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SEM, Display & Best PracticesElliott Wilkerson, Director of Digital Media Buying
Creedance Kresch, Account DirectorJanuary 30, 2015
SEM and Display are part of a larger digital strategy to engage donors and invite them to contribute to your Mission according to their preferences.
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Online giving trends
• With growth in several nonprofit sectors, exploring ways to drive more donor traffic to your website is essential
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Source: Blackbaud 2013 Charitable Giving Report
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Boomers give online too
• Generations X and Y more likely to give online, but overall giving is a smaller percentage of the fundraising total
• Baby Boomers represent 43% of total giving, and 42% say they give online
Source: Blackbaud The Next Generation of American Giving (Aug 2013)
Online adoption rates are growing
5 Source: Blackbaud The Next Generation of American Giving (Aug 2013)
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Online giving trends: Future state
Source: Blackbaud The Next Generation of American Giving (Aug 2013)
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• Canada saw 615 billion display ad impressions in 2013• Canadians are the heaviest online searchers at 140 queries per month • 3 out of 4 Canadians own smartphones• Canadians are using their phones for shopping behavior
Canada largely tracks with the U.S.
Source: comScore “Canada Digital Future in Focus” 2014
Presentation goals
Gain a more intimate knowledge of how SEM and display work
Identify related opportunities and best practices
Learn how to read results
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SEM
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Display
Why SEM & display?
• Russ Reid partnered with 50+ U.S. and Canadian rescue missions to raise 2.39 million in 2014
• 180 million impressions
• Over 17,000 donations
• $140 avg gift
• 1.37 ROI
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SEM and Display – How They Work
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Search
• Web users visit search engines to find charitable organizations or seek more information on charities they already know
• 18 billion searches were conducted in the US in August 2014
• 5 billion searches are conducted per month on avg in Canada
• Paid search ensures your organization receives prime positioning and is seen by those who are looking to give
• Bidding system and keywords
• Search returns a mix of new, existing and reactivated donor responses
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Google for Nonprofits• Google Grants
• Strategy
• Limitations
• YouTube for Nonprofits
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Keyword themes & examples
• For Missions, Russ Reid bids on the following types of relevant keywords:
Brand
Services (feed the homeless, homeless shelter, etc.)
Location (“City” rescue mission, “State” rescue mission, etc.)
Donation (charities, non-profits)
Hunger (feeding the hungry, hunger charity)
Holiday (Easter, Thanksgiving, Christmas, and Year End)
Ad copy
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Sitelinks
• Additional deep links included in ads that link to more specific content (different landing pages)
• They are used to promote the most visited pages and call out special offers/ events
• Sitelinks do not show up every time. It is completely up to the search engines’ algorithms to determine whether or not they are displayed
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High quality scores
• Determine which ads are shown above organic results – and can even cause an ad to jump above other ads with lower quality scores
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Display
• Primary function is to generate awareness through expanded targeted-audience reach online
• Direct revenue vs. influencer
• The change in purchasing media
• Retargeting and prospecting
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Retargeting
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Audience targeting
• Geo-Targeting: Mission service area
• Demographic Targeting: age, gender, etc.
• Behavior Targeting: Data determines if an impression is valuable or not, and how much to pay for that potential person/impression
• Contextual Targeting: Themes of content on websites. These sites personify the topics and trends which resonate with your audience.
• Block individual websites if they do not perform well
SEM and Display – Best Practices
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Best Practice: Build a responsive site
•Donors and potential donors will land on your website and/or giving page from SEM and display
•Provide a mobile-friendly experience – donors are 67% more likely to donate
•“Respond” to them where (mobile, PC, tablet) they are – where they are (home, work, coffee shop)
23Sources: comScore, Google
Best Practice: Integrate your landing page
• Landing pages must also be relevant and donor-friendly
• Ensure a seamless click-through transition by integrating your landing page assets to match the related appeal or driver
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Best Practice: Website optimization
• Which donation page checkout sequence achieved a higher conversion rate?
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Control Variation Test Variation
The test variation achieved a 12.7% lift in conversion rate. The test reached a statistical confidence of 96.1%.
Best Practice: Apply tracking
• Google Analytics e-commerce tracking
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Best Practice: Respond to industry trends
• SEM and Display are constantly evolving
• Trend watching is vital to determine what’s new, what’s working, and what’s not
• We are starting to explore:
•Mobile ads – will soon surpass desktop usage – location data adds relevance and impact
•Native ads
•Social ads
•Cross-platform retargeting
•Offline to online targeting
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Best Practice: Multi-Channel integration
• In today’s multi-channel environment, digital must play an integrated role in the overall marketing strategy
• Maximize expenditures across channels – including email, social, direct mail, and even your website
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SEM and Display – How To Read Results
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How to read results
• Digital is partially an acquisition tool. ROI should be considered in this measure.
• Average gifts are typically larger online and the LTDV is more than 2x more at $455, but the pool of available donors is much smaller
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How to read results (continued)
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In Summary
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• SEM and Display are more than just digital tactics, they play an important role in your donor relationship management
• To provide your online donors with an exceptional experience, we recommend following these best practices:
Build a responsive site
Integrate your landing page with your current appeal(s)
Optimize your website
Apply tracking to your website and giving page(s)
Respond to industry trends
Integrate with other channels
Questions?
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