Will Howells, head of digital at Terrence Higgins Trust Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

1. Getting the most from Google Grants
Will Howells, head of digital,
Terrence Higgins Trust

2. First things first…
• Open to registered charities
• Google will give you up to $10k in advertising
spend each month ($329 daily budget limit)
• Can only be used on text-based search ads
• Ads appear below paying advertisers
• Maximum keyword bid is $2
• Apply for Google Grants via Google for Non-
Profits if you don’t already have it. (UK partner
for registration is Technology Trust)

3. How it works
• Managed in the same was as paid Google
search ads
• Campaign
– Ad group
• Ads and keywords
• ‘Charged’ per click
• Can use AdWords Express for simplicity
• Auction win affected by quality score
• To be used to promote one website only, but you
can apply for an exemption to promote other
sites

4. Starting with a new account
• Structure campaigns logically, eg:
– Campaign: Brand keywords
• Ad group: Charity name
• Ad group: Area of work
– Campaign: Fundraising
• Ad group: Running events
• Ad group: Cycling events
• Set geographical targeting at the campaign level.
– Campaign: Bristol
• Ad group: Bristol service

5. Starting with a new account
• Set everything to maximum $2 bid
• Aim to spend the whole budget every day
• Import conversion data from Google
Analytics
– Set up goals or ecommerce transactions in
Analytics
• Link Analytics to AdWords for auto-tracking
– AdWords will pass through source,
medium, campaign name and ad content

6. Setting up a new account

7. Ad groups

8. Improving performance
• If campaigns are over-performing, cap the daily budget
and/or reduce keywords bids
• If campaigns are under-performing, identify the problem:
– Are the keywords not generating impressions?
• Check the quality score
• Add more relevant keywords
– Are ads showing but not getting clicks?
• Try different ad text
• Try splitting ads into more relevant groups
– Are people clicking but not converting?
• Adjust your landing page

9. Advanced features
• Negative keywords

10. Advanced features
• Dynamic headlines
• Dynamic ads

11. Setting up a new account

12. Advanced features
• Automated rules

13. Advanced features
• Scripts

14. Advanced features
• Experiments

15. Remarketing
• Target people who’ve been on your website
• With appropriate privacy statement

16. Take a course
• Google offers free online training programmes
• Includes official certification

17. Paid platforms to consider
• Google Ads paid
• Bing Ads
• Facebook/Instagram Ads
– Facebook Business Manager has made it
easier to share management of ads
– More detailed demographic/interest targeting
– Targeting options include ‘lookalike audiences’
• Search vs social platform depends on where
user is in the purchasing cycle

18. Any questions?

19. Visit the CharityComms website
to view slides from past events,
see what events we have
coming up and to check out
what else we do:
www.charitycomms.org.uk

20. South West Networking Group
14 October 2016
Bristol
#ccsouthwest
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