TECHSOUP CANADA WEBINAR

Transcription

1 TECHSOUP CANADA WEBINAR GOOGLE GRANTS Charles Dieu (647) Simon Choy (647)

2 Agenda Basic (~20m) What are Pay-Per-Click Ads How do they work PPC industry How PPC benefits charities What is Google Grants Questions

3 Agenda Advanced (~20m) Google Grants process Application tips Campaign setup tips Management tips Questions

4 What are Pay-Per Per-Click Ads Appear when search query = advertiser s keyword For Example PPC Ad Shown Advertisers are charged per ad click

5 3 Key Elements

6 Advertiser Advertisers using the keyword t-shirts, how they bid on the left, and what they ended up paying on the right.

7 Searcher Searcher puts in a search query and keywords in ads matching that query will appear.

8 Search Engine Marketing $13.5 billion 2008 statistics -

9 Paid Placements $11.9 billion 2008 statistics -

10 80% 4% 6.5%

11 Why use PPC Consider how people are looking for information today Tap into these 3 billion searches per day How can PPC ads help with this

12 Gain Awareness People looking for your service

13 Increase Volunteering People looking to volunteer

14 Generate Donations People looking to support

15 What is Google Grants $10,000 per month in free PPC advertising September October December

16 Grants Process

17 Application Process Task: Fill out online application Short answers (basic info about the charity) Long answers (paragraph questions) Technical portion (sample keyword list and ad) Commitment: 2-4 hours Timeline: 4-6 months

18 Application Process Tips: Carefully review eligibility criteria Learn basics about AdWords Keyword generation using Keyword Tool K.I.S.S.

19 Campaign Approval Task: Set up AdWords Account Commitment: 4-12 hours Timeline: 5-8 weeks

20 Campaign Approval Tips: Review key settings Structure campaign based on goals

21 Campaign Approval High-level control Related keywords

22 Campaign Approval Tips: Review key settings Structure campaign based on goals For ex: awareness, volunteer, donations Often your website navigation will be a good guide. Refer to your analytics for keyword ideas Keywords report (traffic sources > keywords) Map overlay (visitors > map overlay)

23 Management Task: maintaining and improving campaigns Commitment: 1-2 hours a month (do more) Timeline: indefinite

24 Management Tips Focus on building campaign as opposed to optimizing AdWords Google Grants Goal Stay in budget Maximize ROI Focus CTR Clicks Spend as much as possible Strategy Optimizing campaign Building campaign

25 Management Tips Focus on building campaign as opposed to optimizing Accelerate delivery method (campaign > settings > delivery method) Bid strategy should maximize price Go broad Use broad match keywords vs. other match types Refer to search terms report Short-tailed keywords acceptable

26 Management Tips Tweaking Ad Text Time effective way to improve campaign Experiment with text that resonates with audience {KeyWord: Dynamic Keywords}

27 Management Exciting {Keyword:Blind Activities} Get active, play blind hockey. Find out how to join a team. Search Query Blind Sports Where can I find out about blind sports Ad Text Shown Exciting Blind Sports Get active, play blind hockey. Find out how to join a team. Exciting Blind Activities Get active, play blind hockey. Find out how to join a team.

28 Management Tips Tweaking Ad Text Time effective way to improve campaign Experiment with text that resonates with audience {KeyWord: Dynamic Keywords} 0.63% 140 visitors 2.37% Discover Blind Hockey Bringing Canada s National sport To the visually impaired. Join now. Exciting {Keyword:Blind Activities} Get active, play blind hockey. Find out how to join a team.

29 Additional Resources Google Grant Help Centre Google Grant Help Forum e=hc&utm_medium=leftnav&utm_campaign=grants AdWords Learning Centre =examstudy.cs&rd=1 ConnectAd or