Google Adwords and Your Nonprofit. Adam Chipman, Marketing Specialist, Allegiance Health

Transcription

1 Google Adwords and Your Nonprofit Adam Chipman, Marketing Specialist, Allegiance Health

2 Agenda Overview of Google Adwords In depth look at the benefits of Google Adwords How to optimize a Google Adwords campaign How a nonprofit can use Google Adwords most effectively Giveaway Questions

3 Organic search vs. paid search Organic Search Search results pages that appear because of their relevance to the search terms Paid Search Paid ads that appear because of their relevance to the search terms

4 Organic search vs. paid search Paid Search Organic Search

5 What is Google Adwords? Google's online advertising platform Search Display ads Display Ads

6 Search Display Ads on Google

7 Adwords is not just on Google Ads show up on sites that are related to your product or services Examples Weather.com CNN USA Today Fox News Ask.com

8 Search Display other Sites

9 Google Display Network Create all types of ads text, image, interactive and video ads. Place those ads on websites that are relevant to what you re selling. Show those ads to the people that are likely to be most interested. Manage and track your budget, campaigns and results as you go.

10 Display Ads

11 How does Adwords work? You search a keyword Google looks through all of the websites it has indexed and looks for the ones most relevant to the search terms Google displays ads related to the searched terms at the top and side of the search results pages Gives you visibility even if your website is not in the top results

12 How can Adwords Help? Increase visibility Drive traffic to your website Targeting based on location Geotargeting Ads only appear when people in the designated area search for you Low cost target marketing

13 Geotargeting Determining the geolocation of a website visitor and delivering different content to that visitor based on his or her location, such as country, region/state, city, metro code/zip code, organization, IP address, ISP or other criteria

14 Geotargeting

15 What are ads? Text Ads Headline Description Description Link to site Display URL What website they will be taking to when they click Destination URL The actual landing page for the ad Keywords associated with the ad 15 to 30 keywords related to the ad

16 Ad Examples

17 What are keywords? Words or phrases that are relevant to your product or services Examples Group Family Counseling Family Counseling Counseling

18 Optimizing a Google Adwords campaign Structure your Adwords account Choose the right keywords Write attention grabbing ads Select the right landing page Track who became your customer

19 Structure your Adwords account Account Campaign Campaign Campaign Ad Groups Ads Keywords Ad Groups Ads Keywords Ad Groups Ads Keywords

20 Structure your Adwords account Grouping your keywords with ads Examples Keywords related to a product you sell The ad is about the product

21 Choose the right keywords Choose keywords that are 2 3 words long Balance between being too general and too specific Use more specific keywords related to your product or services More generic keywords often come with a higher bid cost and will not drive quality leads to your site Specific keywords offer lower bid costs and target customers that are looking for your product or service Use the keyword tool to find relevant keywords Use to provide relevant keywords about your business, it provides you with related ideas

22 Keyword Planner

23 Keyword Planner

24 Keyword Types Broad Match (default) Phrase Match Exact Match Negative keywords

25 Broad Match (default) Automatically runs your ads on relevant variations of your keywords, including synonyms, singular and plural forms, possible misspellings, stemmings (such as floor and flooring), related searches, and other relevant variations.

26 Phrase Match Your ad can appear when people search for your exact phrase, even if they include one or more words before or after it. Will also show your ad when someone searches for a close variant of your phrase match keyword. Close variants include misspellings, singular and plural forms, acronyms, stemmings (such as floor and flooring), abbreviations, and accents. Word order is important with phrase match, meaning that your ad won t appear if someone enters an additional word in the middle of your keyword.

27 Exact Match Your ads will appear when someone searches for your exact keyword, without any additional words before, after, or in the middle of your keyword. Will also show your ad when someone searches for close variants of your keyword. Close variants include misspellings, singular and plural forms, acronyms, stemmings (such as floor and flooring), abbreviations, and accents.

28 Negative keywords Words that you do not want associated with your keywords

29 Write attention grabbing ads Should speak to what your potential customer is looking for Give a small taste as to what you can offer your customer Why should someone come and visit your website Include a call to action What do you want them to do next

30 Examples of good ads

31 Select the right landing page Could be your home page or a specific page on the site Landing page should be relevant to your ad If you are advertising a seminar you are putting on, the landing page should be about the seminar

32 Track who becomes your customer Google Analytics Contact Forms Just Ask

33 Giveaway 1 hour consultation with me on Google Ad words Place your business card in the hat Will draw a winner after questions

34 How a nonprofit can use Google Adwords most effectively Define your ad words goals Budgeting Monitor and adjust bids Reporting What to monitor closely Quality Score Spend the time monitoring and managing

35 Define your ad words goals What are you trying to achieve with your adwords? Drive traffic to website or physical site Newsletter subscriptions Seminar registrations Products sold Inquiries Traffic to your Facebook page

36 Budgeting Develop a budget for your campaign Decide what is the maximum amount you want to pay daily Monitor and adjust bids Value relative to costs When a specific ad brings in a high number of clicks that convert, increase the bid of the ad Reduce bids on ads that are not performing You only pay when someone clicks on your ad

37 Reporting Status Clicks A click is when a user interacts with your ad by clicking on it. Why it matters: Clicks can help you understand how well your ad appeals to people who see it. If you know how many people are clicking your ads relative to how many people are seeing them (impressions), you can gauge the success of your ads.

38 Impressions Impressions indicate how often your ad has appeared on a search results page or website on the Google Network. Why it matters: Understand how often you're communicating your message. You can gauge your ad's potential to drive more traffic to your site by comparing the number of impressions it receives to its click through rate.

39 CTR (Click through rate) Click through rate (CTR) is the number of clicks your ad receives divided by the number of times your ad is shown. What it is: CTR represents how often people click your ad after it's shown to them: CTR=Clicks on your ads Impressions (how often ad appears) Example: If you have five clicks and 1000 impressions, then your CTR is 0.5%.

40 Ave. CPC (Cost per click) Average cost per click (CPC) is the average amount that you've been charged for a click on your ad. What it is: This amount is the total cost of all clicks divided by the total number of clicks received. What it isn't: Average CPC isn't the same thing as maximum CPC that's the most you're willing to pay for a click on your ad. You won't be charged more for a single click than the maximum CPC that you set. Example: If your ad receives two clicks, one costing $0.20 and one costing $0.40, your average CPC for those clicks is $0.30.

41 Cost Controlling costs: Set an average daily budget you're comfortable with at the campaign level, then bid at the keyword and ad group level to guide how your budget is spent.

42 Average position Average position helps explain where your ad ranks compared to other ads. Why it matters: This metric shows your ad's position relative to those of other advertisers.

43 Quality Score Relevant to the words people search for Did people find your ad relevant and click on it Quality of your landing page Quality score of being the highest 1 being the lowest Quality score plays a role in your ads position and how much you pay for the ad

44 How does Google calculate Quality Score Every time someone does a search that triggers your ad, Google calculates a Quality Score. To calculate this Quality Score, Google looks at a number of different things related to your account.

45 How does Google calculate Quality Score Your keyword's expected click through rate (CTR): The expected CTR is based in part on the keyword's past CTR, or how often that keyword led to clicks on your ad Your display URL's past CTR: How often you received clicks with your display URL Your account history: The overall CTR of all the ads and keywords in your account The quality of your landing page: How relevant, transparent, and easy to navigate your page is Your keyword/ad relevance: How relevant your keyword is to your ads

46 How does Google calculate Quality Score Your keyword/search relevance: How relevant your keyword is to what a customer searches for Geographic performance: How successful your account has been in the regions you're targeting Your ad's performance on a site: How well your ad's been doing on this and similar sites (if you're targeting the Display Network) Your targeted devices: How well your ads have been performing on different types of devices, like desktops/laptops, mobile devices, and tablets you get different Quality Scores for different types of devices

47 Spend the time monitoring and managing Spend 10 minutes a day Designate a staff member to monitor your account Letting it run on autopilot can have adverse effects

48 Google Grants Nonprofit edition of AdWords, Google's online advertising tool Google Ad Grants empowers nonprofit organizations, through $10,000 per month in in kind AdWords advertising, to promote their missions and initiatives on Google search result pages

49 Questions

50 Contact Information Adam Chipman

51 Resources Google Adwords Keyword Planner support.google.com/adwords/