Improve your organization's reach using Google Ad Grants and AdWords

©2017 DonorDrive® - Confidential - All Rights Reserved

Improve Your Organization’s Reach withGoogle Ad Grants and AdWords

Josh WeumAdWords Digital Ambassador

Google

Anne BaumSearch Marketing and Analytics Lead

DonorDrive


Introductions

Anne BaumSearch Marketing and Analytics Lead

DonorDrive

Josh WeumAdWords Digital Ambassador

Google


Agenda

What is Google Ad Grants?

What is Google AdWords and Search?

Why is Search Important?

How Nonprofits Can Use Google Ad Grants

Setting Up Google AdWords

Customer Case Study – Children’s Miracle Network Hospitals

Q&A


What is Google Ad Grants?Section One


Google Ad Grants• Ad Grants is a program where Google gives nonprofits up to $10k a month to spend on search

advertising in AdWords

• Ad Grants recipients build and manage their own AdWords accounts similar to paying advertisers and have a number of options within the following limits:

A maximum cost-per-click (CPC) limit of $2.00 USD

A daily budget limit of $329 USD(About $10,000 each month)

Only include text ads that appear on Google search result pages, in positions below the ads of paying advertisers

Only include keyword-targeted campaigns

©2017 DonorDrive® - Confidential - All Rights Reservedhttps://developers.google.com/adwords/

Who is Eligible for Google Ad Grants?

EligibleOrganizations that are registered as a

charitable organization

Companies registered with TechSoup

Not EligibleGovernment Entities

Hospitals or Healthcare

Education Institutes


Application Checklist

1 Create a Google Nonprofit Account

3 Create a Google Adwords Account

2 Register with TechSoup

4 Submit account for review


What is Google AdWords and Search?Section Two


Google AdWords

• Google AdWords is an advertising platform that allows businesses to reach your target audiences online

• AdWords allows you to place ads for your business in the following places online:

• Google Search Network (e.g., Ask.com) • Google Display Network• YouTube • Google Search


Examples


Search Partner Ad Example

• A group of search-related websites where your ads can appear

• Text ads only

Text ads shown through AdWords on a Search Partner Site.


Google Display Ad Example

Ad served through AdWords on the Google Display Network.

Website opted in to the Google Display Network.


YouTube Ad Example

Video ad served on YouTube through AdWords.

Text Ad served on YouTube through AdWords.


Google Search Example

Text ads shown on the Google Search Engine Results Page through Google AdWords.

Organic Search


What is Search Advertising and How Does it Work?

1. Searcher types a search query into a search engine. • E.g., “What is Extra Life”

2. Search Engine Results Page is populated with paid and organic results based on the search query.

3. When a user clicks on a paid ad, they are directed to the advertiser’s website, and the advertiser is charged for the click.


Why is Search Important?Section Three

Micro-moment | mīkrō-mōmənt

NOUN

An intent-rich moment when a person turns to a device to act on a need-to know, go, do, or buy.


Micro-Moments in the Customer Journey

Unscripted decisionsMore loyalty to the need in

the moment vs. a brand

High ExpectationsFor relevance and for

frictionless experiences

Immediacy of ActionActing on any stimulus,

whenever we’re motivated to


There are now trillions of searches made globally on Google every year.Google internal data, Global March 2016.

Why Search is Important


Over half

Google internal data, for 10 countries including the US and Japan, April 2015

of those searches happen on mobile.


know go

do buy

I want to…


I-want-to-know moments

65%Of online consumers look up more information online vs a

year ago.

I-want-to-go moments

2XIncrease in “near me” search

interest in the past year.

Types of Micro-Moments

I-want-to-do moments

91%Of smartphone users turn to their phones for ideas while

doing a task.

I-want-to-buy moments

82%Of smartphone users consult their phones while in a store

deciding what to buy.


Why Search is ImportantShowing up gets your brand in the game to be chosen, not just seen.

Of smartphone users have discovered a new company or product when conducting a search on their smartphones.

Many Consumers aren’t brand committed

51%

Get a shot at your competitor’s customers

Smartphone users have purchased from a company or brand other than the one they were seeking because of information provided in the moment they needed it.

1 in 3

Being there drives brand awarenessShowing up in mobile search ad results can increase unaided brand awareness by an 46%.


How Nonprofits can use Google Ad Grants

Section Four


Search Example

Research Search

Search can help your organization be visible when someone is looking for information.


Search Example

Research Search

Search can help your organization be visible when someone is looking for information.


Search Example

Research Search

Search can help your organization be visible when looking for information


Search Example

Participate in an Event

Search can help your organization be visible when someone wants to be involved.


Search Example

Participate in an Event

Search can help your organization be visible when someone wants to be involved.


Setting Up Google AdWordsSection Five


Example: Computers 4 Our Kids

• Nonprofit Computers 4 Our Kids

• What We Do Refurbish electronics for children who need them. Supplying access to technology while keeping it out of our landfills.

• What We Need General DonationsEvent Participants

• Areas Served Cincinnati Metro Area


How to Get Started

Goal One: Increase Donations

• Website Goal: Increase the number of donation pick-up forms completed

• KPI: Y-o-Y increase in donation form fills

• AdWords: Create a campaign focused on donation opportunities

• Website Goal: Increase the number of event participants

• KPI: Y-o-Y increase in registrations

• AdWords: Create a campaign focused on their annual fundraising event

Goal Two: Increase Participation


AdWords Structure

CampaignDonations

Ad GroupDonate – Children

KeywordDonate to children

Donate children’s charity

Ad Group Donate - Electronics

KeywordDonate my old electronics

Donate electronic devices


AdWords Structure

CampaignAnnual Fundraiser – Video

Game Themed 5k

Ad GroupsParticipation – Local 5k

Keywords5k for charity 2017

Fun charity walk

Ad GroupsParticipation – Video Game Fundraiser

KeywordsPlay video games for charityTeam video game challenge


Ad Copy


Ad CopyTo effectively reach your potential customers, your text ads should be informative, relevant, and engaging.

Include prices, promotions, and exclusionsPeople often use Google search to make a decision about something. Give them what they need to decide. If you have a limited-time discount or stock an exclusive product, say so.

Highlight what makes you uniqueFree shipping? Dazzling variety? Tell people! Showcase the products, services, or offers that make you competitive.

Empower customers to take actionAre you selling something? Tell people what they can buy. Are you offering a service? Tell people how to contact you. Calls to action like purchase, call today, order, browse, sign up, or get a quote make clear what the next steps are.

Include at least one of your keywordsKeywords in your ad text show your ad’s relevance to what people want. For example, if you’ve included digital cameras as a keyword, your ad’s headline could be “Buy Digital Cameras”.

Match your ad to your landing pageHave a look at the page that you’re linking to from your ad, and make sure the promotions or products in your ad are included there. People might leave your site if they don’t find what they expect.


Keywords

• To effectively reach potential customers, keyword lists need to be added to each ad group

• Keyword lists should be grouped by theme with 5-20 in each ad group

• Here are some other tips:• Think like a searcher• Select keywords based on your searcher’s needs and

business goals• Select general keywords to reach more people• Create similar keywords into ad groups • Pick the right number of keywords


Device Targeting

Control visibility on select devices by increasing or decreasing your bid amount

• Tablet• Computer• Mobile


Geographic Targeting

• Cities

• States

• Congressional Districts

• Zip Codes

• Radius Targeting


Demographics Targeting

For Search campaigns, you can use Demographic targeting for household income to target searchers.


Places of Interest Targeting

For Search campaigns, you can use Places of Interest to create geographic targeting to reach your target audience.


Ad Grants Best Practices

• Identify organization goals and how Google AdWords can help achieve them

• Create a campaign for every organizational goal or project

• Write effective and succinct copy

• Organize keywords in ad groups based on theme

• Drop searchers on the most relevant pages within your website

• Use available features like targeting to make the most out of your ad spend


Children’s Miracle Network HospitalsCustomer Case Study

Section Six


Maintaining Ad Grant Programs Is Not for the FaintheartedThe Problem:


Maintaining Ad Grant Programs is Not for the Fainthearted

• Struggled with creating a strategy, implementing, and maintaining an Ad Grant program, which requires a substantial amount of an organization’s resources

• Dealing with the restrictions of the program o E.g., the $2 maximum spend on cost-per-

click ads, or campaigns that are limited to keyword targeting

These all made it difficult to meet the full value of the budget that Google had given us. We managed the program internally for a year and decided that we’d move management to an agency in hopes of spending the full budget we were allocated, as well as getting more effective spend of those dollars.

According to Nick Ward, Vice President of Digital Marketing at Children’s Miracle Network Hospitals:


DonorDrive Offered Success Without Stress

The Solution:


• Optimize bids to maximize visibility and traffic

• Continuously add new keywords based on searcher behavior

• Create seasonal and event specific campaigns

• Update ad copy based on performance to maximize traffic

• Create and share easy-to-read reporting on a monthly basis

• Conducted a full structural audit• Restructured the campaign to align

with their organization goals and Google Adwords Best Practices

• Expanded the keyword focus to align with their organizational goals

• Updated ad copy to convey the mission and increase click-throughs and site visits

Success Without StressFirst Steps Ongoing Management


Improved ROI

The Results:


Improved ROI

• In the first three months that Global Cloud managed the program, there was a dramatic increase in success:• The average monthly site visits increased by

more than 100%

• The cost per click decreased by 77%

• Position in Google Search results on the page rose from 3.5 to 2

• Clickthrough rate to the site increased by 250%

• Pages per session increased by 57%

• Bounce rate decreased by 42%

Frankly, the results were dramatic. Global Cloud was able to more than double the spend towards our allocated Google budget, as well as get out costs-per-click at a much cheaper rate. Immediately we saw an increase in donations as well.

Nick saw an increase in the success of their program:


Section Seven

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www.donordrive.com/globalcloudservices


Thank You

More Questions? Let Us [email protected]

www.donordrive.com/globalcloudservices


AdWords Structure

AccountComputers for Kids

CampaignDonations

Ad GroupsDonate - Children

KeywordsDonate to children

Ad GroupsDonate - Electronics

KeywordsDonate my old

electronics

CampaignParticipation

Ad GroupsParticipation –

Work Event

Keywordsorganize charity drive at

work

Ad GroupsParticipation – Donation

Drive

Keywordsdonation drive for

charity

Business

Improve your organization's reach using Google Ad Grants and AdWords