1. General Strategy 2. Functionality 3. Google Rocks 4. Google Analytics 5. Content Optimization (+SEO) 6. AdWords
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1 Case Study: AdWords
2 1. General Strategy 2. Functionality 3. Google Rocks 4. Google Analytics 5. Content Optimization (+SEO) 6. AdWords
3
4 when I say 'GO' everyone raise the SAME hand in the air
5 when I say 'GO' everyone raise your RIGHT hand in the air
6 when you 'GO' to the polls everyone vote 'NO' on Proposition 8
7 WHY? communication
8
9 Strategy
10 Who
11 Who.
12 Functionality
13
14
15
16 Function Form
17
18 Usability listen uservoice.com analytics user testing
19 Data 1 = $1 Collect s Collect personal information Collect friends, fans, followers, subscribers
20 Messaging Subject line! Local = better Collect targeted info Make it about 'them' Track open rates Tools FREE - groups.google.com Kinda free- vertical response Not free- streamsend, constant contact, Democracy in Action
21 Automate Communication Message: Local + Make it about 'them' Medium: , cell, facebook, myspace, twitter, youtube Tools groups.google.com feedburner.com vertical response ping.fm twitterfeed cotweet
22 Mail hosting onilne forms saving lists of s Online Word, Excel, Power Point Collaborative Documents Site Hosting [sample site click here] Language Translation for sites YouTube Adwords grants = the fastest way to put your not-for-profit on the map
23 Create custom maps Spreadsheet driven map Embed on websites collaborative maps Narrated Google Earth tours Photo + Earth tours Teaching tool! earth.google.com/outreach
24 Applications Widgets widgetbox.com gigya.com twitter.com/goodies RSS "Really Simple Syndication" feedburner.com
25 cool stuff
26 Terms Time on Site Uniques PPV Visits Direct Traffic Referring Site Organic traffic
27 Beauty of Analytics
28 Analysis
29 Partner Evaluation
30 Content Evaluation
31 Keyword Evaluation
32 Tracking action
33 Impact Evaluation
34 Impact Evaluation
35 SEO: Pagerank
36 SEO: Links your site
37 SEO: Keywords Who we are Google.com/sktool What we have What they want
38 SEO: Kewords Google.com/insights/search
39 SEO: Copy 1. Be concise - [keywords] 2. Tell a story 3. Use video 4. Use Pictures 5. Current 6. No dead ends - links
40 SEO: Episodic Relevance
41
42
43 TERMS CPC CPM CTR Position
44 Google.com/Grants 709,208 PAID VISITS 32,401 KEYWORDS = TEENS TAKING ACTION
45 Getting Started Set up account Organize campaigns Arrange ad groups Choose target pages Select base keywords Create 2 ads per group
46 Mistake: Will you marry me?
47 Organizing -evolution of mistakes What we are search What we have What they
48 What we are
49 What we have 13 Ad Groups x 200 keywords = 200,538 clicks or 1,863 conv.
50 What they search 55 issues x 100 keywords = 62,000 clicks or 1,200 conv
51 100+ Keywords for [recycling] Recycling environment friendly renewable energy resource recycling plastics recycle recycling symbol sustainable energy newspaper recycling recycling facts recycling computers renewable energy news recycled plastic how to recycle recycling ideas renewable sources of energy recycling containers recycling statistics recycle computers renewable energy industry recycling bins reduce reuse recycle renewable resources renewable energy systems recycling garbage recycling plastic used recycling equipment renewable energies recycle center recycled products solar energy renewable energy information business recycling paper recycling alternative energy global warming environment recycle plastics aluminum recycling low impact recycle volunteer recycling waste plastic recycle imco recycling recycle volunteer programs recycle bins recycling information recycle service recycle volunteer program recycling center recycling tires recycle reason recycling service ideas environmentally friendly recycle paper recycling volunteering recycling volunteer ideas recycle containers recycling paper community service recycling recycling program ideas waste management recycling green renewable energy community service recycle recycle bin recycling centers green energy community service program recycling recycle recycling cardboard recycling garbage environmental friendly computer recycling recycle facts waste management recycle city recycled paper recycling glass renewable energy sources recycling container recycling bin recycling cans renewable energy resources renewable solar energy computer recycle recycling programs solar power energy home recycling renewable energy source recycled glass...
52 Creating keywords Opportunities Search terms Keyword tool google.com/sktool Wonder Wheel Location Long tail adjectives Staff and interns competition "phrase" and [exact match]?
53 Creating Ads Use the [keyword] Test variations Consider your audience WW17D?
54 Another Slide! This is just text please stop reading it and pay attention to the ad below.
55
56 Ads... examples [keyword] smoking 1 week sample
57 Tis' the Season: annual events When would you run an ad?
58 The season: Katrina 100,000 clicks 60,000 backpacks with supplies raised
59 Tis' the season: 1 time events
60 One Hour a Week = traffic 1 Hour/Week Update keywords Refresh ads alerts Peel + Stick game
61 Walk Through
62 A Request Don't be Samuel Langley.
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