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?


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

http://support.google.com/grants

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

bold


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

Febru

aryMarc

hApril

MayJune

July

August

Septem

ber

October

November

December

January

Febru

aryMarc

hApril

MayJune

July

August

Septem

ber

October

November

December

0

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%

OK



Targeted Website PageAverage Conversion Rate: 2.40%

BETTER



Special Landing PageAverage Conversion Rate: 12.5%

BEST


GUIDESTAR LANDING PAGE


TODAY

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


INTERESTED IN GOOGLE GRANTS NOW?

CONTACT:

Justin ChampionSales [email protected] 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 [email protected] x 115

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

SearchMojo

Diana [email protected]

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

Facebook: www.facebook.com/

GuideStarUSA


QUESTIONS?

Technology

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