how to be a google ads superhero
TRANSCRIPT
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Membership Growth Online SummitWhere Nonprofit Leaders and Growth Strategies Converge
@wildapricot
April 4th – April 8th, 2016
#WAsummit2016
Presenters: Jason Shim, Mark HallmanDigital Media Managers, Google Partners
How to be a Google Ads Superhero!for Charities & Nonprofits
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@mark_hallman #WASummit @jasonshim
How to be anAdWords Superhero!
Tuesday, April 5thMark Hallman and Jason Shim
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@mark_hallman #WASummit @jasonshim
Trailer
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@mark_hallman #WASummit @jasonshim
Origin story
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@mark_hallman #WASummit @jasonshim
7 years ago...
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@mark_hallman #WASummit @jasonshim
Two guys.
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@mark_hallman #WASummit @jasonshim
Two guys.A small room.
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@mark_hallman #WASummit @jasonshim
Two guys.A small room.A stack of Cosmopolitan Magazines.
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@mark_hallman #WASummit @jasonshim
Why?
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@mark_hallman #WASummit @jasonshim
Google AdWords
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@mark_hallman #WASummit @jasonshim
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@mark_hallman #WASummit @jasonshim
Google AdWords Grant$10,000 / month
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@mark_hallman #WASummit @jasonshim
Keys to success
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@mark_hallman #WASummit @jasonshim
Read, read, read.
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@mark_hallman #WASummit @jasonshim
We weren’t born with it...
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@mark_hallman #WASummit @jasonshim
Practice.
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@mark_hallman #WASummit @jasonshim
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@mark_hallman #WASummit @jasonshim
If you’re a nonprofit marketer / fundraiser / membership manager...Google AdWords grant will help your organizationProfessional developmentTransferrable skill
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@mark_hallman #WASummit @jasonshim
What to expectCurrent state of the worldReality checkBuilding a campaignTesting and optimizationReportingSustainability
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@mark_hallman #WASummit @jasonshim
What do people do when they need help?
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@mark_hallman #WASummit @jasonshim
Jack
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@mark_hallman #WASummit @jasonshim
Shim Family
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@mark_hallman #WASummit @jasonshim
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@mark_hallman #WASummit @jasonshim
What are people searching for in your community?
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@mark_hallman #WASummit @jasonshim
Google autofill
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@mark_hallman #WASummit @jasonshim
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@mark_hallman #WASummit @jasonshim
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@mark_hallman #WASummit @jasonshim
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@mark_hallman #WASummit @jasonshim
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@mark_hallman #WASummit @jasonshim
Your organization does great work.But can people find you?
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@mark_hallman #WASummit @jasonshim
Because if not, here’s what could happen.
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@mark_hallman #WASummit @jasonshim
“adopt a kitten”
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@mark_hallman #WASummit @jasonshim
You may be missing opportunities to help.
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@mark_hallman #WASummit @jasonshim
Reality check
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@mark_hallman #WASummit @jasonshim
Reality check
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@mark_hallman #WASummit @jasonshim
Reality check
Searched no one… ever.
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@mark_hallman #WASummit @jasonshim
Reality check
Everyone is thinking about themselves…
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@mark_hallman #WASummit @jasonshim
Reality check
Everyone is thinking about themselves…Just like you.
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@mark_hallman #WASummit @jasonshim
So how can you help?
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@mark_hallman #WASummit @jasonshim
Apply forGoogle for Nonprofits
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@mark_hallman #WASummit @jasonshim
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@mark_hallman #WASummit @jasonshim
Google AdWords Grantsvary by country
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@mark_hallman #WASummit @jasonshim
How to build a campaign
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@mark_hallman #WASummit @jasonshim
It’s more than just the ads...
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@mark_hallman #WASummit @jasonshim
Superhero campaign structure
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@mark_hallman #WASummit @jasonshim
Superhero campaign structureWill help you:Be consistentStay organizedFocus your targetingReplicate your success
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@mark_hallman #WASummit @jasonshim
First, define your goals
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@mark_hallman #WASummit @jasonshim
First, define your goals
Awareness of organizationEngagementUsage of servicesIncreased membershipDonations*
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@mark_hallman #WASummit @jasonshim
Superhero campaign structureAccount – Your organization
Campaign – Goals
Awareness
Engagement
Ad Group – Themes
Youth breakfast program
After-school tutoring
Ad – Relevant Ads
Keywords – Relevant search terms
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@mark_hallman #WASummit @jasonshim
Campaign examples
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@mark_hallman #WASummit @jasonshim
Campaign examplesCampaign: NewsAd Group: Ontario Free Tuition
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@mark_hallman #WASummit @jasonshim
Campaign examplesCampaign: NewsAd Group: Ontario Free TuitionAd: Ontario Free Tuition Variations
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@mark_hallman #WASummit @jasonshim
Campaign examplesCampaign: News
Ad Group: Ontario Free Tuition
Ad: Ontario Free Tuition Variations
Keywords:
+ontario +free +tuition
[ontario student grant]
“Ontario student grant”
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@mark_hallman #WASummit @jasonshim
Campaign examples
Campaign: News
Ad Group: Ontario Free Tuition
Ad: Ontario Free Tuition Variations
Keywords:
+ontario +free +tuition
[ontario student grant]
“Ontario student grant”
5,000 clicks
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@mark_hallman #WASummit @jasonshim
Walkthrough
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@mark_hallman #WASummit @jasonshim
So how do you write a good ad?
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@mark_hallman #WASummit @jasonshim
A good ad...RelevantDirectHighlights (FAB):
FeatureAdvantageBenefit
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@mark_hallman #WASummit @jasonshim
A good ad...RelevantDirectHighlights (FAB):
FeatureAdvantageBenefit
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@mark_hallman #WASummit @jasonshim
A good ad...RelevantDirectHighlights (FAB):
FeatureAdvantageBenefit
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@mark_hallman #WASummit @jasonshim
A good ad...RelevantDirectHighlights (FAB):
FeatureAdvantageBenefit
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@mark_hallman #WASummit @jasonshim
Timely Ads
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@mark_hallman #WASummit @jasonshim
Landing pages
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@mark_hallman #WASummit @jasonshim
Landing pages
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@mark_hallman #WASummit @jasonshim
Don’t bait & switch
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@mark_hallman #WASummit @jasonshim
Landing pages
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@mark_hallman #WASummit @jasonshim
Testing, Research, and Optimization
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@mark_hallman #WASummit @jasonshim
The best campaigns require preparation
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@mark_hallman #WASummit @jasonshim
Hypothesis
What do you want to test?
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@mark_hallman #WASummit @jasonshim
1.59%
1.91%
2.93%
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@mark_hallman #WASummit @jasonshim
Testing variablesAd TitleAd TextLanding Page URLTime of dayGeography
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@mark_hallman #WASummit @jasonshim
Don’t ignore the small gains!
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@mark_hallman #WASummit @jasonshim
Google Trends for keywords
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@mark_hallman #WASummit @jasonshim
Google Trends “gifts for mom”
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@mark_hallman #WASummit @jasonshim
Google Trends “gifts for mom”
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@mark_hallman #WASummit @jasonshim
Keyword planner
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@mark_hallman #WASummit @jasonshim
Keyword planning
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@mark_hallman #WASummit @jasonshim
Validating ideas
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@mark_hallman #WASummit @jasonshim
Cats or dogs?
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@mark_hallman #WASummit @jasonshim
Cats and dogs
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@mark_hallman #WASummit @jasonshim
Keyword planner for ideas
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@mark_hallman #WASummit @jasonshim
Testing copy
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@mark_hallman #WASummit @jasonshim
1.19%
0.35%
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@mark_hallman #WASummit @jasonshim
Ad Extensions
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@mark_hallman #WASummit @jasonshim
Phone number
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@mark_hallman #WASummit @jasonshim
Click to call (mobile)
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@mark_hallman #WASummit @jasonshim
Location
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@mark_hallman #WASummit @jasonshim
Sitelinks
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@mark_hallman #WASummit @jasonshim
Callout Text
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@mark_hallman #WASummit @jasonshim
Reporting
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@mark_hallman #WASummit @jasonshim
Search term reports
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@mark_hallman #WASummit @jasonshim
Search term reports help you understand your audience
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@mark_hallman #WASummit @jasonshim
Google Analytics:Plug it in
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@mark_hallman #WASummit @jasonshim
What does management need?Campaign reportsSearch term reportsConversion reportsTraffic reports (from Google Analytics)
![Page 110: How to be a Google Ads Superhero](https://reader035.vdocument.in/reader035/viewer/2022070515/587ac6d51a28ab760f8b4855/html5/thumbnails/110.jpg)
@mark_hallman #WASummit @jasonshim
Sustainability
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@mark_hallman #WASummit @jasonshim
Negotiating for time and resourcesTime is the most basic and essential resource
A couple of hours a week to start
Bootstrap approach
The Ultimate Guide to Google AdWords by Perry Marshall
$15 on Amazon
Connecting with peer group online, e.g. NTEN
Classes
$500 for a basic class
$2500 for comprehensive AdWords and Analytics training
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@mark_hallman #WASummit @jasonshim
Training internally vs. a vendor
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@mark_hallman #WASummit @jasonshim
Training internally vs. a vendorInternalBuild in-house capacity
Knowledge held in staff
May be limited interest
Train your own expert
Will cost time
VendorGet started quickly
Not a staff member
Easy to replace
Hire an expert
Will cost money
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@mark_hallman #WASummit @jasonshim
Don’t be a super villain
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@mark_hallman #WASummit @jasonshim
Serve the organization
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@mark_hallman #WASummit @jasonshim
Staying asuperhero
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@mark_hallman #WASummit @jasonshim
Keeping up-to-date
Adwords.blogspot.comwww.searchengineland.comwww.wordstream.comwww.unbounce.comwww.ppchero.com
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@mark_hallman #WASummit @jasonshim
Weekly
Check for alertsDisapproved adsDisapproved keywordsBroken URLs
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@mark_hallman #WASummit @jasonshim
Monthly
Review campaign budgetsReview A/B testingPause low-performing adsRemove low-performing keywords
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@mark_hallman #WASummit @jasonshim
Quarterly
Review trendsReview impressions, clicksReview search term reportsReview permissions to the account
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@mark_hallman #WASummit @jasonshim
The harsh reality
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@mark_hallman #WASummit @jasonshim
Google is always changing
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@mark_hallman #WASummit @jasonshim
Deal with it.You’re a superhero.
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@mark_hallman #WASummit @jasonshim
Keep on iterating
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@mark_hallman #WASummit @jasonshim
Taking it thenext level
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@mark_hallman #WASummit @jasonshim
Paid advertising
Bid over $2.00 Cost Per Click (CPC)Display advertisingRetargetingYouTube ads
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@mark_hallman #WASummit @jasonshim
Grants Pro
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@mark_hallman #WASummit @jasonshim
Google Grants Pro$40,000 / month
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@mark_hallman #WASummit @jasonshim
Google Grants ProConversion tracking$9,900 USD for two out of six monthsAverage of 1% clickthrough-rate or higherBi-weekly maintenanceSubmit an applicationNote: Not a guarantee
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@mark_hallman #WASummit @jasonshim
Managing expectations
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@mark_hallman #WASummit @jasonshim
Managing expectations
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@mark_hallman #WASummit @jasonshim
The Challenge
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@mark_hallman #WASummit @jasonshim
The Challenge
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@mark_hallman #WASummit @jasonshim
Thank you!Mark [email protected]@mark_hallmanJason [email protected]@jasonshim
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![Page 136: How to be a Google Ads Superhero](https://reader035.vdocument.in/reader035/viewer/2022070515/587ac6d51a28ab760f8b4855/html5/thumbnails/136.jpg)
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