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Case Study: AdWords
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1. General Strategy2. Functionality 3. Google Rocks4. Google Analytics 5. Content Optimization (+SEO)6. AdWords
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when I say 'GO' everyone raise the SAME hand in the air
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when I say 'GO' everyone raise your RIGHT hand in the air
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when you 'GO' to the polls everyone vote 'NO' on Proposition 8
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WHY?
communication
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Strategy
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Who
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.
Who
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Functionality
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Function
Form
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Usability
listenuservoice.comanalyticsuser testing
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Data
1 EMAIL = $1
Collect emails Collect personal information Collect friends, fans, followers, subscribers
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Email Messaging
Subject line!Local = betterCollect targeted info Make it about 'them'Track open rates
ToolsFREE - groups.google.com Kinda free- vertical responseNot free- streamsend, constant contact, Democracy in Action
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Automate Communication
Message: Local + Make it about 'them'Medium: Email, cell, facebook, myspace, twitter, youtube
Toolsgroups.google.com feedburner.comvertical responseping.fmtwitterfeedcotweet
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http://www.google.com/nonprofitsMail hostingonilne forms saving lists of emails Online Word, Excel, Power PointCollaborative DocumentsSite Hosting http://sites.google.com [sample site click here]Language Translation for sitesYouTube
http://www.google.com/grants/Adwords grants = the fastest way to put your not-for-profit on the map
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Create custom mapsSpreadsheet driven mapEmbed on websitescollaborative mapsNarrated Google Earth toursPhoto + Earth toursTeaching tool!
earth.google.com/outreach
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ApplicationsWidgets
widgetbox.com gigya.comtwitter.com/goodies
RSS "Really Simple Syndication"
feedburner.com
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Terms
Time on Site Uniques PPV Visits Direct Traffic Referring Site Organic traffic
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Beauty of Analytics
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Analysis
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Partner Evaluation
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Content Evaluation
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Keyword Evaluation
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Tracking action
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Impact Evaluation
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Impact Evaluation
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SEO: Pagerank
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SEO: Links
your site
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SEO: Keywords
Who we are What we have What they want
Google.com/sktool
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SEO: Kewords
Google.com/insights/search
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SEO: Copy
1. Be concise - [keywords]2. Tell a story 3. Use video4. Use Pictures 5. Current6. No dead ends - links
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SEO: Episodic Relevance
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TERMS
CPCCPMCTRPosition
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Google.com/Grants
709,208 PAID VISITS 32,401 KEYWORDS
= TEENS TAKING ACTION
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Getting Started
Set up accountOrganize campaignsArrange ad groupsChoose target pagesSelect base keywordsCreate 2 ads per group
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Mistake: Will you marry me?
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Organizing -evolution of mistakes
What we are What we have What they search
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What we are
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What we have13 Ad Groups x 200 keywords = 200,538 clicks or 1,863 conv.
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What they search 55 issues x 100 keywords = 62,000 clicks or 1,200 conv
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100+ Keywords for [recycling]Recycling environment friendly renewable energy resource recycling plastics recycle recycling symbol sustainable energy newspaper recycling recycling facts recycling computers renewable energy news recycled plastic how to recycle recycling ideas renewable sources of energy recycling containers recycling statistics recycle computers renewable energy industry recycling bins reduce reuse recycle renewable resources renewable energy systems recycling garbage recycling plastic used recycling equipment renewable energies recycle center recycled products solar energy renewable energy information business recycling paper recycling alternative energy global warming environment recycle plastics aluminum recycling low impact recycle volunteer recycling waste plastic recycle imco recycling recycle volunteer programs recycle bins recycling information recycle service recycle volunteer program recycling center recycling tires recycle reason recycling service ideas environmentally friendly recycle paper recycling volunteering recycling volunteer ideas recycle containers recycling paper community service recycling recycling program ideas waste management recycling green renewable energy community service recycle recycle bin recycling centers green energy community service program recycling recycle recycling cardboard recycling garbage environmental friendly computer recycling recycle facts waste management recycle city recycled paper recycling glass renewable energy sources recycling container recycling bin recycling cans renewable energy resources renewable solar energy computer recycle recycling programs solar power energy home recycling renewable energy source recycled glass...
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Creating keywords
1. Opportunities2. Search terms3. Keyword tool4. google.com/Sktool5. Wonder Wheel6. Location7. Long tail adjectives8. Staff and interns9. competition
10. "phrase" and [exact match]11. ?
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Creating Ads1. Use the [keyword] 2. Test variations3. Consider your audience4. WW17D?
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This is just text please stop reading it and pay attention to the ad below.
Another Slide!
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Ads... examples
[keyword] smoking 1 week sample
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Tis' the Season: annual events
When would you run an ad?
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The season: Katrina 100,000 clicks
60,000 backpacks with supplies raised
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Tis' the season: 1 time events
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One Hour a Week = traffic
1 Hour/WeekUpdate keywordsRefresh adsalertsPeel + Stick game
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Walk Through
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A Request
Don't be Samuel Langley.