Webinar: Google for Nonprofits – How to Maximize Your Free Advertising Spend

At part one of our Google for Nonprofits webinar, we learned the basics of how to use the $10,000 AdWords grants from Google. During the second part of this webinar, we highlighted how beneficial the AdWords advertising spend budget could be to your nonprofit.

We’ve noticed when consulting nonprofits that the benefits provided by the grants were often untouched, resulting in what both described as a huge missed opportunity. Yet, all is not lost. Should your nonprofit effectually use up that budget, Google Ad Grants can potentially become one of your top traffic drivers for your website.

Here are some of the fantastic highlights from our Google Grants webinar.

With every search, Google’s powerful algorithm is running a hidden auction for ads. Where they are, what the set up is, for how long- all factoring into the Ad Rank of the original Ad. This is based on:

  • Quality Score:This is dependent of how relevant your ad is to the search, on a scale from 1 to  10 (most relevant). If your ad is for ice cream, it’s more likely to appear if a person searches for “Ice Cream” than if someone looked up “Tabasco.”
  • Cost per Click (CPC):Here, the relevance of the ad is important. The higher its relevance, the cheaper the CPC and better location in Google results.

As you’ve gathered, relevance is key, and understanding which keywords to utilize is vital. But- how do you figure out which ones to pick? The first step is not picking, but rather reflection. Look at your website’s language.

  • What are your services?
  • What products are you offering?
  • Which keywords are people using to find your organization?

Keep the starting list of keywords. Keeping it small allows for higher manageability, better tracking and organization across all your campaigns.

For example, you can see which group of ads does better. Furthermore, since you spend your advertising spend budget on campaigns, you can see which avenues work best given their performance.

Get Inside the Human Mind

Understanding and predicting how people think is important when using Google Grants:

  • Explicit: They search for exactly what they want to know.
  • Problem:They have a problem that you and your nonprofit can solve.
  • Symptom:They don’t know the wording for the questions, but know the symptoms.
  • Branded:They search for your nonprofit brand name.

An example is presented by our guests in the form of hypothetical nonprofit dedicated to saving the oceans. Applying the 4 methods here would look as such:

  • Explicit:“Organizations dedicated to saving the ocean”
  • Problem:“How to clean our oceans”
  • Symptom:“Dirty ocean”
  • Branded:“Nonprofit’s Name”

On top of these methods, you must take into account that multiple words can be used for the same meaning. “Ocean” can also be replaced by “sea” or “water” in these instances, those adding more keywords to bear in mind.

Thankfully in this era of technology, we have the programming available to make this easier for you. Keyword Planner, as the name gives away, is a keyword algorithm developed by Google to assist websites in developing their ad relevancy. Its capabilities include suggesting keywords, listing the popularity of certain words, and where they stand among other words.

Keyword Planner is meant to help users research and make the best choice they can with the resources at their disposal. Google rewards those who their best foot forward.

Tracking donations is important, but there are other factors worth tracking.

Any part of their website where a person can take action is absolutely worth keeping tabs of, including:

  • Questions about the program.
  • Messages on contact pages
  • Newsletter/Information signups
  • All downloadable content

All this helps point out which keywords are being used, what may or may not be working, and a way to track monthly ad relevance/popularity. We also recommend focusing on negative keyword research- removing irrelevant keywords triggering your ads.

Geoffrey Purkis

About Geoffrey Purkis

Geoffrey Purkis is the owner and creator of seattlewebsearch.com. He's a WordPress / Web developer, SEO and online marketer located in Seattle, WA. He is active on all of the major social networks and enjoys writing and teaching small business owners how to leverage the Internet to promote and grow their business.

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