions</li></li></ul><li>What are Pay-Per-Click Ads<br />Appear when search query = advertiser’s keyword<br />For Example<br />PPC Ad <br />Shown<br />Advertisers are charged per ad click<br />
  14. 14. 3 Key Elements<br />
  15. 15. Advertiser<br />Advertisers using the keyword “t-shirts”, how <br />they bid on the left, and what they ended up<br />paying on the right.<br />
  16. 16. Searcher<br />Searcher puts in a search query and keywords in ads matching that query will appear.<br />
  17. 17. Search Engine Marketing<br />$13.5 billion<br />2008 statistics - http://www.marketingcharts.com/print/sem-spend-to-top-26b-by-2011-cannibalizes-print-media-8272/sempo-radar-sem-seo-north-american-industry-size-estimate-tactic-february-2009jpg/<br />
  18. 18. Paid Placements<br />$11.9 billion<br />2008 statistics - http://www.marketingcharts.com/print/sem-spend-to-top-26b-by-2011-cannibalizes-print-media-8272/sempo-radar-sem-seo-north-american-industry-size-estimate-tactic-february-2009jpg/<br />
  19. 19. 80%<br />4%<br />6.5%<br />
  20. 20. Why use PPC<br /><ul><li> Consider how people are looking for information today
  21. 21. Tap into these 3 billion searches per day
  22. 22. How can PPC ads help with this</li></li></ul><li>Gain Awareness<br />People looking for your service<br />
  23. 23. Increase Volunteering<br />People looking to volunteer<br />
  24. 24. Generate Donations<br />People looking to support<br />
  25. 25. What is Google Grants<br />$10,000 per month in free PPC advertising<br />September<br />October<br />December<br />
  26. 26. Grants Process<br />
  27. 27. Application Process<br />Task: Fill out online application<br /><ul><li>Short answers (basic info about the charity)
  28. 28. Long answers (paragraph questions)
  29. 29. Technical portion (sample keyword list and ad)</li></ul>Commitment: 2-4 hours<br />Timeline: 4-6 months<br />
  30. 30. Application Process<br />Tips:<br /><ul><li>Carefully review eligibility criteria
  31. 31. Learn basics about AdWords
  32. 32. Keyword generation using Keyword Tool
  33. 33. K.I.S.S.</li></li></ul><li>Campaign Approval<br />Task: Set up AdWords Account<br />Commitment: 4-12 hours<br />Timeline: 5-8 weeks<br />
  34. 34. Campaign Approval<br />Tips:<br /><ul><li>Review key settings
  35. 35. Structure campaign based on goals</li></li></ul><li>Campaign Approval<br />High-level control<br />Related keywords<br />
  36. 36. Campaign Approval<br />Tips:<br /><ul><li>Review key settings
  37. 37. Structure campaign based on goals
  38. 38. For ex: awareness, volunteer, donations
  39. 39. Often your website navigation will be a good guide.
  40. 40. Refer to your analytics for keyword ideas
  41. 41. Keywords report (traffic sources > keywords)
  42. 42. Map overlay (visitors > map overlay)</li></li></ul><li>Management<br />Task: maintaining and improving campaigns<br />Commitment: 1-2 hours a month (do more)<br />Timeline: indefinite<br />
  43. 43. Management<br />Tips<br /><ul><li>Focus on building campaign as opposed to optimizing</li></li></ul><li>Management<br />Tips<br /><ul><li>Focus on building campaign as opposed to optimizing
  44. 44. Accelerate delivery method (campaign > settings > delivery method)
  45. 45. Bid strategy should maximize price
  46. 46. Go broad
  47. 47. Use broad match keywords vs. other match types
  48. 48. Refer to search terms report
  49. 49. Short-tailed keywords acceptable</li></li></ul><li>Tips<br /><ul><li>Tweaking Ad Text
  50. 50. Time effective way to improve campaign
  51. 51. Experiment with text that resonates with audience
  52. 52. {KeyWord: Dynamic Keywords}</li></ul>Management<br />
  53. 53. Management<br />Exciting {Keyword:Blind Activities}<br />Get active, play blind hockey.<br />Find out how to join a team.<br />Search Query<br />Ad Text Shown<br />Blind Sports<br />Exciting Blind Sports<br />Get active, play blind hockey.<br />Find out how to join a team.<br />Exciting Blind Activities<br />Get active, play blind hockey.<br />Find out how to join a team.<br />Where can I find out aboutblind sports<br />
  54. 54. Tips<br /><ul><li>Tweaking Ad Text
  55. 55. Time effective way to improve campaign
  56. 56. Experiment with text that resonates with audience
  57. 57. {KeyWord: Dynamic Keywords}</li></ul>Management<br />140 visitors<br />2.37%<br />0.63%<br />Exciting {Keyword:Blind Activities}<br />Get active, play blind hockey.<br />Find out how to join a team.<br />Discover Blind Hockey<br />Bringing Canada’s National sport<br />To the visually impaired. Join now.<br />
  58. 58. Additional Resources<br />Google Grant Help Centre<br />http://www.google.com/support/grants/<br />Google Grant Help Forum<br />http://www.google.com/support/forum/p/grants?hl=en&utm_source=HC&utm_medium=leftnav&utm_campaign=grants<br />AdWords Learning Centre<br />http://adwords.google.com/support/aw/bin/static.py?hl=en&page=examstudy.cs&rd=1<br />ConnectAd<br />info@connectad.ca or www.connectad.ca<br />

×