View
1.178
Download
1
Tags:
Embed Size (px)
DESCRIPTION
Did you know that Google gives out free advertising dollars to non-profit organizations? Did you also know that qualifying organizations could receive $10K or as much as $40K each month from Google to use for advertising and promoting their good cause? If you were not aware of these opportunities or Google Grants, then we want to share our experience and best practices for this generous program. We want to give non-profit organizations the tips of how to apply to Google Grants and how to qualify for the top level, $40K worth of free advertising spend every month. Our experts will review all the details to capitalize on the opportunities from Google Grants in our webinar, How to Make the Most of Google Grants & Free Ad Dollars, on Thursday April 19, 2012 at 2:00 p.m. ET.Online marketing experts, Diana Hand, Marketing Manager with GuideStar, and Lauren Kade, Junior Account Manager with Search Mojo, will review who is eligible for Google Grants, what you must know before applying and how to jump from the $10K to $40K per month spend levels. Google Grants are an excellent opportunity for non-profit organizations to use free advertising dollars from Google to promote their charity, to find new donors, pledges, donations and volunteers. This webinar will give you helpful information to make the most of Google Grants. This opportunity should not be missed!
Citation preview
@SEARCHMOJO
SEARCH-MOJO.COM
800.939.5938
Speakers: Lauren Kade, Junior Account Manager, Search Mojo
Diana Hand, Marketing Manager, GuideStar
Moderator: Amanda Chaney, Account Director, Search Mojo
How to Make the Most of Google Grants and Free Ad Dollars
@SEARCHMOJO
SEARCH-MOJO.COM
800.939.5938
SEARCH-MOJO.COM@searchmojo #mojowebinar
ABOUT SEARCH MOJO
• Search engine marketing firm founded in 2005
– Search engine optimization (SEO)
– Pay-per-click advertising management (PPC)
– Social media advertising
– Online reputation management
• Headquartered in Charlottesville, Va
• Featured in the Washington Post, B2B Magazine,
MarketingSherpa, Visibility Magazine and many blogs
• Speakers at SMX Social, PubCon, BlogHer, and more
SEARCHMOJO.COM
OUR CLIENTS
MISSION
To revolutionize philanthropy and nonprofit practice by providing information that:• advances transparency,• enables users to make
better decisions, and• encourages charitable
giving.
User and evaluation data (via GNP, P-pedia, GW,etc)
Tax data (via IRS)
Nonprofit information (GuideStar Exchange)
Accountability seals
Programmatic information (DonorEdge
partnerships)UsersGuideStar
DATA GUIDESTAR COLLECTS
FREE Public Service
• Quick & simple way to verify NPO legitimacy
• Access to Forms 990
• Access to mission, program and basic financial information
• Through GS partners, NPOs can reach millions
• Aggregated third party content and reviews
Fee-based Tools for Professionals
• Subscription-based access to sophisticated search and sorting tools for mission critical decision-making
•Find what you need FAST
• More ways to search, sort , analyze and compare
• At-a-glance results
• Easy to use features
HOW PEOPLE USE GUIDESTAR
SEARCH-MOJO.COM@searchmojo #mojowebinar
GOOGLE FOR NONPROFITS
SEARCH-MOJO.COM@searchmojo #mojowebinar
Eligibility Requirements:• 501(c)(3) status determined by the
IRS• 501(c)(3) status must be publicly
updated within GuideStar.org• Must be located in the United States• Only one membership per
organization
GOOGLE FOR NONPROFITS
SEARCH-MOJO.COM@searchmojo #mojowebinar
ELIGIBILITY REQUIREMENTS (CONT’D)
• Ineligible organizations:– Governmental entities or organizations– Hospitals and health care organizations– Schools, childcare centers, academic
institutions and universities
SEARCH-MOJO.COM@searchmojo #mojowebinar
GOOGLE FOR NONPROFITS
• Get 40% discount on Google Apps for Business
• Apply for “Nonprofit” channel on YouTube
• Apply for software grants – Google Earth Pro, Google SketchUp Pro,
Maps API Premier
SEARCH-MOJO.COM@searchmojo #mojowebinar
And FREE Advertising
through Google AdWords!
GOOGLE FOR NONPROFITS
SEARCH-MOJO.COM@searchmojo #mojowebinar
GOOGLE GRANTS: WHAT IS IT?
SEARCH-MOJO.COM@searchmojo #mojowebinar
GOOGLE GRANTS: WHAT IS IT?
• Nonprofit grant to use through Google AdWords
• Reach potential donors or volunteers through the top search engine!
SEARCH-MOJO.COM@searchmojo #mojowebinar
GOOGLE ADWORDS ADS
SEARCH-MOJO.COM@searchmojo #mojowebinar
GOOGLE GRANTS: THE BASICS
• $10,000/Month for Google AdWords
• $1 bid per click
• Ads on Google.com
• Complete Annual Survey
SEARCH-MOJO.COM@searchmojo #mojowebinar
APPLY: GOOGLE FOR NONPROFITS
google-for-nonprofits.appspot.com/application
SEARCH-MOJO.COM@searchmojo #mojowebinar
APPLICATION TIPS
• How will you use the money to further the mission of your organization?
SEARCH-MOJO.COM@searchmojo #mojowebinar
APPLICATION TIPS
Make Google understand that you’re saving the world! One whale, child, or tree at a time.
SEARCH-MOJO.COM@searchmojo #mojowebinar
WHAT HAPPENS NEXT?
• Google reviews applications once a quarter
• Reference Grants Help Center for more information: http://support.google.com/grants
SEARCH-MOJO.COM@searchmojo #mojowebinar
ENROLL IN GOOGLE GRANTS
Accepted into Google for Nonprofits?• Now enroll in Google Grants by
creating an account• Submit proposed account to Google• May take up to 6 weeks for approval
SEARCH-MOJO.COM@searchmojo #mojowebinar
GETTING STARTED
• What do you want to advertise on?
• What are the main goals of your website?
SEARCH-MOJO.COM@searchmojo #mojowebinar
SETTING UP YOUR ACCOUNT
SEARCH-MOJO.COM@searchmojo #mojowebinar
AD COPY
• Ad Copy Basics:– Headline: 25 character limit– Each description line: 35 character limit– Try to use keywords – they appear in
bold
SEARCH-MOJO.COM@searchmojo #mojowebinar
GOOGLE GRANTS OVERVIEW
Benefits Limitations
$10,000 free advertising each month! $1 bid per click
Increased brand visibility Ads only show on Google.com
Potential to increase donations, volunteers, etc.
Text ads only
Help further your mission Spend Caps: $333 per day
SEARCH-MOJO.COM@searchmojo #mojowebinar
GOOGLE GRANTSPRO
• $40,000/Month for Google AdWords
• New application
• New eligibility requirements
SEARCH-MOJO.COM@searchmojo #mojowebinar
ELIGIBILITY REQUIREMENTS
• Spend Requirements:– 2 months at or above $9,500– Within past 12 months
• This is harder than it sounds:– Daily spend caps– Holidays, weekends– Shorter months
SEARCH-MOJO.COM@searchmojo #mojowebinar
ELIGIBILITY REQUIREMENTS (CONT’D)
• Score an 85% on Google Grantspro Test
• Be actively tracking one conversion goal through Google Analytics
• Annual survey
SEARCH-MOJO.COM@searchmojo #mojowebinar
APPLICATION TIPS
• Similar to the Google for Nonprofits application, make sure you let them know how awesome your organization is.
• You can spend $40,000 every month, dream big!
SEARCH-MOJO.COM@searchmojo #mojowebinar
APPLY ONLINE
http://services.google.com/googlegrants/addlsrvcs
SEARCH-MOJO.COM@searchmojo #mojowebinar
WHAT HAPPENS NEXT?
• Google reviews applications once every quarter
• Google will email you with results:Thank you for taking the time to apply for Grantspro. We're pleased to say that your organization has been selected to
receive an increased budget of US$40,000 per month. Please take note of the following updates regarding your
organization's account.
SEARCH-MOJO.COM@searchmojo #mojowebinar
DID YOU GET THE $40,000 GRANT?
Congratulations!!!
SEARCH-MOJO.COM@searchmojo #mojowebinar
NOW WHAT?
• Now you have $40,000 to spend every month. Make it work!– Establish conversions– Continuously optimize the account to
make sure you’re spending the money wisely
SEARCH-MOJO.COM@searchmojo #mojowebinar
GOOGLE GRANTSPRO OVERVIEW
Benefits Limitations
$30,000 more advertising spend each month ($40,000 Total)
$1 bid per click
Further increased brand visibility Ads only show on Google.com
Further potential to increase donations, volunteers, etc.
Only text ads
Help further your mission New spend caps: $1,333 per day
SEARCH-MOJO.COM@searchmojo #mojowebinar
MANAGING ADWORDS AT GUIDESTAR
• Limited internal resources – only a few hours per week
• 12 Campaigns for individual products, programs, and audiences
• Expanded Ad Groups within existing campaigns; Added Keywords
• GrantsPro requirements increased to a minimum spend of $9,500
SEARCH-MOJO.COM@searchmojo #mojowebinar
WHY GUIDESTAR NEEDED HELP
• GuideStar was having trouble meeting the $9,500 spend requirement
SEARCH-MOJO.COM@searchmojo #mojowebinar
FIRST STEPS
• Campaign expansion & addition• Keyword expansion• New ad copy• Accelerated ad delivery
SEARCH-MOJO.COM@searchmojo #mojowebinar
AD SITELINKS EXTENSIONS
• Implemented Ad Sitelinks Extensions
SEARCH-MOJO.COM@searchmojo #mojowebinar
AD SITELINKS EXTENSIONS
Click-through-rate for Brand campaign increased from 10.89% to 17.05%
SEARCH-MOJO.COM@searchmojo #mojowebinar
• Hit the $9,500 spend requirements
• Took the Grantspro Exam
• Worked with GuideStar to write the application
• Applied for Grantspro!
SEARCH MOJO CONTRIBUTIONS
SEARCH-MOJO.COM@searchmojo #mojowebinar
AFTER GRANTSPRO
• Spend increased 236.57% in just the first month!
• Clicks increased 191.19%
January
Febru
aryMarc
hApril
MayJune
July
August
Septem
ber
October
November
December
January
Febru
aryMarc
hApril
MayJune
July
August
Septem
ber
October
November
December
0
10,000
20,000
30,000
40,000
50,000
60,000
Site Visits Thru Google Adwords January 2010 – January 2012
$40K Grant Unlocked
GUIDESTAR AFTER GRANTSPRO
SEARCH-MOJO.COM@searchmojo #mojowebinar
GRANTSPRO ACCOUNT MANAGEMENT
• Now focus on conversions– Improve conversion metrics
• Look at account structure
• Improve CTR:– More granularity & relevancy– Ad copy testing– Ad extensions
SEARCH-MOJO.COM@searchmojo #mojowebinar
CUSTOM LANDING PAGES
• Custom landing pages to help improve conversion rates
• Different landing pages for different conversion actions
• Use dynamic content
• Follow best practices
SEARCH-MOJO.COM@searchmojo #mojowebinar
LANDING PAGES: CASE STUDY
Website Home PageAverage Conversion Rate: 1.17%
OK
SEARCH-MOJO.COM@searchmojo #mojowebinar
LANDING PAGES: CASE STUDY
Targeted Website PageAverage Conversion Rate: 2.40%
BETTER
SEARCH-MOJO.COM@searchmojo #mojowebinar
LANDING PAGES: CASE STUDY
Special Landing PageAverage Conversion Rate: 12.5%
BEST
SEARCH-MOJO.COM@searchmojo #mojowebinar
GUIDESTAR LANDING PAGE
SEARCH-MOJO.COM@searchmojo #mojowebinar
TODAY
• Focus on effectively and efficiently using the $40,000
SEARCH-MOJO.COM@searchmojo #mojowebinar
INTERESTED IN GOOGLE GRANTS NOW?
CONTACT:
Justin ChampionSales [email protected] x 116
Want to get started on your Google Grant now?
SEARCH-MOJO.COM@searchmojo #mojowebinar
UPCOMING WEBINAR
Discovering Buried Treasure in your SEO –
A Technical How-To SEO Webinar
• May 3, 2012• 2:00 p.m. ET• To register, visit –
www.search-mojo.com/TechnicalSEO
SEARCH-MOJO.COM@searchmojo #mojowebinar
CONTACT
Lauren [email protected] x 115
Google+: +Lauren Kade(and +Search Mojo)Twitter: @llkade(and @SearchMojo)Facebook:www.facebook.com/
SearchMojo
Diana [email protected]
Google+: +Diana Hand(and +GuideStar)Twitter: @GuideStarUSA
Facebook: www.facebook.com/
GuideStarUSA
SEARCH-MOJO.COM@searchmojo #mojowebinar
QUESTIONS?