How to be a Google Ads Superhero

Membership Growth Online SummitWhere Nonprofit Leaders and Growth Strategies Converge

@wildapricot

April 4th – April 8th, 2016

#WAsummit2016

Presenters: Jason Shim, Mark HallmanDigital Media Managers, Google Partners

How to be a Google Ads Superhero!for Charities & Nonprofits

@mark_hallman #WASummit @jasonshim

How to be anAdWords Superhero!

Tuesday, April 5thMark Hallman and Jason Shim

Trailer

Origin story

7 years ago...

Two guys.

Two guys.A small room.

Two guys.A small room.A stack of Cosmopolitan Magazines.

Google AdWords

Google AdWords Grant$10,000 / month

Keys to success

Read, read, read.

We weren’t born with it...

Practice.

If you’re a nonprofit marketer / fundraiser / membership manager...Google AdWords grant will help your organizationProfessional developmentTransferrable skill

What to expectCurrent state of the worldReality checkBuilding a campaignTesting and optimizationReportingSustainability

What do people do when they need help?

Shim Family

What are people searching for in your community?

Google autofill

Your organization does great work.But can people find you?

Because if not, here’s what could happen.

“adopt a kitten”

You may be missing opportunities to help.

Reality check

Searched no one… ever.

Reality check

Everyone is thinking about themselves…

Reality check

Everyone is thinking about themselves…Just like you.

So how can you help?

Apply forGoogle for Nonprofits

Google AdWords Grantsvary by country

How to build a campaign

It’s more than just the ads...

Superhero campaign structure

Superhero campaign structureWill help you:Be consistentStay organizedFocus your targetingReplicate your success

First, define your goals

Awareness of organizationEngagementUsage of servicesIncreased membershipDonations*

Superhero campaign structureAccount – Your organization

Campaign – Goals

Awareness

Engagement

Ad Group – Themes

Youth breakfast program

After-school tutoring

Ad – Relevant Ads

Keywords – Relevant search terms

Campaign examples

Campaign examplesCampaign: NewsAd Group: Ontario Free Tuition

Campaign examplesCampaign: NewsAd Group: Ontario Free TuitionAd: Ontario Free Tuition Variations

Campaign examplesCampaign: News

Ad Group: Ontario Free Tuition

Ad: Ontario Free Tuition Variations

Keywords:

+ontario +free +tuition

[ontario student grant]

“Ontario student grant”

Campaign examples

Campaign: News

Ad Group: Ontario Free Tuition

Ad: Ontario Free Tuition Variations

Keywords:

+ontario +free +tuition

[ontario student grant]

“Ontario student grant”

5,000 clicks

Walkthrough

So how do you write a good ad?

A good ad...RelevantDirectHighlights (FAB):

FeatureAdvantageBenefit

Timely Ads

Landing pages

Don’t bait & switch

Landing pages

Testing, Research, and Optimization

The best campaigns require preparation

Hypothesis

What do you want to test?

Testing variablesAd TitleAd TextLanding Page URLTime of dayGeography

Don’t ignore the small gains!

Google Trends for keywords

Google Trends “gifts for mom”

Keyword planner

Keyword planning

Validating ideas

Cats or dogs?

Cats and dogs

Keyword planner for ideas

Testing copy

Ad Extensions

Phone number

Click to call (mobile)

Location

Sitelinks

Callout Text

Reporting

Search term reports

Search term reports help you understand your audience

Google Analytics:Plug it in

What does management need?Campaign reportsSearch term reportsConversion reportsTraffic reports (from Google Analytics)

Sustainability

Negotiating for time and resourcesTime is the most basic and essential resource

A couple of hours a week to start

Bootstrap approach

The Ultimate Guide to Google AdWords by Perry Marshall

$15 on Amazon

Connecting with peer group online, e.g. NTEN

Classes

$500 for a basic class

$2500 for comprehensive AdWords and Analytics training

Training internally vs. a vendor

Training internally vs. a vendorInternalBuild in-house capacity

Knowledge held in staff

May be limited interest

Train your own expert

Will cost time

VendorGet started quickly

Not a staff member

Easy to replace

Hire an expert

Will cost money

Don’t be a super villain

Serve the organization

Staying asuperhero

Keeping up-to-date

Adwords.blogspot.comwww.searchengineland.comwww.wordstream.comwww.unbounce.comwww.ppchero.com

Weekly

Check for alertsDisapproved adsDisapproved keywordsBroken URLs

Monthly

Review campaign budgetsReview A/B testingPause low-performing adsRemove low-performing keywords

Quarterly

Review trendsReview impressions, clicksReview search term reportsReview permissions to the account

The harsh reality

Google is always changing

Deal with it.You’re a superhero.

Keep on iterating

Taking it thenext level

Paid advertising

Bid over $2.00 Cost Per Click (CPC)Display advertisingRetargetingYouTube ads

Grants Pro

Google Grants Pro$40,000 / month

Google Grants ProConversion tracking$9,900 USD for two out of six monthsAverage of 1% clickthrough-rate or higherBi-weekly maintenanceSubmit an applicationNote: Not a guarantee

Managing expectations

The Challenge

Thank you!Mark Hallmanmark@evergreendm.com@mark_hallmanJason Shimjshim@pathwayscanada.ca@jasonshim

We have recorded this webinar and will be sharing it with you.

Build. Connect. Grow. Membership & more.

THANK YOU!

Build. Connect. Grow. Membership & more.

Thank you for participating in our workshop!

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How to be a Google Ads Superhero

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