Using Search for Fundraising and List-Building:Using Search for Fundraising and List-Building:How Google Grants Can Bolster Your Bottom LineHow Google Grants Can Bolster Your Bottom Line

Daniel SchulmanDirector of Search Marketing, Donordigital

Network for Good TeleconferenceMay 5, 2009

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Teleconference Overview

● Paid search (pay-per-click, search engine marketing)

● Introduction to the Google Grant Program

● Eligibility and Application Procedures

● Working with Google Staff

● Expanding the Campaign

● More Advanced Topics● Analytics Integration● Optimizations● Other networks & ad formats

Daniel Schulman

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● Director of Search Marketing for Donordigital

● Google AdWords Qualified Professional

● Over 12 Years of Internet Marketing including start-ups, my own network of websites, consulting for Fortune 500 companies and top Internet properties

"A Perfect Face for Radio and Teleconferences"

Paid Search Results

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Keyword Bids

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Text Ads (Introduction)

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● Headline 25 Characters

● Two Description Lines 35 Characters

● Display URL 35 Characters

● Destination URL 1,024 Characters

● Extras

Google Grants

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● Launched in 2003

● Originally program policies were pretty ad hoc

● Currently there is a team of six overseeing the program with additional work by Google volunteers

● Lots of recent changes in terms of policies and resources

● http://www.google.com/grants/

Grant Eligibility

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● In the U.S., your organization must be a 501(3)(c)

● Outside the U.S., you must be headquartered in one of the other ~25 approved countries and have the equivalent of 501(3)(c) status

● A NTEE (National Taxonomy of Exempt Entities) code available from your listing at http://www.GuideStar.org

● Not work in non-approved area such as commercial non-profits, credit-counseling, mutual-membership benefits, directories

Eligibility 2: Prohibited Activities

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● No revenue producing advertising on your website including Google's own AdSense program

● No political or lobbying activities

● No religious proselytism or discrimination

● No other discrimination (assume)

● No focusing on car/boat/motorcycle/etc. donations

● No entirely fee based programs

● No other stuff that Google doesn't like

Active Management

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Newest Requirement:

● Respond to emails

● Login in at least once a month

Grant Application Procedure

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● Fill out a very simple online form: contact information, federal tax identification number, NTEE code

● Short explanations on how you plan to use the ads and who the ads will be targeted towards

● Sample ad and keywords

Working with Google

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● Currently, there is a backlog of 3-4 months for reviewing applications. This has been as high as 9 months in the past.

● Upon acceptance, you will be assigned a volunteer "account manager" who will setup initial campaigns

Management Transition

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● Make sure the account is structured well into Campaigns and AdGroups (details to follow)

● Check Geo-targeting

● Create a Brand AdGroup

● Make sure all ads have a call-to-action (unless purely for driving traffic)

● Send donation request ads to a landing page with a donation form. Watch out for the same domain policy – do you have a SSL certificate?

Account Structure

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Campaign Level● Geo-targeting (location)

● Language

● Demographics

● Start and End Dates

● Networks & Devices

● Budget

AdGroup Level● Maximum cost per click

(CPC)

● Keywords

● Ads

Campaign Expansion: Keywords

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Campaign Expansion: Ads

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● Multiple Ads for each AdGroup. Google will optimize automatically

● Try different calls-to-action

● Look at Ad samples from other topic areas – not what other people are using on your terms

Campaign Expansion: Landing Pages

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● Do Not just use your homepage

● Donation/Volunteer/Action/Sign-up should go to a page where the person can complete the task – i.e. A page with a form

● If you have technical staff, you might try landing page testing (A/B or multivariate)

Advanced Topics

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● Integration with Analytics

● Optimization

● Other networks and ad formats

Integration with Analytics

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Optimization

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Other Networks and Ad Formats

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● Additional Google AdWords Account● Bids over $1.00 CPC● Search Partner Network● Content Network

● Other Engines● Yahoo● MSN

● Other Formats● Image Ads● Video Ads

Resources

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● Main Google Grants Website - http://www.google.com/grants

● Google Grants Blog - http://googlegrants.blogspot.com/

● Google Grants Help Forum - http://www.google.com/support/forum/p/grants

● Search Marketing Gurus blog posts - http://www.searchmarketinggurus.com/search_marketing_gurus/2009/01/google-grants-much-more-than-free-clicks-for-nonprofits-part-1.html

● SemGeek Google Grant Cration Guide - http://www.semgeek.com/GoogleGrantsAccountCreationGuide.pdf

Thank you

Daniel SchulmanDonordigitalDirector of Search Marketingdan@donordigital.com

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