Google for GreenNovember 15th 2016

OUR CLIENTS

Plug’n Drive

Ministry of Natural Resources and Forestry

Google Grant Based Campaigns

How can anENGO afford to runa Google AdWords

campaign?

The GrantUS$10,000 per month 

in Google spend for non‐profits.

Free Message ExposureWith the cost‐per‐click model budget is only used 

when viewers actually click on an ad.

Bid Based Targeting Bid up to US$2.00 per click.

AdWords Campaigns

• Text ads vs. organic Google search results 

• Keywords and bids  ads’ page positions

• Extensions promote events, media mentions, announcements & proxy phone numbers

An EvolvingLens

Keyword Method Strategy 

The Search Result HierarchyObsolete Side Ad(old format)

Standard Organic Result

Example of Paid New Format Ad

Expanded Organic Search Result

Rank Matters!

2

1

3

Google’s Audience Decoding

• Analyse receptivity to value propositions and their packaging

• Track audience engagement, responses and resultant actions

• Access an endlessly segmentable real‐time focus group

• Learn, adapt methods and messages, and be surprised

• Capacity to look back ‐ and deep ‐ at audience response

Forests Ontario – Search Term ResponseCTR measures ad engagement while relevance is reflected in the Quality Score.

0

Green Living Show ‐ Audiences

Plug’n Drive – Driving Lessons

• Money talks!           

• Lane change ‐>

• Drive quiet Be happy ;)

• Steer concerns to drive traffic...

Ontario's EV Incentive Program - New Rebates on EVs & Chargers‎Adwww.plugndrive.ca/EV_Incentives/Rebates_Rewards‎ (647) 717-6941Get up to $14,000 off an electric car and up to $1,000 off a charging station.Why you may be driving an electric car soon – The Globe and MailLook at photos on Flickr Tweets about Evs TAVES Electronics Show

{KeyWord:Electric Car Makes and Models}Compare the EV Alternativesplugndrive.ca/_The_Electric/_Vehicle_FactsPlug'N Drive, a complete, unbiased guide to electric vehicles on sale in Canada.

Electric Vehicle RangeTechnology Charging Aheadplugndrive.ca/_The_Changing_/World_of_EVsThe reasons why "range anxiety" is disappearing in the rear-view mirror!

The Electric Vehicle AdvantageWhy EV Owners Drive Happierplugndrive.ca/Enjoy_All_These/_EV_AdvantagesGreat pick-up, quiet, reserved lanes/parking, lower costs and carbon footprint!

Plug’n Drive Website Addition

Forests Ontario ‐ AnalyticsLinking Google Analytics to Adwords greatly enriches tracking and reporting capabilities including time on site, pages viewed and “conversions”. Here you can see that Google has become Forest Ontario’s #1 source of website traffic.

Google Analytics ‐ Bird’s Eye ViewAn uncharacteristically user friendly presentation of the big picture.

Google ‐Master Pollster• Dive into Search Campaign data at any time from any computer and see 

results sorted by whatever key metric you choose over any time period.

• Chart impressions, click‐through rates, search terms, % audience share.

• Link Campaigns to Google Analytics to view your site traffic sources and their level of engagement: pages viewed, visit duration, % new visitors.

• Track ‘conversions’ such as contact form completions, event registrations, phone calls, downloads, newsletter sign‐ups and specific page views.

• Ongoing performance tracking allows real time message version testing, and historical analysis ‐ an elastic online focus group that can shape and inform overall communications and even content development strategies. 

Thank You

Paul Cassel

marketing sustainability

pcassel@up‐marketing.com416.850.8787

124 Merton Street, Suite 407Toronto, ON, M4S 2Z2www.up‐marketing.com