So you have Google Grants, now what?

TaeWoo Kim /TaeWooKim

Speaker - TaeWoo Kim

- “growth hacker”● PPC, display advertising● inbound / SEO/ content / email marketing● conversion rate / landing page optimization● testing & analysis

- founded Solar One Media- celebrity dog (“PR hack”)- FreshSuperCool.com

Google Ad Grants 101

● valid 501c3 with website● Not eligible

o government, hospitals, medical groupso schools, childcare centres, academic institutions and

universities● no advertising (affiliate or traditional) on site● 100% of proceeds must be for your use● $10k/mo limit ($329/day)

Story of Old Boy

What happened

● Initial “lift” with advertising● 2m+ views on Youtube● $8k in 2 weeks● Coverage

o NY Daily News, Care2, CafeMom, MSN, DailyMail, BuzzFeed, OhMiDog

● Evil PayPal

Other Pet Organizations

Lots of people WANT to Donate

As in TENS of millions

What Should You Ask For

Cash● immediate● convenient● hardest

Time / Stuff / Product● delayed● logically harder● easier

Strategies

1. Bidding strategy2. Direct response strategy3. Advanced strategy

Bidding Strategy

1. Spend everything - $329/day

Bidding Strategy

2. Max $2 CPC. Bid long tail.

“pet charity”

vs

“donate to pet charity in Brooklyn”

Bidding Strategy

3. Target broadly4. Don’t go crazy with negatives, but be respectful

● ex. “how to save stray dog”● don’t cannibalize other

advertiser’s potential traffic● don’t bite the hand that feeds

you

Direct response strategy

1. Be Relevant● ex. “Donate to pet charity”. Dont show:

Direct response strategy

2. Use videos. Tell story. - Kony 2012: 99m+ views on Youtube, $13m rev. 2011

Direct Response Strategy - Emotions

Emotion of Feeling Good

Emotion of Social Approval

Direct response strategy

3. Call to Action

Advanced Strategy

- No Google display ads● no retargeting feature

- Not ready to donate● Follow up with email● Autoresponder

Thank You

Q&A

One Last Thing

Looking for speaking opportunities

● online / performance marketing

● growth hacking● PPC/SEO● sales lead generation● customer acquisition

Does your non-profit need help with Adwords?

● Talk to me