Google Grants/SEM
for Nonprofits
Introductions
Agenda
1.
2.
3.
4.
How Grants Works and How it Differs from Paid Ads
Grants Best Practices
Keyword Match Types
Remarketing
Appendix:
1. Resources
2. Suggested Reports
AdWords Ads Appear Near the Top of the
Search Engine Results Pages.
Paid Ad
Results
Free
Organic
Results
How Paid Search Works versus Grants
Due to Grants restrictions, there is a limit to what you can do with your nonprofit
account.
Feature
Google Grants
Paid Search
Budget Caps
$329 per day per $10,000
account (if $229 spent one
day, can’t use remaining
$100 another day)
None
Max cost-per-click
$2.00
None
Ad Type
Only text ads
Text, image, banner, rich text
Ad position
Ad shows lower on a search
page and are clicked less
often
Can show in any position,
depending upon CPA target
Campaign choices
Can only run keywordtargeted campaigns
Can target by keyword,
location, demo, interests, etc.
Search partners
No
Can run ads on third-party
search engines, such as AOL
Source: Adapted from Google Help
Materials
5
Best Practices for Google Grants
Best Practice
Detail
Target Your Audience
•
•
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•
Choose Right Keywords
Google Keyword Tool
Include Target Keywords in Your Ad
Text or Headline
The keyword tool can help you determine
high-traffic keyword opportunities.
Use a Relevant Landing Page
This can help increase the number of people
who convert.
Use a Strong Call to Action (CTA)
Make sure it’s clear what you want people to
do. Donate? Sign a petition?
Global or nationwide
Regions/cities
Languages
Zip Code—Good for groups serving a small,
limited geographic area
Use Conversion Tracking
Source: Adapted from Google Help
Materials
Anatomy of a Text Google Grants or Paid Search Ad
• Headline uses brand name
• Site links offer more ways into the website
• Clear call to action (Make a donation now.)
Google Keyword “Match Types” Explained
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•
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•
Broad match
Broad match modified
Phrase match
Exact match
Negative keywords
Broad Match
An organization working to save ducks should avoid a general
word like “duck.” The following are terms that could trigger an ad
with “duck” as a keyword:
• Duck tape
• Donald Duck videos
• Duck hunter
• Save ducks
• Duck recipes
Phrase Match Appears Like This: “Donald Duck”
Your ad would appear when the above appears in a person’s
search query and would be triggered on the following:
• Donald Duck
• Donald Duck videos
• I love Donald Duck
The ad would not show if someone typed “Who was Donald the
Duck?”
Broad Match Modified
Appears Like This: +Donald +Duck
•Can specify search terms that must be included in someone’s
search query to trigger your ad.
•Lets you use keywords that have more reach than phrase match
and more control than broad match.
•Created by adding a + symbol directly in front of one or more
words. Each word proceeded by a + must appear in the user's
search exactly or as a close variant.
•Close variants will include misspellings, singular and plural
forms of a word, abbreviations and acronyms.
•Source: Adapted from Google Forum.
Exact Match Appears Like This:
[Iced tea]
The above would trigger an ad only with that phrase and not on
a phrase like “iced tea recipe.”
• Good match type to use if your phrase has more than one
meaning.
Negative Keywords
• A list of negative keywords can prevent your ads from
showing on unrelated terms.
• This list can be added into your AdWords account.
An organization that saves ducks might want to use the following
words to prevent adds from showing on the following:
• Hunter
• Donald
• recipes
Helps organizations raise their online visibility and acquire
supporters.
Google Adwords and Analytics, online strategy, content
and social media.
Contact Brett Gerstein
[email protected] / 202-302-1502
Remarketing
Remarketing Explained
• NOT part of Google Grants.
• Displays text and image ads to your website visitors.
• Ads appear on Google’s display network (92% reach,
millions of sites).
Remarketing Explained
• Also appear on mobile.
• 320 x 50
Remarketing Explained
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•
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Need to add extra code from Adwords to your website.
Google drops cookie on user’s computer.
Minimum 100 cookies must be collected.
Must update privacy policy on your website. Google “Adwords
remarketing privacy policy” for ideas.
• Opportunity to re-engage.
– According to Forrester Research, 96% of people who visit a
website leave without completing the action the marketer
would have liked them to take.
– Not necessarily the last click before donating though.
Remarketing Explained
• Remarketing Lists
– Tells Google what conditions must be met to show remarketing ads.
• Create remarketing lists in Adwords
– Pages visited are most common type:
• People who visited my donate page but did not donate.
• People who have donated (December 31 appeal?).
• People who visited pages on a specific topic.
• Create remarketing lists in Google Analytics
– Google Analytics and Adwords account must be linked.
– Based on metrics from your website.
– Examples:
• Based on location.
• Based on number of site visits.
• Font size.
Remarketing Explained
• Set membership duration for your lists.
– Determines how long someone stays on your list.
• Example: 30 versus 60 days since last visit to your site.
– Try different ads depending on how long it’s been since they
visited your site.
– Try bidding higher for more recent visits.
Remarketing Explained
Remarketing Explained
• Set frequency cap
– Determines how often someone sees your ad to prevent
burnout and “creepiness factor”.
– Consider starting with 2 impressions per week per campaign.
– Check stats after ads have run for a while to determine when
clicks drop off and set new threshold.
Remarketing Explained
• Info goes here
Remarketing Explained
• Try creating multiple ads to combat fatigue.
– Different sizes and creative.
Remarketing Explained
• After lists are completed, create a new Remarketing Campaign in
Adwords.
• Create Ad Groups and import individual remarketing lists into them.
• Place ads into your ad groups that resonate with people on your
remarketing list.
– Example: Help refugees in Syria ad targeting people who visited your
Syria section.
• Try text ads too but image ads convert better.
• Bidding
– Bid higher for remarketing ads in general.
– Bid even higher for past donors and more recent visitors.
Remarketing Explained
• Additional Opportunities:
– Similar Remarketing Lists
• Creates list of new people who never visited your website
who are similar to those on your remarketing list.
• Good for branding
• Add them to a new campaign that is not focused on
remarketing.
• Can help grow traditional remarketing lists if they visit
your website.
• Must have 500 cookies.
Remarketing Explained
– Remarketing Lists for Search Ads
• Shows Google search ads to people on your remarketing
lists.
• Add remarketing list to existing search campaigns and use
bid adjustment to increase bid for people who are on list.
• Or create new campaign to bid on broad match keywords
you normally wouldn’t and target with remarketing lists
only. Ex. “charity”, “non profit”.
• Must have 1,000 cookies (normal remarketing is 100).
Appendix
Resources
• Google Adwords
Support: https://support.google.com/adwords
• HubSpot: http://blog.hubspot.com/
• Search Engine Land: http://searchengineland.com/
• Search Engine Watch: http://searchenginewatch.com/
• WordStream: http://www.wordstream.com/blog
• PPC Hero http://ww.ppchero.com
Suggested Reports to Review
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CVR (conversion rate)
AOV (Average order value)
Grants spend versus revenue
Search query reports