Date post: | 14-Sep-2014 |
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Technology |
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@SEARCHMOJO
SEARCH-MOJO.COM
800.939.5938
Speakers: Lauren Kade, Junior Account Manager, Search Mojo
Diana Hand, Marketing Manager, GuideStar
Moderator: Amanda Chaney, Account Director, Search Mojo
How to Make the Most of Google Grants and Free Ad Dollars
@SEARCHMOJO
SEARCH-MOJO.COM
800.939.5938
SEARCH-MOJO.COM@searchmojo #mojowebinar
ABOUT SEARCH MOJO
• Search engine marketing firm founded in 2005
– Search engine optimization (SEO)
– Pay-per-click advertising management (PPC)
– Social media advertising
– Online reputation management
• Headquartered in Charlottesville, Va
• Featured in the Washington Post, B2B Magazine,
MarketingSherpa, Visibility Magazine and many blogs
• Speakers at SMX Social, PubCon, BlogHer, and more
SEARCHMOJO.COM
OUR CLIENTS
MISSION
To revolutionize philanthropy and nonprofit practice by providing information that:• advances transparency,• enables users to make
better decisions, and• encourages charitable
giving.
User and evaluation data (via GNP, P-pedia, GW,etc)
Tax data (via IRS)
Nonprofit information (GuideStar Exchange)
Accountability seals
Programmatic information (DonorEdge
partnerships)UsersGuideStar
DATA GUIDESTAR COLLECTS
FREE Public Service
• Quick & simple way to verify NPO legitimacy
• Access to Forms 990
• Access to mission, program and basic financial information
• Through GS partners, NPOs can reach millions
• Aggregated third party content and reviews
Fee-based Tools for Professionals
• Subscription-based access to sophisticated search and sorting tools for mission critical decision-making
•Find what you need FAST
• More ways to search, sort , analyze and compare
• At-a-glance results
• Easy to use features
HOW PEOPLE USE GUIDESTAR
SEARCH-MOJO.COM@searchmojo #mojowebinar
GOOGLE FOR NONPROFITS
SEARCH-MOJO.COM@searchmojo #mojowebinar
Eligibility Requirements:• 501(c)(3) status determined by the
IRS• 501(c)(3) status must be publicly
updated within GuideStar.org• Must be located in the United States• Only one membership per
organization
GOOGLE FOR NONPROFITS
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ELIGIBILITY REQUIREMENTS (CONT’D)
• Ineligible organizations:– Governmental entities or organizations– Hospitals and health care organizations– Schools, childcare centers, academic
institutions and universities
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GOOGLE FOR NONPROFITS
• Get 40% discount on Google Apps for Business
• Apply for “Nonprofit” channel on YouTube
• Apply for software grants – Google Earth Pro, Google SketchUp Pro,
Maps API Premier
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And FREE Advertising
through Google AdWords!
GOOGLE FOR NONPROFITS
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GOOGLE GRANTS: WHAT IS IT?
SEARCH-MOJO.COM@searchmojo #mojowebinar
GOOGLE GRANTS: WHAT IS IT?
• Nonprofit grant to use through Google AdWords
• Reach potential donors or volunteers through the top search engine!
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GOOGLE ADWORDS ADS
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GOOGLE GRANTS: THE BASICS
• $10,000/Month for Google AdWords
• $1 bid per click
• Ads on Google.com
• Complete Annual Survey
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APPLY: GOOGLE FOR NONPROFITS
google-for-nonprofits.appspot.com/application
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APPLICATION TIPS
• How will you use the money to further the mission of your organization?
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APPLICATION TIPS
Make Google understand that you’re saving the world! One whale, child, or tree at a time.
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WHAT HAPPENS NEXT?
• Google reviews applications once a quarter
• Reference Grants Help Center for more information: http://support.google.com/grants
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ENROLL IN GOOGLE GRANTS
Accepted into Google for Nonprofits?• Now enroll in Google Grants by
creating an account• Submit proposed account to Google• May take up to 6 weeks for approval
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GETTING STARTED
• What do you want to advertise on?
• What are the main goals of your website?
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SETTING UP YOUR ACCOUNT
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AD COPY
• Ad Copy Basics:– Headline: 25 character limit– Each description line: 35 character limit– Try to use keywords – they appear in
bold
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GOOGLE GRANTS OVERVIEW
Benefits Limitations
$10,000 free advertising each month! $1 bid per click
Increased brand visibility Ads only show on Google.com
Potential to increase donations, volunteers, etc.
Text ads only
Help further your mission Spend Caps: $333 per day
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GOOGLE GRANTSPRO
• $40,000/Month for Google AdWords
• New application
• New eligibility requirements
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ELIGIBILITY REQUIREMENTS
• Spend Requirements:– 2 months at or above $9,500– Within past 12 months
• This is harder than it sounds:– Daily spend caps– Holidays, weekends– Shorter months
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ELIGIBILITY REQUIREMENTS (CONT’D)
• Score an 85% on Google Grantspro Test
• Be actively tracking one conversion goal through Google Analytics
• Annual survey
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APPLICATION TIPS
• Similar to the Google for Nonprofits application, make sure you let them know how awesome your organization is.
• You can spend $40,000 every month, dream big!
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APPLY ONLINE
http://services.google.com/googlegrants/addlsrvcs
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WHAT HAPPENS NEXT?
• Google reviews applications once every quarter
• Google will email you with results:Thank you for taking the time to apply for Grantspro. We're pleased to say that your organization has been selected to
receive an increased budget of US$40,000 per month. Please take note of the following updates regarding your
organization's account.
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DID YOU GET THE $40,000 GRANT?
Congratulations!!!
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NOW WHAT?
• Now you have $40,000 to spend every month. Make it work!– Establish conversions– Continuously optimize the account to
make sure you’re spending the money wisely
SEARCH-MOJO.COM@searchmojo #mojowebinar
GOOGLE GRANTSPRO OVERVIEW
Benefits Limitations
$30,000 more advertising spend each month ($40,000 Total)
$1 bid per click
Further increased brand visibility Ads only show on Google.com
Further potential to increase donations, volunteers, etc.
Only text ads
Help further your mission New spend caps: $1,333 per day
SEARCH-MOJO.COM@searchmojo #mojowebinar
MANAGING ADWORDS AT GUIDESTAR
• Limited internal resources – only a few hours per week
• 12 Campaigns for individual products, programs, and audiences
• Expanded Ad Groups within existing campaigns; Added Keywords
• GrantsPro requirements increased to a minimum spend of $9,500
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WHY GUIDESTAR NEEDED HELP
• GuideStar was having trouble meeting the $9,500 spend requirement
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FIRST STEPS
• Campaign expansion & addition• Keyword expansion• New ad copy• Accelerated ad delivery
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AD SITELINKS EXTENSIONS
• Implemented Ad Sitelinks Extensions
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AD SITELINKS EXTENSIONS
Click-through-rate for Brand campaign increased from 10.89% to 17.05%
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• Hit the $9,500 spend requirements
• Took the Grantspro Exam
• Worked with GuideStar to write the application
• Applied for Grantspro!
SEARCH MOJO CONTRIBUTIONS
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AFTER GRANTSPRO
• Spend increased 236.57% in just the first month!
• Clicks increased 191.19%
January
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hApril
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10,000
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Site Visits Thru Google Adwords January 2010 – January 2012
$40K Grant Unlocked
GUIDESTAR AFTER GRANTSPRO
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GRANTSPRO ACCOUNT MANAGEMENT
• Now focus on conversions– Improve conversion metrics
• Look at account structure
• Improve CTR:– More granularity & relevancy– Ad copy testing– Ad extensions
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CUSTOM LANDING PAGES
• Custom landing pages to help improve conversion rates
• Different landing pages for different conversion actions
• Use dynamic content
• Follow best practices
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LANDING PAGES: CASE STUDY
Website Home PageAverage Conversion Rate: 1.17%
OK
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LANDING PAGES: CASE STUDY
Targeted Website PageAverage Conversion Rate: 2.40%
BETTER
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LANDING PAGES: CASE STUDY
Special Landing PageAverage Conversion Rate: 12.5%
BEST
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GUIDESTAR LANDING PAGE
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TODAY
• Focus on effectively and efficiently using the $40,000
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INTERESTED IN GOOGLE GRANTS NOW?
CONTACT:
Justin ChampionSales [email protected] x 116
Want to get started on your Google Grant now?
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UPCOMING WEBINAR
Discovering Buried Treasure in your SEO –
A Technical How-To SEO Webinar
• May 3, 2012• 2:00 p.m. ET• To register, visit –
www.search-mojo.com/TechnicalSEO
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CONTACT
Lauren [email protected] x 115
Google+: +Lauren Kade(and +Search Mojo)Twitter: @llkade(and @SearchMojo)Facebook:www.facebook.com/
SearchMojo
Diana [email protected]
Google+: +Diana Hand(and +GuideStar)Twitter: @GuideStarUSA
Facebook: www.facebook.com/
GuideStarUSA
SEARCH-MOJO.COM@searchmojo #mojowebinar
QUESTIONS?