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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

Hey Buddy,Can You Spare A $1:

Effective Strategies to Maximize Your Organization’s Google Grant

Kristie Ferketich

Senior Strategist, Google Grants

slide2

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!

session goals
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
agenda
Agenda
  • Importance of Evaluating and Optimizing
  • Active Account Management
  • Evaluating Performance
  • Optimizing for Improved Performance
  • Resources
why evaluate and optimize
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
why evaluate and optimize6
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
evaluating and optimizing
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?
evaluating and optimizing8
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!
active account management
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
active account management10
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
active account management11
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
evaluating performance
Evaluating Performance
  • Campaign Statistics
    • Review performance statistics for your campaigns, ad groups, keywords, and ads
evaluating performance14
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
evaluating performance15
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
evaluating performance16
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
evaluating performance17
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
evaluating performance18
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
evaluating performance19
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
evaluating performance20
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
evaluating performance21
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
evaluating performance22
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
evaluating performance23
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
optimizing for improved performance
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!
optimizing for improved performance26
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
optimizing for improved performance27
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
optimizing for improved performance28
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
optimizing for improved performance29
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
optimizing for improved performance30
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
takeaways
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
resources
Resources
  • Google Grants Help Center
    • Guides, online trainings, articles, etc.
  • Google Grants User Forum
  • Google Grants Blog
  • Google AdWords Help Center
slide36

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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