Google digital fundraising forum

Google Confidential and Proprietary 1

Digital Fundraising Forum

Barry Cahill – Industry Analyst Google AdWords, - Google

Grants Cultural Lead


AGENDA

1. Google Grants1. Google Grants Basic

2. Google Grants on Mobile

2. Google Display Network1. In a nut shell

2. Remarketing

3. Contextual targeting

3. YouTube for Non Profits1. Brand page

2. Creating content

3. Driving Action

4. Measuring results

Google Confidential and Proprietary

1Google Grants


1. Google Grants Basics


AdWords Defined

5

• Google AdWords is Google's advertising program.

• AdWords lets advertisers create simple, effective ads online in minutes


Google Search Property

6

Natural Search

Results

Google

AdWords Ads


Ranking Formula

7

•Ranking is dynamic

•Ads enter the auction every time a search is made

•Google dynamically positions advertiser’s ad according to this ranking formula:

•The higher the ad rank, the higher it gets on the page.

Ad Rank = Maximum Cost per Click bid x Quality Score


Maximum Cost per Click (Max CPC)

8

The maximum Cost per Click determines the limit till how much you are ready to pay

•The Max Cost per Click is determined by the advertiser

•It represents the bidding in the auction system

•The advertiser will not necessarily pay the max CPC


The Quality Score

9

The Quality Score is set by the system and determined by:

•The keyword's Click-Through-Rate (CTR)

•Historical keyword performance

•Historical account performance

•Historical website performance

•Landing page assessment

•Other relevancy factors

When you submit a keyword, we first evaluate how it will perform on Google by determining its quality through its Quality Score.

The higher your Quality Score, the lower the price you will pay per click and the better your position on the page.


The Quality Score

10


How to maximise Quality Score

11

The Quality Score can bee boosted through:

•Tightly themed ad groups

•Strong ad texts, regularly reviewed

•Ad texts that relate to the keywords that trigger them

•Keywords that closely relate to your organisation’s USP

•Keeping a close eye on the Search Query Report and your CTR, or segment by click type


2. Google Grants on MobileTake full advantage


The Rise of M-Commerce: Factors in the Equation

23%

of time accessing the internet is

via a mobile device

IAB/PWC mobile study, Apr 2010

12%

of all UK shoppers use mobiles

to research before they shop

ITPro.co.uk, 2010

20 Million

mobile internet users in the

UK in 2010

Mobile Squared, Oct 2010

38%

penetration of 3G in the UK

(from 28% in 2009)

Morgan Stanley, Nov 2010

27%

of UK mobile subscribers have

a smart phone

UK Ofcom, Aug 2010

2007:

£40/month for

iPhone 2G

2010:

£20/month for

iPhone 3Gs

Tesco, O2

£500m

Value of

m-commerce in the UK in

2010

IAB/PWC mobile Adspend study Apr 2010

2 Seconds

frequency of sales via a mobile

device on ebay

$1 Billion

Amazon’s revenue from M-

commerce

13


Transaction value of

mobile payments in the

UK

£3.3bn

Source:

IAB/PWC Adspend study, Apr 2010

The 2010s Will Be the Decade of Mobile

Source:

Morgan Stanley, Nov 2010

Mobile internet users

will exceed desktop

users globally

85%

of new handsets will be

able to access the

mobile web

Source:

MobiThinking, Oct 2010

$6.5bn

Redemption value of

Mobile Coupons in US

alone

Source:

Borrell Associates, Aug 2010

500mto

3.5bn growth in mobile internet

users globally

2010 → 2015

Source:

Ericsson, Mobile Broadband World, Nov 2010

14

beats


Mobile is growing on charity terms

Apr 1

0

May

10

May

10

Jun

10

Jun

10

Jul 1

0

Jul 1

0

Aug 1

0

Aug 1

0

Aug 1

0

Sep 1

0

Sep 1

0

Oct 1

0

Oct 1

0

Nov 1

0

Nov 1

0

Dec 1

0

Dec 1

0

Jan

11

Jan

11

Jan

11

Feb 1

1

Feb 1

1

Mar

11

Mar

11

Apr 1

1

Apr 1

1

May

11

May

11

0%

100%

200%

300%

400%

500%

600%

700%

800%

900%

Indexed Traffic on Animal Charity queries

Google.co.uk Google mobile Linear (Google mobile)


Mobile Search Drives Response

Separating out mobile campaigns from desktop drives significant performance gains

due to better control of bids, budgets, keywords and landing pages

Source: Google internal data, Google Search only 16

Conversions Click Through Rate

+43%+80%

Cost Per Acquisition

-15%


Golden Rules for optimizing high-end mobile

1. Break out separate campaigns for mobile to maximize targeting and reporting capabilities, as well as traffic and Quality Score

2. Best practices for desktop apply to mobile: tightly themed ad groups and ad texts, relevant keywords

3. Have a strong mobile call to action to increase performance

4. Be aggressive when bidding on mobile since only 2 ad positions above the fold

5. Use click-to-call if you have a call centre

6. Use click-to-download if you have an app

7. Ensure landing pages are mobile-friendly (e.g., no flash, few form fields)

17


4

Mobile Ad Formats: Search

Hyper

local

2Site-

Links

3

1Click-

to-call

Click-to-

download

18


2Google Display Network


The Google Display Network in a nutshell


Contextual and Behavioral Targeting

Choose your Targeting

The most performing message of any other networks

Add demographic and geographic targeting. Exclude sites, keywords or categories

Contextual Targeting

Keywords| Topics

Interest category marketing

Site Targeting Remarketing

Where they are Where they have been


Remarketing


The high value of retargeting

23

X2.5 revenue per click*

compared to the average content

campaign

* Emarketer

23


Convert more visitors with Remarketing

24

o Use Remarketing to capitalize on new traffic that you drive

to your website.

o Place a tag on the home page/key landing pages to add

users who visit these pages to a list in your account.

o Show your ads to these users anywhere on the Google

Display Network, encourage them to revisit your site and

complete the conversion process!

o Use Remarketing to capitalize on new traffic that you drive

to your website.

o Place a tag on the home page/key landing pages to add

users who visit these pages to a list in your account.

o Show your ads to these users anywhere on the Google

Display Network, encourage them to revisit your site and

complete the conversion process!

A user visits your site, but doesn’t donate and leaves the site…

…to search and compare on other sites.

Remarketing allows you to retarget him

wherever he goes after leaving your site…

…with a custom message, related to what

he saw on your site.


Leverage the information you gather

[donation funnel][donation funnel]

[volunteer page][volunteer page]

[event 1][event 1]

[event 2]

Prospection Activate your users

RetargetingSegmentationAcquisition

KW content

Other media

Search

[cross-selling]

[fidelity program]

[New collection]

[exclusion]

[donate]

[event 3]

When a user visits your site, you learn something about him : product visited, shopping cart created, logged in user or not etc.

Use that information to segment your audience and adapt the message.


Long story short

• The most relevant form of targeting

•The ideal companion to your existing online strategy: capitalize on the traffic you acquired, exclude

visitors from campaign to avoid wasting budgets, cross target with topics, retarget from and on YouTube

etc.


Category targeting

27


What is Category targeting?

• Category targeting allows you to target the Display Network using tightly themed ad groups

• The theme of the ad group dictates what site your ad will appear on

• Unlike Google search the keywords do not dictate where your ad shows, only the overall theme of the ad group (so you can have duplicate keywords)

• You can see in the placement performance section of the AdWords interface which sites your ad is appearing on and how it is performing for each site

• You can build category targeted ad groups using the Category Targeting Tool (CTT)

28


Why using CTT?

• CTT will help you build structured content contextual campaigns within minutes

• Takes away the dog work, while maintaining best practice campaigns

• If you are new to the Google Content Network, CTT is the way to expand your online activities: search is only 5% of browsing time !

29


Tightly-Themed Keyword Lists Critical For Effective Contextual Targeting

Tightly-themed ad groups:

yoga gear

yoga gear

keyword 1, keyword 2, keyword 3, etc.

yoga accessories


yoga clothes


bikram yoga gear


yoga mats


yoga apparel


yoga towels


Etc., etc., etc.


Most Advertisers Don’t Take The Time, At The Cost of Campaign Performance

Time consuming

•Time consuming to create dozens of ad groups

•Challenging to generate ideas for specific ad group “themes”, i.e. “How specific should I get?”

Lack of awareness

•Nothing in the UI that prompts or helps them


Contextual Targeting Tool Builds Keyword Lists Automatically So You Don’t Have To

yoga mats


Located Under “Reports and Tools” in AdWords Front-End

33


3YouTube Non Profit Programme

Program Benefits

Branded channels – display a banner that clicks over to your website

Upload videos longer than 15 minutes

Select custom thumbnails for your videos

Embed call-to-action overlay or external annotations to drive users to your donation or take action page – from within your video

Eligibility Requirements

Registered US, CA, AU & UK charities. Apply at www.youtube.com/nonprofits.

YouTube Non-profit Channel Overview

Branded image map banner can

link to various parts of your

website

You select your featured video

Creating Content

5 Tips for Creating Great YouTube Content

• Be genuine

• Know your goals

• Know your audience

• Keep it short (for the most part)

• Be relevant (YouTube is the 2nd

most popular search bar on the

internet)

Driving Action from Video

Drive Action with Call to Action Overlays

Call to action is a way for nonprofits to drive action from their YouTube videos to external take action, sign-up or donation pages.

The World Food Program added call-to-action in-video overlay asking people donate to feed the billion hungry people

Raised $36,000 in one day

How to Add an Overlay

Call-to-action overlays are one of the features of the YouTube Nonprofit Program. Apply at www.youtube.com/nonprofits

Once accepted, overlays are easy to create and amend. Just go to “My Videos” then “Edit Video” and fill out fields in the “Call to Action Overlay” box.

http://www.youtube.com/nonprofits

Video Annotations

Video Annotations are a way to add interactive commentary

to your videos. Use them to:

Add background information about the video

Create stories with multiple possibilities (viewers click to

choose the next scene)

Link to related YouTube videos, channels, or search results

from within a video. YouTube nonprofit partners have the

ability to link to external web pages.

Embedding Multiple Action Items

Adding Video Annotations

You can add video annotations to any video, in any place on the screen, at any time during the video

For nonprofits, annotations have the ability to link to an external site

Annotations appear on embedded videos

To add an annotation, go to “My Account,” then “Edit Video” and select the “Annotations” tab at the top of the page

Measuring Your Effect

Track your performance with YouTube Insight

Easily monitor the performance of videos over time and compare your channel’s popularity with other channels

Free demographic analysis - discover your audience

Track the efficacy of call-to-action overlays through CTR


• Questions Please!

THANK YOU!

Date post:	19-May-2015
Category:	Technology
Upload:	evaredcross
View:	661 times
Download:	0 times

Google digital fundraising forum

Technology