Ad Value | Pt 2. Google AdWords for Nonpro!ts Maren Dougherty, Director of External Affairs Balboa Park Online Collaborative @MarenReport, @BPOC_SD, @BalboaPark APRIL 17, 2013 Museums and the Web Conference Salon H

BALBOA PARK ONLINE COLLABORATIVE Innovative | Collaborative | www.bpoc.org

Maximizing Your Google Grant

AdWords Introduction Setting Goals Campaigns Ad Groups Keywords Conversion Tracking Questions http://www.google.com/grants

Free Google Text Ads for Nonpro!ts

Some Speci!cs Daily budget: $330 (~$10k/month) Maximum CPC: $2 (recently increased from $1) Only appear on Google.com Only run text ads Ads must link to a page on your website (note exception) Keywords must be (somewhat) relevant Ongoing, active management is required Ads need to relate to the mission + Country-speci!c requirements Google’s incentive? Keep that 96% going strong!

Get a second account if… You want to exceed the daily budget You’re willing to pay for premium keywords You want your ads to show as part of the display network

 $-­‐    

 $2,000    

 $4,000    

 $6,000    

 $8,000    

 $10,000    

Maximum  spend   Average  grantee  spend    

In-kind ad spend per month

Lots of opportunity! But what do you want it to do for you?

Possible Goals Raise visibility? (impressions) Drive website traffic? (click-throughs) Increase memberships? (conversion) Increase email list? (conversions) Increase views of particular pages or documents? (conversions)

AdWords Account Structure

Example

Campaigns | Think about all the different ones you can have

•  Ad groups •  General (Dog Friendly San Diego,

Corporate Events, San Diego events)

•  Events/Projects (Toulouse Lautrec, Kids photo contest, Giskin Anomaly)

•  Geographic (Visit San Diego)

•  Multilingual (Bienvenidos a Balboa Park)

 

Be creative with campaigns & ad groups

AdWords Activity #1: Make a list of 20 campaigns that you could do for your organization

Keywords | Just keep adding Resources: Keyword generators Translators Interns

But even Google helps

It does take some time

But it’s worth it

Write Great Ads

Clear headlines

Prompt action

Create multiple ads so Google can !gure it out

Ad Guidelines

AdWords Activity #2: Pick a campaign from your list and write two text ads for it.

Conversion Tracking Requires snippet of HTML & Javascript code 30-day cookie

Set up Conversion Tracking

AdWords Activity #3: Identify at least three conversions you want to happen.

So, let’s say you do max out. What’s next?

Clean Up & Optimize Look at conversions Re!ne keywords (& add negative ones) Set daily cap on speci!c campaigns (total is $330/day, so prioritize & divide it) Pause campaigns that are not as valuable to you Decrease bid maximum to get more clicks

Sign-­‐up:  h>p://www.google.com/grants    Seminars  for  Success:  h>p://services.google.com/ads_inquiry/awseminars    Google  Grants  Help  Forum:  h>ps://www.google.com/nonprofits/help/resources.forums.html?place=forum/grants        

Resources

CONTACT MAREN DOUGHERTY, DIRECTOR OF EXTERNAL AFFAIRS BALBOA PARK ONLINE COLLABORATIVE Phone: (619) 819-9200 Email: mdougherty@bpoc.org http://www.bpoc.org

BALBOA PARK ONLINE COLLABORATIVE Innovative | Collaborative | www.bpoc.org