maximizing your google grants budget for nonprofits

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Maximizing Your Google

Grants Budget for Nonprofits

Alan Amerault Associate Director – Digital Marketing

June 2013

http://www.cardinalpath.com/


Who Are We?

Consulting Education

Web Analytics

Digital Marketing

Online Acquisition

Online Strategy and

Analytics Maturity

Web Analytics

Digital Marketing

Social Media



Today

• Recap the program

• Maximize results

• Expand

• Ad auction

• Keyword research

• Quality Score

• Foundation Search



Part 1: Google Grants

Program Recap

Program details and how to determine eligibility



Strengths

Easy to Apply $330/daily

($10k monthly)

Opportunity

for expansion

Manage via

AdWords!



Limitations

Google Grants Account Limitations:



Eligibility

Organization must:

Registered:

Canada

Income Tax

Act

Tax-exempt non-profit

organization

Organization

website



Eligibility

Organization must:

Run mission-

based ads



Eligibility

Organization must:

Able to Fulfill

Setup &

Management



Eligibility

Ineligible Organizations

Governmental entities and orgs

Hospitals and health care orgs

Schools, childcare centers, academic institutions and universities

Political parties, organizations



Part 2: How To Maximize

Results

Simple levers and means of increasing account

performance



Keys To Success

Ad

Scheduling

Improving

CTR Bid

Management



Bid Management

Adjustment and manipulation of bid prices

to maximize and adjust paid search traffic

Bid

Management



Bid Management

Maximize the traffic volume, and as a result increase conversions

Why?

Donations! Newsletter signups

Petitions Social sharing

What else?



Bid Management

Bid higher on better performing ad groups and keywords to increase conversions

Why?

Find the

keywords that

drive

conversions

Drive MORE

conversions!



Bid Management

How?

• Keep maximum allowed bids of $2.00 until the

budget limit is reached

• Upon reaching the daily budget limits:

Split available budgets between

campaigns

? ?

$100



Bid Management

How?

• Keep maximum allowed bids of $2.00 until the

budget limit is reached

• Upon reaching the daily budget limits:

Adjust bids (potentially decrease) to

maximize conversions in the RIGHT

campaigns



Bid Management

Tip: Since only manual bidding is allowed, it could be very

time consuming process to update the bids.

Use the Google AdWords Editor to save time.

http://www.google.com/AdwordsEditor



Bid Management

http://www.google.com/AdwordsEditor

• Make bulk edits

• Copy/paste

• Replace text

• Adjust at scale!



Ad Scheduling

Adjusting the time of day and day of week

that ads show in an effort to maximize

different streams of traffic

Ad

Scheduling



Ad Scheduling

Why?

Not all traffic is worth the same to you!



Ad Scheduling

Why?

Automated bid adjustments can ensure that you reach the

RIGHT user at the RIGHT time



Ad Scheduling

How?

Review the ‘Day of the week’ performance report



Ad Scheduling

How?

Based on the report results, use the Ad Scheduling feature to

schedule the bid adjustments.

Campaigns >> ‘Settings’ >> Schedule >> ‘Ad Scheduling’



CTR Improvements

Click-through-rate is the ratio of clicks to total

impressions of ads served

Improving

CTR



CTR Improvements

Why focus on this?

Improve Quality Score

Maximize both traffic volume & conversions within limited number of ad impressions

CTR

Improvements Improved

Quality Score Cost

Savings!



CTR Improvements

How?

Ad Split

Testing

Adjust Match

Types

Negative

Keywords

Run multiple variations of an ad to determine a

consistent winner

Broad, Phrase, and Exact match types can help

drive most relevant traffic

Fine-tune existing keyword set to eliminate the

irrelevant traffic that drives down CTR



CTR Improvements

Ad Split Testing

Run at least 2 versions of ads per ad

group

Determine better

performing ad

Pause lower performing

ad

Create a new ad to

continue the test



CTR Improvements

Adjust Keyword Match Type

Eliminate unnecessary ad impressions by using phrase and

exact match keywords.



CTR Improvements

Use Negative Keywords

Review Search Query report to find search queries not

relevant to your offering



CTR Improvements

Use Negative Keywords

Utilize the Google Keyword Tool to find words that may be

used as negatives



Part 3: Expand Your Account

Once things are performing well, continue to build out

campaigns



Account Expansion

Why?

Cover all relevant topics

Utilize all available budget and bring quality visitors to your website

Continue to maximize volume of conversions



Account Expansion

How?

Auto-

Complete

Contextual

Targeting

Tool

Keyword

Expansion

Search

Query Report

Organic

Keywords

Site Search

Report



Account Expansion

Keyword Expansion

Continue to use Google Keyword Tool to find new keywords

and add them your account



Account Expansion

Bing Ads Intelligence Tool

The Bing Ads Intelligence Tool may enable you to find new

keywords and add them your account



Account Expansion

Contextual Targeting Tool



Account Expansion

Search Query Report

Go to: ‘Keyword Details – All’ report to see what search queries triggered

your ad impressions and clicks

• Look for insights on new

keyword ideas relevant

to your offering

• Expand these keyword

topics by using the

Keyword Tool



Account Expansion

Google Auto-complete

Brainstorm new keyword ideas by using Google Auto-

complete feature

Tip:

• As an extension to Google’s Auto-complete idea,

there is a very handy tool - Ubersuggest

(www.ubersuggest.org)



Account Expansion

Organic Search Keywords

• Use Google Analytics to

review well performing

organic search keywords.

• They could provide some

ideas on expanding your

existing AdWords

campaigns and ad

groups.



Account Expansion

Site Search Report

Use Google Analytics to find what your visitors search on

your website.

This information could provide ideas

for new campaigns, ad groups and

keywords



Account Expansion

Maximize your available budget

Daily Budget: $329

Up To Monthly Max of $10,000



Part 4: The Ad Auction

The Auction, bidding, and winning against competitors



Ad Rank f( , ) Max

CPC QS

KEY: Improvements in QS will effectively drive DOWN cost!



Keys To Success

Ad Copy

& Mgmt

Landing

Pages

Keyword

Research Quality

Score



Part 5: Keyword Research

Find the most relevant and pertinent terms



Choosing the right keywords

• Does this term accurately relate to your organization/purpose/ad?

Relevance

• How often is this keyword getting typed into search engines?

Volume

• How expensive will it be for me to get my ads shown? Remember about $2 bid limit.

Competitive



Google Grants Bidding Limitation



Google Grants Bidding Limitation

Your Maximum Allowed Bid is

$2.00

Your competitor’s

with regular

AdWords accounts

don’t have such

limitation



Keyword Research

How do you drive more traffic?

Long Tail

Early Funnel

Stage

Low volume, descriptive, higher-converting

terms

Research, early-stage terms that indicate

interest…



Keywords For Grants Accounts

What is the long tail?




Why use them?

less competition cheaper keywords




Using “research” stage keywords

Reviews

Tips

Information

Donations

Research / Awareness



Keyword Tool



Part 6: Quality Score

Maximize the free budget by building strong quality

score



Ad Rank f( , ) Max

CPC QS

KEY: Improvements in QS will effectively drive DOWN

cost!



Improve Quality Score

Quality Score affects your actual cost-per-click

Higher Quality Score

Lower Cost-Per-

Click



Ad Rank f( , ) Max

CPC QS



Part 7: Foundation Search North America’s Leading Source of Foundation Funding

Information for Non-Profits



Foundation Search®

Help nonprofit organizations: • Identify potential donors

• Analyze these funders to identify the exact donors most

likely to fund you

• Manage all fund raising activities.



As easy to use as

selecting options

and hitting the

search button, within

seconds you receive

your results which

you can then analyze

to find the best

possible donors.

Foundation Search®



• Analyze giving trends and grant sizes

• Quickly assess a donor’s funding interests

• Choose the best donors to apply to

65

Foundation Search®



View Data Multiple Ways



Would you like to know more?



Thank You!

Questions & Answers



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Alan Amerault

Associate Director – Digital Marketing

[email protected]


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maximizing your google grants budget for nonprofits

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