HandsOn(&Google Grants Google&Adwords& forNonProits · PDF filelearn’more’aboutGoogle's’programs’for ... • How’do’you’realis5cally’and’genuinely ... • Know’your’Campaign’Strategy

Adwords 1010 11/12/14

1 www.clelandmarke5ng.com

Google Adwords for Non Profits Copyright ClelandMarke5ng llc 2014

Hands On-‐ Google Grants Google Adwords for Non-‐Pro5its Search Adver5sing Approach and Strategy Katherine Cleland – ClelandMarke5ng

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Why Google Adwords? •  Online Search has replaced Yellow Pages

•  80% of online searches are done on Google

•  One in Three searchers online clicks on a google ad!

•  Google Ads are run by “Adwords” their program for companies to buy ads. 2

Adwords 1010 11/12/14



Google Ad Grants-‐ Who’s Eligible ? •  Is your nonprofit eligible for Google Ad Grants? •  To be eligible for the Google Ad Grants program, organiza5ons must: •  Hold current and valid charity status, as determined by your country; please see your country’s charity status defini5on below.

•  Acknowledge and agree to the applica5on's required cer5fica5ons regarding nondiscrimina5on and dona5on receipt and use.

•  Have a func5oning website with substan5al content •  Please note that the following organiza5ons are not eligible for Google Ad Grants: •  Governmental en55es and organiza5ons •  Hospitals and medical groups •  Schools, childcare centres, academic ins5tu5ons and universi5es (philanthropic arms of educa5onal organiza5ons are eligible). To learn more about Google's programs for educa5onal ins5tu5ons, visit Google for Educa5on.

•  h\p://www.google.com/grants/eligibility.html 3


What can Adwords do for YOU? •  Connect to Clients •  Connect to Cons5tuents •  Connect to Volunteers •  Possibly, but less likely successfully -‐ Connect to Donors

•  Anyone who is SEARCHING on-‐line. •  What are they searching for? •  How do you realis5cally and genuinely connect that to your mission, programs, services, and in par5cular, website and landing pages?

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Adwords 1010 11/12/14



Why not Donors? •  “Ads offering financial products (such as mortgages or credit cards) or those reques5ng car, boat or property dona5ons and related keywords are not allowed. “

•  Google allows the solicita5on of funds that are tax-‐exempt as long as they prominently indicate their tax-‐exempt status on their landing page. This message should clearly indicate that they're a registered charity, displaying their charity number, confirming their tax-‐exempt status.

•  But these ads are less likely to have high quality scores, and will likely “run down”

•  Cost per click for word “Donate” is in Top 10 most expensive keywords at $42 per click. (vs your budget of $2) 5


Approved Non Pro5its Enrollment Page

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Adwords 1010 11/12/14



Adwords is an Auction for Keywords! •  You’re bidding against other people. •  You’re bidding on KEYWORDS…the searches that people make •  It is NOT a level playing fieldà you have to be AWARE •  DYNAMIC! Not SET it and leave it. It takes a commitment •  Measure EVERYTHING– Op5mizing is Tricky! (even at pennies per click)

•  DO NOT PAY FOR IMPRESSIONS (as a general rule)

Pay Per Click! PPC 7


Adwords Search Strategy

Customer Need

Context

Ad Copy: Reflect

Search Query, Screens and Mo5vates

Keywords: Customer Search Customer Process

Buying Researching

Sor5ng

Bid Strategy Budget, Rota5on

Keyword Value Click through

Rate Posi5on,

Copy-‐ Value ProposiHon

Trust

Landing Page For me?

Answer Needs Authority

Value Prop Call to AcHon

Trust

Customer AcHon

RELEVANCE

CAMPAIGN STRATEGY

Quality Score

Customer Understanding

Mechanics, ExecuHon,

Measurement

Website Design and

SEO

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Local vs NaHonal

Adwords 1010 11/12/14



Before you create ANY ADs •  Know your Campaign Strategy-‐ Who, Where, What •  Know Google’s Strategy and Limita5ons •  Get Tracking Codes for tracking Conversions-‐ Install Google Analy5cs-‐ Measure Results! •  AND Install Adwords Tracking code ALSO. (Both)

•  Op5mize your Site-‐ Pages, Names and Topics •  Landing page and SEO •  Search Engine Op5mize

•  Link to Google Plus Local (google places) and Claim your lis5ng! 9


Follow Google Guides •  Slides: Step by Step •  h\p://sta5c.googleusercontent.com/media/

www.google.com/en/us/grants/pdf/external-‐nonprofit-‐guide-‐2014.pdf

•  Online Help •  h\ps://support.google.com/grants/answer/1689541?

hl=en

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Adwords 1010 11/12/14



Restrictions on Google Grants •  $330 daily budget cap ($10k per month). •  $2 max cost-‐per-‐click (CPC) bid-‐ LIMITATION •  Only applies to Google Search •  Text ads only •  Keyword targeted campaigns only

Sign up at Google •  h\p://www.google.com/grants/ •  h\p://www.google.com/nonprofits/ Learn more at Forums on Google grants •  h\ps://producsorums.google.com/forum/#!forum/grants 11


Ads and Keywords must be Mission Focused Acceptable •  Ad: Shop and Fight Cancer Our Pink Ribbon Collec5on has Unique Givs for a Great Cause. www.yourcharity.org

•  Keywords: Shop for cancer Shop for breast cancer Cancer store Cancer merchandise

Not Acceptable •  Ad: Buy Givs Online Apparel, Books, Music & More Save Time and Money Now! www.yourcharity.org

•  Keywords: Buy clothing Online clothing store Online shoe store Shop mp3s

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Adwords 1010 11/12/14



Focus on Tangibles-‐Products and Services • Classes •  Seminars • Advocacy • Resources •  Support •  Job Openings

• Keywords •  Specific Pages •  Not just the home page

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Starting Your Campaign •  Have a Web Page •  Start on Adwords •  //adwords.google.com h\p://sta5c.googleusercontent.com/media/www.google.com/en/us/grants/pdf/external-‐nonprofit-‐guide-‐2014.pdf

•  Create your account •  Choose USDollars •  Choose Search Network only

•  Create a campaign •  Submit your account for review

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Adwords 1010 11/12/14



Non Pro5it Campaign Strategy •  Who-‐ Which of your many cons5tuents are you speaking to? •  In What Geographic Area? Loca5onal Search is Key. •  What are they SEARCHING for? •  What service are you offering them? •  Or// What is the “Call to Ac5on”. What should they do when they come to your page?

•  Create a Cons5tuent and Service Map

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To Start You ONLY NEED •  One Campaign •  One campaign for each major Themes, topic, service, event, idea)

•  One Adgroup– ( for set of very similar keywords) •  Create one ad group for each synonym

•  One Landing page-‐ tailored for those keywords •  1-‐2 ads for those keywords

Two varia5ons of headline and key messages •  4-‐10 keywords

•  That’s it. Don’t try to do too much. Walk before you run!

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Adwords 1010 11/12/14



Once you are Approved •  Immediately..go to adwords, log in and for EVERY campaign and adgroup •  Keyword view •  Ad view •  Click the columns bu\on and ADD

•  QUALITY SCORE COLUMN

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How does Google Calculate Quality Score? RELEVANCE •  “While we con5nue to refine our Quality Score formulas for Google and the Search Network, the core components remain more or less the same:

•  The historical clickthrough rate (CTR) of the keyword and the matched ad on the Google domain

•  Your account history, which is measured by the CTR of all the ads and keywords in your account

•  The historical CTR of the display URLs in the ad group •  The quality of your landing page •  The relevance of the keyword to the ads in its ad group •  The relevance of the keyword and the matched ad to the search query •  Your account's performance in the geographical region where the ad will be shown

•  Other relevance factors” 18

Adwords 1010 11/12/14



Campaign Structure-‐ Critical •  Sets and Subsets…Finite, homogenous groups of words

• Campaign • AdGroups • Keywords

•  Campaign Sets Geography and Budget! •  If you want to control geography, separate campaign •  If you want to control it by $, put it in separate campaigns! •  If you want to test something put it in a separate campaign •  Always have Search vs Display vs mobile in separate campaigns •  Product lines are separate campaigns:

•  Videos vs Consulta5ons – separate campaigns 19


Campaign Structure-‐ part 2 • AdGroups

• Keywords •  Adgroups are for LIKE keywords with LIKE Ads and SINGLE LANDING PAGES!

•  Example LANDING PAGE: GLUTEN INTOLERANCE VIDEO page •  Adgroup 1: Celiac disease video •  Adgroup 2: Gluten intolerance video •  Adgroup3: Gluten Free Diet video •  Adgroup4: Gluten Free Health Video

•  If you have unrelated keywords in an adgroup, your quality score will drop. •  Related is VERY Literal

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Adwords 1010 11/12/14



2. Match Landing Page to Ad Copy and URL to Search Query-‐ Literally! •  Does Landing page answer searcher’s ques5ons? •  Did you Send user to furthest logical page in the buying process based on the query ?

•  Is query Transac5onal, informa5onal, naviga5onal ? •  “List of gluten free foods” •  “shop gluten free flour online” •  “informa5on about gluten intolerance”

•  Is your page User Friendly, Trustworthy ? •  Do you have Tes5monials and Reviews ? •  Is there a Call to ac5on ? •  Use Exact Keywords! ?

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3.Keywords REALLY Matter •  Short keywords are NOT be\er. High volume keywords are NOT necessarily be\er. •  One to two word keywords have higher volume, but more compe55on, and lower quality •  “Cross cultural Diversity training” •  Diversity consultant •  Intercultural communica5ons expert •  Marke5ng to different ethnici5es •  Diversity Marke5ng

•  Use Geographic Keywords! Loca5on Ma\ers. •  Longer phrases have higher Click through rates, and generally higher conversions but oven get the “low traffic volume”

•  Use Nega5ve Keywords •  -‐”lists” -‐recipe 22

Adwords 1010 11/12/14



Keyword Match TYPE •  Understand Match type! Learn this. •  Four Basic op5ons: •  Broad -‐> google will serve up anything remotely related •  +Broad +Word -‐>. anything related to the concepts of these two ideas together

•  “phrase” -‐> google will only serve up when searcher uses that set of words in that order in their query

•  [exact] -‐> google will only serve up when searcher uses that set of words in exactly that way.

•  DON’T use “broad” unless you have a lot of budget and want to learn the hard way. Start with “phrase” and [exact]

•  Always use NEGATIVE Keywords •  See Google Tutorials PLEASE h\p://support.google.com/adwords 23


Relevance Matching ”diversity training” -‐>ad copy -‐> landing page •  Landing Page: 501 Resource Directory •  Ad Copy:

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Goal is a 10/10. Min is 4/10. if 3/10 pause it, and restructure or add landing page

Adwords 1010 11/12/14



Keyword Research Resources: •  Adwords Keyword tool (limited in func5on) •  Google Insights •  Google Search Sugges5ons •  Keyword Spy

•  Think like a customer-‐ talk to your clients/cons5tuents. •  Ask them what they would search for in looking for you •  Use THEIR vocabulary

•  EXCLUDE related but irrelevant with Nega5ve Keywords! •  -‐ “training” •  -‐” degree” •  ”jobs”

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5. Your Ad copy: Use it to Filter and funnel! •  Match Ads to Adgroup-‐ Explicitly! •  Even be\er, match Ad (5tle and copy) to top keyword in the adgroup

•  Top searched keyword is “co\on ba5k fabric” for this adgroup

•  See the difference in both volume and posi5on due to quality! 26

Adwords 1010 11/12/14



Groom your campaign regularly •  MEASURE and Adjust Weekly (at least for the first 3 months) •  Cost per Click •  Average Posi5on •  CTR By Keyword •  Quality Scores

•  Measure Weekly •  Ad copy CTR, test new Ads! •  Conversion Rates by adgroup, and top keywords •  Cost per conversion •  Budgets

•  Measure Monthly •  Return on investment •  Change vs previous month 27

Documents

HandsOn(&Google Grants Google&Adwords& forNonProits · PDF filelearn’more’aboutGoogle's’programs’for ... • How’do’you’realis5cally’and’genuinely ... • Know’your’Campaign’Strategy