Maren Dougherty, Senior Editor Balboa Park Online Collaborative

CLICKS THAT COUNT

@MarenReport | @bpoc_sd

-  AdWords Introduction -  Campaigns -  Ad Groups -  Keywords -  Conversion Tracking -  Questions

Presentation Overview

Free Google text ads for nonprofits

@MarenReport | @bpoc_sd

-  $1 CPC max bid -  Restrictions

$-

$1,000

$2,000

$3,000

$4,000

$5,000

$6,000

$7,000

$8,000

$9,000

$10,000

Maximum spend Average grantee spend

In-kind ad spend per month

@MarenReport | @bpoc_sd Source: http://www.google.com/grants/details.html

For the past 12 months, BPOC monthly ad spend has been above $9k/month

Since we received the grant in Nov. 2009, Google has provided Balboa Park with:

More than 22 million impressions

More than 380,000 clicks

For a total value of more than $220,000 @MarenReport | @bpoc_sd

Makes up about 10 % Balboapark.org traffic

@MarenReport | @bpoc_sd

ACCOUNT STRUCTURE

CAMPAIGN CAMPAIGN

Daily budget Language targeting Location targeting

Networks & devices Start & End dates

Daily budget Language targeting Location targeting

Networks & devices Start & End dates

AD GROUP AD GROUP AD GROUP AD GROUP

One set of keywords One or more ads

One set of keywords One or more ads

One set of keywords One or more ads

One set of keywords One or more ads

@MarenReport | @bpoc_sd

ACCOUNT STRUCTURE - EXAMPLE

Toulouse-Lautrec Show Youth Summer Camps

Daily budget: $300/day Language targeting: English

Location targeting: United States Networks: Google Search

Devices: All Start & End Dates: April 2012 – December 2012

Daily budget: $300/day Language targeting: English

Location targeting: United States Networks: Google Search

Devices: All Start & End Dates: January 2012 – August 2012

Exhibition French Film Nights Photography Camp Painting Camp

French posters, french art posters, toulouse lautrec

exhibitions, henri toulouse, tolose loutrec, talouse

lautrec

free things to do in LA, film festivals LA,

independent film LA

Photography camps in LA, summer camps for middle

school kids, low cost summer camps

Painting camps in LA, Los Angeles painting camps, youth summer art camps,

youth art camps

@MarenReport | @bpoc_sd

@MarenReport | @bpoc_sd

- Campaign walk-through

CREATE GREAT CAMPAIGNS

-  Exhibitions -  Educational Programs -  Museum Store -  Seasonal Offerings -  Themes -  Special Membership Groups -  Event Venues

Example: Museum of Art

Campaigns Visit the Museum (English) Visit the Museum (Spanish)

Toulouse-Lautrec Show Van Gogh Show

Marcel Duchamp Show After-School Programs

Field Trip Programs Distance Learning Program

Summer Camps Museum Stores

Free Summer Fun Young Friends Group

Weddings at the Museum

@MarenReport | @bpoc_sd

EXERCISE | Jot down a list of 10-15 campaigns for your institution. Include

language & location targeting.

WRITE EFFECTIVE ADS

Example: Museum of Art’s Toulouse Lautrec Show

Ad Groups (create 2-3 ads for each one):

Visit the Exhibition French Film Nights

French Art Education Series Member Trip to France

@MarenReport | @bpoc_sd

ADS THAT GET CLICKS

@MarenReport | @bpoc_sd

EXERCISE | Write an ad for one of your ad groups. What’s the call to action? What’s the destination URL?

-  Strong call to action -  Careful selection of a destination URL -  Create 3-4 ads per ad group (let Google

figure it out)

GENERATE KEYWORDS. LOTS OF THEM.

-  Review website -  Include spelling errors, plurals & variations -  Be specific to get below the $1 CPC. -  Aim to add 25+ keywords per ad group -  Negative keywords -  Caps don’t matter

Example: Museum of Art’s Toulouse Lautrec Show

Keywords French posters

French art posters Toulouse Lautrec exhibitions Toulouse Lautrec San Diego

Toulouse Lautrec posters Henri Toulouse Tolose Loutrec Talouse Lautrec

SD exhibition 2012 SD museum events 2012

San Diego french art California Art events April

@MarenReport | @bpoc_sd

KEYWORD MATCH TYPES

Broad match: keyword Ads show on similar phrases & variations Phrase match: "keyword" Ads show for searches that match the exact phrase

Exact match: [keyword] Ads show for searches that match the exact phrase exclusively

Negative match: -keyword Ensures your ad doesn't show for any search that includes that term

@MarenReport | @bpoc_sd

San Diego photography camps Photography lessons Summer camps San Diego photography ”Photography camps” Youth photography camps Spring photography camps Summer photography camps

[Photography camps] Photography camps

Negative match: -spring

FREE KEYWORD HELP

@MarenReport | @bpoc_sd

EXERCISE | Make a list of 30+ keywords for one of your ad groups. Include phrases, spelling variations.

Keyword brainstorming = good BUT not helpful to use

irrelevant keywords

Irrelevant keywords result in low quality scores --Low SERP position --Pay more per click --Or don’t get shown at all. Google wants people to trust those ads.

TRACK CONVERSIONS

Ticket sales, Product sales, Enewsletter sign-ups, Specific page views

@MarenReport | @bpoc_sd

Measure the ROI

@MarenReport | @bpoc_sd

EXERCISE | Make a list of 3 actions you would want to track on your museum’s website.

RESOURCES

Time -  Initial Investment -  Maintenance

Who can help? -  Volunteers/Interns -  Translators -  Google

SIGN UP FOR A GOOGLE GRANT: http://www.google.com/grants

QUESTIONS/COMMENTS: Maren Dougherty Senior Editor, Balboa Park Online Collaborative 619-819-9200 / mdougherty@bpoc.org