2015 AMA Houston NonProfit Sig - Google Grants

Jonti Bolles | [email protected] | @jonti

Jonti BollesWhite Hat Ops

Jonti BollesWhite Hat Ops

Ad Grants for Marketing Ad Grants for Marketing

NonProfitsNonProfits


Apps

Success Strategy

Analytics

#G4NP


But, Wait!But, Wait!


Gmail

Calendar

Groups

Drive

Analytics

One Today

YouTube

Google AppsGoogle Apps

http://www.google.com/nonprofits/learning/getting-started.html#tab1


• Create a custom

map of project

sites

• Map your data in

the field

• Cultural Map and

narrative tour

Google Earth OutreachGoogle Earth Outreach

http://www.google.com/nonprofits/learning/getting-started.html#tab2


On deciding where to Donate, 81% of researchers said

impact was a deciding factor.

Show how you Impact Change.

On deciding where to Donate, 81% of researchers said

impact was a deciding factor.

Show how you Impact Change.

Map the StoryMap the Story

http://www.google.com/earth/outreach/index.html


Campaign StrategyCampaign Strategy


How Much Can You Spend?How Much Can You Spend?

• Average Spend per Month

• ~$300-400 dollars

• Why?

8


No Autocomplete for GivingNo Autocomplete for Giving

9

https://www.youtube.com/watch?v=o0R8rWvyyBE


• Awareness

• Belief in Your Cause

• Impact

• Volunteers

• Build Database - Newsletters

Target - Not Just Donations

Target - Not Just Donations


RelationshipsRelationships

A belief in your cause is a relationship.Reach people via personalized messages. Email and Phone.

Mobile Search now driving calls.

11


How to Use AdwordsHow to Use Adwords

Create a campaign for every goal or projectCreate a campaign for every goal or project


Bidding LimitsBidding Limits

• $2 max per keyphrase

• Best Practice On-Page Performance

• Long Tail Keywords

13


Situational AwarenessSituational Awareness

• Organization Specific

• Seasonal• Events • City Specific• Unique

Proposition

14


Google Trends for Top PhrasesGoogle Trends for Top Phrases

• News

• Publisher

and Events


Related Phrase SelectionRelated Phrase Selection

Dont forget negative keywordsDont forget negative keywordskeywordtool.iokeywordtool.io


• Conversational

Queries

• “I think I took

the wrong

medicine”

HummingbirdHummingbird


Quality Score: 10 out of 10Quality Score: 10 out of 10

• Where are you driving traffic?– Landing Pages, short forms

• Compete with other charities?– Specific Neighborhoods

• What are your actions and goals?– Volunteers, Customers, Referring Agencies– Did I mention Email addresses?

18


• Always Be Testing

A/B

• Include Keyphrases

• Direct visitors to

specific area of Site

Write Good AdsWrite Good Ads


• Use ad

extensions to

enhance ads

• App Extensions

• These change

often with new

products

Ad ExtensionsAd Extensions


• Mobile Ads

• 61% of

Mobile

Searches

result in a

phone call*

Phone ExtensionsPhone Extensions

* Huffington Post* Huffington Post


Mobile is more than

Giving.

“You have a

mobile strategy if

you’re sending

email”

- Caryn Stein,

Network for Good

Mobile StrategyMobile Strategy

Mobile Giving Statistics


60-80% of

people first open

email by phone

> 50% of

NonProfits have

a mobile friendly

giving page

#Mobilegeddon#Mobilegeddon

https://www.flickr.com/photos/37421747@N00/3281555681/https://www.flickr.com/photos/37421747@N00/3281555681/


• Return on Investment

• Visitors share and build trust, become donors

• Geographic segmentation, worth different amounts

• Establish ROI of Successful Campaigns

• Value of Volunteers

• Value of Emails

• Watch what works then explore and amplify

Analytics - Did it Work?Analytics - Did it Work?


• Grants for Awareness Campaigns

• Paid Account for higher ROI Campaigns

• Display ads for interested groups - Remarketing

• One-time Donation often becomes recurring

• Capture and re-market via Email

• Mobile banners, email, mobile search

Paid SupplementPaid Supplement


• Google for Nonprofits

• Main Site - http://www.google.com/nonprofits/

• Blog - http://googlefornonprofits.blogspot.com/

• Support - https://support.google.com/nonprofits

• Google+ -

https://plus.google.com/+GoogleforNonprofits/posts

• Google Partnership for NonProfits -

http://www.growyourcharityonline.com/

Resource LinksResource Links


Thank You!How about some Questions?

2015 AMA Houston NonProfit Sig - Google Grants

Marketing

jonti relationships

jonti mobile ads

jonti campaign strategy

jonti google trends

jonti awareness belief

jonti bidding limits

jonti conversational

jonti quality score