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Maximizing Your Google Grant To Attain Your Advertising Goals

Maximizing Your Google Grant To Attain Your Advertising Goals. 1. Review: What’s it all about?. Google Grants provides select nonprofits with free advertising on Google.com, via the Google AdWords program. Your Nonprofit

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Maximizing Your Google Grant To Attain Your Advertising Goals

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  1. Maximizing Your Google Grant To Attain Your Advertising Goals 1

  2. Review: What’s it all about? Google Grants provides select nonprofits with free advertising on Google.com, via the Google AdWords program. Your Nonprofit Imagine your nonprofit here right when a user is searching for your cause. www.YourNonprofit.org 2

  3. Philosophy: Why Should I Optimize My Account? We got a Google Grant! Our Google Grant is up and running. Now we can just forget about it & go out and play! 3

  4. Philosophy: Why can’t I just ‘set it & forget it’? Use the full potential of your grant: up to $10K/month in free advertising! In for-profit companies, they hire an Online Marketing Manager full-time to optimize their account. Try to have someone who can regularly devote time to AdWords in your organization. Active Account Management is also now required by Google for Google Grants accounts. We want to ensure we are providing grants to organizations actively engaged with their accounts 4

  5. Checklist for Optimization Focus on these, in this order: Campaign & Ad Group Structure Keywords Ad Text (Creatives) Landing Pages Budgets CPC’s Ad Position 5

  6. Campaign & Ad Group Structure • Campaign Structure • Campaign Settings Tips • Ad Group Structure • Ad Group Tips

  7. How many campaigns should I create? Create 1-3 campaigns campaigns and group them by theme Create a new campaign here Breast Cancer Center Breast Cancer Month • Ex: Create 3 separate campaigns to • Goal: get donations • Goal: get volunteers • Goal: publicize events 7

  8. Campaign Settings: Tips 8

  9. Ad Group Structure Set up Ad Groups by theme – all keywords in each ad group should be related to one theme Create a new ad group here 9

  10. Example: Ad Group Structure • Set up Ad Groups by theme – all keywords in each Ad Group should be related to one theme. • Ex: • Under Campaign ‘Events,’ create separate Ad Groups for: • Annual Breast Cancer Run • Breast Cancer Awareness Month • Breast Cancer Ribbons Project 10

  11. Why should I have tightly-themed Ad Groups? Answer: Quality Score! Quality Score is determined at the Keyword-level but rolls up to the ad group & campaign level, so it’s very important to have good ad group structure. 11

  12. Volunteer Abroad Help disadvantaged children. Learn more here! www.example.org Examples of Good & Bad Ad Groups Campaign: Volunteer in Asia Good Ad Group Bad Ad Group volunteer china volunteer work china work in china help in beijing china travel to asia volunteer china work in vietnam flight to china Too Many Themes Unified Theme A unified theme allows for far more tailored Ad Text More Generic Creative (Bad Ad Group) Tailored Creative (Good Ad Group) Volunteer in China Help disadvantaged children in China. Learn more here! www.example.org

  13. Ad Text Optimization Tips • Ad Text Structure • Best Practices: Ad Headline • Best Practices: Ad Text • How to run an Ad Text report • Editorial Guidelines

  14. Ad Text: Structure & Messaging • Structure • Ads should be relevant to the keywords in that ad group • Use multiple texts in each Ad Group • Messaging • Be informative: Describe product or service • Be persuasive: Use calls-to-action • Be consistent: Ensure ad text suggests what the user will see when they click through

  15. Best Practices: Headline (Line 1 of ad text) Use important keywords in your Headline: • Increases perceived relevancy of ad Catches user’s eye: • Ask a question • Make a statement • Summarize specific product or service

  16. Best Practices: Call-to-Action • Reflect your organization’s goal(s) • Spell out appropriate user action you’re looking for: • ‘Sign Up for Free Newsletter’ • ‘Learn More Here’ • ‘Order Tickets Today!’ • ‘Donate Here!’

  17. Best Practices: Punctuation • Include punctuation at end of description lines • Exclamation points! • Not in headline • Only one per ad text Breast Cancer Awarenesswww.example.orgLearn how to protect yourself Support groups, workshops & more.

  18. Breast Cancer AwarenessLearn how to protect yourself Support groups, workshops & more. www.Cancerexample.org Breast Cancer AwarenessLearn how to protect yourself Support groups, workshops & more. www.CancerExample.org Best Practices: Display URL • Use as extra text space to brand website • Capitalize first letter of each word within domain • Example: ‘www.GoogleAdWords.com’

  19. I have 4 ad texts per Ad Group. How do I know which one is best? 1. Go to the “Settings” tab 2. Select “Ad Delivery” 3. Choose either “Optimize: Show better performing ads more often” or “Rotate: Show ads more evenly”

  20. Regularly Monitor your Ad Text Performance: Run an Ad Text Report • Let the ad text run for about two weeks in order to have a sufficient amount of data to analyze. • Make sure campaign ad delivery is set to ‘rotate: show ads more evenly’ • How to run a report: 1. Create a “Ad Text Performance” report 2. Stats available for each ad text – the higher the CTR, the better the ad text 3. Pause weaker-performing creative(s). 4. Set ad delivery to ‘optimize: show better performing ads more often’

  21. Examples: Cannot use “Best”, “#1” & “Lowest” emphasizing superiority unless 3rd party verified. No excessive punctuation (example: “!!” or “???”). No “!” in the headline. Destination page cannot have a pop-up No inappropriate language or misspellings www.adwords.google.com/support “advertising policies” Google Editorial Guidelines

  22. Keyword Optimization Tips • Tips • Keyword Types • Negative Keywords • Tools to find new keywords: ‘Opportunities’ tab • Tools to find new keywords: ‘Search-based Keyword Tool’

  23. Keyword Optimization Tips • Group keywords by theme. In each ad group, include general and specific terms. • Plurals: Include relevant plurals & singulars • Capitalization: List only as lowercase • Punctuation: System ignores symbols, including hyphens & periods

  24. Types of Keywords

  25. Don’t Forget Negative Keywords! • Adding a negative keyword to your ad group or campaign means that your ads won't show for search queries containing that term. • Example: Add the negative keyword –ovarian if you work for a nonprofit that funds breast cancer research & don’t want your ad to appear for a search on ovarian cancer research

  26. Tools to find new Keywords: ‘Opportunities’ Tab This tab refreshes with keyword ideas every two weeks. Visit this once a month to find new keyword opportunities.

  27. Tools to find new Keywords: Search Based Keyword Tool

  28. Quality Score • Review: How to Identify Problem Areas • What is Quality Score? • What should I do if I have low Quality Score? • What should I do if I have a low CTR? • What is a good landing page? • What should I do if I’m not using up my entire daily budget?

  29. Glossary • Quality Score : • Quality Score is a measure of how relevant your ad, keyword, or webpage is. Quality Scores help ensure that only the most relevant ads appear to users on Google and the Google Network. • Landing Page: • An active webpage where customers will 'land' when they click your ad. The web address for this page is often called a 'destination URL' or 'clickthrough URL.’ • CTR: • Click-through rate (CTR) is the number of clicks your ad receives divided by the number of times your ad is shown (impressions) via Google. • Relevance: • Relevance refers to the usefulness of information to a user (such as an ad, keyword, or landing page). Relevance, or the quality of an ad, is reflected by a keyword's Quality Score.

  30. Review: How to Identify Problem Areas • Campaign Statistics • Sort data by Quality Score, Clickthrough Rate (CTR), and Cost • You may need to enable the Quality Score (QS) column in your account 1-4 is poor QS; 5-7 is okay; 8-10 is great!

  31. Review: How to Identify Problem Areas • Campaign Statistics • Identify problem areas • ‘Poor’ Quality Scores • CTRs below 1% • High-cost with poor Quality Score or low CTR • Target these areas for optimization CTR <1% & Poor QS so optimize!

  32. What is Quality Score? Quality Score is a measure of how relevant your ad, keyword, or webpage is. Quality Scores help ensure that only the most relevant ads appear to users on Google and the Google Network.

  33. What is Quality Score? Factors that make up Quality Score: • The historical clickthrough rate (CTR) of the keyword and the matched ad on Google • Your account history, which is measured by the CTR of all the ads and keywords in your account • The historical CTR of the display URLs in the ad group • The quality of your landing page • The relevance of the keyword to the ads in its ad group • The relevance of the keyword and the matched ad to the search query • Your account's performance in the geographical region where the ad will be shown • Other relevance factors

  34. What should I do if I have low Quality Score? • Determine how important this keywords is to your account • Review Ad Text • Add new, more relevant Ad Text or move keywords to more relevant ad group • Create new ad group • Increase Max CPC (up to $1.00)

  35. What should I do if I have a low CTR? • Review terms: high impression and low click numbers • Edit keyword match types for more specific traffic (ex. Change from “Broad” to “Phrase,” or “Phrase” to “Exact”) • Add negative terms • Move to Ad Group with more relevant Ad Text • Write new Ad Text

  36. What is a good Landing Page? Check test landing pages and think about the user experience. Land users on a page that is relevant to the information in the Ad Text Landing Page Quality Is the site slow? Is the information the user is looking for easy to find? Is the website easy to navigate? How many clicks is the donation/registration form? Test! Test! Test!

  37. What should I do if I am not spending my entire daily budget? • “What if I am not spending $329/day?” • That may be OK – many Google Grants accounts do not spend the full daily amount • Add keywords to help increase traffic • Move higher traffic keywords into their own campaign with their own budget, optimize Ad Groups and Ad Text for them • Lower bids on underperforming keywords/raise bids on keywords you’d like to promote

  38. Takeaways 38

  39. Takeaways Log in! Discover: Visit the ‘Opportunities’ tab and Search-based Keyword Tool to find new keywords once a month Monitor: monitor your keywords’ and landing page quality score Optimize: optimize your campaign and ad group structure, ad text, and keywords until 90% of your keywords are at the 7-10 level.

  40. Takeaways: Optimization

  41. Resources • AdWords Help Center: http://adwords.google.com/support/aw • AdWords Blog: http://adwords.blogspot.com/ • Google Grants Help Center: http://www.google.com/support/grants/ • AdWords Beginners Guide: https://adwords.google.com/support/aw/bin/static.py?hl=en&guide=21899&page=guide.cs • Analytics Help Center: http://www.google.com/support/googleanalytics

  42. Thank You & Good Luck! 42

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