Trends en ontwikkelingen Google Adwords - GAUC – Adwords Edition 2012
Improve your organization's reach using Google Ad Grants and AdWords
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Transcript of Improve your organization's reach using Google Ad Grants and AdWords
©2017 DonorDrive® - Confidential - All Rights Reserved
Improve Your Organization’s Reach withGoogle Ad Grants and AdWords
Josh WeumAdWords Digital Ambassador
Anne BaumSearch Marketing and Analytics Lead
DonorDrive
©2017 DonorDrive® - Confidential - All Rights Reserved
Introductions
Anne BaumSearch Marketing and Analytics Lead
DonorDrive
Josh WeumAdWords Digital Ambassador
©2017 DonorDrive® - Confidential - All Rights Reserved
Agenda
What is Google Ad Grants?
What is Google AdWords and Search?
Why is Search Important?
How Nonprofits Can Use Google Ad Grants
Setting Up Google AdWords
Customer Case Study – Children’s Miracle Network Hospitals
Q&A
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What is Google Ad Grants?Section One
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Google Ad Grants• Ad Grants is a program where Google gives nonprofits up to $10k a month to spend on search
advertising in AdWords
• Ad Grants recipients build and manage their own AdWords accounts similar to paying advertisers and have a number of options within the following limits:
A maximum cost-per-click (CPC) limit of $2.00 USD
A daily budget limit of $329 USD(About $10,000 each month)
Only include text ads that appear on Google search result pages, in positions below the ads of paying advertisers
Only include keyword-targeted campaigns
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Who is Eligible for Google Ad Grants?
EligibleOrganizations that are registered as a
charitable organization
Companies registered with TechSoup
Not EligibleGovernment Entities
Hospitals or Healthcare
Education Institutes
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Application Checklist
1 Create a Google Nonprofit Account
3 Create a Google Adwords Account
2 Register with TechSoup
4 Submit account for review
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What is Google AdWords and Search?Section Two
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Google AdWords
• Google AdWords is an advertising platform that allows businesses to reach your target audiences online
• AdWords allows you to place ads for your business in the following places online:
• Google Search Network (e.g., Ask.com) • Google Display Network• YouTube • Google Search
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Examples
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Search Partner Ad Example
• A group of search-related websites where your ads can appear
• Text ads only
Text ads shown through AdWords on a Search Partner Site.
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Google Display Ad Example
Ad served through AdWords on the Google Display Network.
Website opted in to the Google Display Network.
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YouTube Ad Example
Video ad served on YouTube through AdWords.
Text Ad served on YouTube through AdWords.
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Google Search Example
Text ads shown on the Google Search Engine Results Page through Google AdWords.
Organic Search
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What is Search Advertising and How Does it Work?
1. Searcher types a search query into a search engine. • E.g., “What is Extra Life”
2. Search Engine Results Page is populated with paid and organic results based on the search query.
3. When a user clicks on a paid ad, they are directed to the advertiser’s website, and the advertiser is charged for the click.
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Why is Search Important?Section Three
Micro-moment | mīkrō-mōmənt
NOUN
An intent-rich moment when a person turns to a device to act on a need-to know, go, do, or buy.
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Micro-Moments in the Customer Journey
Unscripted decisionsMore loyalty to the need in
the moment vs. a brand
High ExpectationsFor relevance and for
frictionless experiences
Immediacy of ActionActing on any stimulus,
whenever we’re motivated to
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There are now trillions of searches made globally on Google every year.Google internal data, Global March 2016.
Why Search is Important
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Over half
Google internal data, for 10 countries including the US and Japan, April 2015
of those searches happen on mobile.
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know go
do buy
I want to…
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I-want-to-know moments
65%Of online consumers look up more information online vs a
year ago.
I-want-to-go moments
2XIncrease in “near me” search
interest in the past year.
Types of Micro-Moments
I-want-to-do moments
91%Of smartphone users turn to their phones for ideas while
doing a task.
I-want-to-buy moments
82%Of smartphone users consult their phones while in a store
deciding what to buy.
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Why Search is ImportantShowing up gets your brand in the game to be chosen, not just seen.
Of smartphone users have discovered a new company or product when conducting a search on their smartphones.
Many Consumers aren’t brand committed
51%
Get a shot at your competitor’s customers
Smartphone users have purchased from a company or brand other than the one they were seeking because of information provided in the moment they needed it.
1 in 3
Being there drives brand awarenessShowing up in mobile search ad results can increase unaided brand awareness by an 46%.
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How Nonprofits can use Google Ad Grants
Section Four
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Search Example
Research Search
Search can help your organization be visible when someone is looking for information.
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Search Example
Research Search
Search can help your organization be visible when someone is looking for information.
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Search Example
Research Search
Search can help your organization be visible when looking for information
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Search Example
Participate in an Event
Search can help your organization be visible when someone wants to be involved.
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Search Example
Participate in an Event
Search can help your organization be visible when someone wants to be involved.
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Setting Up Google AdWordsSection Five
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Example: Computers 4 Our Kids
• Nonprofit Computers 4 Our Kids
• What We Do Refurbish electronics for children who need them. Supplying access to technology while keeping it out of our landfills.
• What We Need General DonationsEvent Participants
• Areas Served Cincinnati Metro Area
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How to Get Started
Goal One: Increase Donations
• Website Goal: Increase the number of donation pick-up forms completed
• KPI: Y-o-Y increase in donation form fills
• AdWords: Create a campaign focused on donation opportunities
• Website Goal: Increase the number of event participants
• KPI: Y-o-Y increase in registrations
• AdWords: Create a campaign focused on their annual fundraising event
Goal Two: Increase Participation
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AdWords Structure
CampaignDonations
Ad GroupDonate – Children
KeywordDonate to children
Donate children’s charity
Ad Group Donate - Electronics
KeywordDonate my old electronics
Donate electronic devices
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AdWords Structure
CampaignAnnual Fundraiser – Video
Game Themed 5k
Ad GroupsParticipation – Local 5k
Keywords5k for charity 2017
Fun charity walk
Ad GroupsParticipation – Video Game Fundraiser
KeywordsPlay video games for charityTeam video game challenge
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Ad Copy
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Ad CopyTo effectively reach your potential customers, your text ads should be informative, relevant, and engaging.
Include prices, promotions, and exclusionsPeople often use Google search to make a decision about something. Give them what they need to decide. If you have a limited-time discount or stock an exclusive product, say so.
Highlight what makes you uniqueFree shipping? Dazzling variety? Tell people! Showcase the products, services, or offers that make you competitive.
Empower customers to take actionAre you selling something? Tell people what they can buy. Are you offering a service? Tell people how to contact you. Calls to action like purchase, call today, order, browse, sign up, or get a quote make clear what the next steps are.
Include at least one of your keywordsKeywords in your ad text show your ad’s relevance to what people want. For example, if you’ve included digital cameras as a keyword, your ad’s headline could be “Buy Digital Cameras”.
Match your ad to your landing pageHave a look at the page that you’re linking to from your ad, and make sure the promotions or products in your ad are included there. People might leave your site if they don’t find what they expect.
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Keywords
• To effectively reach potential customers, keyword lists need to be added to each ad group
• Keyword lists should be grouped by theme with 5-20 in each ad group
• Here are some other tips:• Think like a searcher• Select keywords based on your searcher’s needs and
business goals• Select general keywords to reach more people• Create similar keywords into ad groups • Pick the right number of keywords
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Device Targeting
Control visibility on select devices by increasing or decreasing your bid amount
• Tablet• Computer• Mobile
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Geographic Targeting
• Cities
• States
• Congressional Districts
• Zip Codes
• Radius Targeting
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Demographics Targeting
For Search campaigns, you can use Demographic targeting for household income to target searchers.
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Places of Interest Targeting
For Search campaigns, you can use Places of Interest to create geographic targeting to reach your target audience.
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Ad Grants Best Practices
• Identify organization goals and how Google AdWords can help achieve them
• Create a campaign for every organizational goal or project
• Write effective and succinct copy
• Organize keywords in ad groups based on theme
• Drop searchers on the most relevant pages within your website
• Use available features like targeting to make the most out of your ad spend
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Children’s Miracle Network HospitalsCustomer Case Study
Section Six
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Maintaining Ad Grant Programs Is Not for the FaintheartedThe Problem:
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Maintaining Ad Grant Programs is Not for the Fainthearted
• Struggled with creating a strategy, implementing, and maintaining an Ad Grant program, which requires a substantial amount of an organization’s resources
• Dealing with the restrictions of the program o E.g., the $2 maximum spend on cost-per-
click ads, or campaigns that are limited to keyword targeting
These all made it difficult to meet the full value of the budget that Google had given us. We managed the program internally for a year and decided that we’d move management to an agency in hopes of spending the full budget we were allocated, as well as getting more effective spend of those dollars.
According to Nick Ward, Vice President of Digital Marketing at Children’s Miracle Network Hospitals:
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DonorDrive Offered Success Without Stress
The Solution:
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• Optimize bids to maximize visibility and traffic
• Continuously add new keywords based on searcher behavior
• Create seasonal and event specific campaigns
• Update ad copy based on performance to maximize traffic
• Create and share easy-to-read reporting on a monthly basis
• Conducted a full structural audit• Restructured the campaign to align
with their organization goals and Google Adwords Best Practices
• Expanded the keyword focus to align with their organizational goals
• Updated ad copy to convey the mission and increase click-throughs and site visits
Success Without StressFirst Steps Ongoing Management
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Improved ROI
The Results:
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Improved ROI
• In the first three months that Global Cloud managed the program, there was a dramatic increase in success:• The average monthly site visits increased by
more than 100%
• The cost per click decreased by 77%
• Position in Google Search results on the page rose from 3.5 to 2
• Clickthrough rate to the site increased by 250%
• Pages per session increased by 57%
• Bounce rate decreased by 42%
Frankly, the results were dramatic. Global Cloud was able to more than double the spend towards our allocated Google budget, as well as get out costs-per-click at a much cheaper rate. Immediately we saw an increase in donations as well.
Nick saw an increase in the success of their program:
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Section Seven
www.donordrive.com/globalcloudservices
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Thank You
More Questions? Let Us [email protected]
www.donordrive.com/globalcloudservices
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AdWords Structure
AccountComputers for Kids
CampaignDonations
Ad GroupsDonate - Children
KeywordsDonate to children
Ad GroupsDonate - Electronics
KeywordsDonate my old
electronics
CampaignParticipation
Ad GroupsParticipation –
Work Event
Keywordsorganize charity drive at
work
Ad GroupsParticipation – Donation
Drive
Keywordsdonation drive for
charity