Date post: | 23-Jan-2018 |
Category: |
Technology |
Upload: | daniel-wain |
View: | 233 times |
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Dan has worked in the nonprofit technology sector or over 8 years. He’s held executive roles with Blackbaud, Sage, and Fundly. Dan has supported many of the largest nonprofit organizations in the US (small and medium sized nonprofits too) helping them improve annual, major and planned giving, membership activity, and organizational change to meet donor demands. Dan currently sits on the board of the Atlanta Charitable Society.
As a Google AdWords Qualified Individual in all five disciplines as well as Google Analytics, and a Google Partner, Brad pretty much lives, eats and breathes search, display and YouTube advertising. He has in-depth experience having managed, built, and/or repaired more than 500 Google AdWords campaigns. As a Google Partner, Brad was awarded the title of Google AdWords All-Star, and spent three days in Mountain View, CA on the Google campus at the AdWords All-Star Summit.
Joseph is a Seton Hall University Masters student in South Orange, New Jersey. He is the founder of the Dreamscape Foundation, a 501(c)(3) nonprofit organization dedicated to improving the lives of people who are struggling with diseases and disabilities. Joseph serves on the Google Marketing Solutions team as a Small Medium Business strategist. He has consulted with 165 SMBs in maximizing their ROI and marketing spend with Google Adwords.
Panel
3Fundly Confidential
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$10k/mo Text Ads
1% Guidestar One Domain
$2 Google Search
Google Grants
$329/day spend
Cost Per Click
Max
No Affiliate network
Ads
Limited to Search
Marketing
Must Maintain CTR
Threshold
Make sure your 990
is uploaded
Only use your main
domain
5
You are trying to get the word out about your organization. You might be a start up or a community based organization with local programs and services. Keyword selection can help to get you started and build your prospect list.
Target Uses• Increase newsletter subscribers• Program service requests• General Brand Awareness
A mid sized organization may have an online engagement manager or digital specialist. Content that builds brand equity is key. A relationship with an agency to manage your grant returns value.
Target Uses • Advocacy / Petition Sign Up• Crowdfunding and Peer to Peer• Event Signups
Enterprising organizations need to be strategic in the way they obtain web traffic. There should be a symbiotic relationship between fundraising/marketing/agency. The goal is to get to the Google Grants Pro level.
Target Uses• Monetary Donations• Landing Page Conversion• In Kind Donations (non car, boat)
Micro Small/Medium Large
Who Uses Google GrantsOnly about 10-15% of nonprofits...
<$1M Revenues $1M-$20M Revenues $20M+ Revenues
7PlacementCPC Bid
(The amount you bid on the keyword)
Quality Score
An assessment that Google assigns
your keywords. How relevant your
keyword is to your ad text and the
landing page you are promoting.
• Where you show up in Ad placement
depends on Google’s Auction
Platform algorithm
• Are your keywords relevant to your
content?
• St. Johns Volunteers 13
Summary
Many searches are being seen for Duluth and related keywords, but
because the website was new and didn’t have very good domain
authority, traffic from organic results was low. Using Google Grants and
well places social media—including blogs, traffic to the website increased
dramatically, as did App downloads.
Challenge: Drive traffic to a new website and increase
app downloads from Google Play + Apple Store
Result: Using well constructed Ad groups with all ad
extensions, new visitors to the website increased and
app downloads to the search campaign increased and
were attributed to the text ads
Nonprofit Example
• St. Johns Volunteers 14
Summary
Charities underestimate the importance of tracking volunteer signups
and creating a list of people to support the mission. AdWords ensured
the website was SEO friendly and tightened up the mission statement
Challenge: Lack of an audience (500 contact list size)
and not many supporters. Looking to drive event
signups and increase donations
Result: Conversion tracking and newsletter signups
produced 25,000 new contacts in 9 months.
Nonprofit Example
19
Do you have a project manager or someone skilled enoughto develop keyword strategy and execute importantchanges to your Grants account?
1Assign a Project Manager
What action are you trying to drive? Common CTAs includeDonation Pages, Newsletter Signups, Learn More, Volunteer. Agood CTA tells the searcher exactly what we would like them todo: click on our text ad and visit our landing page/website.
Research Call to Actions
Good campaigns will be built around well constructed Ad Groupsthat have common keyword themes and include text ads that arehighly relevant to the keywords contained in the ad group. ..
Construct Ad Groups and Campaigns
Campaign Optimization
The use of additional ad channels such as social media,blogs, YouTube, and retargeting will increase the reachand frequency of your advertising message. You shouldnot only be locked into Search Marketing.
Omni Channel Advertising
2
3
4
5
Grants Launch PlanSetting up for Success
Once the campaign has been launched, the campaign manageruses the search terms report and KPIs to increase relevantimpressions, optimize the click thru rate and maximize conversions.
• Monthly spend
designated to
nonprofit orgs.
• Uses the AdWords
interface to bid on
keywords
• A platform designed
to help you analyze
web traffic ranking
and keyword
research
• Subscription offering
• Understand
constituent behavior
and website
performance
• Built to work with Ad
Grants
• Landing Page
Template Builder
• A way to “convert”
for events,
newsletter signups,
advocacy
ProductsIngredients for Search Marketing