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

Lori Smith

You guys will begin your presentation here! The other slides will be shown on my end...in PPT and then I'll take control again at the end.


Trailer


Origin story


7 years ago...


Two guys.


Two guys.A small room.


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


Why?


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?


Jack


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


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


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?


1.59%

1.91%

2.93%


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


1.19%

0.35%


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

http://Adwords.blogspot.com/

http://www.searchengineland.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 [email protected]@mark_hallmanJason [email protected]@jasonshim

mailto:[email protected]

mailto:[email protected]

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

Build. Connect. Grow. Membership & more.

THANK YOU!

Build. Connect. Grow. Membership & more.

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How to be a Google Ads Superhero

Technology

Transcript of How to be a Google Ads Superhero