Google AdWords for Nonprofits: A Quick Tutorial

Ad Value | Pt 2. Google AdWords
for Nonprofits

Maren Dougherty, Director of External Aﬀairs
Balboa Park Online Collaborative
@MarenReport, @BPOC_SD, @BalboaPark

APRIL 17, 2013
Museums and the Web Conference
Salon H

BALBOA PARK ONLINE COLLABORATIVE
Innovative | Collaborative | www.bpoc.org

Maximizing Your Google Grant

AdWords Introduction
Setting Goals
Campaigns
Ad Groups
Keywords
Conversion Tracking
Questions

http://www.google.com/grants

Free Google Text Ads for
Nonprofits

Some Specifics

Daily budget: $330 (~$10k/month)
Maximum CPC: $2 (recently increased from $1)
Only appear on Google.com
Only run text ads

Ads must link to a page on your website (note exception)
Keywords must be (somewhat) relevant
Ongoing, active management is required

Ads need to relate to the mission
+ Country-specific requirements

Google’s incentive? Keep that 96% going strong!

Get a second account if…

You want to exceed the daily
budget
You’re willing to pay for
premium keywords
You want your ads to show as
part of the display network

In-kind ad spend per month

$10,000

$8,000

$6,000

$4,000

$2,000

$-‐

Maximum
spend
Average
grantee
spend

Lots of opportunity! But what do
you want it to do for you?

Possible Goals

Raise visibility? (impressions)
Drive website traﬃc? (click-throughs)
Increase memberships? (conversion)
Increase email list? (conversions)
Increase views of particular pages or
documents? (conversions)

Campaigns | Think about all the
diﬀerent ones you can have

Be creative with campaigns &
ad groups
•  Ad groups
•  General (Dog Friendly San Diego,
Corporate Events, San Diego events)

•  Events/Projects (Toulouse
Lautrec, Kids photo contest, Giskin
Anomaly)

•  Geographic (Visit San Diego)
•  Multilingual (Bienvenidos a
Balboa Park)

AdWords Activity #1:

Make a list of 20 campaigns that you could do
for your organization

Keywords | Just keep adding

Resources:
Keyword generators
Translators
Interns

It does take some time

But even Google helps

Write Great Ads

Clear headlines
Prompt action
Create multiple ads so Google can figure it out


Pick a campaign from your list and write two
text ads for it.

Conversion Tracking

Requires snippet of HTML & Javascript code

30-day cookie


Identify at least three conversions you want to
happen.

So, let’s say you do max out. What’s next?

Clean Up & Optimize

Look at conversions

Refine keywords (& add negative
ones)

Set daily cap on specific campaigns
(total is $330/day, so prioritize &
divide it)

Pause campaigns that are not as
valuable to you

Decrease bid maximum to get more
clicks

Resources

Sign-‐up:
h>p://www.google.com/grants

Seminars
for
Success:

h>p://services.google.com/ads_inquiry/awseminars

Google
Grants
Help
Forum:

h>ps://www.google.com/nonproﬁts/help/
resources.forums.html?place=forum/grants

CONTACT
MAREN DOUGHERTY, DIRECTOR OF EXTERNAL AFFAIRS

Phone: (619) 819-9200
Email: mdougherty@bpoc.org

http://www.bpoc.org

Innovative | Collaborative | www.bpoc.org

Google AdWords for Nonprofits: A Quick Tutorial

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