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

About Me

About Me

Founded in 2003 Serve a variety of brands and Nonprofits Selected Nonprofit Clients include

About Why People Click

Geek Club Books Second Harvest Food Bank NWNC Triad Highland Games Junior Achievement 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 reading charity tax donation k- 12 class program reading programs local charity local 501c 3 non profit local non profit book programs free classroom resources teacher programs inner city programs grassroots organization

Campaign Structure - Better

Campaign 1 Volunteer Ad Group Help Kids Read read.org/volunteer

Volunteer Readers Needed Volunteer Today

reading charity donation kids charity donation donate for kids donate reading reading nonprofit volunteer how to volunteer where to volunteer volunteer reading free reading class reading help teach my child to read reading program Program Ad Group Need Reading Help? read.org/help Get Reading Help. We Make Kids Readers. Donation Ad Group Help Kids Read read.org/donate Support Kids Reading

• Programs. Donate.

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 keyword: Ads may show

• n searches for:

Ads will not show on searches for:

“housing charity” triad housing charity housing charity raleigh local housing charity charity for housing housing foundation grants

Match Type: Exact Match

Phrase match keyword: Ads may show on searches for: Exact match keyword: Ads may show on searches for: Ads won’t show on 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” “donate to red cross” +support +red +cross +donate +to +red +cross

Match Type: Negative Match

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

• 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/

Resources

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

Connect with Rob