What’s next?Opportunities for future Ecommerce development

Presented by Anisha DattaniJanuary 2013

Agenda

Agenda

• Introduction to Google grants and Adwords• The application process• Developing a Google Adwords account• Benefits of a Google Adwords grant• Success & quick tips with your Google Grant

dotDigitalGroup plc – our expertise

Digital “one stop shop”…

•Web Design (Creative)•Web Development (CMS)•Systems integrators•SEO/PPC management•Digital strategy experts•Mobile technology•Email marketing

• eSurveys• eCommerce • Conversion expertise• Managed services• Accessibility compliance and

accreditation• Hosting

Some of our charity clients

Introduction to Google Grants

What is Google Grants?

It’s the nonprofit edition of Google AdWords – Google’s online advertising tool aimed to promote missions and

initiatives on Google.co.uk

It’s the nonprofit edition of Google AdWords – Google’s online advertising tool aimed to promote missions and

initiatives on Google.co.uk

Grant benefits…… It’s FREE! +…

$10k in kind advertising$10k in kind advertising

Increase web traffic

Increase web traffic

Increase brand awareness

Increase brand awareness

Positive impact on donations

Positive impact on donations

Can be linked with other business

functions

Can be linked with other business

functions

Cheap ROI for ecom sales

Cheap ROI for ecom sales

Measurable Measurable

No cap on keywordsNo cap on keywords

No cap on timeNo cap on time

Intro to Google Adwords

Create adverts and choose keywords related to your organisation

Your adverts will now appear on Google when people search for one of your keywords. (Pull marketing)

Once people have clicked on your advert its up to your website to convert them

The concept is simple…

You create an ad, you tell the website who to show it to, and when someone clicks on it, you pay them.

You create an ad, you tell the website who to show it to, and when someone clicks on it, you pay them.

Intro to Google Adwords

• PPC advertising to anyone that wants it, including charities

• The amount you pay Google is usually something you tinker with as a bid against others who may be advertising in the same space. 

• With Google Grants, there is a limit of $1 (60p) per click, this is known as the Cost Per Click (CPC).

• The way in which you tell Google who to show your ads to is by assigning “keywords”. 

The application process

The form & necessities

• Technical application + on going management• Up to 3 months process time• Research and set up the account according to Adwords policies for Grants• Aim to get the most out of the system

Eligibility guidelines

UK BasedUK Based

Registered with a charity

commission

Registered with a charity

commission

Hold current and valid charity

status

Hold current and valid charity

status

Acknowledge non discrimination

use

Acknowledge non discrimination

use

Selections at Google’s

discretion

Selections at Google’s

discretion

Restrictions

• $1.00 USD maximum CPC limit• Only run text ads• Only run on the search network• Only appear on Google.co.uk• Ads must link to a page on your website- to the URL

that is included in your application• Your website cannot display revenue-generating ads,

such as Google AdSense or affiliate advertising links

Advantages of using an agency

• We’ve been through the application before and know how it works

• We have direct relationship managers at Google• We manage several PPC and search accounts, its our job &

area of expertise!• Save the time learning, optimising and chasing to us, its our

job• We know which keywords are competitive and which are wins

in relevant keyword themes (fundraising, volunteering, HR, chairty)• Get the most out of your account – Maximum exposure• Raise Google Quality Scores by managing the account on a

daily basis• Higher quality scores mean better positions• Better positions means better traffic, = increased conversions

Developing a Google Adwords account

Account development stages

1:

• Brainstorm ideas together to come up with relevant “keywords”

• Research in to keyword search volumes• Competitiveness• Costs

2:

• Put together a set up document including:• keyword to advert links• advert to landing page links

Set up your account well and reap the rewards

3:

• The aim would be to max your end conversions• Increase traffic• Increase brand awareness

Quick tips with your Google Grant

Quick tips and all round relationships

CTRCTR StructureStructure QSQS CPC & PositionCPC & Position

Split test ads

Test landing pages

Tight links between keywords & adverts

Tight links between adverts & LP’s

High QS – High costs

High costs = less traffic

But capped CPC

$1 bid often results in low positions

Success means… a bigger grant

Prove your capability to Google & reap rewards – this is where we can help

Option to receive a bigger grant (up to $40,000) IF:

•Charity achieves $9,500 spend consecutively•Charity must be tracking site usage and conversions through Analytics•Complete further technical application

Case Study – Blind Veterans

Case Study: Blind Veterans

Blind Veterans provides access to the finest quality of services to help blind veterans discover life beyond sight loss. This includes; providing lifelong welfare support, rehabilitation, training, long-term nursing, residential and respite care.

The Blind Veterans approached dotAgency in early 2012 in order to optimise their Google Grant for PPC. To do this, we worked alongside their internal functions such as fundraising, HR, marketing and volunteering.

.

The Results:

•Within 8 months, it became the #1 source of all website traffic.•It is the main driver of traffic to the website which has increased 3.5 fold since dotAgency began to manage it. •Visits from the Google Grants account have increased by 12 fold since month one.

FAQ’s:

FAQ’s

Does our organization already have to be established and with a developed reputation in order to be eligible for Google Grants?•No but you must have charity status

Can we have multiple AdWords accounts to manage these projects independently?•Each organization may only have a single AdWords account•Can have multiple campaigns

Thank You-END-

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