Using Search for Fundraising and List-Building: How Google Grants Can Bolster Your Bottom Line

Transcription

1 Using Search for Fundraising and List-Building: How Google Grants Can Bolster Your Bottom Line Daniel Schulman Director of Search Marketing, Donordigital Network for Good Teleconference May 5, 2009

2 Teleconference Overview Paid search (pay-per-click, search engine marketing) Introduction to the Google Grant Program Eligibility and Application Procedures Working with Google Staff Expanding the Campaign More Advanced Topics Analytics Integration Optimizations Other networks & ad formats Network for Good Teleconference, 05/05/09 Slide 2

3 Daniel Schulman Director of Search Marketing for Donordigital Google AdWords Qualified Professional Over 12 Years of Internet Marketing including startups, my own network of websites, consulting for Fortune 500 companies and top Internet properties "A Perfect Face for Radio and Teleconferences" Network for Good Teleconference, 05/05/09 Slide 3

4 Paid Search Results ` Trebucent 28 Network for Good Teleconference, 05/05/09 Slide 4

5 Keyword Bids Trebucent 28 Network for Good Teleconference, 05/05/09 Slide 5

6 Text Ads (Introduction) Headline 25 Characters Two Description Lines 35 Characters Display URL 35 Characters Destination URL 1,024 Characters Extras Network for Good Teleconference, 05/05/09 Slide 6

7 Google Grants Launched in 2003 Originally program policies were pretty ad hoc Currently there is a team of six overseeing the program with additional work by Google volunteers Lots of recent changes in terms of policies and resources Network for Good Teleconference, 05/05/09 Slide 7

8 Grant Eligibility In the U.S., your organization must be a 501(3)(c) Outside the U.S., you must be headquartered in one of the other ~25 approved countries and have the equivalent of 501(3)(c) status A NTEE (National Taxonomy of Exempt Entities) code available from your listing at Not work in non-approved area such as commercial non-profits, credit-counseling, mutual-membership benefits, directories Network for Good Teleconference, 05/05/09 Slide 8

9 Eligibility 2: Prohibited Activities No revenue producing advertising on your website including Google's own AdSense program No political or lobbying activities No religious proselytism or discrimination No other discrimination (assume) No focusing on car/boat/motorcycle/etc. donations No entirely fee based programs No other stuff that Google doesn't like Network for Good Teleconference, 05/05/09 Slide 9

10 Active Management Newest Requirement: Respond to s Login in at least once a month Network for Good Teleconference, 05/05/09 Slide 10

11 Grant Application Procedure Fill out a very simple online form: contact information, federal tax identification number, NTEE code Short explanations on how you plan to use the ads and who the ads will be targeted towards Sample ad and keywords Network for Good Teleconference, 05/05/09 Slide 11

12 Working with Google Currently, there is a backlog of 3-4 months for reviewing applications. This has been as high as 9 months in the past. Upon acceptance, you will be assigned a volunteer "account manager" who will setup initial campaigns Network for Good Teleconference, 05/05/09 Slide 12

13 Management Transition Make sure the account is structured well into Campaigns and AdGroups (details to follow) Check Geo-targeting Create a Brand AdGroup Make sure all ads have a call-to-action (unless purely for driving traffic) Send donation request ads to a landing page with a donation form. Watch out for the same domain policy do you have a SSL certificate? Network for Good Teleconference, 05/05/09 Slide 13

14 Account Structure Campaign Level Geo-targeting (location) Language Demographics Start and End Dates AdGroup Level Maximum cost per click (CPC) Keywords Ads Networks & Devices Budget Network for Good Teleconference, 05/05/09 Slide 14

15 Campaign Expansion: Keywords Network for Good Teleconference, 05/05/09 Slide 15

16 Campaign Expansion: Ads Multiple Ads for each AdGroup. Google will optimize automatically Try different calls-toaction Look at Ad samples from other topic areas not what other people are using on your terms Network for Good Teleconference, 05/05/09 Slide 16

17 Campaign Expansion: Landing Pages Do Not just use your homepage Donation/Volunteer/Action/Sign-up should go to a page where the person can complete the task i.e. A page with a form If you have technical staff, you might try landing page testing (A/B or multivariate) Network for Good Teleconference, 05/05/09 Slide 17

18 Advanced Topics Integration with Analytics Optimization Other networks and ad formats Network for Good Teleconference, 05/05/09 Slide 18

19 Integration with Analytics Trebucent 28 Network for Good Teleconference, 05/05/09 Slide 19

20 Optimization Trebucent 28 Network for Good Teleconference, 05/05/09 Slide 20

21 Other Networks and Ad Formats Additional Google AdWords Account Bids over $1.00 CPC Search Partner Network Content Network Other Engines Yahoo MSN Other Formats Image Ads Video Ads Network for Good Teleconference, 05/05/09 Slide 21

22 Resources Main Google Grants Website - Google Grants Blog - Google Grants Help Forum - Search Marketing Gurus blog posts /01/google-grants-much-more-than-free-clicks-for-nonprofitspart-1.html SemGeek Google Grant Cration Guide - Network for Good Teleconference, 05/05/09 Slide 22

23 Thank you Daniel Schulman Donordigital Director of Search Marketing Network for Good Teleconference, 05/05/09 Slide 23