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Google Grants for Nonprofits
In Attendance Today
Autumn RoseManager, Analytics
Michael ShoagManaging Director
We are Forum One
750Influential
Clients
100% Mission-driven
2000Successful
Projects
OpenSource Since
1996
What’s your experience with Adwords?
● Introductions● What is Adwords?● How to Apply● How to use Adwords Effectively● Measuring Success● Maintaining Your Campaigns
Agenda
Google grants give nonprofits $10,000 a month of free advertising on
Google search results.
Get up to $40,000 if you use it well.
Who is Eligible?
● Based in one of 50 eligible countries● Most 501(c)3 orgs (or similar if not US based)● Have a website
Who is not Eligible?
● For profit organizations● Government entities● Hospitals & medical groups● Schools● Childcare centers● Universities
What can you buy with your grant dollars?
Bid on Keywords and Pay per Click (PPC)
What do you get for your grant dollar?
$463.05 Orange County Accident Attorney $274.47 MBA online Classes$ 2.09 Environmental News$ 1.08 Nutritional Values of Foods$ 0.93 Environment Information$ 0.26 Environment Newsletter
What do you get for your grant dollar?
$463.05 Orange County Accident Attorney $274.47 MBA online Classes$ 2.09 Environmental News$ 1.08 Nutritional Values of Foods$ 0.93 Environment Information$ 0.26 Environment Newsletter
Display order is based on bid, relevance, and click through rate (CTR)
How do I come out on top?
How to Get Started
Step 1: Apply to Google for NonprofitsStep 2: Apply for Google Ad GrantsStep 3: Start your AdWords Campaigns
How to Get Started Step 1: Join Google for Nonprofits
● Employer ID (EIN)● Certify nonprofit status● Agree to non-discrimination clauses● Org name, address, phone, website URL● Mission statement● Your contact info
How to Get Started Step 2: Apply for Google Ad Grants
● How you will use AdWords to make an impact● Create a sample ad campaign● Include your Google AdWords Account Number ● Await a decision (up to 60 days)● If rejected - figure out why and try again
How to Get StartedStep 3: Create a AdWords Account
BUT DON’T PUT IN CREDIT CARD INFO● Daily budget of $330/day● Maximum cost per click (CPC) $2.00● Ads only on Google.com● Only text ads
Anatomy of Google AdWords Campaigns
Campaign
Ad Group 1 Ad Group 2
KWKWKW
Ad 1
Ad 2
Ad 3
Ad 4
Ad 5
Ad 6
Ad 7
Ad 8
KW
Ad 1
Ad 2
Ad 3
Ad 4
Ad 5
KWKWKW
Setting up a Campaign
Campaign
● Target each campaign to a specific outcome
● Set up “Goals” to measure success
Setting up an Ad Group
CampaignAd Group 1
● Target a specific topic (e.g. environment, food, forests)
Creating Ads
●Ad Group 1
Ad 1
Ad 2
Ad 3
Ad 4
Campaign
● Create different versions of the same ad - Test!
● Know the rules● Use dynamic keyword
insertion
Know the Rules of the Game
● Number of characters per line● No ! in titles● No “Sale Sale Sale”● Must use your root URL● Don’t ask for money● Don’t sell things● Don’t advertise on your landing page● No popup ads on your landing page
Go for the Long-Tailed Keywords
Cheaper! ● Wildlife● Elephants● Observe Elephants● Observe Elephants in Zambia
KW KW KWKW
More Effective!
Types of KeywordsMatch type Special symbol Example keyword Example searches
Broad matchinclude misspellings, synonyms, related
searches, and other relevant variations
none deforestation in china Logging forests in East Asia
Broad match modifiercontain the modified term (or close
variations, but not synonyms), in any order
+keyword +deforestation
+china
Chinese Deforestation by
Chopsticks
Phrase matchare a phrase, and close variations of that
phrase
"keyword" "deforestation in china" UN resolutions on deforestation
in china
Exact matchare an exact term and close variations of
that exact term
[keyword] [deforestation in china] deforestation in china
Negative matchare searches without the term
-keyword -ecosystem Ecological impact of
deforestation in china
Types of Keywords
Broad Match “Phrase Match”[Exact Match]-Negative
Optimize!
Measuring Ads
● Number of impressions● Click through rates● Goal completions● On-site behaviorTHEN: Evolve or retire your campaigns
Adwords Traffic in Google Analytics
A/B Testing
Create similar ads. Test them!
A/B Testing
Create two nearly identical ads. Which is better?
Dynamic Keyword Insertion (DKI)
“Environment News”“Food & Agriculture In the News”
Dynamic Keyword Insertion Fail
Maintenance
● At start, login daily to make adjustments.● Long term, log in on a monthly to retire
ineffective ads.● Create new campaigns quarterly to promote
newest content.
