Bridge Conference - Google Grants: Go Big or Go Home

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Information about Bridge Conference - Google Grants: Go Big or Go Home

Published on July 30, 2009

Author: RedEngine

Source: slideshare.net

Description

RedEngine’s Alex Allen presented “Google Grants: Go Big or Go Home” on July 21 at the Bridge Conference 2009. His presentation discusses the ins and outs of Google Grants, including keyword research, ad group organization, landing pages, and analytics.

Google Grants: Go Big or Go Home Wednesday, July 22 2009

Grants Program Guidelines 501(c)(3) status Max $1 bids

501(c)(3) status

Max $1 bids

Grants Program Guidelines 501(c)(3) status Max $1 bids No content network

501(c)(3) status

Max $1 bids

No content network

Grants Program Guidelines 501(c)(3) status Max $1 bids No content network

501(c)(3) status

Max $1 bids

No content network

Grants Program Guidelines 501(c)(3) status Max $1 bids No content network

501(c)(3) status

Max $1 bids

No content network

Grants Program Guidelines

Expanding Keyword List Don’t forget about free data

Don’t forget about free data

Expanding Keyword List Google Trends and Insights for Search: What’s Hot?

Google Trends and Insights for Search: What’s Hot?

Expanding Keyword List

Expanding Keyword List

Expanding Keyword List

Expanding Keyword List

Expanding Keyword List Query Report – lost opportunities

Query Report – lost opportunities

Expanding Keyword List Query Report- lost opportunities, and some you’d rather not have

Expanding Keyword List Try different match types

Try different match types

Expanding Keyword List Try different match types Use popular typos/misspellings

Try different match types

Use popular typos/misspellings

Campaign/Ad Group organization Keep ad groups small! 99 keywords? Large keyword lists lead to low quality scores:

Keep ad groups small!

99 keywords?

Large keyword lists lead to low quality scores:

Campaign/Ad Group organization Dynamic keyword insertion for larger, more varied ad groups Search for “help women in poverty”

Dynamic keyword insertion for larger, more varied ad groups

Search for “help women in poverty”

Optimize Regularly Don’t sleep on underperforming elements Ineffective keywords and ads Times/locations that don’t convert

Don’t sleep on underperforming elements

Ineffective keywords and ads

Times/locations that don’t convert

Optimize Regularly Don’t sleep on underperforming elements Ineffective keywords and ads Times/locations that don’t convert

Don’t sleep on underperforming elements

Ineffective keywords and ads

Times/locations that don’t convert

Test Landing Pages Splash vs. form Short vs. long Test per keyword or ad group

Splash vs. form

Short vs. long

Test per keyword or ad group

Optimize Regularly

Optimize Regularly

Optimize Regularly Allocate budget to best performing terms Lower bids on less important terms Set daily budgets

Allocate budget to best performing terms

Lower bids on less important terms

Set daily budgets

Optimize Regularly Allocate budget to best performing terms Lower bids on less important terms Set daily budgets Keep an eye on quality scores Don’t let good terms sink Better average positions for more expensive terms

Allocate budget to best performing terms

Lower bids on less important terms

Set daily budgets

Keep an eye on quality scores

Don’t let good terms sink

Better average positions for more expensive terms

Analytics Keyword-level analytics tell the full story

Keyword-level analytics tell the full story

Analytics Concentrate on higher-performing landing pages Try using dynamic keyword insertion for larger, more varied ad groups

Concentrate on higher-performing landing pages

Try using dynamic keyword insertion for larger, more varied ad groups

Analytics For ads, look beyond CTR

For ads, look beyond CTR

Analytics For ads, look beyond CTR Try using dynamic keyword insertion for larger, more varied ad groups

For ads, look beyond CTR

Try using dynamic keyword insertion for larger, more varied ad groups

Google Grants + Paid AdWords Benefits of Paid Ads with Google Grants: Strictly monitor spend, afford new keywords Targeted/seasonal paid pushes Content network: cheap traffic, new insight

Benefits of Paid Ads with Google Grants:

Strictly monitor spend, afford new keywords

Targeted/seasonal paid pushes

Content network: cheap traffic, new insight

Benefits of Paid Campaign with Google Grants

Benefits of Paid Campaign with Google Grants

Go Big or Go Home Try new things! Optimization should be a constant Analytics: get the full story

Try new things!

Optimization should be a constant

Analytics: get the full story

Alex Allen RedEngine Digital [email_address] www.redenginedigital.com

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