Digital marketing solutions to boost your online impact and attract donors

For those of you who may not have noticed, several weeks ago, Google introduced some pretty strict requirements for Google Grant account holders – the free search advertising program for nonprofits.

One of the biggest changes requires that organizations maintain a minimum five percent click rate on ads across their account for two months in a row over a three-month period. If this threshold isn’t met, Google can suspend the account. This is a pretty big deal because until now the minimum requirement was one percent and pretty easy to achieve.

(more…)

A key aspect of any online advertising is keeping your cost per conversion low in order to maximize your revenue. Simply put, cost per conversion tells you how much you’re spending on advertising to acquire a conversion. When a campaign converts at a higher rate, the cost per conversion goes down and revenue goes up as shown in the hypothetical example below. (more…)

cooking2
Are you managing your Adwords campaigns based on a hunch or are you making decisions based on actionable data? Linking your campaigns to Google Analytics will provide a treasure trove of useful information that can save you money and produce better results. The example below demonstrates how.

One of my clients was spending half their budget on a campaign that asked people to sign a pledge supporting girls’ education in Africa. The campaign went live in early 2016 and at first glance, the numbers reported in Adwords appear great. (more…)

rocketship2Does your nonprofit use Google Adwords to raise donations? Whether a text or banner ad, the creative probably asks for a donation and sends potential supporters directly to a donate form right? Based on my experience this is the wrong approach. Below I explain the technique I recently used for year-end fundraising campaigns to achieve much better results. (more…)

Google Adwords tricksContinuing with my tips on Google Adwords, today I explain what you need to know once you have completed the initial campaign set up process as described in part one. The following pertains to display advertising which shows ads on the millions of websites Google has partnered with through its network.

Targeting
One thing you should be aware of is that there are different targeting options which determine who your ads will,be shown to. You can target websites based on keywords, topics, interests, and demographics. Google then determines which sites to show your ads on based on what you specified. You can also choose individual websites (called placements on Google) where you specify exactly what websites you want your ad to appear on.

The Google display planner can help you determine which sites to target based on a relevant term you enter. For example, if your organization focused on disaster relief, you would enter that term and the display planner would provide a list of keywords, topics, interests and demographics you might consider targeting. Look these over carefully since only you know what’s relevant. (more…)

Rabbit Trick

With year-end fundraising officially over I thought I would share some insights from the various Google Adwords campaigns I manage for my non-profit clients.

There a few things you should know upfront. First, the campaigns were run on Google’s paid advertising platform — not Google Grants.

Also, my tips are based both on my experiences and calls placed to Google Adwords. Many people don’t know this but you can call Google directly at 866-246-6457 and they will answer any questions you have with hardly any wait time.

In part one I explain things to be aware of during the set-up process in order to get optimal results. So let’s get started. (more…)