Holiday Fundraising Tips for Your Search and Display Advertising!

Confidential RedEngine Digital, 3033 Wilson Boulevard, Suite 700, Arlington, VA 22201

Liz Murphy, Founder, RedEngine Digital,

[email protected] 571-858-3730

www.redenginedigital.com | 3033 Wilson Blvd, Ste 700, Arlington, VA 22201

Jumpstart Your Campaigns with

Integrated Search & Display

Advertising (+ Tips for Holiday

Fundraising)

mailto:[email protected]

http://www.redenginedigital.com


Google Confidential & Proprietary

Google Internal Data, desktop and mobile only. Percentages of total refer to Christmas – New Year’s Eve. Based on 2012 US

Google.com data. Indexed separate.



Google Internal Data, comparing last 4 weeks of Dec & first 4 weeks of Dec. Historical trends are not a Google projection of

future performance, November 2012



Google Internal Data, desktop and mobile only. Percentages of total refer to Christmas – New Year’s Eve. Based on 2012 US

Google.com data. Indexed separate.



Compete/Google Nonprofits Study, July 2013

V17. As a result of watching videos about nonprofit / charitable organizations online, which of the following actions, if any, did you perform?

MI5. How soon after the last time you saw or heard each of the following types of nonprofit / charitable ads did you look up the advertiser

online to get more information? N=varies by source


Engaging the New Omni-channel Consumer

Source: Optify


Focus Digital Marketing Efforts on the

Donor, Not the Channel


Why Search & Display Play Well Together

Search

Pull marketing

Bottom of funnel

Scarcity of supply

Hosted auction

Google often the

publisher

Keyword targeting

Display

Push marketing

Top of funnel

Abundant supply

Real-time auction

Google rarely the

publisher

User-based

targetingSource: The Trade Desk


All the Offerings

Search Advertising

Google, Bing, Ad

Grants text ads

Display ads (GDN)

Remarketing (GDN,

text, mobile app,

YouTube, dynamic)

Video (YouTube)

Mobile App

Display Advertising

Remarketing (site,

Facebook, search,

email)

Demographic

Site Category

Lookalike

CRM

Mobile

Source: The Trade Desk


Search + Display Do Better Together!

Search and display are greater than the sum of their parts—each format can improve results for the other at various audience touchpoints.

Real-world patterns: Often customers search, see display ads, search again, see more display ads, etc.

In that sense, conversions are frequently the result of an iterative process that also requires effective landing pages on a brand or retail website.

Source: eMarketer


Thank You!

September 12, 2013

The World of Display


Why Retargeting?

The majority of visitors leave your site without acting

Target ads to “intenders” or “lookers” – past site

visitors or those who search on relevant keywords

via first- or third-party cookies

Segment visitors based on actions taken (or not)

and content consumed

Exclude or include individuals and customize

creative based on these actions/content

Fills the top of the “funnel”


Facebook Retargeting: Segmentation

• Only visited homepage

• Bid less: $0.69-$0.75

Bob

• Signs a pledge

• Bid more: $0.75-$1.00

Sally

• Visits a donation form

• Bid more aggressively: $1.00-$1.50

Debbie


Campaign Examples

Fundraising

Redengine’s paid Facebook campaign for Matching Gift with

CARE resulted in:

Decreased CPA by 100% from beginning of

campaign to end

While maintaining an ROA over 300%

Facebook Retargeting: Segmentation


Prospective Advertising for New Donors

Online Prospective Advertising (Look-Alike Modeling

and Targeting) and Retargeting

• Display, video, mobile, social advertising

• Creates a model based on your current donors

• Provides demographic, geographic and lifestyle insights on those engaging with you

• Leverages real time buying to get you the impressions

• Excludes current donors


Display Challenges & Solutions

For site retargeting, your impressions reach can be

limited by number of people who visit your site

• Add in keyword targeted search retargeting to supplement

How do you measure the “value” of display when

90+% do not click on a display ad and convert (last

click) on a different channel?

• Studies have proven that those who interact with both

show 20%-40+% higher long-term value and conversion

rates. To benchmark, capture the unique transaction ID of

view-throughs and match with IDs of other channels to see value of display with other channels.


Website visits are often key for combined

search and display placements


Special Olympics: Facebook CRM Advertising


Facebook EOY CRM Retargeting

Facebook CRM ads targeting direct mail donors,

lapsed donors and non-donors for EOY campaign

(match rate of 50%)

Test Group A

• Donors who received

a matching gift direct

mail package AND

were served

Facebook ads

• Control group did not

see FBX ads

Test Group B

• Lapsed donors and

non-donors who

received a non-

matching gift direct

mail piece AND were

served Facebook ads

• Control group did not

see FBX ads


Results: Facebook EOY CRM Retargeting

• For donors, FB ads generated 153% ROI with

online gifts, plus small avg gift increase in mail

• For non-donors, FB ads lifted avg gift in mail

by nearly 20% and generated 21% more

revenue than DM group who did not see ads.

for every $1 spent online, we raised $8.50 in

the mail.


Top of the Funnel: American Diabetes Assn

Goal: Attract new online donors

Strategy: Test various messages to targeted individuals

and site categories with display and retargeting (non-

donors)

Results: Display drove 66% new online donors which was

a greater % of new donors than any other channel.

When a visitor interacted with a display ad + a search

ad or an email, the avg gift increased by 27%


Retargeting Ads Based on Website Behavior

Display web

ads to those

who landed on

your monthly

form or pages

but didn’t

complete a gift

Are there other

good

prospects?


Thank You!

September 12, 2013

The World of Search


Search Advertising Paid and Ad Grants

Paid: Google Adwords, Bing/Yahoo

Google Ad Grants: Free for Eligible Nonprofits

• Hold current and valid charity status, as determined by your

country. (U.S. – 501(c)(3))

• Agree to Grants’ required certifications regarding nondiscrimination and donation receipt and use.

• Have a functioning website with substantial content. (Your

ads will be limited to the URL you submit for review.)

Not Eligible: Governmental entities and organizations,

Hospitals and medical groups, Schools, childcare centers, academic institutions and universities


Why Do I Care?

FREE MONEY. (TO CHANGE YOUR LIFE.)


Google Ad Grants Features

A daily budget set to approx. $330 USD, which is

equivalent to about $10,000 per month

A maximum cost-per-click (CPC) limit of $2.00 USD

Only run keyword-targeted campaigns

appearing on Google.com. (No display advertising)

Grants ads will always display below paid ads when

bidding on the same keywords


Google Ad Grants Upgrade - $40,000/mo!

Potential Upgrade to Grants Pro: $40,000/month in

free in-kind media

Requirements:

• Have conversion tracking installed. The conversion goal

must be tracking a substantial action (i.e. newsletter or

volunteer sign-up) and must have received at least one

conversion.

• Hit a monthly budget cap (at least $9900) for at least two

months over the last six months.

• Have maintained an average level CTR of 1% or higher over

the past 6 month period.

• Have an authorized representative manage the account on a bi-weekly basis.

• Complete surveys and agree to share impact or

conversion data.


Maintaining Grants Eligibility

Your ads must link only to the single nonprofit

website URL that was approved in the application.

You are required to actively manage the AdWords

account by logging in monthly.

Your campaigns must use at least one conversion

goal set

Ads must reflect the mission of the approved

nonprofit organization and your keywords must be

relevant to the nonprofit’s programs and services.

Strictly commercial advertising is not allowed

through this program. 100% of sales/proceeds must

support your program.


How Do I Apply?

http://www.google.com/nonprofits/

Click “Join the Program” and fill out application

http://www.google.com/nonprofits/


Maximizing Google Grants’ Value

Use your full budget!

• It’s “free money” that’s not coming back

tomorrow—spend it!

• When budget is maxed, find what’s converting

and ensure it’s not limited by budget.

• Makes you eligible for upgrade.


Maximizing Google Grants’ Value

Supplement your paid ad accounts with Grants.

• Experiment with keywords/campaigns of dubious

ROAS value. “Audition” campaigns before trying

them in paid accounts.

• Bid on keywords with high volume—or low

competition.

• Bid on low-value (ROAS-wise) but important (e.g.

for branding) keywords.

• Use engagement/lead generation asks to get

them onto your mailing list, etc.—into “top of

funnel.”


Engage and Capture

Used Ad

Grants and

Facebook

Exchange to

build

awareness

and drive

engagement

conversions

Retargeted

visitors after

they left the

site


Thank You!

September 12, 2013

Holiday Fundraising &

Engagement Tips


Tip #1: Use Google Ad Extensions

More real estate – Big +

Can promote your unique selling proposition/offer

Can customize for mobile devices and schedule

them by time of day and day of the week.

Factors into Ad Rank

BRAND NEW! Callouts


Tip #1: Use Google Ad Extensions

Sitelinks allows multiple links to multiple

pages/programs

Much higher CTR

They show for Google “high relevancy”

Mini-ads – compelling CTAs to increase CTR


Tip #1: Google Ad Extensions

Location

Call (Phone numbers) – great for mobile!

App

Consumer Ratings

Social annotations

Dynamic (retail/products)

Product/Product Listings

More

Other Ad Extensions


Tip #2: Google Long Ad Headline

Where ad line 1 appears to be a distinct sentence

and ends in the proper punctuation, ad line 1 will

be moved to the headline

BEFORE

AFTER


Tip #3: Test, Test, Test

Ad copy (especially text ads)

Gift strings

Banner images

Button CTA copy

Landing pages, forms


Tip #4: Get Ahead of Events

Emergency Response

• Be ready when it hits

• Set up campaigns, ad groups,

keywords around specific types of

natural disasters (hurricanes,

tornadoes, etc.) in advance, then edit and update when needed and

set to go.

• Create landing page, donation

form and email template as well.

Other, seasonal campaigns


Tip #5: Get the Most Out of Mobile Ads

Ensure that your most important information is in the

first line of ad text (description line 1) to address

customer needs right away.

Enable all relevant extensions to help consumers

find information faster and increase clickthrough

rates (CTR) – phone, location, etc.

Use mobile preferred creatives to help consumers

quickly and easily take action while on the go.


Tip #6: Bing Competitive Research

Find your top 10 competitors

Other tools: SpyFu, SEMRush


Tip #7: Website Optimization

Tested landing page with donation form vs. donation form

only for PPC visitors


Tip #8: Test Gmail Sponsored Ads


Tip #9: Engage, Then Convert

Show AND

tell always

better

Educate

donors

about your

work and

the

problems

you are

solving


Tip #10: Test Integrated Display/Search

Capture and pass back unique transaction IDs for

display and search donors and de-dupe donors to

avoid double-counting of conversions

Test a small display budget to start in the fall; rollout

for end of year if successful

Consider an analytics or DSP platform to “separate”

and see the full channel path and interaction to

conversion


Thank You!

September 12, 2013

Data & Attribution


Typical Channel Roles in the Journey:

Assist vs. Last Interaction

Source: Optify


Look at the target audience’s path to

conversion

Where did the audience come from?

(Source analysis of search and display advertising)

How did they get there?

(Interaction analysis of clicks and impressions)

How long did conversion take after first

contact?

(Time analysis of the process)

Source: eMarketer


Six Major Attribution Types

1. First click. Commonly used to uncover lead-generation value

2. Last click. Standard method for understanding conversion

3. First touch. Rewards upper purchase-funnel engagement

4. Channel touch. Shared credit model rewards all channels equally (online and offline)

5. Recency. Rewards proximity to conversion

6. Multitouch attribution. Blends the effects of different ads at different stages into a coherent model


Resources

Google Ad Grants Guide –

http://static.googleusercontent.com/media/www.google.com/

en/us/grants/pdf/external-nonprofit-guide-2014.pdf

Google Ad creator --

http://www.thinkwithgoogle.com/products/ready-

creatives.html

Google Display planner -http://www.thinkwithgoogle.com/products/display-

planner.html

Google Remarketing --

http://www.thinkwithgoogle.com/products/remarketing.html

Google For Nonprofits Blog–

http://googlefornonprofits.blogspot.com

http://static.googleusercontent.com/media/www.google.com/en/us/grants/pdf/external-nonprofit-guide-2014.pdf

http://www.thinkwithgoogle.com/products/ready-creatives.html

http://www.thinkwithgoogle.com/products/display-planner.html

http://www.thinkwithgoogle.com/products/remarketing.html

http://googlefornonprofits.blogspot.com


Liz Murphy, Founder, RedEngine Digital,

[email protected] 571-858-3730

www.redenginedigital.com | 3033 Wilson Blvd, Ste 700, Arlington, VA 22201

Questions?Contact RedEngine Digital:

Facebook: www.facebook.com/redenginedigital

Twitter: @redengine

Email: [email protected]

Phone: 571-858-3729

mailto:[email protected]

http://www.redenginedigital.com

Holiday Fundraising Tips for Your Search and Display Advertising!

Marketing

Transcript of Holiday Fundraising Tips for Your Search and Display Advertising!