Google Grants is the nonprofit edition of AdWords, Google's online advertising tool. Google Grants empowers nonprofit organizations with in-kind AdWords advertising, to promote their missions and initiatives on Google.com. In this webinar, Cody Damon and Eric Facas of Media Cause will discuss how your organization can benefit from Google Grants and why you should consider it as part of your marketing strategy this year. Key Takeaways: - What is Google Grants What it takes to turn a Google Grant into a free $480,000 advertising budget and how to turn Google advertising into real value for a nonprofit - How to apply, account setup, and optimization overview - 10 tactical tips for making the most of a Google Grant

1. GOOGLE GRANTS: THE BIGGEST MISSED
OPPORTUNITY IN NON-PROFIT MARKETING
July 17, 2012

2. What is your biggest challenge with
#GoogleGrants?

3. Webinar Agenda
 An Intro to Google Grants
 4 Keys to Success (before getting started)
 Account Set Up & Optimization – 10 Tips
 Questions & Additional Resources

4. What is Google Grants?
 A Google Grant is a $10,000 in-kind grant given to
non-profits EVERY MONTH for free advertising on
Google.com. This evergreen grant can increase to
$40,000 a month if benchmarks are met.
 Get started IMMEDIATELY by signing up at
Google.com/nonprofits

5. How Important is Google Grants?
 There are over 3
billion searches on
Google a day
25% ofof Clicks
25% Clicks
 Could result in
10,000 to 40,000
new website visitors
each month
75% of Clicks
75% of Clicks

6. More Visitors, More Awareness and…
Customize Your Goals: Build your email list, promote
events, recruit volunteers and supporters, and more.
Users type what they are looking for
Your search ads appear here and here along
side search results. Clicking an ad takes you
to that website.

7. Benefits and Limitations
 
• $10,000 a month in free • $2.00 Max CPC (as of
exposure on worlds 1/28/13)
largest search engine • Ads shown below paying
• Strategic tool to drive AdWords advertisers (as
new highly targeted of 1/28/13)
supporter • It’s not easy - AdWords
• Insight into market takes time and
interests expertise!

8. The Average Google Grant Recipient
Spends Approximately $330 a Month
96.3 %

9. 4 Keys to Unlocking Google Grants’ Potential

10. Relevancy is Everything
Bad News 
 You can’t run on keywords if
you don’t have the precise
content the user is looking for
Good News 
 You can build content to make
yourself relevant for anything

11. Nobody Is Searching for a Place to Give Money
Monthly Google Search Volume
Awareness
“About The Rainforest” – 5,000,000
Interest
“Deforestation” – 457,000
Intent “Save the Rainforest” – 33,000
Purchase “Rainforest Charities” - 880

12. Focus on the Top of the Funnel
Awareness
Capture email, “likes”, followers
Interest
Intent Sign an online petition
Purchase
Donations or membership sales

13. Website 1st, Google Grants 2nd
Goals, goals, goals
 Does your website
easily capture emails,
Facebook likes & Twitter
follows?
 Do you know what a
supporter is worth?
 Do you have a landing
page for additional
goals?

14. Getting Started
14

15. The Vocab…
 CPC Cost per click
 Impression Each time an ad is displayed on a site or search results page
 CTR Click through rate = total clicks / total impressions
 CPA Cost per acquisition = ad spend / (total clicks * conversion rate) )
 Landing Web page that users are send to after clicking on your ad
Page
 Conversion Total landing page visits / desired actions completed
Rate

16. How are the Ad Positions Determined?
 Max CPC (or Max CPM) x Quality Score = Rank Score
 Rank Score is calculated per keyword
 Quality Score is Comprised of the Following:
- CTR
- Quality of landing page
- Relevance of ad text
- Historical keyword performance
- Other relevancy factors
 You only pay the CPC necessary to have a rank score higher
than that of the advertiser below you
 Minimum CPC can be as low as $0.01

17. Structure
Matters
17

18. Tip 1: Account Organization
Tip 1
Create a campaign for every
organizational goal or project
 It’s ok to bucket similar goals together. Online donations,
volunteers, events, membership…
 Ad Groups should have 15-30 similar keywords that
align to a specific page on the website. The more
focused the ad group, the better the ad targeting

19. Keywords
are the
Foundation
19

20. Getting the Right Traffic
DO DON’T
 Create a robust keyword list.  Start with a small keyword list and
You never know what users will wait to expand it.
respond to.
 Assume target users are familiar
 Leverage all variations of brand, with your brand and product
product and service terms as names.
keywords.
 Assume all target users have the
 Include problem and solution- same search tendencies.
oriented keywords.
 Assume all target users are in the
 Use negative keywords to filter same stage of the purchase funnel.
out unwanted traffic.

21. Keyword Phrase Length
Average Global Search Phrase Length
58% of searches
use between 2-4
words
SOURCE: Experian Hitwise – Oct 2009

22. Tips 2 & 3: Keyword Selection
Tip 3
Use all 4 match type options for
Tip 2 broad match, “phrase match”, &
Use keyword research tools to [exact match] or higher volume
expand your list of core words keywords. And don’t forget negative
keywords!
 Grow your lists but keep it  Quality score is calculated at
focused otherwise they won’t the keyword level, one match
even show due to poor quality typed keyword could have
score. The keywords have to better relevancy than the
be very specific to the content others and drive more traffic
on your site. if isolated.

23. Bonus: Free Keyword Research Tools
AdWords Keyword Tool
https://adwords.google.com/select/KeywordToolExternal
Google Insights for Search
http://www.google.com/insights/search
Wordtracker
https://freekeywords.wordtracker.com

24. Get Ad Text
Noticed
LOOK AT ME!
I have 1.26s to grab your attention
and convince you to CLICK HERE!
www.GetNoticed.com

25. Family Abuse Facts
Family Violence Family Abuse
Learn More - Get the latest family Get the facts on family abuse here &
violence facts here. Vs learn how you can help stop it.
www.futureswithoutviolence.org FuturesWithoutViolence.org
25
25

26. Tips 4 – 7: Writing Effective Creative
Family Abuse
4 Creative Tips Get the facts on family abuse here &
learn how you can help stop it.
 Headline should be hyper FuturesWithoutViolence.org
relevant to the query – include
the exact keyword.  5.56% CTR
 Include an informative and
empowering call to action.
Family Violence
 Test 3-4 variations at all times. Learn More - Get the latest family
violence facts here.
 Remove the worst performer www.futureswithoutviolence.org
every month.
 3.32% CTR
26

27. Digital Asset Optimization
Landing Pages
Drop users on the most relevant
page within your site (or create a
new one if necessary)
27

28. Keep Forms as Short as Possible
Conversion Rate = 50% Conversion Rate = 74.6%
 Is all this information necessary at this point in the
relationship?
 Required fields are the kiss of death.
 Most users are reluctant to divulge personal information

29. Homepage Vs Targeted Landing Page
Conversion Rate = 0% Conversion Rate = 12.59%
0 emails collected 1,000 + email address / mo

30. Tips 8 – 10: Landing Pages
Tip 8:
Use statistics to
introduce the
problem
Tip 9:
Share information
that potential
supporters want
Tip 10:
Keep forms as short as
possible (4 fields is ideal)

31. Thank You! Any Questions?
Eric Facas Cody Damon
eric@mediacause.org cody@mediacause.org
@ericfacas @codydamon

32. Additional Resources
 Sign up for a free Google Grant optimization
Mediacause.org/non-profits
 Contact us for additional help and questions
connect@mediacause.org
 For tips and resources, follow our blog and join us
on Twitter and Facebook
Mediacause.org/Blog
Facebook.com/Mediacause
Twitter.com/Mediacause