Almost all Canadian nonprofits and charities can receive $10,000 of free advertising through Google AdWords EVERY MONTH with the Google Ad Grant. Drive traffic to your website and more by filling out the form and creating your first ad campaign. We'll show you how to apply for the program, how to create ads in the system, and how you can use it to strategically grow your reach, donor, and supporter base. Don't leave this huge donation on the table!

2. A (Quick) Story.

3. “You have to get the tying run
to the plate”

4. If a nonprofit website exists and no
one ever visits it, is it any good?

6. Fundraising framework.

9. Traffic = Revenue

10. Traffic x Average Gift x Conversion = Revenue
Courtesy of NextAfter. Used with permission.

11. Impact Of Improvement In Each Area
Courtesy of NextAfter. Used with permission.

12. Traffic = More Than (Just) Revenue

13. How can you drive more traffic to your
website?

15. nonprofitsupply.co

18. Caveats & Details
Caveats & Details
● 80/20 focus
● AdWords 101 201 151
● Slides sent out and at nonprofitsupply.co/TechSoup
● @bradyjosephson | brady@shiftcharity.com

19. Today’s Agenda
Today
● Search Marketing in a Search World
● Google Ad Grant & How to Get It
● AdWords Overview & How It Works
● Setting It Up & Putting It To Work
● Next Level Ideas & Resources

20. Search Marketing in a Search World

21. We live in a search world.
Source: Internet Live Stats

22. We live in a (weird) search world.
Source: College Humor

23. We live in a (weird) search world.
Source: College Humor

24. We live in a (weird) search world.
Source: College Humor

25. We live in a (weird) search world where Google is
King.
Source: Statista

26. Search Marketing

27. Search Marketing - SEO
Search Engine Optimization -
Organic
How It Works
● Crawls internet to review text on
your website, PDFs, documents,
other content, meta tags, and if
other sites link to you
● Google has algorithms that
update based on searches and
clicks for sites and users
Search Engine Optimization -
Organic
What Can You Do?
● Rewriting content to match
keywords
● Write meta tags to match
keywords
● Create more quality content to
build authority
● Get other sites to link to your site
● Maintain an active presence on
social media to help create
external links
More at
http://www.wordstream.com/search-marketing

28. Search Marketing - PPC
Pay Per Click - Paid
How It Works
● Create ads for certain keywords
used in searches and bid on the
ones that are worth it
● These ads direct the user to a
specific advertisement and
landing page
● Ad rank is based by the bids and
their quality scores (device,
relevance, past ads)
Pay Per Click - Paid
What Can You Do?
● Pay more
● Be more relevant
More at
http://www.wordstream.com/search-marketing

29. SEO = Earned.
PPC = Bought.

30. Search - Paid & Organic - Drive Traffic

31. Search Marketing - Good and Bad - SEO
Search Engine Optimization -
Organic
Good
● Costs ‘nothing’
● Extra benefits (good content,
engagement on social, etc.)
Search Engine Optimization -
Organic
Bad
● With SEO results are never
guaranteed and difficult to
control
● Creating content can be
expensive and SEO can be
laboring
● Highly competitive
More at
http://www.wordstream.com/search-marketing

32. Search Marketing - Good and Bad
Pay Per Click - Paid
Good
● More control on results
● Doesn’t take a ton of time
Pay Per Click - Paid
Bad
● Can be costly
● Complicated (at first)
● Highly competitive
More at
http://www.wordstream.com/search-marketing

33. PPC Strategy

34. SEO Alone

36. A Google Ad Grant can help overcome
SEO challenges with (free)
PPC strategies.

37. Google Ad Grant & How to Get It

38. Google Ad Grant - google.ca/intl/en/grants/

39. How To Apply
More at https://www.google.ca/intl/en/grants/how-to-apply/

40. 1. See If You’re Eligible
More at https://support.google.com/nonprofits/answer/3215869?hl=en-CA

41. 2. Apply for Google for Non-Profits
More at https://www.google.com/nonprofits/account/u/0/signup/ca?hl=en-CA

42. Make sure you’re in incognito mode
when applying!

43. 3. Enroll In Google Ad Grants
This sounds good...
… but you want this.

44. 4/5. Create Your Account & Submit
More at https://support.google.com/grants/answer/1689506?hl=en

45. Follow the account creation guide
exactly. For real.

46. Google Ad Grantspro
More at https://support.google.com/grants/answer/6022748?hl=en

47. Take The Shackles Off With GrantsPro
Google Ad Grant... … Google GrantsPro

48. AdWords Overview & How It Works

49. Glossary
● Campaign: highest level in the AdWords structure, it’s like a theme
● Ad Group: 2nd level in the AdWords structure, it’s like a grouping
● Ad: 3rd level in the AdWords structure, the actual ads people see
● Click: when someone actually clicks on your ad
● Spend: what you have spent through the bidding and advertising process
● Cost Per Click (CPC): the average cost to you to get a click (cost/clicks)
● Bid: what you are bidding up to for a click on certain keywords
● Impression: how many people see your ad
● Click Through Rate (CTR): ratio of people who click your ad when they see it
(clicks/impressions)
● Goal: in Analytics, a measurement of an action someone can take on your site
● Conversion: when someone takes a desired action, or completes a goal,
originating from one of your ads

50. Still with me?

51. AdWords Account Structure

52. AdWords Account Structure

53. AdWords Account Structure

54. AdWords Account Structure

55. Related Keywords for Ad Groups With Ads

56. Types of Keywords

57. Ads Go To Desired & Relevant Landing Page

58. But how do ads show? When? Why?

59. In the (Google) World of Search Quality score Is
King
More at http://www.wordstream.com/quality-score
● Your click-through rate (CTR).
● The relevance of each keyword to its ad group.
● Landing page quality and relevance.
● The relevance of your ad text.
● Your historical AdWords account performance.

60. Setting It Up & Putting It To Work

61. A few things to note for Ad Grants.

62. Lower Bids Need More Relevance
More at http://www.wordstream.com/quality-score

63. Donor Funnel

64. Use Terms People Use to Point to Content They
Want

65. Use Terms People Use to Point to Content They
Want

66. Some strategies for Ad Grants.

67. Spend. Learn. Repeat.

68. Try to Get Smaller Engagements - Not Just
Donations

69. Consider Pop Ups

70. Consider Pop Ups

71. Own Your Brand

72. 5 Steps to Put Your Google Ad Grant to Work
1. Goals & Metrics & Tracking
2. Campaign Structure
3. Keywords & Research
4. Ad Groups, Ads, & Landing Pages
5. Run, Review, Revisit

73. Goals & Metrics
● Set goals - aspirational and not measurable
● Set objectives - measurable
● Set tracking - so you know
Goal: We want to get more donors
Objectives:
● Get x new email signups per month
● Get y new donors per month
Tracking:
● Email signup conversion/goal
● Donation conversion/goal

74. Start tracking what you can and add
depth as you go.

75. Analytics + AdWords + eCommerce

76. Campaign Structure

77. 6 Campaigns To Build
1. Branded/About
2. Donate/Give
3. News/Stories
4. Programs/Learn More
5. Get Involved/Volunteer
6. Campaign/Focused

78. Campaign Structure

79. Keep campaigns fewer and simpler at
the start.

80. Keywords Research
Great starting point. Get volume to learn. Increases spend quicker. Use for News/Stories,
Programs/Learn More, and Campaigns … campaigns/ad groups.

81. Start with more keywords, broader
match, and trim from there.

82. Keywords Research
Great starting point. Get volume to learn. Increases spend quicker. Use for News/Stories,
Programs/Learn More, and Campaigns … campaigns/ad groups.

83. Keywords Research
Use for Branded, Get Involved/Volunteer, Donate/Give, and Campaigns… campaigns.

84. Use Google.

85. Keywords & Research

86. Keywords & Research

87. Keywords Research
Start adding these once you get data to reduce wasted spend.

88. Ad Groups, Ads, & Landing Pages

89. Ad Groups, Ads, & Landing Pages
News/Stories
○ Blogs
○ Annual Report
○ Newsletter
○ Stories
News/Stories
○ Vancouver
○ Africa
○ South America
○ Canada

90. Ad Groups, Ads, & Landing Pages
Think of these as sub-themes of your campaign and ways to group related keywords.

91. Ad Groups, Ads, & Landing Pages
Capitalization in the
Title
Show value, make offer, use punctuation.

92. Ad Groups, Ads, & Landing Pages

93. One ad. One page. One action.

94. Keep This In Mind for Action Pages
Motivation Factors
Friction Factors

95. Run, Review, Revisit
Run
● At least a month to get data
● Optimize once a month
● Major changes once a quarter

96. Run, Review, Revisit
Review
● Review goals, objectives, & metrics
● Identify high value keywords, ads, ad groups
● Calculate ROI

97. Run, Review, Revisit
Revisit
● Remove low performing keywords, ads, ad groups
● Create new campaigns, ad groups, and ads as necessary
● Incorporate lessons into other areas of marketing

98. Run, Review, Revisit

99. Run, Review, Revisit

100. Ad Groups, Ads, & Landing Pages

101. Ad Groups, Ads, & Landing Pages

102. Create ads based on landing pages.
Revise based on ad & keyword
lessons.

103. Run, Review, Revisit

104. Run, Review, Revisit

105. So...

106. Summary
● You need to get people’s attention, earned or paid, before they can choose to
engage with you
● Search marketing can be powerful in getting people’s attention and visits to
your site
● The (free) Google Ad Grant allows charities and nonprofits to better compete
in the search world we live in
● The landing page and completion pages (donations, email signup, etc.) all
work together to drive value and show ROI
● The donor funnel is upside down, so focus on how you can pull donors up
with their search terms, valuable content, and smaller actions
● Setting up some solid campaigns and clean structure will make it easier to
manage
● Spend away so you can learn through the run, review, revisit process
● Run tests and take learnings from AdWords into other areas of your online
fundraising and marketing

107. Good Luck!

108. nonprofitsupply.co

111. Questions?
@bradyjosephson
brady@shiftcharity.com