The second session in the Web-Wise series, learn how to really drive visitors and potential donors to your donor-centric web site. Learn about the fundamentals of organic search, paid search management, search campaign optimization, keyword strategy, ad copy testing, integrating campaigns and more with Dan Gonzalez, Web Manager, Sage Nonprofit Solutions and Katie McNally of Sitewire Marketspace Solutions.

1. Web Wise Series: Intro to Search Engine Optimization & Marketing for Nonprofits Katie McNally, Account Supervisor - Sitewire Marketspace Solutions (KMcNally@sitewire.net) Dan Gonzalez, Web Manager - Sage Nonprofit Solutions (daniel.gonzalez@sage.com)

2. What we’ll cover today… Search’s role in your overall interactive marketing mix Search basics – what is organic and paid search Holistic search – how search campaigns work together High level best practices for organic optimization High level best practices for PPC management and optimization

4. Organic Search Organic Search Results Paid Search Results Sitewire Marketspace Solutions, LLC

5. Search Engine Breakdown Sitewire Marketspace Solutions, LLC

8. Ranking Positions 1 2 3 Sitewire Marketspace Solutions, LLC

11. Example: Off-Site Optimization

19. Ongoing Optimization Process Sitewire Marketspace Solutions, LLC

21. Measure Results Google Analytics Trend Data Sitewire Marketspace Solutions, LLC

22. Measure Results and Determine Strategy Find out what needs to be improved with optimization for these two keywords. Sitewire Marketspace Solutions, LLC

25. Aided brand recall increases by 2.2x when a brand is in the top sponsored and top organic results Question: Which of the following automotive brands do you remember seeing in the search results page you just viewed? Side Sponsored Top Sponsored Top Sponsored & Top Organic Top Organic Listing Honda Other 0% 10% 20% 30% 40% 50% 60% 70% Query: Unbranded (i.e., “fuel efficient cars”) Holistic Search: Builds Brand 9/25/2009 **Data is from a Google conducted study 2.2x 1.5x x

27. Paid Search Organic Search Results Paid Search Results Sitewire Marketspace Solutions, LLC

28. Ad Positions 1 2 3 4 5 Sitewire Marketspace Solutions, LLC

32. A/B Testing B A Sitewire Marketspace Solutions, LLC

33. Multivariate Testing A B C D B D A C Sitewire Marketspace Solutions, LLC

41. Ongoing PPC Management Process Sitewire Marketspace Solutions, LLC

42. Measure Results Sitewire Marketspace Solutions, LLC

43. Search within the Online Marketing Mix

44. Q&A Katie McNally, Account Supervisor - Sitewire Marketspace Solutions (KMcNally@sitewire.net) Dan Gonzalez, Web Manager - Sage Nonprofit Solutions (daniel.gonzalez@sage.com) Join us for our next webcast in the Web Wise Series: How to Leverage Social Media to Raise Funds Sitewire Marketspace Solutions, LLC