Improve your organization's reach using Google Ad Grants and AdWords

©2017 DonorDrive® - Confidential - All Rights Reserve
Improve Your Organization’s Reach with
Google Ad Grants and AdWords
Josh Weum
AdWords Digital
Ambassador Google
Anne Baum
Search Marketing and Analytics
Lead DonorDrive

Introductions
Anne Baum
Search Marketing and Analytics
Lead DonorDrive
Josh Weum
AdWords Digital
Ambassador Google

Agenda
What is Google Ad Grants?
What is Google AdWords and Search?
Why is Search Important?
How Nonprofits Can Use Google Ad Grants
Setting Up Google AdWords
Customer Case Study – Children’s Miracle Network Hospitals
Q&A

What is Google Ad Grants?
Section One

Google Ad Grants
• Ad Grants is a program where Google gives nonprofits up to $10k a month to spend on
search advertising in AdWords
• Ad Grants recipients build and manage their own AdWords accounts similar to paying
advertisers and have a number of options within the following limits:
A maximum cost-per-click (CPC) limit
of $2.00 USD
A daily budget limit of $329 USD
(About $10,000 each month)
Only include text ads that appear on Google
search result pages, in positions below the ads
of paying advertisers
Only include keyword-targeted
campaigns

©2017 DonorDrive® - Confidential - All Rights Reservehttps://developers.google.com/adwords/
Who is Eligible for Google Ad Grants?
Eligible
Organizations that are registered as
a charitable organization
Companies registered with
TechSoup
Not Eligible
Government Entities
Hospitals or Healthcare
Education Institutes

Application Checklist
1 Create a Google Nonprofit Account
3 Create a Google Adwords Account
2 Register with TechSoup
4 Submit account for review

What is Google AdWords and Search?
Section Two

Google AdWords
• Google AdWords is an advertising platform
that allows businesses to reach your target
audiences online
• AdWords allows you to place ads for your
business in the following places online:
• Google Search Network (e.g., Ask.com)
• Google Display Network
• YouTube
• Google Search

Examples

Search Partner Ad Example
• A group of search-related websites
where your ads can appear
• Text ads only
Text ads shown
through AdWords on
a Search Partner Site.

Google Display Ad Example
Ad served through
AdWords on the Google
Display Network.
Website opted in to the
Google Display Network.

YouTube Ad Example
Video ad served on
YouTube through
AdWords.
Text Ad served on
YouTube through
AdWords.

Google Search Example
Text ads shown on
the Google Search
Engine Results Page
through Google
AdWords.
Organic Search

What is Search Advertising
and How Does it Work?
1. Searcher types a search query into a
search engine.
• E.g., “What is Extra Life”
2. Search Engine Results Page is populated
with paid and organic results based on the
search query.
3. When a user clicks on a paid ad, they are
directed to the advertiser’s website, and the
advertiser is charged for the click.

Why is Search Important?
Section Three

Micro-moment | mīkrō-mōmənt
NOUN
An intent-rich moment when a person turns to a
device to act on a need-to know, go, do, or buy.

Micro-Moments in the Customer Journey
Unscripted
decisions
More loyalty to the need
in the moment vs. a
brand
High Expectations
For relevance and for
frictionless experiences
Immediacy of Action
Acting on any stimulus,
whenever we’re motivated
to

There are now trillions of
searches made globally on
Google every year.
Google internal data, Global March 2016.
Why Search is Important

Over
half
Google internal data, for 10 countries including the US and Japan, April 2015
of those searches happen onmobile.

know go
do buy
I want to…

I-want-to-know
moments
65%
Of online consumers look up
more information online vs a
year ago.
I-want-to-go
moments
2X
Increase in “near me” search
interest in the past year.
Types of Micro-Moments
I-want-to-do
moments
91%
Of smartphone users turn to
their phones for ideas while
doing a task.
I-want-to-buy
moments
82%
Of smartphone users consult
their phones while in a store
deciding what to buy.

Why Search is Important
Showing up gets your
brand in the game to
be chosen, not just
seen.
Of smartphone users have
discovered a new company
or product when conducting a
search on their smartphones.
Many Consumers aren’t brand committed
51%
Get a shot at your competitor’s customers
Smartphone users have
purchased from a company or
brand other than the one they
were seeking because of
information provided in the
moment they needed it.
1 in 3
Being there drives brand awareness
Showing up in mobile search ad
results can increase unaided
brand awareness by an 46%.

How Nonprofits can use Google Ad Grants
Section Four

Search Example
Research Search
Search can help your
organization be visible
when someone is
looking for information.

Search Example
Research Search
when someone is looking
for information.

Search Example
Research Search
when looking for
information

Search Example
Participate in an Event
when someone wants to
be involved.

Setting Up Google AdWords
Section Five

Example: Computers 4 Our Kids
• Nonprofit
Computers 4 Our Kids
• What We Do
Refurbish electronics for children who need them.
Supplying access to technology while keeping it out of our
landfills.
• What We Need
General Donations
Event Participants
• Areas Served
Cincinnati Metro Area

How to Get Started
Goal One: Increase Donations
• Website Goal: Increase the number of
donation pick-up forms completed
• KPI: Y-o-Y increase in donation form fills
• AdWords: Create a campaign focused
on donation opportunities
• Website Goal: Increase the number of
event participants
• KPI: Y-o-Y increase in registrations
• AdWords: Create a campaign focused
on their annual fundraising event
Goal Two: Increase Participation

AdWords Structure
Campaign
Donations
Ad Group
Donate – Children
•Keyword
Donate to children
•Donate children’s charity
Ad Group
Donate - Electronics
Keyword
Donate my old electronics
Donate electronic devices

AdWords Structure
Campaign
Annual Fundraiser – Video
Game Themed 5k
Ad Groups
Participation – Local 5k
Keywords
5k for charity 2017
Fun charity walk
Ad Groups
Participation – Video Game Fundraiser
Keywords
Play video games for charity
Team video game challenge

Ad Copy

Ad Copy
To effectively reach
your potential
customers, your text
ads should be
informative, relevant,
and engaging.
Include prices, promotions, and exclusions
People often use Google search to make a decision about
something. Give them what they need to decide. If you have a
limited-time discount or stock an exclusive product, say so.
Highlight what makes you unique
Free shipping? Dazzling variety? Tell people! Showcase the
products, services, or offers that make you competitive.
Empower customers to take action
Are you selling something? Tell people what they can buy. Are
you offering a service? Tell people how to contact you. Calls to
action like purchase, call today, order, browse, sign up, or get
a quote make clear what the next steps are.
Include at least one of your keywords
Keywords in your ad text show your ad’s relevance to what people
want. For example, if you’ve included digital cameras as a
keyword, your ad’s headline could be “Buy Digital Cameras”.
Match your ad to your landing page
Have a look at the page that you’re linking to from your ad, and
make sure the promotions or products in your ad are included
there. People might leave your site if they don’t find what they
expect.

Keywords
• To effectively reach potential customers,
keyword lists need to be added to each ad
group
• Keyword lists should be grouped by theme
with 5-20 in each ad group
• Here are some other tips:
• Think like a searcher
• Select keywords based on your searcher’s needs
and business goals
• Select general keywords to reach more people
• Create similar keywords into ad groups
• Pick the right number of keywords

Device Targeting
Control visibility on select devices by
increasing or decreasing your bid
amount
• Tablet
• Computer
• Mobile

Geographic Targeting
• Cities
• States
• Congressional Districts
• Zip Codes
• Radius Targeting

Demographics Targeting
For Search campaigns, you can use Demographic
targeting for household income to target searchers.

Places of Interest Targeting
For Search campaigns, you can use Places of Interest to
create geographic targeting to reach your target
audience.

Ad Grants Best Practices
• Identify organization goals and how Google AdWords
can help achieve them
• Create a campaign for every organizational goal or
project
• Write effective and succinct copy
• Organize keywords in ad groups based on theme
• Drop searchers on the most relevant pages within your
website
• Use available features like targeting to make the most
out of your ad spend

Children’s Miracle Network Hospitals
Customer Case Study
Section Six

Maintaining Ad Grant Programs Is Not for the
Fainthearted
The Problem:

Maintaining Ad Grant Programs is Not for the Fainthearted
• Struggled with creating a strategy,
implementing, and maintaining an Ad
Grant program, which requires a
substantial amount of an organization’s
resources
• Dealing with the restrictions of the
program
o E.g., the $2 maximum spend on cost-
per-click ads, or campaigns that are
limited to keyword targeting
These all made it difficult to meet the full
value of the budget that Google had given
us. We managed the program internally for
a year and decided that we’d move
management to an agency in hopes of
spending the full budget we were allocated,
as well as getting more effective spend of
those dollars.
According to Nick Ward, Vice President of
Digital Marketing at Children’s Miracle Network
Hospitals:

DonorDrive Offered Success Without Stress
The Solution:

• Optimize bids to maximize visibility
and traffic
• Continuously add new keywords
based on searcher behavior
• Create seasonal and event specific
campaigns
• Update ad copy based on
performance to maximize traffic
• Create and share easy-to-read
reporting on a monthly basis
• Conducted a full structural audit
• Restructured the campaign to align
with their organization goals and
Google Adwords Best Practices
• Expanded the keyword focus to
align with their organizational goals
• Updated ad copy to convey the
mission and increase click-throughs
and site visits
Success Without Stress
First Steps Ongoing Management

Improved ROI
The Results:

Improved ROI
• In the first three months that Global
Cloud managed the program, there was
a dramatic increase in success:
• The average monthly site visits increased by
more than 100%
• The cost per click decreased by 77%
• Position in Google Search results on the
page rose from 3.5 to 2
• Clickthrough rate to the site increased by
250%
• Pages per session increased by 57%
• Bounce rate decreased by 42%
Frankly, the results were dramatic.
Global Cloud was able to more than
double the spend towards our allocated
Google budget, as well as get out
costs-per-click at a much cheaper rate.
Immediately we saw an increase in
donations as well.
Nick saw an increase in the success of their
program:

Section Seven
digitalservices@globalcloud.net
www.donordrive.com/globalcloudservices

Thank You
More Questions? Let Us Know!
digitalservices@globalcloud.net
www.donordrive.com/globalcloudservices

AdWords Structure
Account
Computers for Kids
Campaign
Donations
Ad Groups
Donate -
Children
Keywords
Donate to
children
Ad Groups
Donate - Electronics
Keywords
Donate my old
electronics
Campaign
Participation
Ad Groups
Participation –
Work Event
Keywords
organize charity drive
at work
Ad Groups
Participation – Donation
Drive
Keywords
donation drive for
charity

Improve your organization's reach using Google Ad Grants and AdWords

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