Introduction to AdWords & Google Grants. Frederick Vallaeys, Google AdWords Evangelist AnnMarie Hill, Google Grants Strategist

Transcription

1 Introduction to AdWords & Google Grants Frederick Vallaeys, Google AdWords Evangelist AnnMarie Hill, Google Grants Strategist 1

2 Agenda The Changing Marketing Landscape Reaching Google s Audience with Your Message How to Get Started with Google AdWords How to Run a Successful AdWords Campaign The Google Grants Program 2

3 Where Are We Today and Where Are We Going? Today $ Digital Media Non-Digital Media ? 3

4 As a Marketer, Your Objectives Are Manifold Awareness Create awareness Radio Education Create interest through information Outdoor Television Search Marketing Print Direct mail & response Image Maintain brand Direct response Cycle of trial, purchase, and repeat 4

5 Search is the Most Efficient Channel Approximate Customer Acquisition Cost Across Various Channels $80 $60 $70 $60 $50 $40 $20 $20 $8.5 $0 Direct mail Online display ads Yellow Pages Search Source: Piper Jaffray: The New ecommerce Decade: The Age of Micro Targeting, Oct

6 The Right Lead at the Right Time charity Contextually relevant ad on website Annual Giving Decision and Purchase Cycle Sponsor a Child Sponsor a Child in India 6

8 Google AdWords Reaches Global Markets People use Google in over 100 languages The Google Network reaches more than 80% of worldwide Internet users. Sources: Measured by Media Metrix and NetRatings (September 2004); 2005 Web Globalization Report Card, Byte Level Research (November 2004) 8 8

9 Reaching Customers Online Reach customers via three advertising touch points: Connect with Consumers When They Search with Google s Search Solutions Connect with Consumers When They Research with Google s Content Network Connect with Consumers When They Pursue Interests with Google s Site Targeting 9

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11 Imagine Your Nonprofit on Google Your Nonprofit Imagine your nonprofit here right when a user is searching for your cause. 11

12 Google Search Results Search Query: wildlife conservation Google Search Results 12

13 Google AdWords Ads AdWords Ads 13

14 Keyword Advertising Targeted advertising Better advertiser ROI than untargeted ads Improved user experience 14

15 AdWords for Content - AdSense Reaches millions of users as they read content online Google scans a page, interprets its content and serves relevant ads Relevant ads Targeted in real-time Recipe for Roasted Garlic Pasta Sauce 15

17 AdWords Start Page Step 1: Go to When you reach the Google AdWords page, simply click the button to begin The sign-up process usually takes about 15 minutes You can read more about the benefits of AdWords and how it it works on this page as well 17

18 Choose Your Edition Step 2: Choose Your Edition For this presentation we will walk you through the Starter Edition sign-up process Starter Edition has a simplified sign-up and set-up process for new AdWords advertisers You will have simplified keyword selection, ad copy writing, and campaign/local targeting You can always graduate to the Standard Edition at any time 18

19 What if I Don t Have a Web Page? Hosted business pages are are informational sites that new AdWords advertisers may create when setting up up advertising campaigns. If If you have a small business and would like to to advertise with Google AdWords, but but you don't have a website, you can create a hosted page to to showcase your business. It It usually takes only minutes to to set set up. up. With AdWords and hosted business pages, you'll be be able to to reach potential customers with a few quick and easy steps. 19

20 Select Your Ad Location and Language Step 3: Select the language and location where you want your ad to show You can target a specific area within your selected country, territory, and even state if if you so wish 20

21 Write Your Ad Step 4: 4: Write your ad ad In In this step, you enter the the website address where you want potential customers to to go go when they click on on your ad ad If If you don t have a webpage, you can still still take advantage of of AdWords. We have a tool that allows you to to create a simple page hosted by by Google Then, follow the the instructions and write your ad. ad. Your ad ad title and copy should be be relevant and understandable to to your customers If If you are are having a case of of writer s block, there s a tool that can provide you with ad ad copy ideas; simply click the the Give me me ideas tab tab and follow the the simple instructions 21

22 Choose Your Keywords Step 5: 5: Choose Your Keywords Keywords are are what your prospective customers are are typing into the the search bar bar to to find your products and services, such as as real estate, In In this step, you can enter as as many keywords and key phrases as as you d like into the the box Your ad ad will will be be more effective if if your keywords are are directly related to to your ad. ad. More specific key phrases and keywords will will lead to to better leads 22

23 Set Your Budget and Choose a Currency Step 6: Choose your budget Select the currency in which you will be paying for your ad AdWords will show your ad as often as possible within the budget guidelines you set You can select one of the preset budget amounts or input your own monthly budget amount in the box 23

24 Create an Account Step 7: Set Up Your Account If If you already have an account with any of Google s properties, you can choose to use that address and password to log into AdWords If If you want to create a new account, simply select the second option and enter the requested information Then, click create account 24

25 Enter Your Billing Information Select a form of payment You can use direct debit or credit card 25

27 How do I create an effective AdWords campaign? Relevance is the key to a successful AdWords campaign Targeted Ad Higher Clickthrough Rates Better Conversions Good User Experience More Qualified Leads 27

28 How do I Choose Good Keywords? Relevant Keywords: Accurately reflect products/services being offered Match what your audience is looking for Target the audience without being too general 28

29 Keyword Match Types Ads are continuously matched to Internet users interests based on your keywords Use keyword match types to your advantage Broad Match Phrase Match Exact Match Negative keyword Ads are placed as buying decisions are made The Result: Businesses reach their audience at the right time, with the right message 29

30 Broad Match Example For the broad-matched keyword art museum - local art museum - find local art - museum tours - art exhibits - history museum Ad can appear for any of these queries 30

31 What are Negative Keywords? Prevent ads from appearing on irrelevant search queries Eliminate unwanted impressions Keyword: art museum Negative Match: -free 31

32 Choosing the Right Keywords Animal Shelters animal shelters near San Francisco pets adopting a dog dogs shelters local animal shelters san francisco animal rescue san francisco 32

33 Choosing the Right Keywords Average US Search Phrase Length 2 word phrases 29% 3 word phrases 4 word phrases 5 word phrases 1 word phrases 6 word phrases 7 word phrases 3% 6% 6% 12% 20% 22% 0% 10% 20% 30% 94% of people in the US search with multi-word phrases Source: OneStat.com July

34 How do I write an effective ad? Ad text distinguishes you from the competition Communication, appearance, and style are important Be persuasive and informative First thing the user sees 34

35 Keywords in Ad Text Catch your customer s eye by making sure your headlines match the keywords. Cancer research Help the Cause Specializing in Teen Treatment Volunteer Opportunities Available! CancerTreatment.org Cancer Research Treatment and Research Facility Support the Fight for a Cure! CancerTreatment.org Matching terms show up in bold text on the Google results page. 35

36 Include a Call to Action Examples: get info, research here, signup for our newsletter, donate now Cancer Research Treatment and Research Facility Support the Fight for a Cure! CancerTreatment.org Avoid meaningless slogans and gimmicky language Click Here Visit Us 36

37 Advertise by Location Location in ad text can increase performance Attracts attention of local users Non-local users will not click on ad New York Advertising 37

38 Inter-capitalize Display URL Inter-capitalizing your display URL may make your ad stand out more and lead to better clickthrough rates 38

39 Including Multiple Ads Use multiple ads to test messages and see which on works best 39

40 Controlling Costs No minimum spend You choose your own maximum daily spending limit (daily budget) Choose how much you want to spend per click for every keyword Pay Google for users who click on your ad Conversion tracking = real-time return-on-investment data 40

41 Relevancy Decreases Your Cost The ad rank depends on the relevance of the ad and your maximum bid Rank = Quality Score * Maximum CPC It is possible for the higher ranked ad to have a lower cost per click than its competitors If your ad is more relevant, you can still compete against someone with more money 41

42 And Targeting Is Easy AdWords gives you the the option to to target the the location where your ad ad will will be be visible to to potential customers If If you want your ad ad to to be be shown to to all all relevant searches in in a particular country, you can simply select a country If If you would like to to target a local area within a country, simply enter a city name or or postal code to to search and select the the area where you would like your ads to to show 42

43 Regional and Local Targeting You can target ads so they appear only in locations of interest to you your neighborhood, your service areas, your city or your state. Select from pre-defined geographies OR Define the area, customize the targeting Countries Regions Cities Within a defined radius Within defined borders 43

44 AdWords is Accountable Monitor Your Your AdWords Performance The The AdWords interface lets lets you you monitor the the performance of of each each ad ad that that you you are are running, as as well well as as your your overall performance With With AdWords, you you always know know how how your your ads and marketing budget are performing 44

46 What is Google Grants? Google Grants is a unique in-kind advertising program for non-profits Offers free AdWords ads on Google.com for select 501(c)(3) non-profit organizations 46

47 Grant Details Account is self-managed by your organization Duration is a minimum of three months Monthly cap of $10,000 in free advertising Maximum bid or cost-per-click is $1.00 Ads only show on Google.com, and not on our partner networks 47

48 Eligible Organizations Google Grants supports organizations sharing Google s philosophy of community service 501(c)(3) status is required - International equivalency required in other countries - Applying organization must have 501(c)(3) status, not be fiscally sponsored 48

49 Eligible Organizations Eligible organizations include, but are not limited, to: Science and technology organizations Education organizations Global public health organizations Environmental organizations Youth advocacy organizations Arts organizations 49

50 Ineligible Organizations Ineligible organizations include, but are not limited to: Organizations that are predominantly religious or political Organizations that are focused primarily on lobbying for political or policy change Commercial non-profits *Organizations participating in Google AdSense must cancel their AdSense account before becoming eligible 50

51 Is My Organization Eligible? Review the Google Grants program guidelines at - If you feel that your organization is a fit after reviewing our guidelines, we encourage you to apply Grants BETA - Note that we are unable to provide individual feedback on eligibility due to the high volume of interest in the program 51

52 More About Google Grants Visit for eligibility criteria, grant details, application and more 52

53 Questions Frederick Vallaeys, Google AdWords Evangelist AnnMarie Hill, Google Grants Strategist your questions to 53