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Hey Buddy, Can You Spare A $1:. Effective Strategies to Maximize Your Organization’s Google Grant. Kristie Ferketich Senior Strategist, Google Grants. TXT Your Session Evaluation!. TXT ntc138 to 69866.

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Hey buddy can you spare a 1 l.jpg

Hey Buddy,Can You Spare A $1:

Effective Strategies to Maximize Your Organization’s Google Grant

Kristie Ferketich

Senior Strategist, Google Grants


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TXT Your Session Evaluation!

TXT ntc138 to 69866

Or complete online at http://nten.org/ntc-eval or on a paper evaluation available in the session room.

Each completed session evaluation enters you to win a FREE 2010 NTC Registration!


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Session Goals

  • Gain a better understanding of how to make the most of your Google Grant AdWords account

  • Learn hands-on tips and strategies to maximize your account to meet your organization’s goals


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Agenda

  • Importance of Evaluating and Optimizing

  • Active Account Management

  • Evaluating Performance

  • Optimizing for Improved Performance

  • Resources


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Why Evaluate and Optimize?

  • “Can’t we just set it and forget it?”

  • “We never login and our account runs fine.”

  • Your ads may run, but they will not be nearly as successful as they can be for your organization


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Why Evaluate and Optimize?

  • By committing targeted time and effort, you can maximize the full potential of your grant

  • Don’t waste the value of your Google Grant by ignoring what it takes for an account to succeed


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Evaluating and Optimizing

  • Identify your goals

    • What do you want to get out of your account?

    • Think beyond just additional traffic to your site

    • What do you want users to do once they get to your site?

      • Make a donation?

      • Sign-up as a volunteer?

      • Download or read specific content on your site?


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Evaluating and Optimizing

  • Identify your goals

  • Evaluate your account to see if you are meeting your goals

  • If not, optimize to reach your goals

  • Then evaluate again!


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Active Account Management

  • What does it mean to actively manage your account?

    • Login at least once a month

    • Analyze performance regularly

    • Make changes as needed (almost always needed!)

    • Be responsive to email requests from our team


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Active Account Management

  • Why is this important?

    • Now required by us, but more importantly helps you better understand your account performance

    • We want to ensure we are providing grants to organizations actively engaged with their accounts


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Active Account Management

  • OK, I’ve logged in. Now what?

    • Evaluate

      • Analyze campaign statistics

      • Schedule reports

      • Review Google Analytics data

    • Optimize

      • Make changes to what is performing poorly

      • Try new variations of what is performing well


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Active Account Management

  • Exercise #1


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Evaluating Performance

  • Campaign Statistics

    • Review performance statistics for your campaigns, ad groups, keywords, and ads


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Evaluating Performance

  • Campaign Statistics

    • Sort data by Quality Score, Clickthrough Rate (CTR), and Cost

      • You may need to enable the Quality Score column in your account


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Evaluating Performance

  • Campaign Statistics

    • Identify problem areas

      • ‘Poor’ Quality Scores

      • CTRs below 1%

      • High-cost with poor Quality Score or low CTR

    • Take note of these areas as we will target them for optimization


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Evaluating Performance

  • Reports Center

    • Many useful reports available here

    • Run on-demand reports within your account or schedule recurring reports

    • Create reports to be emailed directly to you


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Evaluating Performance

  • Reports: Keyword Performance Report

    • View statistics on how your keywords are performing across all campaigns

    • Schedule a monthly summary report and have it emailed to you

    • This can act as a monthly reminder to login to your account to evaluate and take action


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Evaluating Performance

  • Reports: Keyword Performance Report

    • Sort by Quality Score, CTR, Impressions, and then Cost

    • Ensure high impression, high cost areas are in-line with your goals

      • If they aren’t, take note for optimization


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Evaluating Performance

  • Google Analytics

    • Free web analytics program

    • Shows how users found your site, how they explored it, and how you can enhance their experience

    • Use this data to improve your site for a better user experience


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Evaluating Performance

  • Google Analytics: Everyone should be using it!

    • Link your AdWords and Analytics accounts

    • This allows you to track landing pages and conversions and view your highest performing ads


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Evaluating Performance

  • Google Analytics

    • Leverage Analytics and AdWords reports to identify what is and what’s not working

      • Make changes to your site and AdWords account based on user behavior

      • Edit pages where people are exiting your site, delete poor-performing keywords, etc.

      • Having a stronger website helps you convert users into volunteers, donors, etc. more easily


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Evaluating Performance

  • Analytics: Top Content Analytics Report

    • See which pages drive the most pageviews for your site

    • Consider using these for your ad landing pages

    • Pages with high bounce rates should not be used as landing pages and need redesign


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Evaluating Performance

  • Analytics: Map Overlay Analytics Report

    • Visualize volume (visits, pageviews) and quality (conversion rates) metrics by geographic region

    • Identify the regions that convert and target or customize your AdWords campaigns to them


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Evaluating Performance

  • Exercise #2


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Optimizing for Improved Performance

  • What is optimization?

    • Modifying your account to improve its performance

    • Ensure your goals are defined prior to optimizing

    • Optimization is ongoing… and ongoing!


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Optimizing for Improved Performance

  • Keywords

    • In general, think like a user!

    • Use descriptive multi-word terms

    • Include variations / common misspellings

    • Don’t forget negative keywords

    • Experiment with keyword matching options

    • Use the Keyword Tool and scrub suggestions


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Optimizing for Improved Performance

  • Keywords

    • Look at Quality Score, CTR, cost, and impressions

      • These statistics should align with your goals

    • Refine what is not working and expand on what is working well


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Optimizing for Improved Performance

  • Ads

    • Use a call-to-action phrase

    • Include your main keywords

    • Be descriptive (but do not include your name!)

    • Run landing page tests

    • Create multiple ads for A/B testing

    • Delete poor-performing ads and create new ads to rotate in


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Optimizing for Improved Performance

  • Targeting Options

    • Select targets that match your constituents

    • Geographic targets

      • Run geo reports within Analytics if needed

    • Language targets

    • Target by day or time


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Optimizing for Improved Performance

  • Campaign Structure

    • Having a solid campaign structure helps you more easily evaluate your account

    • Create small, highly-targeted Ad Groups

    • Use multiple campaigns for different target audiences, distinct initiatives

    • Take the time to think through your structure and reorganize if appropriate


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Optimizing for Improved Performance

  • Exercise #3


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Takeaways

  • Being active in managing your Google Grants account is key

  • Regularly evaluate data within your AdWords and Analytics accounts

  • Keep testing and optimizing for success!

    • Use strategies discussed and online resources


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Resources

  • Google Grants Help Center

    • Guides, online trainings, articles, etc.

  • Google Grants User Forum

  • Google Grants Blog

  • Google AdWords Help Center


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Q&A


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Thanks!


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TXT Your Session Evaluation!

TXT ntc138 to 69866

Or complete online at http://nten.org/ntc-eval or on a paper evaluation available in the session room.

Each completed session evaluation enters you to win a FREE 2010 NTC Registration!


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