How to Make the Most of Your AdWords Grant March 20, 2018

BeeMeasure.com @EmilyLPatterson emily@beemeasure.com I am a one-women digital measure agency Specialize in helping non-profits turn their social media, web, email data Into better outreach, more efficient marketing/fundraising campaigns Working in non-profit world for most of my career Non-profits can really benefits from data savvy -- overworked non-profits can really benefit BeeMeasure.com @EmilyLPatterson emily@beemeasure.com

Ad Words Grant Basics 10K per month in free advertising Apply here: https://www.google.com/nonprofits/ Be registered as a charitable organization Have a live website Governmental entities and organizations, hospitals and medical groups, schools, academic institutions and universities are not eligible for Google for Nonprofits, but philanthropic arms of educational institutions are eligible.

-A lot of nonprofits treat the AdWords grant like found money

Think of it more like a scholarship – It’s providing you money to do something you wouldn’t have been able to to do otherwise Need to use it smartly Play by the rules Source: University of Washington, https://www.flickr.com/photos/36963841

Know the (NEW) Rules 5% click though rate Ability to bid more than $2 per keyword You must have two sitelink extensions You must make use of geo-targeting  You must have at least two active ad groups. You cannot advertise against other brand names

What are we talking about? Don’t just drive traffic Get your click through rate up Set your account, so you can bid over $2 Use extensions smartly

#1 Give your ads a purpose - Donations is

THEN PROFIT! FIRST Grant

How can I strategically use my web content to drive organizational goals?

THEN FIRST PROFIT! How can I entice them to subscribe/ sign a petition/ come to an event? Why does search traffic come to my site? Emails

What search terms are currently sending people to my site?

What content are they landing on?

Extra credit: Filter for just search traffic Create a new traffic filter

#2 Get Your Click Through Rate Up What traffic do you currently have that’s bringing people to your site.

Review Your CallS to action

Clean Up Your Keywords - The wrong organization - Tree farm – Christmas tree farm

& If all Else Fails… Add easy wins Advertise against your brand name, program names and other proper nouns that your organization is known for

#3 Up your Keyword Bids

Don’t be limited by this

Switch to Maximize Conversion

The catch? You need to have “conversions” to take advantage of maximize conversions bidding

Goals Can Be Tough Reason #1: They are different for every website Reason #2: They are often not pageviews

The Easiest Goals are Pageviews

Set up goals

#4 Use Extensions smartly

Sitelink extensions Structured snippet Callout extensions https://support.google.com/adwords/answer/7332837 Add additional text to your ad, like “free delivery” or “24/7 customer support.” Callouts can be used to encourage people to convert offline. Sitelink extensions

What are Extensions Good For? Establishing trust, credibility Showcasing related options Providing additional, supporting information Time sensitive language Trust – BBB Accredited charity Related options – Senior dogs Supporting info: About us, FAQ Time sensitive: Donate in 2017. Can be scheduled

Wrap it up

Download these slides at BeeMeasure.com/Resources Keep in touch: emily@beemeasure.com