Google Grants/SEM for Nonprofits PDF
Preview Google Grants/SEM for Nonprofits
Google Grants/SEM for Nonprofits Introductions Agenda 1. How Grants Works and How it Differs from Paid Ads 2. Grants Best Practices 3. Keyword Match Types 4. 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 None account (if $229 spent one day, can’t use remaining $100 another day) 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 Can show in any position, page and are clicked less depending upon CPA target often Campaign choices Can only run keyword- Can target by keyword, targeted campaigns location, demo, interests, etc. Search partners No Can run ads on third-party search engines, such as AOL Source: Adapted from Google Help 5 Materials Best Practices for Google Grants Best Practice Detail Target Your Audience • Global or nationwide • Regions/cities • Languages • Zip Code—Good for groups serving a small, limited geographic area Choose Right Keywords Google Keyword Tool Include Target Keywords in Your Ad The keyword tool can help you determine Text or Headline 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? 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 • 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?”
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