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“Quick Guide to Spending Google’s Grant”By: Ian P Brady
Google AdWords Workshop
WHAT’S ON THE PLATE? Getting The Google Grant and Understanding AdWords Marketing 101 Effective Campaigning Walkthrough Once a Week Maintenance What to Look for During Maintenance and Editing Extra Tools, Guides, and Contacts Hands-On Training in AdWords
GETTING THE GOOGLE GRANT Create a Google For Nonprofits Account
https://www.google.com/nonprofits/account/u/0/signup Applying for the AdWords Grant – IT’S EASY!
1. Sign into your Google For Nonprofits Account.2. Have at least one goal set up in Google Analytics.3. Supply your EIN number.4. Write a paragraph about how AdWords will help your cause.5. Wait for a response from Google (2-30 days).6. Build your first campaign.7. Google checks your campaign and approves.
Do NOT input Credit Card
Information!!
How does AdWords Work? People Search Daily in Google’s Search Engine for You
Text-Only Ads Appear at the Top and Bottom
Someone Clicks the Ad and Goes to Your Landing Page
HOW DO WE GET OUR ADS AT THE TOP OF THE RESULTS?
Google First Considers Your Bid How much are you willing to pay when someone clicks on your ad?
Google Generates a Quality Score for Your Ad Follow best practices of keywords, ad copy, and landing pages.
At First, Your Ads May Not be in the Top Slot Improve your position as you go with weekly maintenance.
MARKETING 101 Identify the Marketing Objective
Identify the Target Audience
Think Like the Target Audience
Capitalize on Interest
EFFECTIVE CAMPAIGNING WALKTHROUGHBuild your campaigns backwards! We are going to start at the landing page and finish on the keywords.
1. Carefully Look at Your Website2. Campaign Settings3. Generate Text-Only Ads4. Follow Best Practices5. Create Ad Extensions6. Start Generating Keywords
1. CAREFULLY LOOK AT YOUR WEBSITEi. What does our target audience need from us?
ii. What pages on our site will best solve their needs?
iii. Determine Your Landing Pages.
iv. Decide on Your First Campaign.
1. +ADD A CAMPAIGN
3. Target Your Campaign Geographically
2. Choose Search Network Only
4. Choose Your Bid Strategy
2. CAMPAIGN SETTINGS
Repeat these steps until you have your 3-5 campaigns outlined!
3. GENERATING ADSi. Open the Landing Page on Another Tab or
Monitor.
ii. Name the Ad Group, and Click +AD
iii. An Ad Consists of a Headline, Two Description Lines, and a Display URL
iv. Once Done, Hit Save Ad and Make One More
4. BEST PRACTICES FOR AD COPY Text Should Sync Up With Site Content Display line 1 = Benefits Line, Ends in a Period Display line 2 = Call to Action
5. INCLUDE AD EXTENSIONS Sitelink Extensions
Direct links to additional pages on your website.
Call Extension Provides a phone number for mobile users to immediately contact you.
Callout Extensions These highlight specific features about what you are advertising.
Others Include Location Extensions, Review Extensions, and App Extensions
6. GENERATING KEYWORDS Go to the Keywords Tab, and Press + KEYWORDS
Something Magical is About to Happen……
Google’s Keyword Planner Has Already Compiled Lists of Possible Keywords
CHECK IN ONCE A WEEK Up Your Quality Score and Achieve Higher Ad Rank
Expand Your Keyword Lists
Review Your Ad Performance
Re-organize Keywords and Ads Into More Relevant Groupings
Make at Least One Edit Every 90 Days
LET’S DO A REHASH Apply for GAW Grant and Spend $10,000 of Google’s Money
Generate Campaigns Quickly by Going Backwards
Fight Your Way to the Top of the Search Results
Hands on Opportunity, Problem Solving, and Editing
EXTRA TOOLS, GUIDES, AND CONTACTS Google’s Own Starter Guide for AdWords and Other Programs
http://www.google.com/nonprofits/learning/getting-started.html
Support Hotline (866) 246-6453 Have your Account Number and Email Ready
My Contact Info – Ian Brady [email protected] (561) 214-7435 extension 216