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Google Adwords for Nonprofits
1. Google
Adwords
for
Non
Profits
Copyright
ClelandMarke:ng
llc
2014
Pay
Per
Click
with
Google
Adwords
for
Non-‐Pro9its
Search
Adver:sing
Approach
and
Strategy
Katherine
Cleland
–
ClelandMarke:ng
1
2. Google
Adwords
for
Non
Profits
Copyright
ClelandMarke:ng
llc
2014
Why
Google
Adwords?
• Online
Search
has
replaced
Yellow
Pages
• 80%
of
online
searches
are
done
on
Google
• One
in
Three
searchers
online
clicks
on
a
google
ad!
• Google
Ads
are
run
by
“Adwords”
their
program
for
companies
to
buy
ads.
2
3. Google
Adwords
for
Non
Profits
Copyright
ClelandMarke:ng
llc
2014
Google
Ad
Grants-‐
Who’s
Eligible
?
• Is
your
nonprofit
eligible
for
Google
Ad
Grants?
• To
be
eligible
for
the
Google
Ad
Grants
program,
organiza:ons
must:
• Hold
current
and
valid
charity
status,
as
determined
by
your
country;
please
see
your
country’s
charity
status
defini:on
below.
• Acknowledge
and
agree
to
the
applica:on's
required
cer:fica:ons
regarding
nondiscrimina:on
and
dona:on
receipt
and
use.
• Have
a
func:oning
website
with
substan:al
content
• Please
note
that
the
following
organiza:ons
are
not
eligible
for
Google
Ad
Grants:
• Governmental
en::es
and
organiza:ons
• Hospitals
and
medical
groups
• Schools,
childcare
centres,
academic
ins:tu:ons
and
universi:es
(philanthropic
arms
of
educa:onal
organiza:ons
are
eligible).
To
learn
more
about
Google's
programs
for
educa:onal
ins:tu:ons,
visit
Google
for
Educa:on.
• h[p://www.google.com/grants/eligibility.html
3
4. Google
Adwords
for
Non
Profits
Copyright
ClelandMarke:ng
llc
2014
What
can
Adwords
do
for
YOU?
• Connect
to
Clients
• Connect
to
Cons:tuents
• Connect
to
Volunteers
• Possibly,
but
less
likely
successfully
-‐
Connect
to
Donors
• Anyone
who
is
SEARCHING
on-‐line.
• What
are
they
searching
for?
• How
do
you
realis:cally
and
genuinely
connect
that
to
your
mission,
programs,
services,
and
in
par:cular,
website
and
landing
pages?
4
5. Google
Adwords
for
Non
Profits
Copyright
ClelandMarke:ng
llc
2014
Why
not
Donors?
• “Ads
offering
financial
products
(such
as
mortgages
or
credit
cards)
or
those
reques:ng
car,
boat
or
property
dona:ons
and
related
keywords
are
not
allowed.
“
• Google
allows
the
solicita:on
of
funds
that
are
tax-‐exempt
as
long
as
they
prominently
indicate
their
tax-‐exempt
status
on
their
landing
page.
This
message
should
clearly
indicate
that
they're
a
registered
charity,
displaying
their
charity
number,
confirming
their
tax-‐exempt
status.
• But
these
ads
are
less
likely
to
have
high
quality
scores,
and
will
likely
“run
down”
• Cost
per
click
for
word
“Donate”
is
in
Top
10
most
expensive
keywords
at
$42
per
click.
(vs
your
budget
of
$2)
5
6. Google
Adwords
for
Non
Profits
Copyright
ClelandMarke:ng
llc
2014
Restrictions
on
Google
Grants
•
$330
daily
budget
cap
($10k
per
month).
•
$2
max
cost-‐per-‐click
(CPC)
bid-‐
LIMITATION
•
Only
applies
to
Google
Search
• Text
ads
only
• Keyword
targeted
campaigns
only
Sign
up
at
Google
•
h[p://www.google.com/grants/
• h[p://www.google.com/nonprofits/
Learn
more
at
Forums
on
Google
grants
• h[ps://produclorums.google.com/forum/#!forum/grants
6
7. Google
Adwords
for
Non
Profits
Copyright
ClelandMarke:ng
llc
2014
Adwords
is
an
Auction
for
Keywords!
• You’re
bidding
against
other
people.
• You’re
bidding
on
KEYWORDS…the
searches
that
people
make
• It
is
NOT
a
level
playing
fieldà
you
have
to
be
AWARE
• DYNAMIC!
Not
SET
it
and
leave
it.
It
takes
a
commitment
• Measure
EVERYTHING–
Op:mizing
is
Tricky!
(even
at
pennies
per
click)
• DO
NOT
PAY
FOR
IMPRESSIONS
(as
a
general
rule)
Pay
Per
Click!
PPC
7
8. Google
Adwords
for
Non
Profits
Copyright
ClelandMarke:ng
llc
2014
Ads
and
Keywords
must
be
Mission
Focused
Acceptable
• Ad:
Shop
and
Fight
Cancer
Our
Pink
Ribbon
Collec:on
has
Unique
Girs
for
a
Great
Cause.
www.yourcharity.org
• Keywords:
Shop
for
cancer
Shop
for
breast
cancer
Cancer
store
Cancer
merchandise
Not
Acceptable
• Ad:
Buy
Girs
Online
Apparel,
Books,
Music
&
More
Save
Time
and
Money
Now!
www.yourcharity.org
• Keywords:
Buy
clothing
Online
clothing
store
Online
shoe
store
Shop
mp3s
8
9. Google
Adwords
for
Non
Profits
Copyright
ClelandMarke:ng
llc
2014
Google
Adwords
is
Multiple
Products!
• Adwords
• Search
Ads
• Extensions
• Mobile
Ads
• Adwords
Express-‐
Local
• Product
Ads
• Text
Display
Ads
• Image
Display
Ads
• Remarke:ng
• &
More.
• Choose
ONE
and
start
there!
• Adwords
Express
• SEARCH
9
10. Google
Adwords
for
Non
Profits
Copyright
ClelandMarke:ng
llc
2014
Easy
Way
out…Adwords
Express
For
LOCAL
non-‐profits:
If
you
don’t
have
the
:me
to
manage
your
Google
Ad
Grants
account
and
would
prefer
to
allow
Google
to
maintain
your
campaigns
and
their
performance,
then
AdWords
Express
may
be
the
right
fit
for
you.
Benefits
of
using
AdWords
Express
includes:
• Create
an
online
ad
quickly
and
easily.
• A[ract
more
users
to
your
website
or
Google+
page.
• Minimal
ongoing
management
necessary.
AdWords
Express
runs
and
automa:cally
op:mizes
your
ads
for
you.
• Similar
to
AdWords,
you
can
reach
customers
on
desktop
computers
and
mobile
devices
(such
as
smartphones
and
tablets).
• Review
the
effec:veness
of
your
ads
in
your
dashboard.
• Important:
You
must
first
have
an
approved
and
ac:ve
Google
Ad
Grants
account
before
you
can
create
your
AdWords
Express
account.
Please
follow
the
instruc:on
provided
in
the
links
above.
• DO
NOT
submit
any
billing/credit
card
informa:on
as
you
will
be
responsible
for
all
costs
incurred.
10
11. Google
Adwords
for
Non
Profits
Copyright
ClelandMarke:ng
llc
2014
Adwords
Express:
Local,
Simple,
Less
control
11
12. Google
Adwords
for
Non
Profits
Copyright
ClelandMarke:ng
llc
2014
Adwords
Express-‐
Local
Search
12
13. Google
Adwords
for
Non
Profits
Copyright
ClelandMarke:ng
llc
2014
Display
Ad
Examples:
NO
Display
Image
Ad
Display
Text
Ads
13
14. Google
Adwords
for
Non
Profits
Copyright
ClelandMarke:ng
llc
2014
Adwords
Express-‐
Map
Based
14
15. Google
Adwords
for
Non
Profits
Copyright
ClelandMarke:ng
llc
2014
Display
Ad
Examples:
Gmail
NO
Display
Text
Ads
15
16. Google
Adwords
for
Non
Profits
Copyright
ClelandMarke:ng
llc
2014
Google
Ads:
Search
Ad
Types
Search
Ads
Google
Places
Result
Addi:onal
Ads
16
Driven
by
Google
for
Business/
Google
+
17. Google
Adwords
for
Non
Profits
Copyright
ClelandMarke:ng
llc
2014
Mobile
ads:
click
to
call
YES
17
Mobile
Text
Ads
18. Google
Adwords
for
Non
Profits
Copyright
ClelandMarke:ng
llc
2014
Adwords
Search
Strategy
Customer
Need
Context
Ad
Copy:
Reflect
Search
Query,
Screens
and
Mo:vates
Keywords:
Customer
Search
Customer
Process
Buying
Researching
Sor:ng
Bid
Strategy
Budget,
Rota:on
Keyword
Value
Click
through
Rate
Posi:on,
Copy-‐
Value
ProposiMon
Trust
Landing
Page
For
me?
Answera
Needs
Authority
Value
Prop
Call
to
AcMon
Trust
Customer
AcMon
RELEVANCE
CAMPAIGN
STRATEGY
Quality
Score
Customer
Understanding
Mechanics,
ExecuMon,
Measurement
Website
Design
and
SEO
18
Local
vs
NaMonal
19. Google
Adwords
for
Non
Profits
Copyright
ClelandMarke:ng
llc
2014
Before
you
create
ANY
ADs
• Know
your
Campaign
Strategy-‐
Who,
Where,
What
• Know
Google’s
Strategy
and
Limita:ons
• Get
Tracking
Codes
for
tracking
Conversions-‐
Install
Google
Analy:cs-‐
Measure
Results!
• AND
Install
Adwords
Tracking
code
ALSO.
(Both)
• Op:mize
your
Site-‐
Pages,
Names
and
Topics
•
Landing
page
and
SEO
• Search
Engine
Op:mize
• Link
to
Google
Plus
Local
(google
places)
and
Claim
your
lis:ng!
19
20. Google
Adwords
for
Non
Profits
Copyright
ClelandMarke:ng
llc
2014
Non
Pro9it
Campaign
Strategy
• Who-‐
Which
of
your
many
cons:tuents
are
you
speaking
to?
• In
What
Geographic
Area?
Loca:onal
Search
is
Key.
• What
are
they
SEARCHING
for?
• What
service
are
you
offering
them?
• Or//
What
is
the
“Call
to
Ac:on”.
What
should
they
do
when
they
come
to
your
page?
• Create
a
Cons:tuent
and
Service
Map
20
21. Google
Adwords
for
Non
Profits
Copyright
ClelandMarke:ng
llc
2014
Non
Profits
Volunteers
IT
Services
HR
Services
Service
Corps
Statewide
Puget
Sound
Consultants
Resource
Directory
Wash
State
501
Commons
Trainings
Lis:ngs
Resource
Directory
Statewide
Cons2tuents
Services
Sample
beginning
brainstorm
–
cons:tuents
and
services
22. Google
Adwords
for
Non
Profits
Copyright
ClelandMarke:ng
llc
2014
Example
:501
Commons
Resource
Directory
• Who:
Non
Profits
seeking
Consultants
across
all
fields
• Where:
Throughout
Washington
State
• What:
Keyword
Ideas:
• Non
Profit
resource
directory
• Non
profit
consultant
lis:ngs
• Non
profit
consul:ng
services
• Who
consults
for
non
profits
• Create
“themes”
(using
adwords)
groups
of
keywords
that
are
alike
• Test
vs
your
Website
“landing
page”
–
where
the
Ad
will
take
them.
• Try
out
some
ad
copy
• Then
GO
FIX
YOUR
WEBSITE!!!
22
23. Google
Adwords
for
Non
Profits
Copyright
ClelandMarke:ng
llc
2014
Sample
Ad…9irst
Pass.
23
24. Google
Adwords
for
Non
Profits
Copyright
ClelandMarke:ng
llc
2014
Where
this
Ad
takes
us…
24
25. Google
Adwords
for
Non
Profits
Copyright
ClelandMarke:ng
llc
2014
Analyze
your
Website,
Page
and
Strategy-‐
from
a
Google
ViewPoint
• What
does
Google
think
this
website
is
about
• What
does
Google
think
this
page
is
about?
• SEO
and
Webmaster
tools
• What
should
the
customer
do
when
they
get
here
(ONE
THING)
• Page
Op:miza:on
• Who
do
I
lead
to
this
page?
• Landing
Page–
ONE
thing
should
happen
on
a
landing
page.
(rarely
informa:on)
• Geography
• Person,
buying
cycle
• What
do
I
say
that
will
get
those
“most
likely
to
buy”
to
come
here?
• Ad
Copy
• What
will
they
be
searching
for?
• Keyword
• What
might
they
have
been
searching
for
that
is
NOT
this
page
• Nega:ve
Keywords
25
26. Google
Adwords
for
Non
Profits
Copyright
ClelandMarke:ng
llc
2014
What
is
this
Website
About?
What
is
this
Page
About?
26
What
is
this
page
about?
Does
Google
Know?
What
is
the
call
to
acMon?
27. Google
Adwords
for
Non
Profits
Copyright
ClelandMarke:ng
llc
2014
Go
Very,
Very,
DEEP.
• Always
try
to
land
at
the
deepest,
most
targeted
page
in
your
website
that
answers
that
specific
keyword
search.
If
the
page
doesn’t
exist,
Create
it.
27
28. Google
Adwords
for
Non
Profits
Copyright
ClelandMarke:ng
llc
2014
Do
your
Website
First!
It
Matters
-‐
a
LOT
• Search
Engine
Op:miza:on-‐
USE
Keywords
on
your
site
•
tell
google
what
your
site
and
each
page
is
about
• Meta
tags
/Search
Engine
Op:miza:on
SEO
Work
• Landing
Pages;
One
for
every
customer
type
and
every
ac:on,
with
a
call
to
ac:on
• Landing
Pages–Designed
for
specific
keywords
too!
• Site
usability-‐
design,
ease
of
finding
bu[ons,
etc.
• Links
into
your
site
and
pages
=
Authority!
• Becauseà
Google
Audits
your
Website
and
assigns
it
a
score.
• If
that
score
is
Low,
google
“penalizes”
you
a
lot
in
Quality.
Adwords
Quality
Scores
-‐>
COST
28
29. Google
Adwords
for
Non
Profits
Copyright
ClelandMarke:ng
llc
2014
Adwords
Search
Strategy
Customer
Need
Context
Ad
Copy:
Reflect
Search
Query,
Screens
and
Mo:vates
Keywords:
Customer
Search
Customer
Process
Buying
Researching
Sor:ng
Bid
Strategy
Budget,
Rota:on
Keyword
Value
Click
through
Rate
Posi:on,
Copy-‐
Value
ProposiMon
Trust
Landing
Page
Answer
Needs
Authority
Value
Prop
Call
to
AcMon
Trust
Customer
AcMon
RELEVANCE
CAMPAIGN
STRATEGY
Quality
Score
Customer
Understanding
Mechanics,
ExecuMon,
Measurement
Website
Design
and
SEO
29
Local
vs
NaMonal
30. Google
Adwords
for
Non
Profits
Copyright
ClelandMarke:ng
llc
2014
What
is
a
Quality
Score?
• “A
Quality
Score
is
calculated
every
:me
your
keyword
matches
a
search
query
-‐-‐
that
is,
every
:me
your
keyword
has
the
poten:al
to
trigger
an
ad.
Quality
Score
is
used
in
several
different
ways,
including:
• influencing
your
keywords'
actual
cost-‐per-‐clicks
(CPCs)
• es:ma:ng
the
first
page
bids
that
you
see
in
your
account
• determining
if
a
keyword
is
eligible
to
enter
the
ad
auc:on
that
occurs
when
a
user
enters
a
search
query
• affec:ng
how
high
your
ad
will
be
ranked”
• -‐Google
Adwords
• EVERYTHING!
30
31. Google
Adwords
for
Non
Profits
Copyright
ClelandMarke:ng
llc
2014
How
does
Google
Calculate
Quality
Score?
RELEVANCE
• “While
we
con:nue
to
refine
our
Quality
Score
formulas
for
Google
and
the
Search
Network,
the
core
components
remain
more
or
less
the
same:
• The
historical
clickthrough
rate
(CTR)
of
the
keyword
and
the
matched
ad
on
the
Google
domain
• Your
account
history,
which
is
measured
by
the
CTR
of
all
the
ads
and
keywords
in
your
account
• The
historical
CTR
of
the
display
URLs
in
the
ad
group
• The
quality
of
your
landing
page
• The
relevance
of
the
keyword
to
the
ads
in
its
ad
group
• The
relevance
of
the
keyword
and
the
matched
ad
to
the
search
query
• Your
account's
performance
in
the
geographical
region
where
the
ad
will
be
shown
• Other
relevance
factors”
31
32. Google
Adwords
for
Non
Profits
Copyright
ClelandMarke:ng
llc
2014
In
Plain
English:
Quality
Score
• Your
Campaign
History
• Past
Effec:veness
of
your
Adwords
(if
any)
• Your
Website
Ra:ng
• Local
Search
w/
Place
Extension
to
google
Places
page
• How
well
you
match
your
keywords
to
your
ad
copy
to
your
landing
page
to
the
searchers
INTENT
32
33. Google
Adwords
for
Non
Profits
Copyright
ClelandMarke:ng
llc
2014
Campaign
Structure-‐
Critical
• Sets
and
Subsets…Finite,
homogenous
groups
of
words
• Campaign
• AdGroups
• Keywords
• Campaign
Sets
Geography
and
Budget!
• If
you
want
to
control
geography,
separate
campaign
• If
you
want
to
control
it
by
$,
put
it
in
separate
campaigns!
• If
you
want
to
test
something
put
it
in
a
separate
campaign
• Always
have
Search
vs
Display
vs
mobile
in
separate
campaigns
• Product
lines
are
separate
campaigns:
• Videos
vs
Consulta:ons
–
separate
campaigns
33
34. Google
Adwords
for
Non
Profits
Copyright
ClelandMarke:ng
llc
2014
Campaign
Structure-‐
part
2
• AdGroups
• Keywords
• Adgroups
are
for
LIKE
keywords
with
LIKE
Ads
and
SINGLE
LANDING
PAGES!
• Example
LANDING
PAGE:
GLUTEN
INTOLERANCE
VIDEO
Buy
page
• Adgroup
1:
Celiac
disease
video
• Adgroup
2:
Gluten
intolerance
video
• Adgroup3:
Gluten
Free
Diet
video
• Adgroup4:
Gluten
Free
Health
Video
• If
you
have
unrelated
keywords
in
an
adgroup,
your
quality
score
will
drop.
• Related
is
VERY
Literal
34
35. Google
Adwords
for
Non
Profits
Copyright
ClelandMarke:ng
llc
2014
2.
Match
Landing
Page
to
Ad
Copy
and
URL
to
Search
Query-‐
Literally!
• Does
Landing
page
answer
searcher’s
ques:ons?
• Did
you
Send
user
to
furthest
logical
page
in
the
buying
process
based
on
the
query
?
• Is
query
Transac:onal,
informa:onal,
naviga:onal
?
• “List
of
gluten
free
foods”
• “shop
gluten
free
flour
online”
• “informa:on
about
gluten
intolerance”
• Is
your
page
User
Friendly,
Trustworthy
?
• Do
you
have
Tes:monials
and
Reviews
?
• Is
there
a
Call
to
ac:on
?
• Use
Exact
Keywords!
?
35
36. Google
Adwords
for
Non
Profits
Copyright
ClelandMarke:ng
llc
2014
3.Keywords
REALLY
Matter
• Short
keywords
are
NOT
be[er.
High
volume
keywords
are
NOT
necessarily
be[er.
• One
to
two
word
keywords
have
higher
volume,
but
more
compe::on,
and
lower
quality
• “Cross
cultural
Diversity
training”
• Diversity
consultant
• Intercultural
communica:ons
expert
• Marke:ng
to
different
ethnici:es
• Diversity
Marke:ng
• Use
Geographic
Keywords!
Loca:on
Ma[ers.
• Longer
phrases
have
higher
Click
through
rates,
and
generally
higher
conversions
but
oren
get
the
“low
traffic
volume”
• Use
Nega:ve
Keywords
• -‐”lists”
-‐recipe
36
37. Google
Adwords
for
Non
Profits
Copyright
ClelandMarke:ng
llc
2014
Keyword
Match
TYPE
• Understand
Match
type!
Learn
this.
• Four
Basic
op:ons:
• Broad
-‐>
google
will
serve
up
anything
remotely
related
• +Broad
+Word
-‐>.
anything
related
to
the
concepts
of
these
two
ideas
together
• “phrase”
-‐>
google
will
only
serve
up
when
searcher
uses
that
set
of
words
in
that
order
in
their
query
• [exact]
-‐>
google
will
only
serve
up
when
searcher
uses
that
set
of
words
in
exactly
that
way.
• DON’T
use
“broad”
unless
you
have
a
lot
of
budget
and
want
to
learn
the
hard
way.
Start
with
“phrase”
and
[exact]
• Always
use
NEGATIVE
Keywords
• See
Google
Tutorials
PLEASE
h[p://support.google.com/adwords
37
38. Google
Adwords
for
Non
Profits
Copyright
ClelandMarke:ng
llc
2014
Relevance
Matching
”diversity
training”
-‐>ad
copy
-‐>
landing
page
• Landing
Page:
501
Resource
Directory
• Ad
Copy:
38
39. Google
Adwords
for
Non
Profits
Copyright
ClelandMarke:ng
llc
2014
Optimize
your
pages
9irst!
QS
4/5
is
Not
optimized
enough!
39
40. Google
Adwords
for
Non
Profits
Copyright
ClelandMarke:ng
llc
2014
What
can
be
accomplished..
40
Po[ery
Northwest
Keyword
Group:
Clay
Class
41. Google
Adwords
for
Non
Profits
Copyright
ClelandMarke:ng
llc
2014
Keyword
Research
Resources:
• Adwords
Keyword
tool
(limited
in
func:on)
• Google
Insights
• Google
Search
Sugges:ons
• Keyword
Spy
• Think
like
a
customer-‐
talk
to
your
clients/cons:tuents.
• Ask
them
what
they
would
search
for
in
looking
for
you
• EXCLUDE
related
but
irrelevant
with
Nega:ve
Keywords!
• -‐
“training”
• -‐”
degree”
• ”jobs”
41
42. Google
Adwords
for
Non
Profits
Copyright
ClelandMarke:ng
llc
2014
5.
Your
Ad
copy:
Use
it
to
Filter
and
funnel!
• Match
Ads
to
Adgroup-‐
Explicitly!
• Even
be[er,
match
Ad
(:tle
and
copy)
to
top
keyword
in
the
adgroup
• Top
searched
keyword
is
“co[on
ba:k
fabric”
for
this
adgroup
• See
the
difference
in
both
volume
and
posi:on
due
to
quality!
42
43. Google
Adwords
for
Non
Profits
Copyright
ClelandMarke:ng
llc
2014
Groom
your
campaign
regularly
• MEASURE
and
Adjust
Weekly
(at
least
for
the
first
3
months)
• Cost
per
Click
• Average
Posi:on
• CTR
By
Keyword
• Quality
Scores
• Measure
Weekly
• Ad
copy
CTR,
test
new
Ads!
• Conversion
Rates
by
adgroup,
and
top
keywords
• Cost
per
conversion
• Budgets
• Measure
Monthly
• Return
on
investment
• Change
vs
previous
month
43
44. Google
Adwords
for
Non
Profits
Copyright
ClelandMarke:ng
llc
2014
Tracking
Conversions
• What
do
you
want
the
customer
to
Do?
• How
will
you
make
$
?
• Set
up
Adwords
Tracking
Code!
• Insert
it
in
your
site!
1000
2%
20
$20
5%
1
$20
How
do
I
know?
44
45. Google
Adwords
for
Non
Profits
Copyright
ClelandMarke:ng
llc
2014
Where
to
9ind
tracking
code?
Account>Tools
and
Analysis>Conversions
45
46. Google
Adwords
for
Non
Profits
Copyright
ClelandMarke:ng
llc
2014
More
Resources
• Google
Campaign
Set
up
Service
• Google
Tutorials-‐
online
they’re
GRREEEAAATTT
• Search
marke:ng
now
• Search
Engine
Land
• PPC
Marke:ng
• Advanced
Google
Adwords
(Vol
2
just
released)
Leslie@clelandmarke:ng.com
46
47. Google
Adwords
for
Non
Profits
Copyright
ClelandMarke:ng
llc
2014
Back
Up
47
48. Google
Adwords
for
Non
Profits
Copyright
ClelandMarke:ng
llc
2014
7.
Borrow
from
the
Competition
48
49. Google
Adwords
for
Non
Profits
Copyright
ClelandMarke:ng
llc
2014
Finding
Quality
Score:
Customize
columns:
Add
Quality
score
and
bid
est.
Customize
columns
49
50. Google
Adwords
for
Non
Profits
Copyright
ClelandMarke:ng
llc
2014
Add
Attributes!
YES!
50
51. Google
Adwords
for
Non
Profits
Copyright
ClelandMarke:ng
llc
2014
Google
Search
Ads:
Sub
Types
Ra:ngs
Site
Extensions
Site
Extensions
51
52. Google
Adwords
for
Non
Profits
Copyright
ClelandMarke:ng
llc
2014
Google
Ads:
portland
plumbing
Loca:on
Extensions
–
cri:cal
for
local
bus
Google
Places
52
53. Google
Adwords
for
Non
Profits
Copyright
ClelandMarke:ng
llc
2014
Google
Ad
Extension
Types
Places
Extension
With
offer
Places
Extension
with
offers
and
reviews
No
Extension
but
offer
53