Paid MediaSecond in a 5-part series on maturing social media practice for synagogues
Hosted by Lisa Colton, President, Darim Online and Chief Learning Officer, See3 Communications
Presented by Bridgett Colling, Director of Content Strategy
Tweeting today? @DarimOnline @UJAfedny @LisaColton @BridgettColling
Agenda
UJA Webinar - Paid Media
Welcome, context, Bridgett intro and goals
Paid vs. owned vs. earned media
Introduction to Google Ads and Grants
Introduction to Facebook Ads
About Me: Bridgett Colling● Director of Content Strategy at See3● Favorite digital marketing topics (at this very second):
○ Audience-centric content and micro-moments● I love cooking, traveling and binging on podcasts
UJA Webinar - Paid Media
Goals
● Learn how to leverage paid meeting as part of your overall communications plan.
● Learn the benefits of some of the most popular and effective paid media platforms for nonprofits - Google Grants and Facebook ads.
How can Google Grants help you?
● Get your message out to the right people at the right time
● Solicit donations from within your ads● Recruit more volunteers and engage supporters
UJA Webinar - Paid Media
What do you get?
● $10K per month in in-kind AdWords
Restrictions (I’ll explain what these mean later):● A maximum $2 keyword bid ● Only for keyword-targeted campaigns and text ads
UJA Webinar - Paid Media
Who’s eligible?
● Orgs with 501(c)3 status - even religious orgs that are automatically tax exempt need this status
● Acknowledge and agree to requirements regarding nondiscrimination and donation use
● Have a functioning website with substantial content
Apply online: https://www.google.com/grants/how-to-apply/
UJA Webinar - Paid Media
Targeting with Ad Groups ● Ad groups target people you want to take action and
drive them to a specific page on your site
● Ad groups should have 15-30 keywords per group
UJA Webinar - Paid Media
● Headline - include keywords, ask questions
● Description lines 1 & 2 - show your value and include a call to action
● URL - use a display URL
Why use Facebook ads?● Easy to target your ideal
audience online● Shows their friends who
already like your page● Robust targeting and reporting ● Lots of creative options to
choose from ● Your audience is probably on
UJA Webinar - Paid Media
In conclusion● Paid media is a powerful part of your
communications strategy, and works in tandem with earned and owned media
● Google Grants gives nonprofits free money - you should use it!
● A successful paid campaign is all about great structure, not a singularly awesome ad
● Facebook targeting is robust and powerful - use it!
UJA Webinar - Paid Media
THANK YOU!
Want to chat about paid media or social media strategy? Email me at [email protected]
UJA Webinar - Paid Media
Thank you to SYNERGY and UJA-Federation of New York for their support of this webinar series.
● Communicating for Social: Feb 25, 1-2pm ● Representing Your Brand Online: Content
Strategy and Planning: March 8, 1-2pm ● Crowdfunding: March 29, 1-2pm
All times above are eastern. Once registered, you will receive login information for all webinars. Recording, slides and other links will be coming to your inbox shortly!