Google Grants/SEM for Nonprofits

30 Pages·2014·0.96 MB·English

by  Deborah Ager

Google Grants/SEM
for Nonprofits
Introductions
Agenda
1. How Grants Works and How it Differs from Paid Ads
2. Grants Best Practices
3. Keyword Match Types
4. Remarketing

Appendix:
1. Resources
2. Suggested Reports
AdWords Ads Appear Near the Top of the
Search Engine Results Pages.
Paid Ad
Results
Free
Organic
Results
How Paid Search Works versus Grants
Due to Grants restrictions, there is a limit to what you can do with your nonprofit
account.
Feature Google Grants Paid Search
Budget Caps $329 per day per $10,000 None
account (if $229 spent one
day, can’t use remaining
$100 another day)
Max cost-per-click $2.00 None
Ad Type Only text ads Text, image, banner, rich text
Ad position Ad shows lower on a search Can show in any position,
page and are clicked less depending upon CPA target
often
Campaign choices Can only run keyword- Can target by keyword,
targeted campaigns location, demo, interests, etc.
Search partners No Can run ads on third-party
search engines, such as AOL
Source: Adapted from Google Help 5
Materials
Best Practices for Google Grants
Best Practice Detail
Target Your Audience • Global or nationwide
• Regions/cities
• Languages
• Zip Code—Good for groups serving a small,
limited geographic area

Choose Right Keywords Google Keyword Tool
Include Target Keywords in Your Ad The keyword tool can help you determine
Text or Headline high-traffic keyword opportunities.
Use a Relevant Landing Page This can help increase the number of people
who convert.
Use a Strong Call to Action (CTA) Make sure it’s clear what you want people to
do. Donate? Sign a petition?
Use Conversion Tracking
Source: Adapted from Google Help
Materials
Anatomy of a Text Google Grants or Paid Search Ad
• Headline uses brand name
• Site links offer more ways into the website
• Clear call to action (Make a donation now.)
Google Keyword “Match Types” Explained
• Broad match
• Broad match modified
• Phrase match
• Exact match
• Negative keywords
Broad Match
An organization working to save ducks should avoid a general
word like “duck.” The following are terms that could trigger an ad
with “duck” as a keyword:
• Duck tape
• Donald Duck videos
• Duck hunter
• Save ducks
• Duck recipes
Phrase Match Appears Like This: “Donald Duck”
Your ad would appear when the above appears in a person’s
search query and would be triggered on the following:
• Donald Duck
• Donald Duck videos
• I love Donald Duck
The ad would not show if someone typed “Who was Donald the
Duck?”