Google AdWords for Nonprofits

About HandsOn Tech

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Our servicesFree services for any Chicago-area nonprofit

Technology Training 459 nonprofits

• 1-2 hour workshops on various technologies• Browse and sign up at

www.volunteerinfo.net/hotc

Assessments and Consulting 33 nonprofits

• In-depth technology consultation• Volunteer projects to enact some

recommendations

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Outline1. Introduction to Google AdWords

2. What can I use it for?

3. Why AdWords?

4. How do I use it?

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Introduction to Google AdWords

What is Google AdWords?

• Paid advertisements that appear at the top and to the right of search results on Google.com

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Your NonprofitImagine your nonprofit here right when a user is searching for your cause.

www.YourNonprofit.org

Your NonprofitImagine your nonprofit here, right when a user is searching for your cause.www.YourNonprofit.org

Search terms and ads

• Advertisements are related to the search terms (keywords) you enter into Google

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How do AdWords ads work?• Users click on the ads that are relevant to their

search query and are taken to the advertiser's website

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Google makes $ when you click

• Google charges you each time your ad is clicked

• You set a maximum amount spent per click (bid)

• You set the daily limit (budget)

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What is Google Grants?• Program created in 2003

• Provides nonprofits with $10,000 per month in free advertising on Google

• Supports over 8,000 grantees

• Donated over $800 million in free ads

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What can I use AdWords for?

Marketing

Organizations use their grants to:

• Solicit donations• Recruit volunteers and staff• Promote events• Raise awareness of their

mission or cause• ...and much more!

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CASE Study

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Challenge: Increase volunteers for HandsOn Suburban Chicago’s Court-Appointed

Service Program

CASE Study

Solution: Google AdWords campaign promoting CASE’s services to people searching Google for court-appointed service opportunities in Chicago

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CASE Study

Results: Between January 1, 2011 and today, 185,856 people have seen this ad

and 4,163 people have clicked on it.

Court Appointed Service

www.volunteerinfo.net/case

Placing people with misdemeanors to community service opportunities

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Why AdWords?

The power of online marketing• 94% of consumers research products online

before buying and 60% use search engines as their go-to online shopping resource.– Source: 2010 Compete Online Shopper Intelligence Survey

• 97% use online media when researching products or services in their local area.– Source: March 2010 BIA/Keisey Consumer Tracking Study

• 75% who are looking for a store, price or product information search online before or during a shopping trip.– Source: 2010 Deloitte LLP Survey

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Benefits of online marketing

• Make immediate changes– Keep your marketing efforts agile and

responsive

• Track real-time results– Measure the impact of your marketing as you

go

• Target specific demographics– Reach people interested in your services– Keeps prices down and effectiveness up

• Scalability– Grow or shrink your ad reach to meet your

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The power of Google• 66.4% of Internet searches are done on Google

– Source: comScore March 2012 U.S. Search Engine Rankings

• 12,200,000,000 searches on Google in March 2012– Source: comScore March 2012 U.S. Search Engine Rankings

• Google had 44% of global Internet ad market in 2010 - more than Microsoft, Yahoo!, Facebook and AOL combined– Source: ZenithOptimedia report December 5th, 2011

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Benefits of Google

• Market share– Google has a dominant portion of the ad

market

• Cost (especially for nonprofits!)– Free for nonprofits

• Ads tied to keywords in searches– Connect with people as they are searching for

you

• Tools to measure the impact– Measure and optimize your ads in real time

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How do I use AdWords?1. Tour

Account Structure

• Structure of ad campaigns:

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Keyword Match Types

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Use this match type...

With this punctuation...

To trigger your ad on...

Example

broad match none synonyms, related searches, and other relevant variations

adopt kittens chicago

broad match modifier

+keyword close variations but not synonyms or related searches

+adopt +kittens +chicago

phrase match "keyword" a phrase "adopt kittens" chicago

exact match [keyword] an exact term or phrase

[adopt kittens chicago]

negative match

-keyword searches without the term

-puppies

Measuring performance

• Is my account performing well?– Review performance statistics for your

campaigns, ad groups, ads and keywords

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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

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1-4 is poor QS; 5-7 is okay; 8-10 is great!

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

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CTR <1% & Poor QS so optimize!

Optimization• Run multiple versions of ads and go through

multiple trials• Move budget to higher performing campaigns

– Restructure poorly performing campaigns

• Keyword first– Place your keyword in the top line of the ad.

Google will automatically bold it

• Call to action– E.g. Donate Here, Volunteer Now, Sign Up Now

• Punctuate the end of the first description line– Ads above the search results run across one line

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Tools – Keyword Tool

• Use the Keyword Tool to get new keyword ideas. Select an option below to enter a few descriptive words or phrases, or type in your website's URL. 

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Tools – Search Query Report

• This report shows performance data for the search queries that triggered your ads & received clicks

• Add keywords with high click volume to your list

• Add negative keywords

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Example: the report shows your ad appeared on the keyword ‘volunteer army.’ Add –army as a negative

keyword

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Q & A

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