- The Nature Conservancy has a $9 million online (digital) fundraising, coordinated internationally with a staff of 18. Online marketing is a good starting point for a lot of nonprofits since it is relatively cheap and has low threshold for deployment.
- Understanding the basics:-SEM: Search engine marketing. This is paid inclusion that manifests through pay-per-click search & display ads and bidding for top search placement.-SEO: organic placement through search engine optimization. Longer-term process.
- Search for Success:It Google's world, we just live in it. Use Google strategy on any other platform, like Bing and Yahoo because Google leads, others follow. Search campaigns don't create demand, they capture it.
Online marketing is a good starting point for nonprofits since it is relatively cheap and has low threshold for deployment #13ntcpaid #13ntc
Search campaigns don't create demand; they capture it. #13ntcpaid #13ntc- Google Grants:Recommended for nonprofits. Up to $10,000 for nonprofits, up to $2 per click. Limited: faith-based organizations may not be eligible.
- The basics:-SEM: Search engine marketing is paid inclusion that manifests through pay-per-click search & display ads. #13ntc #13ntcpaid
- Account Structure:-Contact & billing info.-Campaigns: set the budget, geotargeting, language testing, set the length.-Ad groups: default CPC bids, contains sets of keywords & ads.-Keywords: set CPC at Keyword level, set landing pages at keyword level, determine match type.
- Setting up campaigns:-Start with research.-Great campaigns have purpose: branded terms, take action, surround events. (Your organizations name, tagline, misspellings, synonyms, nicknames, etc). NC sends people searching for their site straight to a donation form. They can navigate off easily but they are already familiar with your brand. For other searches, send them to a place where they can take action (quizzes, videos, etc). Events can rally people to your site, set up search around these terms and send to a custom landing page.> Branded terms should be kept in a separate campaign. Metrics include higher click through rate, higher conversion rate (donation = conversion), lower search volume, lower cost per click, lower cost per donor. Google provides these insights, code embedded in the website. Because branded terms perform differently, keeping them separate drom generic terms percents cannibalization of budget.-Ad group: includes sets of keywords that are all similar.-Keywords: broad match (takes phrases that are similar or resemble term), [exact match] (exact phrases), "phrase match" (includes synonyms in phrases).
- Setting up campaigns: start with research, find out how people are finding your nonprofit #13ntcpaid #13ntc
- Campaigns with branded terms: searches with your organization's name, tagline, misspellings, synonyms, nicknames, etc. #13ntc #13ntcpaid
- NC makes the most money on branded campaigns. If someone is searching for your org, send them right to a donation page. #13ntc #13ntcpaid
- For other searches, send them to a place where they can take action (quizzes, videos, etc). #13ntcpaid #13ntc
- Events can rally people to your site, set up search around these terms and send to a custom landing page. #13ntcpaid
- Recommended tools for creating keywords:-Google Analytics-Adobe Search & Promote-Google's Predicted Search
- Nature Conservancy uses Google Analytics & Adobe Search&Promote for audience insights. Also recommended Predicted Search #13ntc #13ntcpaid
- Tips for great ad copy:-Headline of the ad contains keyword-Has strong call to action-Creates sense of urgency-Can be easily tracked-Within a 25, 35, 35 character limit-Proper english! Or gimmicky punctuation (one exclamation point per ad!), numbers are ok but not in place of a word.
- Great ad copy:-Headline of the ad contains keyword, -Has strong call to action, -Creates sense of urgency #13ntc #13ntcpaid (1/2)
- Great ad copy: Can be easily tracked, within a 25, 35, 35 character limit Proper english! Or gimmicky punctuation! #13ntc #13ntcpaid (2/2)
#13NTC: Search for Success: Understanding the Basics of Online Paid Search and Display Ad Campaigns #13NTCpaid
Amy Bridges of the Nature Conservancy leads a conversation on the world of paid search in this Nonprofit Technology Conference session.
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