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Confidential RedEngine Digital, 3033 Wilson Boulevard, Suite 700, Arlington, VA 22201
Liz Murphy, Founder, RedEngine Digital,
[email protected] 571-858-3730
www.redenginedigital.com | 3033 Wilson Blvd, Ste 700, Arlington, VA 22201
Jumpstart Your Campaigns with
Integrated Search & Display
Advertising (+ Tips for Holiday
Fundraising)
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Confidential RedEngine Digital, 3033 Wilson Boulevard, Suite 700, Arlington, VA 22201
Google Confidential & Proprietary
Google Internal Data, desktop and mobile only. Percentages of total refer to Christmas – New Year’s Eve. Based on 2012 US
Google.com data. Indexed separate.
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Confidential RedEngine Digital, 3033 Wilson Boulevard, Suite 700, Arlington, VA 22201
Google Confidential & Proprietary
Google Internal Data, comparing last 4 weeks of Dec & first 4 weeks of Dec. Historical trends are not a Google projection of
future performance, November 2012
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Confidential RedEngine Digital, 3033 Wilson Boulevard, Suite 700, Arlington, VA 22201
Google Confidential & Proprietary
Google Internal Data, desktop and mobile only. Percentages of total refer to Christmas – New Year’s Eve. Based on 2012 US
Google.com data. Indexed separate.
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Confidential RedEngine Digital, 3033 Wilson Boulevard, Suite 700, Arlington, VA 22201
Google Confidential & Proprietary
Compete/Google Nonprofits Study, July 2013
V17. As a result of watching videos about nonprofit / charitable organizations online, which of the following actions, if any, did you perform?
MI5. How soon after the last time you saw or heard each of the following types of nonprofit / charitable ads did you look up the advertiser
online to get more information? N=varies by source
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Confidential RedEngine Digital, 3033 Wilson Boulevard, Suite 700, Arlington, VA 22201
Engaging the New Omni-channel Consumer
Source: Optify
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Confidential RedEngine Digital, 3033 Wilson Boulevard, Suite 700, Arlington, VA 22201
Focus Digital Marketing Efforts on the
Donor, Not the Channel
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Confidential RedEngine Digital, 3033 Wilson Boulevard, Suite 700, Arlington, VA 22201
Why Search & Display Play Well Together
Search
Pull marketing
Bottom of funnel
Scarcity of supply
Hosted auction
Google often the
publisher
Keyword targeting
Display
Push marketing
Top of funnel
Abundant supply
Real-time auction
Google rarely the
publisher
User-based
targetingSource: The Trade Desk
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Confidential RedEngine Digital, 3033 Wilson Boulevard, Suite 700, Arlington, VA 22201
All the Offerings
Search Advertising
Google, Bing, Ad
Grants text ads
Display ads (GDN)
Remarketing (GDN,
text, mobile app,
YouTube, dynamic)
Video (YouTube)
Mobile App
Display Advertising
Remarketing (site,
Facebook, search,
email)
Demographic
Site Category
Lookalike
CRM
Mobile
Source: The Trade Desk
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Confidential RedEngine Digital, 3033 Wilson Boulevard, Suite 700, Arlington, VA 22201
Search + Display Do Better Together!
Search and display are greater than the sum of their parts—each format can improve results for the other at various audience touchpoints.
Real-world patterns: Often customers search, see display ads, search again, see more display ads, etc.
In that sense, conversions are frequently the result of an iterative process that also requires effective landing pages on a brand or retail website.
Source: eMarketer
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Confidential RedEngine Digital, 3033 Wilson Boulevard, Suite 700, Arlington, VA 22201
Thank You!
September 12, 2013
The World of Display
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Confidential RedEngine Digital, 3033 Wilson Boulevard, Suite 700, Arlington, VA 22201
Why Retargeting?
The majority of visitors leave your site without acting
Target ads to “intenders” or “lookers” – past site
visitors or those who search on relevant keywords
via first- or third-party cookies
Segment visitors based on actions taken (or not)
and content consumed
Exclude or include individuals and customize
creative based on these actions/content
Fills the top of the “funnel”
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Confidential RedEngine Digital, 3033 Wilson Boulevard, Suite 700, Arlington, VA 22201
Facebook Retargeting: Segmentation
• Only visited homepage
• Bid less: $0.69-$0.75
Bob
• Signs a pledge
• Bid more: $0.75-$1.00
Sally
• Visits a donation form
• Bid more aggressively: $1.00-$1.50
Debbie
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Confidential RedEngine Digital, 3033 Wilson Boulevard, Suite 700, Arlington, VA 22201
Campaign Examples
Fundraising
Redengine’s paid Facebook campaign for Matching Gift with
CARE resulted in:
Decreased CPA by 100% from beginning of
campaign to end
While maintaining an ROA over 300%
Facebook Retargeting: Segmentation
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Confidential RedEngine Digital, 3033 Wilson Boulevard, Suite 700, Arlington, VA 22201
Prospective Advertising for New Donors
Online Prospective Advertising (Look-Alike Modeling
and Targeting) and Retargeting
• Display, video, mobile, social advertising
• Creates a model based on your current donors
• Provides demographic, geographic and lifestyle insights on those engaging with you
• Leverages real time buying to get you the impressions
• Excludes current donors
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Confidential RedEngine Digital, 3033 Wilson Boulevard, Suite 700, Arlington, VA 22201
Display Challenges & Solutions
For site retargeting, your impressions reach can be
limited by number of people who visit your site
• Add in keyword targeted search retargeting to supplement
How do you measure the “value” of display when
90+% do not click on a display ad and convert (last
click) on a different channel?
• Studies have proven that those who interact with both
show 20%-40+% higher long-term value and conversion
rates. To benchmark, capture the unique transaction ID of
view-throughs and match with IDs of other channels to see value of display with other channels.
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Confidential RedEngine Digital, 3033 Wilson Boulevard, Suite 700, Arlington, VA 22201
Website visits are often key for combined
search and display placements
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Confidential RedEngine Digital, 3033 Wilson Boulevard, Suite 700, Arlington, VA 22201
Special Olympics: Facebook CRM Advertising
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Confidential RedEngine Digital, 3033 Wilson Boulevard, Suite 700, Arlington, VA 22201
Facebook EOY CRM Retargeting
Facebook CRM ads targeting direct mail donors,
lapsed donors and non-donors for EOY campaign
(match rate of 50%)
Test Group A
• Donors who received
a matching gift direct
mail package AND
were served
Facebook ads
• Control group did not
see FBX ads
Test Group B
• Lapsed donors and
non-donors who
received a non-
matching gift direct
mail piece AND were
served Facebook ads
• Control group did not
see FBX ads
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Confidential RedEngine Digital, 3033 Wilson Boulevard, Suite 700, Arlington, VA 22201
Results: Facebook EOY CRM Retargeting
• For donors, FB ads generated 153% ROI with
online gifts, plus small avg gift increase in mail
• For non-donors, FB ads lifted avg gift in mail
by nearly 20% and generated 21% more
revenue than DM group who did not see ads.
for every $1 spent online, we raised $8.50 in
the mail.
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Confidential RedEngine Digital, 3033 Wilson Boulevard, Suite 700, Arlington, VA 22201
Top of the Funnel: American Diabetes Assn
Goal: Attract new online donors
Strategy: Test various messages to targeted individuals
and site categories with display and retargeting (non-
donors)
Results: Display drove 66% new online donors which was
a greater % of new donors than any other channel.
When a visitor interacted with a display ad + a search
ad or an email, the avg gift increased by 27%
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Confidential RedEngine Digital, 3033 Wilson Boulevard, Suite 700, Arlington, VA 22201
Retargeting Ads Based on Website Behavior
Display web
ads to those
who landed on
your monthly
form or pages
but didn’t
complete a gift
Are there other
good
prospects?
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Confidential RedEngine Digital, 3033 Wilson Boulevard, Suite 700, Arlington, VA 22201
Thank You!
September 12, 2013
The World of Search
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Confidential RedEngine Digital, 3033 Wilson Boulevard, Suite 700, Arlington, VA 22201
Search Advertising Paid and Ad Grants
Paid: Google Adwords, Bing/Yahoo
Google Ad Grants: Free for Eligible Nonprofits
• Hold current and valid charity status, as determined by your
country. (U.S. – 501(c)(3))
• Agree to Grants’ required certifications regarding nondiscrimination and donation receipt and use.
• Have a functioning website with substantial content. (Your
ads will be limited to the URL you submit for review.)
Not Eligible: Governmental entities and organizations,
Hospitals and medical groups, Schools, childcare centers, academic institutions and universities
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Confidential RedEngine Digital, 3033 Wilson Boulevard, Suite 700, Arlington, VA 22201
Why Do I Care?
FREE MONEY. (TO CHANGE YOUR LIFE.)
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Confidential RedEngine Digital, 3033 Wilson Boulevard, Suite 700, Arlington, VA 22201
Google Ad Grants Features
A daily budget set to approx. $330 USD, which is
equivalent to about $10,000 per month
A maximum cost-per-click (CPC) limit of $2.00 USD
Only run keyword-targeted campaigns
appearing on Google.com. (No display advertising)
Grants ads will always display below paid ads when
bidding on the same keywords
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Confidential RedEngine Digital, 3033 Wilson Boulevard, Suite 700, Arlington, VA 22201
Google Ad Grants Upgrade - $40,000/mo!
Potential Upgrade to Grants Pro: $40,000/month in
free in-kind media
Requirements:
• Have conversion tracking installed. The conversion goal
must be tracking a substantial action (i.e. newsletter or
volunteer sign-up) and must have received at least one
conversion.
• Hit a monthly budget cap (at least $9900) for at least two
months over the last six months.
• Have maintained an average level CTR of 1% or higher over
the past 6 month period.
• Have an authorized representative manage the account on a bi-weekly basis.
• Complete surveys and agree to share impact or
conversion data.
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Confidential RedEngine Digital, 3033 Wilson Boulevard, Suite 700, Arlington, VA 22201
Maintaining Grants Eligibility
Your ads must link only to the single nonprofit
website URL that was approved in the application.
You are required to actively manage the AdWords
account by logging in monthly.
Your campaigns must use at least one conversion
goal set
Ads must reflect the mission of the approved
nonprofit organization and your keywords must be
relevant to the nonprofit’s programs and services.
Strictly commercial advertising is not allowed
through this program. 100% of sales/proceeds must
support your program.
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Confidential RedEngine Digital, 3033 Wilson Boulevard, Suite 700, Arlington, VA 22201
How Do I Apply?
http://www.google.com/nonprofits/
Click “Join the Program” and fill out application
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Confidential RedEngine Digital, 3033 Wilson Boulevard, Suite 700, Arlington, VA 22201
Maximizing Google Grants’ Value
Use your full budget!
• It’s “free money” that’s not coming back
tomorrow—spend it!
• When budget is maxed, find what’s converting
and ensure it’s not limited by budget.
• Makes you eligible for upgrade.
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Confidential RedEngine Digital, 3033 Wilson Boulevard, Suite 700, Arlington, VA 22201
Maximizing Google Grants’ Value
Supplement your paid ad accounts with Grants.
• Experiment with keywords/campaigns of dubious
ROAS value. “Audition” campaigns before trying
them in paid accounts.
• Bid on keywords with high volume—or low
competition.
• Bid on low-value (ROAS-wise) but important (e.g.
for branding) keywords.
• Use engagement/lead generation asks to get
them onto your mailing list, etc.—into “top of
funnel.”
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Confidential RedEngine Digital, 3033 Wilson Boulevard, Suite 700, Arlington, VA 22201
Engage and Capture
Used Ad
Grants and
Facebook
Exchange to
build
awareness
and drive
engagement
conversions
Retargeted
visitors after
they left the
site
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Confidential RedEngine Digital, 3033 Wilson Boulevard, Suite 700, Arlington, VA 22201
Thank You!
September 12, 2013
Holiday Fundraising &
Engagement Tips
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Confidential RedEngine Digital, 3033 Wilson Boulevard, Suite 700, Arlington, VA 22201
Tip #1: Use Google Ad Extensions
More real estate – Big +
Can promote your unique selling proposition/offer
Can customize for mobile devices and schedule
them by time of day and day of the week.
Factors into Ad Rank
BRAND NEW! Callouts
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Confidential RedEngine Digital, 3033 Wilson Boulevard, Suite 700, Arlington, VA 22201
Tip #1: Use Google Ad Extensions
Sitelinks allows multiple links to multiple
pages/programs
Much higher CTR
They show for Google “high relevancy”
Mini-ads – compelling CTAs to increase CTR
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Confidential RedEngine Digital, 3033 Wilson Boulevard, Suite 700, Arlington, VA 22201
Tip #1: Google Ad Extensions
Location
Call (Phone numbers) – great for mobile!
App
Consumer Ratings
Social annotations
Dynamic (retail/products)
Product/Product Listings
More
Other Ad Extensions
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Confidential RedEngine Digital, 3033 Wilson Boulevard, Suite 700, Arlington, VA 22201
Tip #2: Google Long Ad Headline
Where ad line 1 appears to be a distinct sentence
and ends in the proper punctuation, ad line 1 will
be moved to the headline
BEFORE
AFTER
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Confidential RedEngine Digital, 3033 Wilson Boulevard, Suite 700, Arlington, VA 22201
Tip #3: Test, Test, Test
Ad copy (especially text ads)
Gift strings
Banner images
Button CTA copy
Landing pages, forms
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Confidential RedEngine Digital, 3033 Wilson Boulevard, Suite 700, Arlington, VA 22201
Tip #4: Get Ahead of Events
Emergency Response
• Be ready when it hits
• Set up campaigns, ad groups,
keywords around specific types of
natural disasters (hurricanes,
tornadoes, etc.) in advance, then edit and update when needed and
set to go.
• Create landing page, donation
form and email template as well.
Other, seasonal campaigns
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Confidential RedEngine Digital, 3033 Wilson Boulevard, Suite 700, Arlington, VA 22201
Tip #5: Get the Most Out of Mobile Ads
Ensure that your most important information is in the
first line of ad text (description line 1) to address
customer needs right away.
Enable all relevant extensions to help consumers
find information faster and increase clickthrough
rates (CTR) – phone, location, etc.
Use mobile preferred creatives to help consumers
quickly and easily take action while on the go.
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Confidential RedEngine Digital, 3033 Wilson Boulevard, Suite 700, Arlington, VA 22201
Tip #6: Bing Competitive Research
Find your top 10 competitors
Other tools: SpyFu, SEMRush
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Confidential RedEngine Digital, 3033 Wilson Boulevard, Suite 700, Arlington, VA 22201
Tip #7: Website Optimization
Tested landing page with donation form vs. donation form
only for PPC visitors
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Confidential RedEngine Digital, 3033 Wilson Boulevard, Suite 700, Arlington, VA 22201
Tip #8: Test Gmail Sponsored Ads
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Confidential RedEngine Digital, 3033 Wilson Boulevard, Suite 700, Arlington, VA 22201
Tip #9: Engage, Then Convert
Show AND
tell always
better
Educate
donors
about your
work and
the
problems
you are
solving
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Confidential RedEngine Digital, 3033 Wilson Boulevard, Suite 700, Arlington, VA 22201
Tip #10: Test Integrated Display/Search
Capture and pass back unique transaction IDs for
display and search donors and de-dupe donors to
avoid double-counting of conversions
Test a small display budget to start in the fall; rollout
for end of year if successful
Consider an analytics or DSP platform to “separate”
and see the full channel path and interaction to
conversion
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Confidential RedEngine Digital, 3033 Wilson Boulevard, Suite 700, Arlington, VA 22201
Thank You!
September 12, 2013
Data & Attribution
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Confidential RedEngine Digital, 3033 Wilson Boulevard, Suite 700, Arlington, VA 22201
Typical Channel Roles in the Journey:
Assist vs. Last Interaction
Source: Optify
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Confidential RedEngine Digital, 3033 Wilson Boulevard, Suite 700, Arlington, VA 22201
Look at the target audience’s path to
conversion
Where did the audience come from?
(Source analysis of search and display advertising)
How did they get there?
(Interaction analysis of clicks and impressions)
How long did conversion take after first
contact?
(Time analysis of the process)
Source: eMarketer
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Confidential RedEngine Digital, 3033 Wilson Boulevard, Suite 700, Arlington, VA 22201
Six Major Attribution Types
1. First click. Commonly used to uncover lead-generation value
2. Last click. Standard method for understanding conversion
3. First touch. Rewards upper purchase-funnel engagement
4. Channel touch. Shared credit model rewards all channels equally (online and offline)
5. Recency. Rewards proximity to conversion
6. Multitouch attribution. Blends the effects of different ads at different stages into a coherent model
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Confidential RedEngine Digital, 3033 Wilson Boulevard, Suite 700, Arlington, VA 22201
Resources
Google Ad Grants Guide –
http://static.googleusercontent.com/media/www.google.com/
en/us/grants/pdf/external-nonprofit-guide-2014.pdf
Google Ad creator --
http://www.thinkwithgoogle.com/products/ready-
creatives.html
Google Display planner -http://www.thinkwithgoogle.com/products/display-
planner.html
Google Remarketing --
http://www.thinkwithgoogle.com/products/remarketing.html
Google For Nonprofits Blog–
http://googlefornonprofits.blogspot.com
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Confidential RedEngine Digital, 3033 Wilson Boulevard, Suite 700, Arlington, VA 22201
Liz Murphy, Founder, RedEngine Digital,
[email protected] 571-858-3730
www.redenginedigital.com | 3033 Wilson Blvd, Ste 700, Arlington, VA 22201
Questions?Contact RedEngine Digital:
Facebook: www.facebook.com/redenginedigital
Twitter: @redengine
Email: [email protected]
Phone: 571-858-3729