PAY PER CLICK & GOOGLE GRANTS FOR NON-PROFITS

DAN ROCHEPPC SPECIALIST

WHAT IS PPC

• PAY PER CLICK (PPC) IS A FORM OF ONLINE ADVERTISING WHEREBY AN ADVERTISER BIDS FOR A POSITION IN THE SEARCH ENGINES FOR A SELECTED SET OF KEYWORDS

• THE ADVERTISER ONLY PAYS WHEN THE ADVERT IS CLICKED ON

• RUN ON GOOGLE, BING AND YAHOO

RANKING FACTORS

• WHAT POSITION AN ADVERT SHOWS IN THE RESULTS IS DOWN TO AD RANK

• AD RANK IS MAXIMUM COST PER CLICK X QUALITY SCORE

• QUALITY SCORE IS SET AT KEYWORD LEVEL AND IS DETERMINED BY LANDING PAGE RELEVANCE, AD RELEVANCE AND EXPECTED CLICK THROUGH RATE

• THE HIGHER THE BID IS NOT NECESSARILY GOING TO GET AN ADVERTISER A NO.1 POSITION

CREATING A PPC ACCOUNT

• CAMPAIGN STRUCTURE

• KEYWORDS – GOOGLE KEYWORD TOOL

• AD TEXT & SITELINKS

• GOOGLE ANALYTICS

• CONVERSION TRACKING

GOOGLE GRANTS FOR NON-PROFIT ORGANISATIONS

• GOOGLE GRANTS IS AN IN KIND DONATION PROGRAM AWARDING SELECTED CHARITIES FREE ADVERTISING ON GOOGLE THROUGH GOOGLE ADWORDS

• THE GRANT IS WORTH $10,000 PER MONTH WHICH EQUATES TO $329 PER DAY

• IF AN ADVERTISER REACHES THE $10,000 CAP ON 3 CONSECUTIVE MONTHS THEY CAN APPLY FOR A $40,000 PER MONTH GRANT

• ORGANISATION MUST BE BASED IN THE UK AND A REGISTERED CHARITY

• ORGANISATION MUST NOT USE ADWORDS TO PROMOTE REVENUE GENERATING GOODS

RESTRICTIONS OF A GOOGLE GRANTS ACCOUNT

• GRANT IS NOT AVAILABLE TO GOVT ENTITIES, HOSPITALS, POLITICAL PARTIES OR SCHOOLS

• £1.00 MAXIMUX COST PER CLICK

• CAN ONLY TARGET KEYWORDS RELEVANT TO YOUR BUSINESS

• CAN NOT ADVERTISE ON THE DISPLAY NETWORK

• CAN NOT PARTICIPATE IN REMARKETING CAMPAIGNS

• MUST LINK TO ONLY ONE URL

BENEFITS OF A GOOGLE GRANTS ACCOUNT

• REACH

• FREE MONEY

• BRAND AWARENESS

• ENCOURAGE DONATIONS

• INSTANT RESULTS

• PERFORMANCE IS TRACKED

HOW WAS THIS ACHIEVED? CASE STUDY – CONCERN WORLDWIDE

• TARGETING MORE COUNTRIES THAN JUST IRELAND & UK

• ADDING TARGETED, HIGH CONVERTING KEYWORDS E.G. DONATE TO CHARITY

• REACTING QUICKLY AFTER DISASTERS

• TESTING LANDING PAGES & DONATION FORMS

• BRAND TAKEOVERS

• MAXIMISING THE GOOGLE GRANT

APPLYING FOR A GOOGLE GRANTS ACCOUNT

• GO TO GOOGLE.COM/GRANTS

• FOLLOW THE STEPS

• WHAT IS NEEDED? • GMAIL ADDRESS AND PASSWORD• EMPLOYER ID/EIN NUMBER – PROVIDED BY REVENUE AGENCY OR

GOVT TO PROVE THAT YOU ARE A CHARITY

• CAN TAKE UP TO A MONTH TO VERIFY

• USER MUST BE RESPONDENT TO EMAILS

• USER MUST CREATE A CAMPAIGN BUT WILL BE GIVEN HELP

OTHER RESOURCES

• YOUTUBE NON PROFIT ACCOUNT – YOUTUBE.COM/NONPROFITS • LISTING ON NON PROFIT CHANNEL & NON PROFIT VIDEOS PAGE• ADD CALL TO ACTION OVERLAYS ON YOUR VIDEAO• ASK USERS TO CREATE VIDEOS FOR FREE FOR YOU?

• BING & YAHOO YET TO LAUNCH GRANTS ACCOUNTS

• GOOGLE.COM/NONPROFITS

NEXT STEPS

• VISIT GOOGLE.COM/GRANTS TO SET UP YOUR ACCOUNT

• EMAIL DANNY@PUSHON.CO.UK A GMAIL ADDRESS AND PASSWORD, YOUR REGISTERED CHARITY NUMBER AND EMPLOYER ID AND

PUSHON WILL APPLY FOR THE GRANT ON YOUR BEHALF FOR FREE

EMAIL: TWITTER

DANNY@PUSHON.CO.UK @COCKETMAN

ALTERNATIVELY