Dan has worked in the nonprofit technology sector or over 8 years. He’s held executive roles with Blackbaud, Sage, and Fundly. Dan has supported many of the largest nonprofit organizations in the US (small and medium sized nonprofits too) helping them improve annual, major and planned giving, membership activity, and organizational change to meet donor demands. Dan currently sits on the board of the Atlanta Charitable Society.

As a Google AdWords Qualified Individual in all five disciplines as well as Google Analytics, and a Google Partner, Brad pretty much lives, eats and breathes search, display and YouTube advertising. He has in-depth experience having managed, built, and/or repaired more than 500 Google AdWords campaigns. As a Google Partner, Brad was awarded the title of Google AdWords All-Star, and spent three days in Mountain View, CA on the Google campus at the AdWords All-Star Summit.

Joseph is a Seton Hall University Masters student in South Orange, New Jersey. He is the founder of the Dreamscape Foundation, a 501(c)(3) nonprofit organization dedicated to improving the lives of people who are struggling with diseases and disabilities. Joseph serves on the Google Marketing Solutions team as a Small Medium Business strategist. He has consulted with 165 SMBs in maximizing their ROI and marketing spend with Google Adwords.

Panel

3Fundly Confidential

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$10k/mo Text Ads

1% Guidestar One Domain

$2 Google Search

Google Grants

$329/day spend

Cost Per Click

Max

No Affiliate network

Ads

Limited to Search

Marketing

Must Maintain CTR

Threshold

Make sure your 990

is uploaded

Only use your main

domain

4

Remaining QualifiedGov’t, Hospitals, Schools, Childcare Services are Ineligible

5

You are trying to get the word out about your organization. You might be a start up or a community based organization with local programs and services. Keyword selection can help to get you started and build your prospect list.

Target Uses• Increase newsletter subscribers• Program service requests• General Brand Awareness

A mid sized organization may have an online engagement manager or digital specialist. Content that builds brand equity is key. A relationship with an agency to manage your grant returns value.

Target Uses • Advocacy / Petition Sign Up• Crowdfunding and Peer to Peer• Event Signups

Enterprising organizations need to be strategic in the way they obtain web traffic. There should be a symbiotic relationship between fundraising/marketing/agency. The goal is to get to the Google Grants Pro level.

Target Uses• Monetary Donations• Landing Page Conversion• In Kind Donations (non car, boat)

Micro Small/Medium Large

Who Uses Google GrantsOnly about 10-15% of nonprofits...

<$1M Revenues $1M-$20M Revenues $20M+ Revenues

6

300 Million+ AdWords Clicks Per Day,

7PlacementCPC Bid

(The amount you bid on the keyword)

Quality Score

An assessment that Google assigns

your keywords. How relevant your

keyword is to your ad text and the

landing page you are promoting.

• Where you show up in Ad placement

depends on Google’s Auction

Platform algorithm

• Are your keywords relevant to your

content?

8

9

Campaigns,

You can run as many

campaigns as you need

with different CTAs

10

Ad Groups,

11

Keywords,

12

Google Analytics,

• St. Johns Volunteers 13

Summary

Many searches are being seen for Duluth and related keywords, but

because the website was new and didn’t have very good domain

authority, traffic from organic results was low. Using Google Grants and

well places social media—including blogs, traffic to the website increased

dramatically, as did App downloads.

Challenge: Drive traffic to a new website and increase

app downloads from Google Play + Apple Store

Result: Using well constructed Ad groups with all ad

extensions, new visitors to the website increased and

app downloads to the search campaign increased and

were attributed to the text ads

Nonprofit Example

• St. Johns Volunteers 14

Summary

Charities underestimate the importance of tracking volunteer signups

and creating a list of people to support the mission. AdWords ensured

the website was SEO friendly and tightened up the mission statement

Challenge: Lack of an audience (500 contact list size)

and not many supporters. Looking to drive event

signups and increase donations

Result: Conversion tracking and newsletter signups

produced 25,000 new contacts in 9 months.

Nonprofit Example

15

Landing Page – Donations/Newsletters,

16

Landing Page – Volunteer Sign Up,

17

Landing Page – Domain Issue?,

18

Landing Page – How You Got Here,

19

Do you have a project manager or someone skilled enoughto develop keyword strategy and execute importantchanges to your Grants account?

1Assign a Project Manager

What action are you trying to drive? Common CTAs includeDonation Pages, Newsletter Signups, Learn More, Volunteer. Agood CTA tells the searcher exactly what we would like them todo: click on our text ad and visit our landing page/website.

Research Call to Actions

Good campaigns will be built around well constructed Ad Groupsthat have common keyword themes and include text ads that arehighly relevant to the keywords contained in the ad group. ..

Construct Ad Groups and Campaigns

Campaign Optimization

The use of additional ad channels such as social media,blogs, YouTube, and retargeting will increase the reachand frequency of your advertising message. You shouldnot only be locked into Search Marketing.

Omni Channel Advertising

2

3

4

5

Grants Launch PlanSetting up for Success

Once the campaign has been launched, the campaign manageruses the search terms report and KPIs to increase relevantimpressions, optimize the click thru rate and maximize conversions.

• Monthly spend

designated to

nonprofit orgs.

• Uses the AdWords

interface to bid on

keywords

• A platform designed

to help you analyze

web traffic ranking

and keyword

research

• Subscription offering

• Understand

constituent behavior

and website

performance

• Built to work with Ad

Grants

• Landing Page

Template Builder

• A way to “convert”

for events,

newsletter signups,

advocacy

ProductsIngredients for Search Marketing

Google AdGrants Application

Keyword Research

Ad Group and Campaign Creation

Website Performance Report

Managed Services

Ad Group Optimization

Register to Win