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Outline

1. Intro to Google AdWords

2. Intro to Google Grants and Ad Grants

3. What can non-profits use it for?

4. Eligibility & applying for Google Grants

5. Setting up AdWords

6. Review

7. More resources

Who’s this Carl Larson guy?

SEO Manager at F5

Networks, formerly Disney

Parks, AT&T.

SEO/SEM/Analytics

specialist

Cofounder – Seattle Search

Network. Assists Non-Profits

Committee

Contact:

info@seattlesearchnetwork.org

Google Grants vs Ad Grants Vs Adwords

What is Google AdWords?

• Paid advertisements that appear at the top and to the right of search results on Google.com

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Your NonprofitImagine your nonprofit here, right when a user is searching for your cause.

www.YourNonprofit.org

Organizations use their grants to:

• Recruit volunteers and staff

• Promote events

• Raise awareness of their mission or cause

• Solicit donations

...and much more

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What can I do with AdWords?

“Google has become our silent fundraiser.” -Hedley Lewis, Executive Director at Smile Foundation

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Google Grants

What is Google Grants?

• Suite of free programs:

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Google Ad Grants

• Provides nonprofits with up to $10,000 per month in free advertising on Google’s search engine

• As of 2015, supports over 8,000 grantees

• As of 2015, donated over $800 million in free ads

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Groups must be

• 501(c)3 or foreign equivalent

• Have “quality website”

Cannot be

• Political, hospital, school/university, gov’t org

• More than one URL (each requires separate GG application)

Further restrictions

• Must log in once/month

• Cannot host ads on website

• Cannot trigger Google’s “For Profit” filter10

Eligibility

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Examples of Ads

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Available Internationally

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Two major steps:

1. Apply for Google Grants http://www.google.com/grants/

2. As part of Google Grants application, must create Google AdWords account and one basic campaign, then paste AdWords Account # into final Google Grants application form. Only then is application completed.

Potential pitfall:

• Do NOT enter credit card info into Google AdWords account, even though prompted to do so. If CC # entered, account must be deleted and started over.

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Applying

• Daily budget of up to $330 ($10,000/mo)

• Maximum CPC (Cost Per Click) up to $2

• Only keyword-targeted search ads, no Display (banner) ads

• Only on Google.com, no partner sites

• Must log-in once a month

• Must follow normal AdWords quality guidelines

Recommendations for success

• Best to hire an agency or seek free expert help

• AdWords will prompt you to add credit card data every time, but do not.

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Restrictions

• EIN

• Mission Statement

• Social Impact Statement

• Active Google + account

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Needed for Application

Social Impact Statement

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Description of

Organization

Value of

AdWords to

Nonprofit

AdWords

Campaign Plan

and Tracking

• AdWords Express now approved for Google Grants

• Grantspro offers an increased spend cap of $40,000/mo, instead of the standard $10,000/mo, for nonprofits regularly spending close to $10k/mo.

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Advanced Pro Excellence Splendidness

• It’s likely that someone in your org has already applied for a free GG or Google Apps account. Here’s how to save time by checking first.

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But first….

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Pick main email account (usually info@organization),

sign into Google Grants application with it. Enter EIN

If GG says “Continue” – do so and fill out entire application

If GG says “Someone in your organization has already…” Click “Request Access” then check all other email accounts it could have

gone to.

If Google says “We are sorry, but you do not have access to this service. Please

contact your domain admin for access”, it is likely that you have Google Apps

installed to handle your email, and your user account is not authorized to use

AdWords. Contact your webdev or sign into Google Apps to fix.

Attempt to sign into AdWords

Checking application status

How do I use Google AdWords?

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Tips for Success

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• Structure the PPC account (& website content) in groupings aimed at each section of your target market

• Use keyword research tools to expand your list of core search terms

• Use landing pages targeted to the visitor

• Monitor account performance

• Optimize

• Get help!

Structure ad campaigns hierarchically

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Wa Autism Alliance

Children w Autism

child autism symptoms autism help for parents autism help with schools

Account

Campaigns

Ad Groups

Ads

Keywords

Awareness Volunteers Donations Events

Adults w Autism

adult autism symptoms Am I autistic?autism help at work

Keyword Discovery Tool – Google Keyword

Planner• Use Google’s Keyword Planner Tool to get new keyword ideas. Select an

option below to enter a few descriptive words or phrases, or type in your website's URL.

• Keep keyword lists focused, just 15-30 keywords per ad group.

• Ideally, keywords should be present in the ad copy and the actual page content

• A little tricky becauserequires a credit card to work. Be sure touse a different gmailaccount with. Do not enter credit card info on nonprofit Ad Grants account

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Ensure landing pages are tailored to each

campaignDon’t just drop this valuable traffic off at the site’s homepage. Have a page with a focused message and clear call-to-action, such as a short email collection form:

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Ongoing Optimization

• Run multiple versions of ads and go through multiple trials

• Move budget to higher performing campaigns– Restructure poorly performing campaigns

• Ensure the landing page and ad have matching Calls to action:– E.g. Donate Here, Volunteer Now, Sign Up Now

• Punctuate the end of the first description line– Ads above the search results run across one line

• Use statistics to introduce the ad

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AdWords Setup Checklist

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Flip the Switch

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Case Study: Washington Autism Alliance

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Case Study: Washington Autism Alliance

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The addition of Google Ad Grants to WAAA's traffic strategy resulted in 46,249 additional clicks to the site. This accounted for 52% of the site's overall traffic since November 10, 2014.

Case Study: Washington Autism Alliance

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The addition of Google Ad Grants to WAAA's traffic strategy resulted in 46,249 additional clicks to the site. This accounted for 51.9% of the site's overall traffic since November 10, 2014.

So what?

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Case Study: Washington Autism Alliance

One month’s resulting engagement from the public with WAA

Google Grant Resources

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• www.techsoup.org

• http://seattlegivecamp.org

• Sea-Tech for Good

• http://www.wholewhale.com/tips/4-steps-applying-google-adwords-10k-grant/http://support.google.com/grants/?hl=en#topic=3500124

Google AdWords Resources

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Great resources for beginners and experts, from the source:• http://static.googleusercontent.com/media

/www.google.com/en/us/grants/education/Beginners_Guide.pdf

• http://static.googleusercontent.com/media/www.google.com/en/us/grants/education/Google_Analytics_Training.pdf

• http://static.googleusercontent.com/media/www.google.com/en/us/grants/education/Ongoing_Management_Guide.pdf

• http://static.googleusercontent.com/media/www.google.com/en/us/grants/education/Direct_Relief_Success_Story.pdf

• http://cdn2.hubspot.net/hub/53/file-13198801-pdf/docs/google_grants_tips_nonprofit_ebook.pdf

• http://www.wordstream.com/blog/ws/2013/12/18/google-grants-adwords-for-nonprofits#

seattlesearchnetwork.org

Questions?

To find out if we can help your nonprofit:

info@seattlesearchnetwork.org

Questions?

To find out if we can help your nonprofit:

info@seattlesearchnetwork.org

Appendix

Keyword Match Types

•

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Use this match type...

With this punctuation...

To trigger your ad on...

Example

broad match none synonyms, related searches, and other relevant variations

adopt kittens chicago

broad match modifier

+keyword close variations but not synonyms or related searches

+adopt +kittens +chicago

phrase match "keyword" a phrase "adopt kittens" chicago

exact match [keyword] an exact term or phrase

[adopt kittens chicago]

negative match

-keyword searches without the term

-puppies

Keyword Discovery Tool – Search Query

Report• This report shows performance data for the search

queries that triggered your ads & received clicks

• Add keywords with high click volume to your list

• Add negative keywords

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Example: the report shows your ad appeared on the keyword ‘volunteer army.’ Add “–army” as a negative keyword

Many other Keyword Discovery Tools

Finding new keywords to target is essential part of setting up and ongoing optimization on PPC campaign. Some ways to find more keywords:

• Use competitive intelligence tool like SEMrush or Spyfu to find what your competitors are bidding on.

• Look on your website’s Site Search report

• Manually inspect your competitors sites for ideas

• Brainstorm!

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Measuring performance

• Is my account performing well?

– Review performance statistics for your campaigns, ad groups, ads and keywords

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How to identify problem areas 1

• Campaign Statistics

– Sort data by Quality Score, Clickthrough Rate (CTR), and Cost

– You may need to enable the Quality Score (QS) column in your account

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1-4 is poor QS; 5-7 is okay; 8-10 is great!

How to identify problem areas 2

• Campaign Statistics

– Identify problem areas• ‘Poor’ Quality Scores

• CTRs below 1%

• High-cost with poor Quality Score or low CTR

– Target these areas for optimization

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CTR <1% & Poor QS so optimize!

CASE Study

Challenge: Increase volunteers for HandsOn Suburban Chicago’s Court-Appointed Service

Program

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CASE Study

Solution: Google AdWords

campaign promoting CASE’s

services to people searching

Google for court-appointed

service opportunities in

Chicago

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CASE Study

Results: Between January 1, 2011 and today, 185,856people have seen this ad and 4,163 people have

clicked on it.

Court Appointed Service

www.volunteerinfo.net/case

Placing people with misdemeanors to

community service opportunities

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