Google for Nonprofits Newsletter - June 2011 | ||||||||||
Your monthly round-up of the latest news and notes from Google for Nonprofits. | ||||||||||
June 30, 2011 | ||||||||||
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Greetings from the team at Google for Nonprofits! Change has been in the June air here, with exciting news from the teams behind search, Google+, Apps, and more. Read on for product updates, insights from our AdWords Evangelist, and a YouTube success story. Wishing you a restful and fruitful July.
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Q: Why is online marketing important for nonprofits?
Online marketing is a perfect way for nonprofits to connect with consumers who are doing research about which charitable causes to support. With Google Grants, many nonprofits can place free ads on Google’s search results pages and find new donors or spread the word about their cause. Because AdWords is a cost-per-click (CPC) advertising system, it removes a lot of the potential budget risks... you only pay when we deliver a click and send someone to your website where you’ll have a chance to convert them into a member or supporter. Q: What are some new features in Google AdWords that nonprofits should know about? We’ve introduced several new ad formats in the past year. One of the highest impact (and easiest to set up) is Ad Sitelinks which allow you to show 4 extra links in your ads. A great way to use this is to show users the variety of causes you support and take users directly to the most relevant landing pages where they can learn more. We also introduced AdWords Campaign Experiments to make testing easier. Now you can test new keywords, ad texts and bids while also running your existing ads at the same time, making it easier to do an apples-to-apples comparison to decide if your change really improved your results. Finally, I think AdWords automated rules can really help nonprofits. This tool allows you to automate account management task such as updating bids, changing budgets and scheduling new ad texts. When these tasks are automated, nonprofits can spend more time on what they love most, making the world a better place. Q: Can you share any cool stories of organizations using Google Grants? Direct Relief International, a disaster response organization, is one great example. With one AdWords campaign, they were able to generate about 9000 donations and nearly $1 million in online contributions, making it one of their most powerful communications tools and most efficient funding channels. Q: Google AdWords can seem intimidating to get started with. Do you have any tips for newbies? I highly recommend familiarizing yourself with AdWords before you get started. We’ve written help materials as well as video instructions, webinars, and live seminars so you can learn about AdWords the way you prefer. When you get started, the biggest thing to keep in mind is that Google wants ads to be useful information and we reward relevant ads with higher positions on the page. Some tips to achieve high relevance include building small ad groups of highly related keywords with ad texts that specifically reference these keywords and writing compelling ads that highlight your nonprofit’s key benefits. So for example, if your organization provides both shelter and food, you should build separate ad groups for each of these. Q: Where can nonprofits go to find resources and support for Google Grants? You can apply for the program at www.google.com/nonprofits, and find even more helpful information online at www.google.com/grants. There’s also a Help Center and Forum you can check out. | ||||||||||
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