How to Maximize Google Grants for Nonprofit Marketing
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Amanda Sides' presentation from NCTech4Good, June 7, 2013.
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How to Maximize Google Grants for Nonprofit Marketing
- 1. @SEARCHMOJO SEARCH-MOJO.COM 800.939.5938 AMANDA SIDES, ACCOUNT DIRECTOR How to Make the Most of Google Grants and Free Ad Dollars @SEARCHMOJO SEARCH-MOJO.COM 800.939.5938
- 2. SEARCH-MOJO.COM ABOUT SEARCH MOJO • Search engine marketing firm founded in 2005 – Search engine optimization (SEO) – Pay-per-click advertising management (PPC) – Social media advertising – Online reputation management • Headquartered in Charlottesville, VA – Office in Charleston, SC • Work with several nonprofits to obtain and manage Google Grants • Featured in the Washington Post, The NonProfit Times, MarketingSherpa,Visibility Magazine and many blogs • Speakers at SMX Advanced, MarketingProfs, PubCon and more
- 5. SEARCH-MOJO.COM Eligibility Requirements: • 501(c)(3) status determined by the IRS – publicly updated in the IRS online database • Located in the United States • One membership per organization ARE YOU ELIGIBLE? www.google.com/nonprofits/join/
- 6. SEARCH-MOJO.COM ARE YOU ELIGIBLE? Ineligible organizations: • Governmental entities or organizations • Hospitals and health care organizations • Schools, childcare centers, academic institutions & universities www.google.com/nonprofits/join/
- 7. SEARCH-MOJO.COM GOOGLE FOR NONPROFITS: PRODUCTS • Google Grants – Free AdWords advertising • YouTube for Nonprofits – Branding opportunities, Donate button • Google Earth Outreach Grants – Free Google Earth Pro & Maps API licensing • Google Apps for Nonprofit – Free version http://www.google.com/nonprofits/products/index.html
- 9. SEARCH-MOJO.COM GOOGLE GRANTS: THE BASICS • Nonprofit grant to use via Google AdWords • Raise awareness • Reach donors, volunteers & consumers • Track donations, sign-ups, etc.
- 10. SEARCH-MOJO.COM GOOGLE GRANTS: THE BASICS • $10,000/Month for Google AdWords • $2 bid-per-click • Ads show on Google.com • Track Conversions • Link with Google Analytics
- 11. SEARCH-MOJO.COM GOOGLE FOR NONPROFITS: APPLY google-for-nonprofits.appspot.com/application
- 12. SEARCH-MOJO.COM APPLICATION TIPS How will you use the money to further the mission of your organization?
- 14. SEARCH-MOJO.COM WHAT HAPPENS NEXT? • Notified by Google within 5-10 days • Check status: https://google-for- nonprofits.appspot.com/ checkstatus • Enroll in Google Grant
- 15. SEARCH-MOJO.COM GOOGLE GRANTS: HOW TO ENROLL • Create a Google AdWords account – DO NOT set up billing information – Target Google.com ONLY • No display network targeting or bidding – Create first campaign • Submit proposed account to Google • Approval time frame ~45-60 days
- 16. SEARCH-MOJO.COM GET STARTED: WHAT ARE YOUR GOALS? Awareness? | Traffic? | Conversions?
- 17. SEARCH-MOJO.COM ADWORDS ACCOUNT STRUCTURE Keyword Keyword Keyword Keyword Keyword Keyword Keyword Keyword Keyword Keyword Keyword Keyword Keyword Keyword Keyword Keyword Keyword Keyword CampaignCampaignCampaign Ad Group Ad Group Ads Ads Ad Group Ad Group Ads AdsAds Ad Group Ad Group Ads Account
- 18. SEARCH-MOJO.COM AD COPY • Ad Copy Basics: – Headline: 25 character limit – Each description line: 35 character limit – Try to use keywords – they appear in bold – ABT: Always Be Testing
- 19. SEARCH-MOJO.COM AD EXTENSIONS • Ad Sitelinks • Location Extensions • Call Metrics • Product Extensions • Social Extensions • App Extensions Increased SERP real estate Increased CTR
- 21. SEARCH-MOJO.COM AD SITELINKS: GUIDESTAR Click-through-rate for Brand campaign increased from 10.89% to 17.05%
- 27. SEARCH-MOJO.COM CUSTOM LANDING PAGES • Improve conversion metrics • Different landing pages for different conversion actions • Use dynamic content • Follow best practices
- 28. SEARCH-MOJO.COM LANDING PAGES: CASE STUDY Website Home Page Average Conversion Rate: 1.17% OK
- 29. SEARCH-MOJO.COM LANDING PAGES: CASE STUDY Targeted Website Page Average Conversion Rate: 2.40% BETTER
- 30. SEARCH-MOJO.COM LANDING PAGES: CASE STUDY Custom Landing Page Average Conversion Rate: 12.5% BEST
- 31. GOSPEL FOR ASIA LANDING PAGE
- 33. 0 10,000 20,000 30,000 40,000 50,000 60,000 Site Visits via Google Adwords January 2010 – January 2012 $40K Grant Unlocked GUIDESTAR AFTER GRANTSPRO
- 34. SEARCH-MOJO.COM CONVERSION TRACKING • Track goal actions • Measure performance • Make the best use of your new- found funds
- 35. SEARCH-MOJO.COM LINK TO GOOGLE ANALYTICS More insight into PPC Traffic Insight into $$ with Ecommerce tracking Find abandonment trends & adjust
- 36. SEARCH-MOJO.COM KEEPING YOUR GRANT STATUS • How you could lose your grant status: – Fail to log into your account for 3 consecutive months – Fail to complete the annual survey – Fail to be responsive to email requests from Grant team – Lose your 501(c)(3) status http://www.google.com/grants/details.html
- 37. SEARCH-MOJO.COM INTERESTED IN GOOGLE GRANTS NOW? SEAN McCUSTY Sales Consultant smccusty@search-mojo.com 800-939-5938 x116 AMANDA SIDES asides@search-mojo.com | 800-939-5938 x 105 @amanda_sides | @SearchMojo
Editor's Notes
- Show additional info More SERP real estate Increase CTRs
- Google has stated that on average advertisers who implemented ad sitelinks saw a 30% increase in CTR.
- ~57% increase
- Download links tailored to the device ad is shown on
- Client was using home page as LP Conversion Submission Query to find eligible candidates for certain job areas Conversion Rate = 1.17%
- Immediate action: Change LP to a more targeted page on their website Same conversion, just more targeted content. Conversion Rate improved to 2.40% with that small change.
- Created custom LP Showcased main conversion action Served up relevant content Increased conversion rate to 12.5%
- Lack of navigation Video Simple, sparse content Bold call-to-action
- Google Grantspro: $40,000 grant per month [$480,000/year] Fall of 2012 – stopped accepting applications Supposedly “revamping” the program
- If you don’t login for 3 months in a row