SEM for nonprofits

Winter Social 2016

Search Engine Optimization

Pay Per Click Advertising

- Search

- Display

- Remarketing

Email Marketing

Social Media Marketing

Digital Marketing

SEO

SEO is a marketing discipline focused on growing visibility in organic (non-paid) search engine results. SEO encompasses both the technical and creative elements required to improve rankings, drive traffic, and increase awareness in search engines.

- Moz

SEO Rules of Thumb

Optimize your on-page web content

o Research keywordso Ubersuggest, Google Keyword

Planner

o Write valuable content

o Add more content on content light pages

SEO Rules of Thumb

Write page titles with valuable keywords

o Frontload Titles where appropriate

o Use keywords that reflect the content on the page

o Don’t keyword stuff

SEO Rules of Thumb

Write clickable meta descriptions

o Stay within 60 characters

o Describe the content on the page

o Use a call to action

SEO Rules of Thumb

Start a blog

o Make sure to keep it current if you start

o Try to write blog posts of 1000 words or greater

o Test:

o Different dispersal methodso Time of postingo Content mix

PPC

PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it's a way of buying visits to your site, rather than attempting to “earn” those visits organically. Search engine advertising is one of the most popular forms of PPC.

-Wordstream

Google Ad Grants

Google Grants is a donation program that distributes free in-kind advertising to select 501(c)(3) nonprofit organizations. Participating non profit organizations are eligible to receive up to $10,000 per month in in-kind advertising within the AdWords search engine marketing platform.

-Google

Google Ad Grants – Eligibility

o Apply to the Google For Nonprofits program

o Hold “valid charity status” as outlined by Google

o Agree to Google’s terms for advertising

o Have a live and active website to link the Ads to

Google Ad Grants – Pointers

o Use relevant keywords that are specific to your organization

o Write compelling Ads to drive click through

o Promote your cause rather than drive donations

o Monitor and test your Ads to find what works

Thank You!