Google AdWords for Nonprofit Organizations

“Quick Guide to Spending Google’s Grant”By: Ian P Brady

Google AdWords Workshop

WHAT’S ON THE PLATE? Getting The Google Grant and Understanding AdWords Marketing 101 Effective Campaigning Walkthrough Once a Week Maintenance What to Look for During Maintenance and Editing Extra Tools, Guides, and Contacts Hands-On Training in AdWords

GETTING THE GOOGLE GRANT Create a Google For Nonprofits Account

https://www.google.com/nonprofits/account/u/0/signup Applying for the AdWords Grant – IT’S EASY!

1. Sign into your Google For Nonprofits Account.2. Have at least one goal set up in Google Analytics.3. Supply your EIN number.4. Write a paragraph about how AdWords will help your cause.5. Wait for a response from Google (2-30 days).6. Build your first campaign.7. Google checks your campaign and approves.

Do NOT input Credit Card

Information!!

How does AdWords Work? People Search Daily in Google’s Search Engine for You

Text-Only Ads Appear at the Top and Bottom

Someone Clicks the Ad and Goes to Your Landing Page

HOW DO WE GET OUR ADS AT THE TOP OF THE RESULTS?

Google First Considers Your Bid How much are you willing to pay when someone clicks on your ad?

Google Generates a Quality Score for Your Ad Follow best practices of keywords, ad copy, and landing pages.

At First, Your Ads May Not be in the Top Slot Improve your position as you go with weekly maintenance.

MARKETING 101 Identify the Marketing Objective

Identify the Target Audience

Think Like the Target Audience

Capitalize on Interest

EFFECTIVE CAMPAIGNING WALKTHROUGHBuild your campaigns backwards! We are going to start at the landing page and finish on the keywords.

1. Carefully Look at Your Website2. Campaign Settings3. Generate Text-Only Ads4. Follow Best Practices5. Create Ad Extensions6. Start Generating Keywords

1. CAREFULLY LOOK AT YOUR WEBSITEi. What does our target audience need from us?

ii. What pages on our site will best solve their needs?

iii. Determine Your Landing Pages.

iv. Decide on Your First Campaign.

1. +ADD A CAMPAIGN

3. Target Your Campaign Geographically

2. Choose Search Network Only

4. Choose Your Bid Strategy

2. CAMPAIGN SETTINGS

Repeat these steps until you have your 3-5 campaigns outlined!

3. GENERATING ADSi. Open the Landing Page on Another Tab or

Monitor.

ii. Name the Ad Group, and Click +AD

iii. An Ad Consists of a Headline, Two Description Lines, and a Display URL

iv. Once Done, Hit Save Ad and Make One More

4. BEST PRACTICES FOR AD COPY Text Should Sync Up With Site Content Display line 1 = Benefits Line, Ends in a Period Display line 2 = Call to Action

5. INCLUDE AD EXTENSIONS Sitelink Extensions

Direct links to additional pages on your website.

Call Extension Provides a phone number for mobile users to immediately contact you.

Callout Extensions These highlight specific features about what you are advertising.

Others Include Location Extensions, Review Extensions, and App Extensions

6. GENERATING KEYWORDS Go to the Keywords Tab, and Press + KEYWORDS

Something Magical is About to Happen……

Google’s Keyword Planner Has Already Compiled Lists of Possible Keywords

CHECK IN ONCE A WEEK Up Your Quality Score and Achieve Higher Ad Rank

Expand Your Keyword Lists

Review Your Ad Performance

Re-organize Keywords and Ads Into More Relevant Groupings

Make at Least One Edit Every 90 Days

LET’S DO A REHASH Apply for GAW Grant and Spend $10,000 of Google’s Money

Generate Campaigns Quickly by Going Backwards

Fight Your Way to the Top of the Search Results

Hands on Opportunity, Problem Solving, and Editing

EXTRA TOOLS, GUIDES, AND CONTACTS Google’s Own Starter Guide for AdWords and Other Programs

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

Support Hotline (866) 246-6453 Have your Account Number and Email Ready

My Contact Info – Ian Brady [email protected] (561) 214-7435 extension 216