Maximize Google Grants PPC for charities
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This was presented at the September 29, 2011 webinar on Google Grants presented by Charles Dieu and Simon Choy from ConnectAd. More resources related to this webinar can be found at: http://www.techsoupcanada.ca/learning_centre/webinars/2011/09/29/google_grants
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Maximize Google Grants PPC for charities
- 1. Techsoupcanada webinar Google Grants Simon Choy schoy@connectad.ca (647) 547-4187 Charles Dieu cdieu@connectad.ca(647) 992-6188
- 3. What are Pay-Per-Click Ads
- 4. How do they work
- 5. PPC industry
- 6. How PPC benefits charities
- 7. What is Google Grants
- 10. Application tips
- 12. Management tips
- 14. 3 Key Elements
- 15. Advertiser Advertisers using the keyword “t-shirts”, how they bid on the left, and what they ended up paying on the right.
- 16. Searcher Searcher puts in a search query and keywords in ads matching that query will appear.
- 17. Search Engine Marketing $13.5 billion 2008 statistics - http://www.marketingcharts.com/print/sem-spend-to-top-26b-by-2011-cannibalizes-print-media-8272/sempo-radar-sem-seo-north-american-industry-size-estimate-tactic-february-2009jpg/
- 18. Paid Placements $11.9 billion 2008 statistics - http://www.marketingcharts.com/print/sem-spend-to-top-26b-by-2011-cannibalizes-print-media-8272/sempo-radar-sem-seo-north-american-industry-size-estimate-tactic-february-2009jpg/
- 19. 80% 4% 6.5%
- 21. Tap into these 3 billion searches per day
- 23. Increase Volunteering People looking to volunteer
- 24. Generate Donations People looking to support
- 25. What is Google Grants $10,000 per month in free PPC advertising September October December
- 26. Grants Process
- 28. Long answers (paragraph questions)
- 29. Technical portion (sample keyword list and ad)Commitment: 2-4 hours Timeline: 4-6 months
- 31. Learn basics about AdWords
- 32. Keyword generation using Keyword Tool
- 37. Structure campaign based on goals
- 38. For ex: awareness, volunteer, donations
- 39. Often your website navigation will be a good guide.
- 40. Refer to your analytics for keyword ideas
- 41. Keywords report (traffic sources > keywords)
- 44. Accelerate delivery method (campaign > settings > delivery method)
- 45. Bid strategy should maximize price
- 46. Go broad
- 47. Use broad match keywords vs. other match types
- 48. Refer to search terms report
- 50. Time effective way to improve campaign
- 51. Experiment with text that resonates with audience
- 53. Management Exciting {Keyword:Blind Activities} Get active, play blind hockey. Find out how to join a team. Search Query Ad Text Shown Blind Sports Exciting Blind Sports Get active, play blind hockey. Find out how to join a team. Exciting Blind Activities Get active, play blind hockey. Find out how to join a team. Where can I find out aboutblind sports
- 55. Time effective way to improve campaign
- 56. Experiment with text that resonates with audience
- 57. {KeyWord: Dynamic Keywords}Management 140 visitors 2.37% 0.63% Exciting {Keyword:Blind Activities} Get active, play blind hockey. Find out how to join a team. Discover Blind Hockey Bringing Canada’s National sport To the visually impaired. Join now.
- 58. Additional Resources Google Grant Help Centre http://www.google.com/support/grants/ Google Grant Help Forum http://www.google.com/support/forum/p/grants?hl=en&utm_source=HC&utm_medium=leftnav&utm_campaign=grants AdWords Learning Centre http://adwords.google.com/support/aw/bin/static.py?hl=en&page=examstudy.cs&rd=1 ConnectAd info@connectad.ca or www.connectad.ca
Notas del editor
- > Begin with audience poll – how many know what PPC is (small #: good that’s why we’re here | big #: good but will review just in case)> Live demonstration of PPC ads (get audience member to select a keyword, input into search engine and point to PPC ad)> Short description of how the mechanics work (advertiser displays text ad depending on users’ search keyword. Advertiser pays per click)> Audience poll – how many actually click on PPC ads (small #: common response we hear but did you know… “transition into industry slide” | big #: it’s clear that a lot of ppl do, and did you know… “transition into industry slide”)
- > Begin with audience poll – how many know what PPC is (small #: good that’s why we’re here | big #: good but will review just in case)> Live demonstration of PPC ads (get audience member to select a keyword, input into search engine and point to PPC ad)> Short description of how the mechanics work (advertiser displays text ad depending on users’ search keyword. Advertiser pays per click)> Audience poll – how many actually click on PPC ads (small #: common response we hear but did you know… “transition into industry slide” | big #: it’s clear that a lot of ppl do, and did you know… “transition into industry slide”)
- > Begin with audience poll – how many know what PPC is (small #: good that’s why we’re here | big #: good but will review just in case)> Live demonstration of PPC ads (get audience member to select a keyword, input into search engine and point to PPC ad)> Short description of how the mechanics work (advertiser displays text ad depending on users’ search keyword. Advertiser pays per click)> Audience poll – how many actually click on PPC ads (small #: common response we hear but did you know… “transition into industry slide” | big #: it’s clear that a lot of ppl do, and did you know… “transition into industry slide”)
- PPC are sponsored links you see on the top and side of search results pages,traditionally geared towards for-profit companies selling things (*example search for a product)Based on the page that’s shown, break down the processAdvertiser, using an example companyDevelops a list of keywords to advertise (*show some relevant keywords)Chooses a price that they will bid for on keywords. (*attach bid prices to keywords) The higher their bid, the higher on search results their ad will appear.Searcher, someone looking for company’s productEnters a search queryDepending on keywords inside that query (*take a sentence being searched and highlight out the relevant keywords) will show ad (*ad pops up)Could show that original search page, say that all these ads are matches to the search queryWhenever searcher clicks on it, advertisers pays -> hence PAY PER CLICK
- PPC are sponsored links you see on the top and side of search results pages,traditionally geared towards for-profit companies selling things (*example search for a product)Based on the page that’s shown, break down the processAdvertiser, using an example companyDevelops a list of keywords to advertise (*show some relevant keywords)Chooses a price that they will bid for on keywords. (*attach bid prices to keywords) The higher their bid, the higher on search results their ad will appear.Searcher, someone looking for company’s productEnters a search queryDepending on keywords inside that query (*take a sentence being searched and highlight out the relevant keywords) will show ad (*ad pops up)Could show that original search page, say that all these ads are matches to the search queryWhenever searcher clicks on it, advertisers pays -> hence PAY PER CLICK
- PPC are sponsored links you see on the top and side of search results pages,traditionally geared towards for-profit companies selling things (*example search for a product)Based on the page that’s shown, break down the processAdvertiser, using an example companyDevelops a list of keywords to advertise (*show some relevant keywords)Chooses a price that they will bid for on keywords. (*attach bid prices to keywords) The higher their bid, the higher on search results their ad will appear.Searcher, someone looking for company’s productEnters a search queryDepending on keywords inside that query (*take a sentence being searched and highlight out the relevant keywords) will show ad (*ad pops up)Could show that original search page, say that all these ads are matches to the search queryWhenever searcher clicks on it, advertisers pays -> hence PAY PER CLICK
- PPC are sponsored links you see on the top and side of search results pages,traditionally geared towards for-profit companies selling things (*example search for a product)Based on the page that’s shown, break down the processAdvertiser, using an example companyDevelops a list of keywords to advertise (*show some relevant keywords)Chooses a price that they will bid for on keywords. (*attach bid prices to keywords) The higher their bid, the higher on search results their ad will appear.Searcher, someone looking for company’s productEnters a search queryDepending on keywords inside that query (*take a sentence being searched and highlight out the relevant keywords) will show ad (*ad pops up)Could show that original search page, say that all these ads are matches to the search queryWhenever searcher clicks on it, advertisers pays -> hence PAY PER CLICK
- Main search enginesMicrosoft (Bing) Yahoo Google 4% 6.5% 80%Co. AdCenter AdWords
- The way people are looking for information nowadays is through the web (3B searches per day)Increasingly important to tap into those 3B searchesPPC can help by creating opportunities to be found by people who are searching for you
- Over 3 billion searches per day
- Google Grants: $10,000/month in PPC, not real money but a credit system (like poker chips or tokens)Duration: No end date – Google will continue your grant as long as it’s performing well and you are maintaining itExpected value: What you put into it > strong performers who consistently meet the $10,000 cap may be eligible for up to $40,000/m
- Have Application Link Open*Add linkShow the eligibility criteria*Go into the application and take them through the 3 sections
- Have Application Link Open*Add linkShow the eligibility criteria*Go into the application and take them through the 3 sections
- Go over the key settings (open up an account)- USD- No display networkSearch onlyNo automatic bidding or conversion optimiserStructuring a campaign – explain how it’s structured by goal (awareness, volunteer, donations), can even look at site structure*Pull out sample website PFEJust list off campaign ideasShow built up campaign in AdWordsHow to generate keywords > groupsLooking at analytics (map overlay + traffic sources-keywords)Keytool
- Go over the key settings (open up an account)- USD- No display networkSearch onlyNo automatic bidding or conversion optimiserStructuring a campaign – explain how it’s structured by goal (awareness, volunteer, donations), can even look at site structure*Pull out sample website PFEJust list off campaign ideasShow built up campaign in AdWordsHow to generate keywords > groupsLooking at analytics (map overlay + traffic sources-keywords)Keytool
- Go over the key settings (open up an account)- USD- No display networkSearch onlyNo automatic bidding or conversion optimiserStructuring a campaign – explain how it’s structured by goal (awareness, volunteer, donations), can even look at site structure*Pull out sample website PFE*Just list off campaign ideas*Show built up campaign in AdWordsHow to generate keywords > groupsLooking at analytics (map overlay + traffic sources-keywords)Keytool
- Go over the key settings (open up an account)- USD- No display networkSearch onlyNo automatic bidding or conversion optimiserStructuring a campaign – explain how it’s structured by goal (awareness, volunteer, donations), can even look at site structure*Pull out sample website PFEJust list off campaign ideasShow built up campaign in AdWordsHow to generate keywords > groupsLooking at analytics (map overlay + traffic sources-keywords)Keytool
- Grants philosophy (10,000 per month is hard.. Build quantity first, then optimize for quality, click-through rate or CTR)Accelerated delivery methodMax out your bid pricesGo as broad as possible Expand geo targeting more than usualBroad match keywords (see search terms report)Short-tail okay (usually long-tail) need a slide for this I thinkJust don’t put in garbageTweaking ad text (real example of how big a difference it can make? (0.68% to 2.3%) show that calculation. 5 minutes = 140 clicks or whatever
- Grants philosophy (10,000 per month is hard.. Build quantity first, then optimize for quality, click-through rate or CTR)Accelerated delivery methodMax out your bid pricesGo as broad as possible Expand geo targeting more than usualBroad match keywords (see search terms report)Short-tail okay (usually long-tail) need a slide for this I thinkJust don’t put in garbageTweaking ad text (real example of how big a difference it can make? (0.68% to 2.3%) show that calculation. 5 minutes = 140 clicks or whatever
- Grants philosophy (10,000 per month is hard.. Build quantity first, then optimize for quality, click-through rate or CTR)Accelerated delivery methodMax out your bid pricesGo as broad as possible Expand geo targeting more than usualBroad match keywords (see search terms report)Short-tail okay (usually long-tail) need a slide for this I thinkJust don’t put in garbageTweaking ad text (real example of how big a difference it can make? (0.68% to 2.3%) show that calculation. 5 minutes = 140 clicks or whatever
- Grants philosophy (10,000 per month is hard.. Build quantity first, then optimize for quality, click-through rate or CTR)Accelerated delivery methodMax out your bid pricesGo as broad as possible Expand geo targeting more than usualBroad match keywords (see search terms report)Short-tail okay (usually long-tail) need a slide for this I thinkJust don’t put in garbageTweaking ad text (real example of how big a difference it can make? (0.68% to 2.3%) show that calculation. 5 minutes = 140 clicks or whatever
- Grants philosophy (10,000 per month is hard.. Build quantity first, then optimize for quality, click-through rate or CTR)Accelerated delivery methodMax out your bid pricesGo as broad as possible Expand geo targeting more than usualBroad match keywords (see search terms report)Short-tail okay (usually long-tail) need a slide for this I thinkJust don’t put in garbageTweaking ad text (real example of how big a difference it can make? (0.68% to 2.3%) show that calculation. 5 minutes = 140 clicks or whatever
- Grants philosophy (10,000 per month is hard.. Build quantity first, then optimize for quality, click-through rate or CTR)Accelerated delivery methodMax out your bid pricesGo as broad as possible Expand geo targeting more than usualBroad match keywords (see search terms report)Short-tail okay (usually long-tail) need a slide for this I thinkJust don’t put in garbageTweaking ad text (real example of how big a difference it can make? (0.68% to 2.3%) show that calculation. 5 minutes = 140 clicks or whatever