Case Study: AdWords

1. General Strategy2. Functionality 3. Google Rocks4. Google Analytics 5. Content Optimization (+SEO)6. AdWords

when I say 'GO' everyone raise the SAME hand in the air

when I say 'GO' everyone raise your RIGHT hand in the air

when you 'GO' to the polls everyone vote 'NO' on Proposition 8

WHY?

communication

Strategy

Who

.

Who

Functionality

Function

Form

Usability

listenuservoice.comanalyticsuser testing

Data

1 EMAIL = $1

Collect emails Collect personal information Collect friends, fans, followers, subscribers

Email Messaging

Subject line!Local = betterCollect targeted info Make it about 'them'Track open rates

ToolsFREE - groups.google.com Kinda free- vertical responseNot free- streamsend, constant contact, Democracy in Action

Automate Communication

Message: Local + Make it about 'them'Medium: Email, cell, facebook, myspace, twitter, youtube

Toolsgroups.google.com feedburner.comvertical responseping.fmtwitterfeedcotweet

http://www.google.com/nonprofitsMail hostingonilne forms saving lists of emails Online Word, Excel, Power PointCollaborative DocumentsSite Hosting http://sites.google.com [sample site click here]Language Translation for sitesYouTube

http://www.google.com/grants/Adwords grants = the fastest way to put your not-for-profit on the map

Create custom mapsSpreadsheet driven mapEmbed on websitescollaborative mapsNarrated Google Earth toursPhoto + Earth toursTeaching tool!

earth.google.com/outreach

ApplicationsWidgets

widgetbox.com gigya.comtwitter.com/goodies

RSS "Really Simple Syndication"

feedburner.com

cool stuff

Terms

Time on Site Uniques PPV Visits Direct Traffic Referring Site Organic traffic

Beauty of Analytics

Analysis

Partner Evaluation

Content Evaluation

Keyword Evaluation

Tracking action

Impact Evaluation

Impact Evaluation

SEO: Pagerank

SEO: Links

your site

SEO: Keywords

Who we are What we have What they want

Google.com/sktool

SEO: Kewords

Google.com/insights/search

SEO: Copy

1. Be concise - [keywords]2. Tell a story 3. Use video4. Use Pictures 5. Current6. No dead ends - links

SEO: Episodic Relevance

TERMS

CPCCPMCTRPosition

Google.com/Grants

709,208 PAID VISITS 32,401 KEYWORDS

= TEENS TAKING ACTION

Getting Started

Set up accountOrganize campaignsArrange ad groupsChoose target pagesSelect base keywordsCreate 2 ads per group

Mistake: Will you marry me?

Organizing -evolution of mistakes

What we are What we have What they search

What we are

What we have13 Ad Groups x 200 keywords = 200,538 clicks or 1,863 conv.

What they search 55 issues x 100 keywords = 62,000 clicks or 1,200 conv

100+ Keywords for [recycling]Recycling environment friendly renewable energy resource recycling plastics recycle recycling symbol sustainable energy newspaper recycling recycling facts recycling computers renewable energy news recycled plastic how to recycle recycling ideas renewable sources of energy recycling containers recycling statistics recycle computers renewable energy industry recycling bins reduce reuse recycle renewable resources renewable energy systems recycling garbage recycling plastic used recycling equipment renewable energies recycle center recycled products solar energy renewable energy information business recycling paper recycling alternative energy global warming environment recycle plastics aluminum recycling low impact recycle volunteer recycling waste plastic recycle imco recycling recycle volunteer programs recycle bins recycling information recycle service recycle volunteer program recycling center recycling tires recycle reason recycling service ideas environmentally friendly recycle paper recycling volunteering recycling volunteer ideas recycle containers recycling paper community service recycling recycling program ideas waste management recycling green renewable energy community service recycle recycle bin recycling centers green energy community service program recycling recycle recycling cardboard recycling garbage environmental friendly computer recycling recycle facts waste management recycle city recycled paper recycling glass renewable energy sources recycling container recycling bin recycling cans renewable energy resources renewable solar energy computer recycle recycling programs solar power energy home recycling renewable energy source recycled glass...

Creating keywords

1. Opportunities2. Search terms3. Keyword tool4. google.com/Sktool5. Wonder Wheel6. Location7. Long tail adjectives8. Staff and interns9. competition

10. "phrase" and [exact match]11. ?

Creating Ads1. Use the [keyword] 2. Test variations3. Consider your audience4. WW17D?

This is just text please stop reading it and pay attention to the ad below.

Another Slide!

Ads... examples

[keyword] smoking 1 week sample

Tis' the Season: annual events

When would you run an ad?

The season: Katrina 100,000 clicks

60,000 backpacks with supplies raised

Tis' the season: 1 time events

One Hour a Week = traffic

1 Hour/WeekUpdate keywordsRefresh adsalertsPeel + Stick game

Walk Through

A Request

Don't be Samuel Langley.