How to Make the Most of Google Grants and Free Ad Dollars Webinar

@SEARCHMOJO

SEARCH-MOJO.COM

800.939.5938

Speakers: Lauren Kade, Junior Account Manager, Search Mojo

Diana Hand, Marketing Manager, GuideStar

Moderator: Amanda Chaney, Account Director, Search Mojo

How to Make the Most of Google Grants and Free Ad Dollars

@SEARCHMOJO

SEARCH-MOJO.COM

800.939.5938

SEARCH-MOJO.COM@searchmojo #mojowebinar

ABOUT SEARCH MOJO

• Search engine marketing firm founded in 2005

– Search engine optimization (SEO)

– Pay-per-click advertising management (PPC)

– Social media advertising

– Online reputation management

• Headquartered in Charlottesville, Va

• Featured in the Washington Post, B2B Magazine,

MarketingSherpa, Visibility Magazine and many blogs

• Speakers at SMX Social, PubCon, BlogHer, and more

SEARCHMOJO.COM

OUR CLIENTS

MISSION

To revolutionize philanthropy and nonprofit practice by providing information that:• advances transparency,• enables users to make

better decisions, and• encourages charitable

giving.

User and evaluation data (via GNP, P-pedia, GW,etc)

Tax data (via IRS)

Nonprofit information (GuideStar Exchange)

Accountability seals

Programmatic information (DonorEdge

partnerships)UsersGuideStar

DATA GUIDESTAR COLLECTS

FREE Public Service

• Quick & simple way to verify NPO legitimacy

• Access to Forms 990

• Access to mission, program and basic financial information

• Through GS partners, NPOs can reach millions

• Aggregated third party content and reviews

Fee-based Tools for Professionals

• Subscription-based access to sophisticated search and sorting tools for mission critical decision-making

•Find what you need FAST

• More ways to search, sort , analyze and compare

• At-a-glance results

• Easy to use features

HOW PEOPLE USE GUIDESTAR

GOOGLE FOR NONPROFITS

Eligibility Requirements:• 501(c)(3) status determined by the

IRS• 501(c)(3) status must be publicly

updated within GuideStar.org• Must be located in the United States• Only one membership per

organization

ELIGIBILITY REQUIREMENTS (CONT’D)

• Ineligible organizations:– Governmental entities or organizations– Hospitals and health care organizations– Schools, childcare centers, academic

institutions and universities

• Get 40% discount on Google Apps for Business

• Apply for “Nonprofit” channel on YouTube

• Apply for software grants – Google Earth Pro, Google SketchUp Pro,

Maps API Premier

And FREE Advertising

through Google AdWords!

GOOGLE GRANTS: WHAT IS IT?

• Nonprofit grant to use through Google AdWords

• Reach potential donors or volunteers through the top search engine!

GOOGLE ADWORDS ADS

GOOGLE GRANTS: THE BASICS

• $10,000/Month for Google AdWords

• $1 bid per click

• Ads on Google.com

• Complete Annual Survey

APPLY: GOOGLE FOR NONPROFITS

google-for-nonprofits.appspot.com/application

APPLICATION TIPS

• How will you use the money to further the mission of your organization?

APPLICATION TIPS

Make Google understand that you’re saving the world! One whale, child, or tree at a time.

WHAT HAPPENS NEXT?

• Google reviews applications once a quarter

• Reference Grants Help Center for more information: http://support.google.com/grants

ENROLL IN GOOGLE GRANTS

Accepted into Google for Nonprofits?• Now enroll in Google Grants by

creating an account• Submit proposed account to Google• May take up to 6 weeks for approval

GETTING STARTED

• What do you want to advertise on?

• What are the main goals of your website?

SETTING UP YOUR ACCOUNT

AD COPY

• Ad Copy Basics:– Headline: 25 character limit– Each description line: 35 character limit– Try to use keywords – they appear in

GOOGLE GRANTS OVERVIEW

Benefits Limitations

$10,000 free advertising each month! $1 bid per click

Increased brand visibility Ads only show on Google.com

Potential to increase donations, volunteers, etc.

Text ads only

Help further your mission Spend Caps: $333 per day

GOOGLE GRANTSPRO

• $40,000/Month for Google AdWords

• New application

• New eligibility requirements

ELIGIBILITY REQUIREMENTS

• Spend Requirements:– 2 months at or above $9,500– Within past 12 months

• This is harder than it sounds:– Daily spend caps– Holidays, weekends– Shorter months

ELIGIBILITY REQUIREMENTS (CONT’D)

• Score an 85% on Google Grantspro Test

• Be actively tracking one conversion goal through Google Analytics

• Annual survey

APPLICATION TIPS

• Similar to the Google for Nonprofits application, make sure you let them know how awesome your organization is.

• You can spend $40,000 every month, dream big!

APPLY ONLINE

http://services.google.com/googlegrants/addlsrvcs

WHAT HAPPENS NEXT?

• Google reviews applications once every quarter

• Google will email you with results:Thank you for taking the time to apply for Grantspro. We're pleased to say that your organization has been selected to

receive an increased budget of US$40,000 per month. Please take note of the following updates regarding your

organization's account.

DID YOU GET THE $40,000 GRANT?

Congratulations!!!

NOW WHAT?

• Now you have $40,000 to spend every month. Make it work!– Establish conversions– Continuously optimize the account to

make sure you’re spending the money wisely

GOOGLE GRANTSPRO OVERVIEW

Benefits Limitations

$30,000 more advertising spend each month ($40,000 Total)

$1 bid per click

Further increased brand visibility Ads only show on Google.com

Further potential to increase donations, volunteers, etc.

Only text ads

Help further your mission New spend caps: $1,333 per day

MANAGING ADWORDS AT GUIDESTAR

• Limited internal resources – only a few hours per week

• 12 Campaigns for individual products, programs, and audiences

• Expanded Ad Groups within existing campaigns; Added Keywords

• GrantsPro requirements increased to a minimum spend of $9,500

WHY GUIDESTAR NEEDED HELP

• GuideStar was having trouble meeting the $9,500 spend requirement

FIRST STEPS

• Campaign expansion & addition• Keyword expansion• New ad copy• Accelerated ad delivery

AD SITELINKS EXTENSIONS

• Implemented Ad Sitelinks Extensions

AD SITELINKS EXTENSIONS

Click-through-rate for Brand campaign increased from 10.89% to 17.05%

• Hit the $9,500 spend requirements

• Took the Grantspro Exam

• Worked with GuideStar to write the application

• Applied for Grantspro!

SEARCH MOJO CONTRIBUTIONS

AFTER GRANTSPRO

• Spend increased 236.57% in just the first month!

• Clicks increased 191.19%

January

aryMarc

hApril

MayJune

August

Septem

October

November

December

January

aryMarc

hApril

MayJune

August

Septem

October

November

December

10,000

20,000

30,000

40,000

50,000

60,000

Site Visits Thru Google Adwords January 2010 – January 2012

$40K Grant Unlocked

GUIDESTAR AFTER GRANTSPRO

GRANTSPRO ACCOUNT MANAGEMENT

• Now focus on conversions– Improve conversion metrics

• Look at account structure

• Improve CTR:– More granularity & relevancy– Ad copy testing– Ad extensions

CUSTOM LANDING PAGES

• Custom landing pages to help improve conversion rates

• Different landing pages for different conversion actions

• Use dynamic content

• Follow best practices

LANDING PAGES: CASE STUDY

Website Home PageAverage Conversion Rate: 1.17%

Targeted Website PageAverage Conversion Rate: 2.40%

BETTER

Special Landing PageAverage Conversion Rate: 12.5%

GUIDESTAR LANDING PAGE

• Focus on effectively and efficiently using the $40,000

INTERESTED IN GOOGLE GRANTS NOW?

CONTACT:

Justin ChampionSales Consultantjchampion@search-mojo.com800-939-5938 x 116

Want to get started on your Google Grant now?

UPCOMING WEBINAR

Discovering Buried Treasure in your SEO –

A Technical How-To SEO Webinar

• May 3, 2012• 2:00 p.m. ET• To register, visit –

www.search-mojo.com/TechnicalSEO

CONTACT

Lauren Kadelkade@search-mojo.com800-939-5938 x 115

Google+: +Lauren Kade(and +Search Mojo)Twitter: @llkade(and @SearchMojo)Facebook:www.facebook.com/

SearchMojo

Diana Handdhand@guidestar.org

Google+: +Diana Hand(and +GuideStar)Twitter: @GuideStarUSA

Facebook: www.facebook.com/

GuideStarUSA

QUESTIONS?

How to Make the Most of Google Grants and Free Ad Dollars Webinar

Technology

FY 2019 DHS FEMA Preparedness Grants Kick off Webinar Roll-Out (revised).pdf · RHODEISLANDEMERGENCYMANAGEMENTAGENCY FY 2019 DHS / FEMA Preparedness Grants Kick‐off Webinar April

SocialRaise Webinar: Google Grants for Nonprofits

GoTo Webinar FY 2013 GRANTS MANAGEMENT SYSTEM IMPROVEMENTS

Sustainable Communities Regional Grants Webinar

2013-2014 Gifted and Talented Education Grants Webinar April 11, 2013

Grants Managers Share and Learn Webinar by WizeHIve

Visa Innovation Grants Webinar Presentation

Writing Federal Grants...Writing Federal Grants Wednesday, September 16 th, 2020 Thank you for joining us. The webinar will begin shortly. Webinar Management All participants will

SOCIAL MEDIA TOOLKIT. \ Over all Impact Museums Preservation Total grants awarded : 62,858 Total grant dollars : $5.33 billion Total grants awarded :

CHARTER SCHOOLS PROGRAM PRE-APPLICATION WEBINAR - … · CHARTER SCHOOLS PROGRAM PRE-APPLICATION WEBINAR - GRANTS FOR STATE EDUCATIONAL AGENCIES . FY 2015 Pre-Application Webinar

Infant Mortality Reduction Initiative Collaborative Grants Pre-Application Webinar July 20, 2015

MINUTES DISTRICT 5580 GRANTS SUB-COMMITTEE WEBINAR …clubrunner.blob.core.windows.net/00000050019/en-ca/... · 20.08.2015 · DISTRICT 5580 GRANTS SUB-COMMITTEE WEBINAR MEETING

Double Your Dollars: Using Matching Grants The presentation will begin shortly. To hear the audio portion of this webinar, you must dial in: 1-866-740-1260

Opporutunity Grants Management Webinar

Grants Management System (GMS) Webinar...Grants Management System (GMS) Webinar FY15-16 Project 515 Office of School Support 9/10/2015 AGENDA Introduction to the Grants Management

Susan Harwood Training Grant Program FY 2015 Proposal Webinar: Targeted Topic Grants

Award Appropriation 101: Dollars and Sense Stephanie Logaras Associate Grants Officer Office for Sponsored Research Andrew Mark Grants Assistant Office

Webinar: Turning Reviews Into Real Dollars

School Improvement Grants Webinar – Tier I and II Schools April 21, 2010

NC Arts AIE Grants Webinar for A+ Schools AIE Level 2