online advertising workshop: cla 2015
Post on 19-Jul-2015
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We have done our job right if…
Resources to learn more
Give you action items you take back to your ministry
Can tell someone at dinner tonight about what you learned
Channels that give you traffic1. Organic Search
2. Direct
3. Referral
4. Email
5. Social
6. Paid Search
7. Display
Ad
More than just measuring traffic…
Channels
Geographic
Demographics
In-page Analytics
A/B Testing
Income through eCommerce features
Use Google analytics
Measure both Google and non-Google online ads
Validate the results a vendor gives you
Know what is working to drive income for your ministry
Benefits of Using the Grant
1. Up to 10k of FREE Google AdWords
2. Drive traffic and awareness for your ministry
3. Use both the grant and other google products in separate accounts
To Get Started
1. Apply for Google for Non Profits
2. Apply for Grant
3. Determine key words
4. Set up 4-6 Ad Sets to test
5. Link to your Google Analytics account
Facebook Ads
1. Use Facebook ads to talk around the ask not at it
2. Power of the Open Graph
3. 20% Rule
Google Display Ads
1. How the display network functions
2. Keywords, Geotargeting, Exclusions
3. Integrate with campaigns
Retargeting (aka Remarketing)
1. Know your goal
2. Privacy Policy
3. Use frequency capping to control the experience
Test Pandora if
1. You are already using radio as a marketing channel
2. Large fall budget to invest in acquisition
3. Know your donor profiles/demographics to make the very best use of micro targeting
Digital Acquisition
1. Start with great content
2. Understand your funnel
3. Optimizing your conversion
4. Build relationships through digital channels
Summary
3 MYTHS
1. You need a lot of budget to invest on online ads
2. All Clicks are created equal
3. My ads are only effective as the clicks I get.
4 ACTION ITEMS
1. Invest in knowing Google Analytics
2. Apply for the Google Grant
3. Choose which tools you want to test
4. Create your digital acquisition experience
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