About Me About Me About Why People Click Founded in 2003 Serve a - PowerPoint PPT Presentation

About Me

About Me

About Why People Click Founded in 2003 Serve a variety of brands and Nonprofits Selected Nonprofit Clients include Geek Club Books Second Harvest Food Triad Highland Games Junior Achievement Bank NWNC Central NC

Google Analytics - Trust, But Verify Google Analytics Goals Any meaningful action(s) taken by a website visitor. Examples: - Donation - Email sign up - Contact Us - Volunteer Application

Google Analytics - Trust, But Verify Goals? Where? Google Analytics: Conversions > Goal Report

Google Analytics - Trust, But Verify

Campaign Structure - Poor “Donation” Campaign Donation Ad Group Help Kids Read read.org Programs for Readers Support Kids Now kids charity local charity free classroom reading charity local 501c 3 resources tax donation non profit teacher programs k- 12 class program local non profit inner city programs reading programs book programs grassroots organization

Campaign Structure - Better Campaign 1 Program Ad Group Donation Ad Group Volunteer Ad Group Help Kids Read Help Kids Read Need Reading Help? read.org/donate read.org/volunteer read.org/help Support Kids Reading Volunteer Readers Needed Get Reading Help. We Volunteer Today Programs. Donate. Make Kids Readers. reading charity donation volunteer free reading class kids charity donation how to volunteer reading help donate for kids where to volunteer teach my child to read donate reading volunteer reading reading program reading nonprofit

Suggested Ad Groups ● Brand - contains all the name variations for your non profit ● Causes/Issues - One group for each distinct cause/issue keyword. Example: find a food pantry, where to donate food ● Fundraising ● GEO graphic (by area, city) ● Anytime you get a new idea or, have an event!

Keyword Research

Keyword Match Types Broad Match Phrase Match Exact Match Modified Broad Match Negative Match

Match Type: Broad Match This is the default match type. Broad match keyword: Ads may show on searches for: nonprofit donation non profit donation how to donate tax benefits of a donation

Match Type: Phrase Match Phrase match Ads may show Ads will not show on keyword: on searches for: searches for: “housing charity” triad housing charity charity for housing housing charity raleigh housing foundation grants local housing charity

Match Type: Exact Match Phrase match keyword: Ads may show on searches for: Exact match Ads may show on Ads won’t show on keyword: searches for: searches for: [nc charity] nc charity triangle charity triad charity charity in raleigh

Match Type: Modified Broad Match If you currently have... ...you could add this for more relevant clicks “support red cross” +support +red +cross “donate to red cross” +donate +to +red +cross

Match Type: Negative Match Negative And you have the Ads will not show on match following keyword searches for: keyword: pdf nonprofit nonprofit pdf job nonprofit nonprofit job association nonprofit nonprofit association

Bidding & Budgeting Your budget is fixed and so, is your bidding ($2.00 Cost Per Click). The most important advice is that you should not expect to use the full $10,000 monthly grant amount for a minimum of six months. It takes that time (and sometimes longer) to fine tune your account and optimize it.

Ad Tricks to Get More Clicks Experiment, Experiment

Ad Tricks to Get More Clicks Ad Extensions - Call Out Extensions

Ad Tricks to Get More Clicks Ad Extensions - Site Links

Resources ● LinkedIn Group : Google AdWords Grants for NonProfits & NGOs https://www.linkedin.com/groups/7040839 ● Google AdWords Ad Preview Tool https://adwords.google.com/apt/anon/AdPreview ● Google Trends - Keyword Tool http://www.google.com/trends ● UberSuggest - Keyword Tool https://ubersuggest.io/ ● AdWords Grant Blueprint http://www.adwordsgrantblueprint.com/

Connect with Rob LinkedIn http://www.linkedin.com/in/robainbinder Twitter @robainbinder http://www.twitter.com/robainbinder