Maximize your Google Grant of In-Kind Advertising

Maximize your Google Grant of In-Kind Advertising


Facilitator: Kami Griffiths, TechSoup

Presenters: Kevin Lee, Didit

Kristie Ferketich, Google Grants

German Freiwald, Google Grants

August 14, 2008

Webinar Conference Call: 866-740-1260; Code: 6339392


Using ReadyTalk

• Chat & raise hand • Mute = *6,

Unmute = *7• If you lose your

internet connection, reconnect using the link emailed to you.

• If you lose your phone connection, re-dial the phone number and re-join.


You are being recorded…

• This seminar will be available on the TechSoup website along with past webinar presentations: http://www.techsoup.org/hsc/page9003.cfm

• You will receive a link to this presentation later today.

• After the webinar, you can ask any follow-up questions of our experts in the online forums event: http://www.techsoup.org/go/googlegrants



Facilitator: Kami Griffiths, TechSoupPresenters: Kevin Lee, Didit

Kristie Ferketich, Google GrantsGerman Freiwald, Google Grants

Sponsored by:


Today’s Speakers

Volunteers Chris Peters & Megan Keane (TechSoup)

Jessica Vaughan (Google)

Kami Griffiths Kevin Lee Kristie Ferketich German Freiwald


Managing and Optimizing Google Campaigns

Kevin Lee, Executive Chairman, Didit


Top Position

• It gets most of the visibility and clicks, how and when should you strive to be there?


Bid decisions = allocation of budget

• Whether you have no Google grant at all, a $10,000 grant or have been approved for a larger grant, you want to allocate that budget for maximum gain

• Even if you didn’t have a bid cap, you generally can’t afford top positions for every keyword all the time.

• This discussion is about determining how to decide which clicks you want most.


The 80-20 Effect in Search. Pareto “Rules”

• Given a choice, wouldn’t you prefer to devote your PPC search budget to acquiring high-revenue, high value donors, volunteers, advocates and supporters?

• Application of the Pareto effect against your data empowers you to put your money (or Google Grant money) where it works hardest.

• Use your data to effectively generate maximum overall benefit.


Better Targeting is the Key

• Better targeting brings us closer to the holy grail of advertising:– Marketers get to put more of their budgets

towards their best prospects/customers– Searchers (surfers/viewers) only see the ads

that the marketers really want seen, the relevant ones, even for non-profits

– Publishers get a higher yield on their search and impression inventory while improving relevance and consumer satisfaction


Ever run direct mail?

Direct Mail Response Segmentation

• Search Marketing is more similar to direct mail than you might think.

• Direct Mail drops are expensive and so are search clicks, so efficiency and segmentation is useful.

• Target both the list and the message.


What metrics should you use?

• What to measures and metrics assure benefit to the organization and meet mission and marketing objectives?– Higher conversion from impression to click (higher

CTR) (important in Google).– Better conversion from click to donation– Higher immediate donation value – Better conversion to registration, widget, badge

request– Stickiness and pageviews


Better CTR

• The first metric you have control over is the clickthrough rate (CTR) of your ad (holding position constant):

• Higher CTR gives you two bonuses1. More high quality traffic on that listing

2. A higher predicted CTR for the engine’s formula which calculates rank/position and price

• As you test ad creative and ad targeting, continue to optimize post click metrics as well.


Better CTR due to creative and targeting

• Use the concept of information scent. Where does your eye go?


Geographic Segmentation

• Geographic segmentation may be the most powerful method of segmentation you have:1. Clicks are worth different amounts2. Customers have different giving profiles3. Visitors respond to different messages

(think ad creative and landing pages)

• Why manage only on a national basis when you can segment by geography?


Site-side conversion rate

• It’s a lot of work to re-structure campaigns to market differently to segments. Why bother?

• Better conversion click to registration or donation.

• For example if the conversion of non-segmented (mixed traffic) averages 1.5% and the conversion rate from the Chicago DMA is 2.1% then you can afford to bid over than 25% more.

• Higher bids may get you higher position and additional volume while concentrating on profitable visitors.


Higher Immediate Revenue

• Does one segment donate more on average? • If NY DMA visitors have a bigger shopping cart

with $178 vs $122 for the average shopping cart, you can afford to bid more for the NY segment.

• Again, higher bids in a segment may get you additional volume due to a position change while retaining or improving ROAS.


Higher Lifetime Value

• Start by crunching your current donor file. Do certain geographies stand out for predicted higher donation levels?

• What’s your 90-10 or 80-20 rule? • If donors from LA likely to support your cause at

$100 per year for 4 years, vs a nationwide average of $50 for one year, you can afford to bid more for this power-segment.

• Higher bids may get you additional volume.


What are your segmentation levers?

• Geography is only one segmentation lever which we used for illustration:– Time of day (dayparting)– Day of week

• Each of these is an additional lever you can pull to cherry-pick out the highest value traffic and visitors who are after-all specific audiences of people.


How much difference?

• This is just daypart and day-of-week:


Perfect Storm, the POWER SEGMENT

• What happens if the same geographic or daypart segment has a: – Better conversion from click to registration or donation– Higher immediate donation value– Better lifetime value of the customer

• The Power-Segment drives a dramatically higher ROI and profit.

• Each segment with the possibility to drive scale should be considered for separate bidding + targeting (landing pages and offers)


Where do landing pages fit in?

• The same landing page may not be appropriate for every power-segment. By focusing landing page testing on the key segments, you have a greater chance of success:– Understand information scent, do your landing pages

meet the needs of the searcher– Do your landing pages fulfill the promise of the ad and

the organization?– Can you increase the stickiness of the landing page?


Questions?

Conclusion

• Stay educated on best practices

• If outsourcing management, pick the right partners for technology and strategy development

• Never stop testing, never stop segmenting

• Copies of PPT? [email protected]


Get the Most Out of TechSoup

• At TechSoup, you’ll find a range of technology services to help your nonprofit:

– Read helpful articles in our Learning Center– Request donated software, hardware, and online

services– Join our community forums to learn from your

colleagues– Browse upcoming events and conferences


TechSoup Stock Vendor Partners

• Microsoft• Symantec• Adobe• eTapestry• Intuit

• Mailshell• Business Objects• Readytalk• Alpha Software• Atlas Business

Solutions


Continue the discussion…

• Asynchronous (not live) online event all-day in the TechSoup Community forums: http://www.techsoup.org/go/googlegrants

• Ask any further questions you have of our expert hosts on how a Google Grant donation can best promote your organization’s mission.


Upcoming Online Seminars

• Creating Effective Online Surveys– August 26, 11am PDT– Information and registration:

http://tinyurl.com/59fuet


Thank you to our Webinar Sponsor!


For More Information

Contact: Kami [email protected]

Technology

Maximize your Google Grant of In-Kind Advertising