paid media: maturing your social media practice for synagogues

Paid MediaSecond in a 5-part series on maturing social media practice for synagogues

Hosted by Lisa Colton, President, Darim Online and Chief Learning Officer, See3 Communications

Presented by Bridgett Colling, Director of Content Strategy

Tweeting today? @DarimOnline @UJAfedny @LisaColton @BridgettColling

Agenda

UJA Webinar - Paid Media

Welcome, context, Bridgett intro and goals

Paid vs. owned vs. earned media

Introduction to Google Ads and Grants

Introduction to Facebook Ads

Who Are You Targeting?

How Will They Find You? And Act?

Right Place.Design For Action.

About Me: Bridgett Colling● Director of Content Strategy at See3● Favorite digital marketing topics (at this very second):

○ Audience-centric content and micro-moments● I love cooking, traveling and binging on podcasts


Goals

● Learn how to leverage paid meeting as part of your overall communications plan.

● Learn the benefits of some of the most popular and effective paid media platforms for nonprofits - Google Grants and Facebook ads.

Why is paid media important?

Google Grants

How can Google Grants help you?

● Get your message out to the right people at the right time

● Solicit donations from within your ads● Recruit more volunteers and engage supporters


What do you get?

● $10K per month in in-kind AdWords

Restrictions (I’ll explain what these mean later):● A maximum $2 keyword bid ● Only for keyword-targeted campaigns and text ads


Who’s eligible?

● Orgs with 501(c)3 status - even religious orgs that are automatically tax exempt need this status

● Acknowledge and agree to requirements regarding nondiscrimination and donation use

● Have a functioning website with substantial content

Apply online: https://www.google.com/grants/how-to-apply/


https://www.google.com/grants/how-to-apply/



The best way to get the most out of your Google Grant is to build a strong account structure!

Targeting with Ad Groups ● Ad groups target people you want to take action and

drive them to a specific page on your site

● Ad groups should have 15-30 keywords per group


● Headline - include keywords, ask questions

● Description lines 1 & 2 - show your value and include a call to action

● URL - use a display URL

Getting the most out of your

Google Grant

Use keyword planner


Pick popular pages

UJA Webinar - Visual Storytelling

Facebook Ads

Why use Facebook ads?● Easy to target your ideal

audience online● Shows their friends who

already like your page● Robust targeting and reporting ● Lots of creative options to

choose from ● Your audience is probably on

Facebook


1. Pick your objective


2. Target, target, target


3. Budget


In conclusion● Paid media is a powerful part of your

communications strategy, and works in tandem with earned and owned media

● Google Grants gives nonprofits free money - you should use it!

● A successful paid campaign is all about great structure, not a singularly awesome ad

● Facebook targeting is robust and powerful - use it!


Questions?

THANK YOU!

Want to chat about paid media or social media strategy? Email me at [email protected]


Thank you to SYNERGY and UJA-Federation of New York for their support of this webinar series.

● Communicating for Social: Feb 25, 1-2pm ● Representing Your Brand Online: Content

Strategy and Planning: March 8, 1-2pm ● Crowdfunding: March 29, 1-2pm

All times above are eastern. Once registered, you will receive login information for all webinars. Recording, slides and other links will be coming to your inbox shortly!

paid media: maturing your social media practice for synagogues

Marketing