Make It Rain: Using the Google AdWords Grant to Drive Impact July 9, 2015

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Make It Rain: Using the Google AdWords Grant to Drive Impact July 9, 2015

Presenters 5 Assisting with chat: Chelsea Alexander Taylor, Whole Whale; Ale Bezdikian, TechSoup Becky Wiegand Webinar Program Manager TechSoup Global Julie Leary Digital Strategy Whaler Whole Whale

Where Are You? We Are Here 6

Agenda Introduction to TechSoup Poll Questions – Your experience Why AdWords? Applying for the grant Setting up and maxing the account Advanced tips and tricks Q&A 7

About TechSoup Global We are a global network of 63 partner NGOs that provide the best technology resources to over a half-million organizations in 121 countries. 8 We connect organizations and people with the resources, support, and technology they need to change the world. Learn more from our 2014 Year in Review.2014 Year in Review

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Participant Poll How familiar are you with Google AdWords already? Total novice Have dipped my toes in Pretty advanced 12

Participant Poll What’s your org’s current AdWords status? Have the Google AdWords Grant Have a paid AdWords account Both Neither 13

Make it Rain Using the Google Adwords Grant to Drive Impact

Who am I?

What we’ll cover 1.Why Adwords? 2.Applying for the Grant 3.Setting up and Maxing the account 4.Advanced tips and tricks 5.Q&A

What we’ll cover 1.Why Adwords? 2.Applying for the Grant 3.Setting up and Maxing the account 4.Advanced tips and tricks 5.Q&A

Why Adwords? Meeting users at the moment they’re looking for something

How Power Poetry used Adwords “how to write an ode poem” “love poems for him” “teen poetry ideas” “how to teach poetry” “poetry lesson plans”

How Power Poetry used Adwords

What other orgs are doing Capitalizing on current events (“nepal earthquake relief”) to drive nonprofit donations Targeting people who appear to be moving soon (“moving checklist”) to connect them with movers in their network Building an list from those searching for stroke information (“stroke warning signs”) Connecting young women in need to health centers (“abortion without parents knowing”)

The 6 Month Plan

What we’ll cover 1.Why Adwords? 2.Applying for the Grant 3.Setting up and Maxing the account 4.Advanced tips and tricks 5.Q&A

Applying for the Grant 1.Make sure your org is eligibleeligible 2.Apply for Google for Nonprofits programGoogle for Nonprofits program 3.Get approved, set up an ad campaign and submit to Google to review and approve your grant Full step-by-step instructions in this Adwords grant application guideAdwords grant application guide

Applying for the Grant

Quick application tips ●Don’t input payment info! Ever! ●Use a generic address that you will use for everything (Google apps admin, YouTube account, etc) and will check regularly ●Make sure you comply with Google’s rules (log in once every 90 days, have a goal from Analytics set up in the account, etc)Google’s rules ●We’ve seen a 95% success rate among orgs that qualify… so don’t loose sleep :)

What we’ll cover 1.Why Adwords? 2.Applying for the Grant 3.Setting up and Maxing the account 4.Advanced tips and tricks 5.Q&A

●Account ○Campaign ■Ad Group ●Keywords ●Ads

Lingo to know Clicks - # of times someone clicks on your ad Impressions - total # of people who see your ad CTR - click through rate - clicks / impressions Max CPC - the max amount you’re willing to pay for each click Avg. CPC - the average amount you’ve been charged for a click Avg. Position - a # from 1-10 that indicates where your ad is showing on the search engine results page (SERP) Q Score - a number from 1-10 that indicates the quality of your keyword

Choosing your digital goals ●sign up for a newsletter ●sign a petition ●sign up for text alerts ●share their story to a user blog ●upload a photo ●apply for a program ●watch a video ●share an article on social media ●read prevention information ●submit a “contact us” form ●make a donation What is a meaningful action users can take on your site?

Picking a landing page ●Does it contain the keywords? ●Is it a good user experience? ●Does it drive meaningful user action?

Finding Great Keywords Start big picture: ●Who are you talking to? How do those people think about these topics? ●Your site is the answer. What is the question? ●Think long-tail (“poems about the environment” vs “poems”) ●We’re talking thousands, not dozens

Finding Great Keywords: Tools ●Adwords Keyword Planner ●Google Trends ●Your site’s organic keywords (Google Analytics) ●Your own content!

Finding Great Keywords: Tools ●Adwords Keyword Planner ●Google Trends ●Your site’s organic keywords (Google Analytics) ●Your own content!

Finding Great Keywords: Tools ●Adwords Keyword Planner ●Google Trends ●Your site’s organic keywords (Google Analytics) ●Your own content!

Finding Great Keywords: Tools ●Adwords Keyword Planner ●Google Trends ●Your site’s organic keywords (Google Analytics) ●Your own content!

Finding Great Keywords: Tools ●Adwords Keyword Planner ●Google Trends ●Your site’s organic keywords (Google Analytics) ●Your own content!

Anatomy of an Ad Headlin e Body / Description Display URL

Writing Awesome Ads ●Ask questions ●Try capitalization ●Social proofing (“join our community of over 100k teens”) ●Spy on the competition ●Appeal to emotion (“imagine a world without child hunger”) ●Mix it up with numbers and other symbols ●Modify Cosmo cover stories

What we’ll cover 1.Why Adwords? 2.Applying for the Grant 3.Setting up and Maxing the account 4.Advanced tips and tricks 5.Q&A

The 6 Month Plan

Am I Maxing the Account? Use the Cost graph with the timeframe over one month. Are you spending $329 each day? NopeYep

Using Google Analytics

A/B Testing Ad Copy Let your users tell you which ad is better. What metric to use?

A/B Testing Ad Copy Let your users tell you which ad is better. What metric to use?

Dynamic Keyword Insertion User Googles “Poetry Scholarships,” to them your ad looks like this: You write your ad like this:

Dynamic Keyword Insertion Step-by-step instructions from Google herehere

BONUS! Google GrantsPro Want $40k each month instead of $10k? ●Spend $9,900 (be 99% maxed) for two of the past 6 months ●Have goals set up in Analytics and Adwords ●Keep CTR above 1% for the past 6 months ●Agree to do Google’s surveys ●We have an account leader who logs in at least twice a month Application link herehere

The GrantsPro Application

More resources to check out Free WW articles + videos Google’s PDF guide Google’s Nonprofit support forum In-depth WWU courseIn-depth WWU course (with 30% discount code!) Video Tutorial on Adwords 4 Steps to Apply for the Adwords Grant

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