Grow Your Donations Without Spending a Dime - NextAfter

A (Quick) Story.

“You have to get the tying run to the plate”

If a nonprofit website exists and no one ever visits it, is it any good?

Traffic = Revenue

Traffic x Average Gift x Conversion = Revenue

Courtesy of NextAfter. Used with permission.

Impact Of Improvement In Each Area

Courtesy of NextAfter. Used with permission.

Traffic = More Than (Just) Revenue

How can you drive more traffic to your website?

nonprofitsupply.co

Today

Caveats & Details

● 80/20 focus● AdWords 101 201 151● Slides sent out and at nonprofitsupply.co/nextafter● @bradyjosephson | [email protected]

Today

● Search Marketing in a Search World● Google Ad Grant & How to Get It● AdWords Overview & How It Works● Setting It Up & Putting It To Work● Next Level Ideas & Resources

Search Marketing in a Search World

We live in a search world.

Source: Internet Live Stats

We live in a (weird) search world.

Source: College Humor

We live in a (weird) search world.

Source: College Humor

We live in a (weird) search world.

Source: College Humor

We live in a (weird) search world where Google is King.

Source: Statista

Search Marketing

Search Marketing

Search Engine Optimization - Organic

How It Works

● Crawls internet to review text on your website, PDFs, documents, other content, meta tags, and if other sites link to you

● Google has algorithms that update based on searches and clicks for sites and users

What Can You Do?

● Rewriting content to match keywords● Write meta tags to match keywords● Create more quality content to build

authority ● Get other sites to link to your site● Maintain an active presence on social

media to help create external links

Pay Per Click - Paid

How It Works

● Create ads for certain keywords used in searches and bid on the ones that are worth it

● These ads direct the user to a specific advertisement and landing page

● Ad rank is based by the bids and their quality scores (device, relevance, past ads)

What Can You Do?

● Pay more● Be more relevant

More at http://www.wordstream.com/search-marketing

Search - Paid & Organic - Drive Traffic

Search Marketing - Good and Bad

Search Engine Optimization - Organic

Good

● Costs ‘nothing’● Extra benefits (good content, engagement

on social, etc.)

Bad

● With SEO results are never guaranteed and difficult to control

● Creating content can be expensive and SEO can be laboring

● Highly competitive

Pay Per Click - Paid

Good

● More control on results● Doesn’t take a ton of time

Bad

● Can be costly● Complicated (at first)● Highly competitive

More at http://www.wordstream.com/search-marketing

PPC Strategy

SEO Alone

A Google Ad Grant can help overcome SEO struggles with (free) PPC

strategies.

Google Ad Grant & How to Get It

Google Ad Grant - google.com/intl/en/grants/

How To Apply

More at https://www.google.ca/intl/en/grants/how-to-apply/

1. See If You’re Eligible

More at https://support.google.com/nonprofits/answer/3215869?hl=en-CA

2. Apply for Google for Non-Profits

More at https://www.google.com/nonprofits/account/u/0/signup/ca?hl=en-CA

2. Apply for Google for Non-Profits

More at https://www.google.com/nonprofits/account/u/0/signup/ca?hl=en-CA

Make sure you’re in incognito mode when applying!

3. Enroll In Google Ad Grants

This sounds good...

… but you want this.

4/5. Create Your Account & Submit

More at https://support.google.com/grants/answer/1689506?hl=en

Follow the account creation guide exactly. For real.

Take The Shackles Off With GrantsPro

Google Ad Grant... … Google GrantsPro

Google Ad Grantspro

More at https://support.google.com/grants/answer/6022748?hl=en

AdWords Overview & How It Works

AdWords Account Structure

AdWords Account Structure

AdWords Account Structure

AdWords Account Structure

Related Keywords for Ad Groups With Ads

Types of Keywords

Ads Go To Desired & Relevant Landing Page

But how do ads show? When? Why?

In the (Google) World of Search Quality score Is King

More at http://www.wordstream.com/quality-score

● Your click-through rate (CTR).● The relevance of each keyword to its ad group.

● Landing page quality and relevance.● The relevance of your ad text.

● Your historical AdWords account performance.

Setting It Up & Putting It To Work

Google Ad Grant Strategies & Differences

● Start! Spend!● Dollars = Learning● Volume is your friend● People don’t search (directly) to make donations● Own your own brand● Focus on getting emails, form completes, contact us… not

JUST donations● Think about pop ups and methods that can take interested

traffic to action

Lower Bids Need More Relevance

More at http://www.wordstream.com/quality-score

Donor Funnel

People Don’t

People Don’t Search For What You want

Consider Pop Ups

5 Steps to Put Your Google Ad Grant to Work

1. Goals & Metrics & Tracking2. Campaign Structure3. Keywords & Research4. Ad Groups, Ads, & Landing Pages5. Run, Review, Revisit

Goals & Metrics

● Set goals - aspirational and not measurable● Set objectives - measurable● Set tracking - so you know

Goal: We want to get more donors

Objectives:

● Get x new email signups per month● Get y new donors per month

Tracking:

● Email signup conversion/goal● Donation conversion/goal

Start tracking what you can and add depth as you go.

Analytics + AdWords + eCommerce

Campaign Structure

6 Campaigns To Build

1. Branded/About2. Donate/Give3. News/Stories4. Programs/Learn More5. Get Involved/Volunteer6. Campaign/Focused

Keywords & Research

● Start with keywords you can think of● Look at your website headlines● Use Google’s Keyword Planner tool

Keywords Research

Great starting point. Get volume to learn. Increases spend quicker. Use for News/Stories, Programs/Learn More, and Campaigns … campaigns/ad groups.

Keywords Research

Use for Branded, Get Involved/Volunteer, Donate/Give, and Campaigns… campaigns.

Keywords Research

Start adding these once you get data to reduce wasted spend.

Google’s keyword planner lets you research keywords, CTR, cost, and

other related keywords. Use it.

Ad Groups, Ads, & Landing Pages

News/Stories

○ Blogs○ Annual Report○ Newsletter○ Stories

News/Stories

○ Vancouver○ Africa○ South America○ Canada

Ad Groups, Ads, & Landing Pages

Think of these as sub-themes of your campaign and ways to group related keywords.

Ad Groups, Ads, & Landing PagesCapitalization in the Title

Show value, make offer, use punctuation.

Use Ads To Run Tests

Ad Groups, Ads, & Landing Pages

Create ads based on landing pages. Revise based on ad & keyword

lessons.

Keep This In Mind for Action Pages

Motivation Factors Friction Factors

Run, Review, Revisit

Run

● At least a month to get data● Optimize once a month● Major changes once a quarter

Review

● Review goals, objectives, & metrics● Identify high value keywords, ads, ad groups● Calculate ROI

Revisit

● Remove low performing keywords, ads, ad groups● Create new campaigns, ad groups, and ads as necessary● Incorporate lessons into other areas of marketing

Run, Review, Revisit

Run, Review, Revisit

Run, Review, Revisit

Run, Review, Revisit

Good Luck!

nonprofitsupply.co

Questions?