Google for Nonprofits - Googlefest - June 2014


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This presentation was given to nonprofits in Charleston SC by Tina Arnoldi of 360 Internet Strategy at the third annual Googlefest conference.

Topics covered include Docs, Analytics, AdWords, Calendar, Groups,Sites and an overview of requirements for the Google for Nonprofits program.

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Google for Nonprofits - Googlefest - June 2014

  1. 1. Google 101 for Nonprofits and other Google awesomeness Tina Arnoldi Marketing Consultant and Trainer Twitter: tinaarnoldi YouTube: tinaarnoldi Slideshare: tinaarnoldi
  2. 2.
  3. 3. Google for Nonprofits Products
  4. 4. Do you have a Google Account?
  5. 5. Join Google for Nonprofits Program
  6. 6. Once approved for Google for Nonprofits, select “Product enrollments”
  7. 7. Let’s start with AdWords
  8. 8. Google AdWords for Nonprofits • A daily budget set to $329 USD, which is equivalent to about $10,000 per month • A maximum cost-per-click (CPC) limit of $2.00 USD • Only appear on Google search result pages • Only run text ads • Use long-tail keywords
  9. 9. Is your nonprofit eligible for Google Ad Grants? To be eligible for the Google Ad Grants program, organizations must • Hold current and valid charity status, as determined by your country; please see your country’s charity status definition below • Acknowledge and agree to the application's required certifications regarding nondiscrimination and donation receipt and use. • Have a functioning website with substantial content Please note that the following organizations are not eligible for Google Ad Grants • Governmental entities and organizations • Hospitals and medical groups • Schools, childcare centres, academic institutions and universities (philanthropic arms of educational organizations are eligible). To learn more about Google's programs for educational institutions, visit Google for Education. 12
  10. 10. Why bother? Um, it’s free That’s why
  11. 11. Why bother? •It’s another marketing channel • Get found by donors • Get found by volunteers • Raise awareness about your cause • Promote your organization's website •Only requires log-in once a month (more often is better)
  12. 12. Enroll in Google Ad Grants
  13. 13. Docs  Create documents, spreadsheets, presentations, and surveys  Collaborate easily online  Upload existing files  Easily share docs  Publish them as a webpage
  14. 14. Calendar • Event reminders • Mobile notifications
  15. 15. Forms
  16. 16.
  17. 17. Should you have a YouTube channel? • Do you have visual stories? • Event recordings? • Moving testimonials? • Instructional clips? • Are there similar channels that are popular?
  18. 18. 50 minute presentation on YouTube* * more than you want to know
  19. 19. Getting Started Checklist Getting Started •Install tracking code: Install your tracking code and view reports within 24 hours. •Set up goals: Identify what key actions you want to track, conversion rates for ads, marketing initiatives, ecommerce or more. Set up goals to measure your effectiveness. •Working with Report Data: Explore your data and learn how to read basic reports. Maximizing Online Advertising & Ecommerce •Link to AdWords: Monitor your AdWords revenue, conversions, and ROI. Watch this short video to learn how. •Optimize keywords: Watch videos to learn how to get the most value from your advertising spend. •Tag campaigns: Track conversions on banner ads, email marketing, and other marketing initiatives. Exploring Advanced Features •Advanced Segmentation: Create and use custom segments to isolate and analyze specific parts of your traffic. •Custom Reporting: Use the drag-and-drop interface to create reports with the metrics and dimensions you want. •Create customized email reports: Send regularly scheduled reports to stakeholders within your company.
  20. 20. Available Data in Analytics
  21. 21. Analytics – Questions to ask • What’s the point of your website? (Yes I’m serious). • What are the action steps on your website? Is there anything measurable? • Does each website page have a different purpose? • How do you measure your social media, email newsletter, etc?
  22. 22. Learn more about analytics • • •
  23. 23.
  24. 24. Blogger Custom domain: Free Widgets
  25. 25. • Volunteer management?
  26. 26.
  27. 27. Google Search
  28. 28. One Today is a mobile app available to Android users in the U.S. that lets people learn about different nonprofits every day, donate to projects that inspire them, and amplify their impact by matching their friends' donations.
  29. 29. Google 101 for Nonprofits and other Google awesomeness Tina Arnoldi Marketing Consultant and Trainer Twitter: tinaarnoldi YouTube: tinaarnoldi Slideshare: tinaarnoldi