maximize google grants for non-profits
DESCRIPTION
[email protected] http://www.facebook.com/ericwerner http://twitter.com/ericwerner Google Grants provides $10,000 monthly free advertising to qualifying 501(c)3 non profit organizations. It is easy to apply for the grant, but there is a catch - you can only bid on phrases that cost $1 CPC or less. This presentation will describe some of the strategy and techniques which will help you to get the most out of your Google Grant and qualify for an extension to $40,000 monthly. Presented by Eric Werner of Northridge Interactive at the 2009 Bridge to Integrated Marketing and Fundraising Conference.TRANSCRIPT
Maximize Google Grants For Non Profits
Google Grant - YouthAids.org
• 500 – 100 Visitors Monthly to 18,000 – 20,000
• Qualified for Additional Funds• Improved CTR & User Metrics
Google Grants
•Fundraising•Recruiting•Outreach
Maximize Google GrantWhat Does It Mean?
Google Grants
Google Grants
• Use All Funds• Qualify to Receive
More• Maximize Visitor
Quality• Convert Visitors• Develop Intelligence• Support Initiatives
Maximize the GrantWhat Does It Mean?
Most Qualifying Nonprofits are Using Less Than Half of their Grant!
Google Grants
• Mission• Audience• Sample Ad• Sample Keywords• http://services.google.
com/googlegrants/application
Applying For The Google Grant
There is no set end date for your grant and no need to re-apply at any time.
Google Grants
• Commercial Non-Profits
• Credit Counseling• Membership
Benefits (Networking, Alumni, etc.)
Who Does Not Belong?
• Portals and Directories• Political/Lobbying Content • Religious Content• Google AdSense• Car/Boat/Real Estate Donation• Entirely Fee-Based Programs.
• User Behavior Metrics• Conversion Goals
Maximize Visitor Value
Google Grants
• Define Desired Action• Create Thank You
Page• Set Thank You Page as
Goal in Google Analytics
Easy To Track Goals With Google Analytics
Google Grants
• Marketing Personas• Keyword Research• Match Types• Search Taxonomy
Targeting
Google Grants
Google Grants
Google Grants
Google Grants
• Match Visitor’s Intention
• Clear Value Propositions
• Use Keywords in Title
• Always Be Testing
Attract Them With Great Ad Copy!
Google Grants
• Mandatory Monthly• CTR• Conversion Tracking• Keyword Expansion
Ongoing MonthlyManagement It’s a Lot of Work!
Google Grants
Google Grants
Google Grants
Quality Score for 1 Keyword Affects The Entire Account
Google Grants
• Blog Posts• Videos• Contests• Other Websites
(w/ permission)
Get Creative – Support Various Initiatives
Google Grants
• Use Existing Budget• Use Google Analytics• Submit Online
Application• http://services.google.
com/googlegrants/addlsrvcs
Qualify To Receive Even More!
Demonstrate effective use of Adwords budget at or above $9,000 for at least 3 consecutive months.
To qualify for $40,000 monthly grant.
