Download - SEM for nonprofits
Winter Social 2016
Search Engine Optimization
Pay Per Click Advertising
- Search
- Display
- Remarketing
Email Marketing
Social Media Marketing
Digital Marketing
SEO
SEO is a marketing discipline focused on growing visibility in organic (non-paid) search engine results. SEO encompasses both the technical and creative elements required to improve rankings, drive traffic, and increase awareness in search engines.
- Moz
SEO Rules of Thumb
Optimize your on-page web content
o Research keywordso Ubersuggest, Google Keyword
Planner
o Write valuable content
o Add more content on content light pages
SEO Rules of Thumb
Write page titles with valuable keywords
o Frontload Titles where appropriate
o Use keywords that reflect the content on the page
o Don’t keyword stuff
SEO Rules of Thumb
Write clickable meta descriptions
o Stay within 60 characters
o Describe the content on the page
o Use a call to action
SEO Rules of Thumb
Start a blog
o Make sure to keep it current if you start
o Try to write blog posts of 1000 words or greater
o Test:
o Different dispersal methodso Time of postingo Content mix
PPC
PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it's a way of buying visits to your site, rather than attempting to “earn” those visits organically. Search engine advertising is one of the most popular forms of PPC.
-Wordstream
Google Ad Grants
Google Grants is a donation program that distributes free in-kind advertising to select 501(c)(3) nonprofit organizations. Participating non profit organizations are eligible to receive up to $10,000 per month in in-kind advertising within the AdWords search engine marketing platform.
Google Ad Grants – Eligibility
o Apply to the Google For Nonprofits program
o Hold “valid charity status” as outlined by Google
o Agree to Google’s terms for advertising
o Have a live and active website to link the Ads to
Google Ad Grants – Pointers
o Use relevant keywords that are specific to your organization
o Write compelling Ads to drive click through
o Promote your cause rather than drive donations
o Monitor and test your Ads to find what works
Thank You!