Google Adwords Presentation 11 15 16

Non-Profit – Pay Per Click Program

#Giving Tuesday

Tuesday at T-Day – 11/29/16GivingTuesday.org

Be found online with up to $120,000 of free advertising!

Wait for it…

$40,000 per month if you are exceeding Google expectations.

Beware – Not eligible

• Governmental entities and organizations• Hospitals and medical groups• Schools• Childcare centers• Academic institutions and universities• 501 c 6

Welcome!

Philanthropic arms of educational institutions are eligible.

Organization must be listed in the Internal Revenue Service’s online searchable database of charitable organizations

Apply for grant

The Starting Line

Start new application for ad grant – https://www.google.com/nonprofits/account/signup

At your Fingertips

•EIN#•Mission Statement•Official corporate entity & address

Research keywords and phrases

Negative Keywords

Avoid counterproductive traffic.Not legal, financial?

Draft text ads

Themes

One topic at a time. Example – Awareness.

Champion vs. Challenger

• At least two ads for the SAME theme.• Compare views and clickthroughs.

Call to action

• Ask the audience to DO something.• Click to a free report.• Click to sign up for a free, informative E-

newsletter.• Click to donate NOW.

Develop landing pages.

Links to your website

Only destination possible.

Sales beware

•Products•Services•100% of gross to the org

Affiliate programs - NO

•Credit Cards•Insurance Programs•Mortgages

Establish Google Analytics

Update ads on a monthly basis.

Fresh content to website monthly

Track progress monthly

Google Rewards Relevance

KEYWORDS

LANDING PAGE

AD COPY

Google Analytics: User Flow

Marketing help…

•Event promotion•News releases•E-Newsletters•Social Media•Website refresh

Your resource