1. How to Make the Most of Your AdWords Grant
March 20, 2018

2. BeeMeasure.com @EmilyLPatterson emily@beemeasure.com
I am a one-women digital measure agency
Specialize in helping non-profits turn their social media, web, data
Into better outreach, more efficient marketing/fundraising campaigns
Working in non-profit world for most of my career
Non-profits can really benefits from data savvy -- overworked non-profits can really benefit
BeeMeasure.com
@EmilyLPatterson

3. Ad Words Grant Basics 10K per month in free advertising
Apply here:
Be registered as a charitable organization
Have a live website
Governmental entities and organizations, hospitals and medical groups, schools, academic institutions and universities are not eligible for Google for Nonprofits, but philanthropic arms of educational institutions are eligible.

4. -A lot of nonprofits treat the AdWords grant like found money

5. Think of it more like a scholarship –
It’s providing you money to do something you wouldn’t have been able to to do otherwise
Need to use it smartly
Play by the rules
Source: University of Washington,

6. Know the (NEW) Rules 5% click though rate
Ability to bid more than $2 per keyword
You must have two sitelink extensions
You must make use of geo-targeting 
You must have at least two active ad groups.
You cannot advertise against other brand names

7. What are we talking about?
Don’t just drive traffic
Get your click through rate up
Set your account, so you can bid over $2
Use extensions smartly

8. #1 Give your ads a purpose
- Donations is

9. THEN
PROFIT!
FIRST
Grant

10. How can I strategically use my web content to drive organizational goals?

11. THEN
FIRST
PROFIT!
How can I entice them to subscribe/ sign a petition/ come to an event?
Why does search traffic come to my site? s

12. What search terms are currently sending people to my site?

13. What content are they landing on?

14. Extra credit: Filter for just search traffic
Create a new traffic filter

15. #2 Get Your Click Through Rate Up
What traffic do you currently have that’s bringing people to your site.

16. Review Your CallS to action

17. Clean Up Your Keywords - The wrong organization
- Tree farm – Christmas tree farm

18. & If all Else Fails… Add easy wins
Advertise against your brand name, program names and other proper nouns that your organization is known for

19. #3 Up your Keyword Bids

20. Don’t be limited by this

21. Switch to Maximize Conversion

22. The catch?
You need to have “conversions” to take advantage of maximize conversions bidding

23. Goals Can Be Tough
Reason #1: They are different for every website Reason #2: They are often not pageviews

24. The Easiest Goals are Pageviews

25. Set up goals

26. #4 Use Extensions smartly

27. Sitelink extensions Structured snippet Callout extensions
Add additional text to your ad, like “free delivery” or “24/7 customer support.” Callouts can be used to encourage people to convert offline.
Sitelink extensions

28. What are Extensions Good For?
Establishing trust, credibility
Showcasing related options
Providing additional, supporting information
Time sensitive language
Trust – BBB Accredited charity
Related options – Senior dogs
Supporting info: About us, FAQ
Time sensitive: Donate in Can be scheduled

30. Wrap it up

32. Download these slides at BeeMeasure.com/Resources
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