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welcome everyone thank you for joining us today i see that people are still coming in but um want to be very aware of the time and i want to i know we have a lot of information to share but thank you for joining today for optimizing google ad grants for your nonprofit looking forward to speaking with everyone today we're going to talk about maximizing google ad grants feel free to ask questions as you think of them in the q a chat um any questions you have at all we'll be happy to answer those along the way or at the end don't hesitate um as you're thinking of questions feel free to share those and all right eric you want to go to the next slide again a good good morning good afternoon good evening wherever you're calling in from i'm mark becker the founding partner of cathexis partners and with us today is eric werner if you'd like to introduce yourself eric yeah i am a search marketing and interactive marketing expert i've been doing this since uh 2005 i worked with my first google grant in 2007 so i was kind of thrown into it right away and i uh that was for uh saving the polar bears uh polar bears sos with the natural resource defense council so i've been doing this for quite some time and have probably i've probably managed maybe 50 or 60 google grants i did this for an agency that i worked with in atlanta uh then several years after that i joined the home depot and managed a team of search marketers at the home depot and then after that decided that i was really interested in turning my attention full time to focusing on non-profits and our big goal is to make the tools and techniques used by the fortune 500 affordable and accessible to the non-profit world so that you can get more donors and build your email list and make sure that your mission gets the attention you deserve awesome so yeah he's going to be providing a lot of great information today let's go ahead and go to the next slide and just cover what we're going to do a quick introduction to google ad grants many of you are already probably using google ad grants some of you on the line today or might be just looking into it so we're going to cover that a little bit and then how to make the most out of your google ad grant that's going to be all eric getting into that and then share a real world example of a project we recently worked on together and then any additional q and a's but again as you have questions uh don't hesitate to shout and and share those everybody's on mute besides myself and eric obviously but feel free to chat in your questions or feedback or thoughts along the way and we'll be happy to share those with the team um so yeah eric if you want to go to the next slide we'll jump right in all right excellent yeah and one thing that i was going to add regular regarding the q and a was that i do believe that we're going to be able to choose from one of the people that ask a question and be able to provide a free competitor landscape for that person a competitor landscape that will we're actually going to discuss some of the ideas in this presentation about how that can be useful for you but specifically could be useful for you in terms of helping to build out your content strategy helping to build out your google grant and kind of maximize the amount of traffic and donors that you can get so please do ask questions it's very helpful for us and uh greatly appreciate it yeah that's awesome so um just quickly uh yeah the google grant you know ten thousand dollars per month for income is for in-kind google ads advertising for non-profits there is um eligibility requirements rules and restrictions there's a lot of details in that we're not going to cover that so much today we do have another document though that covers all that you can see that at texaspartners.com resources you can download that free free guide that goes into more of the requirements there's a lot of kind of details um and specifications that we don't need to bore everyone with today but that is documented um well online through google's support but also through our document that we put together today we really want to focus on the details of the ad grants and you know i don't know it's kind of like how i also describe you know salesforce and how they give away 10 licenses google ads is kind of similar to that where it's free like a puppy right you really have to take care of it and that is what eric is here to talk about so there i've teed it up for you eric feel free to take it from here yeah thank you so the approach we're going to take to learning about google grants today i i'm assuming that we're probably you know there's probably going to be a certain type of person that's interested in okay when we're managing the google grant what do we actually do when we log into the interface when we're creating ads when we're finding the keywords target when we're managing bids and and that's that's very valid perspective on you know what's important about a google grant what we're going to focus on today is how to get the most from your google grant and how it can affect all the different areas of your digital marketing so we know that kind of at the core the google grant can help you to get more donations it can help you to get more awareness to your site into your mission it can help you to build out your email list and also help you build out your retargeting pool so that you're able to advertise to more potential constituents more potential donors that have visited your site already as a result of the google grant and today we're really going to look at what are the other areas of your marketing that can be improved by effectively implementing the google grant so at a glance these are some of the things that we'll talk about today we'll talk about how the google grant and managing the google ran effectively can improve your targeting for your marketing efforts we'll talk about and i already hinted at this that there's a a big impact that managing a google grant well can have on your content strategy and as i mentioned uh we will choose somebody um who asks a question for us to provide some free content strategy support and we'd really appreciate any questions another thing that we can do with the google grant is that we can use it to co-optimize meaning specifically to support other channels with the data that we can bring in from the google grant and the example that we're going to share today is going to be specific to co-optimizing for organic search with the data and what we learned from the google grant another thing that we're going to talk about is messaging and calls to action and how you get to test the calls to action and test your messaging with the google grant in a way that can then be applied to [Music] all other areas of your marketing we'll talk about site optimization of course including improving your email list how collecting data from the google grant can help you to redesign your website more effectively and then also managing google grant well requires that you have effective web analytics tracking in place so this in some cases we've seen organizations that get pushed to have better analytics and better data quality in order to effectively implement the google grant but then as a result that data quality then applies across all their other efforts and then finally we'll talk a little bit about page speed and creating great landing pages for your google grant as well so with that we're going to go ahead and move into one of the first examples of what we'll do now we know that the google grant is a google ads grant which is allows you to target people who are searching in google for keywords that are relevant to your mission so one great way to find these keywords is to look at all the sites that are competing for the same audience and so what we'll do is we have this example where we have taken four competitors and we've found all of the keywords that they rank for in google search or all the keywords that they are targeting in their paid search and what we're looking for here is we're looking for examples where there are four or more competitors that all rank for this keyword they all have visibility associated with this keyword but your site does not and in many cases there will be instances where your site doesn't even have a page about that keyword so this is very interesting because this gives you an opportunity because you can't target foster animals for example in your google grant unless you have a page about foster animals to send people to so in this way we're able to find some great content gaps some great opportunities to create content such that you can send people from the google grant to your site associated with those topics the idea that we're working with here is that if three or four or more of your competitors are currently ranking for those keywords that they're probably pretty important so what we do when we do a an approach like this is that we'll ask you to then select items that are specifically seen as valuable to your organization and it may be that all of these are valuable to your organization or it may be that two or three of these are very very important for you and then that becomes the focus and that gives you the opportunity to create content about these create pages for people who are asking questions like how to get cats and dogs to get along or whatever it is that's most relevant to your mission now i'm going to show you a couple things there's a question here erica sorry sorry interrupt but there was a question if you have a moment yeah absolutely um the question was how do you how do you find out what keywords your competitors are ranking for within google yeah that's a great question so there are there are competitive research tools that you can use to do this and um one example of a tool um one of them is called sem rush and another one is called um it's called spy foo and yeah so those those are those are two tools now they're paid tools so you have to pay a monthly fee to be able to access it but it's a pretty reasonable price and it's very effective to be able to get that data and the thing that we found is that very often there is a level of effort associated with using those tools and this is why what we'll do is we'll put together that data into a deliverable like this such that you can see at a glance what your competitors are ranking for uh what your site is ranking for and more importantly what your site is not ranking for or what for what your site has no content for at all yeah so that thank you very much for that question but yes so so there are competitive research tools uh two examples are sem rush and spyfu awesome thank you very good yeah thank you so so moving on from there we'll also look at the competitive landscape in general so this is very interesting because many organizations come to us with a google grant and they find that they're not able to spend the full 10 000 a month in the google grant especially since about two years ago google made some changes to the program and when they made changes to the program it became a quite a bit more difficult to spend all the money it used to be very it used to be very simple because you could target one word keywords and spend the money very quickly now if they're what they're doing is they're pushing you to make sure that you're targeting a very specific audience and it's actually a good thing even though it's more challenging and it requires more ongoing management effort it's actually a good thing because they're pushing you to make sure that your ads that you're showing in your google grant are as relevant as possible to the audience but i want to show you the way that we use this competitive landscape because we see if we have your site that we see is currently not using the full ten thousand dollars per month perhaps they're only using about you're only using about six thousand dollars per month you may you know i think that the natural question to ask is well is it possible for our niche you know for our subject matter to be able to spend the full ten thousand dollars and there are some circumstances where it can be really essentially you know it can be really impossible to spend the full ten thousand dollars especially if you have a if you have a mission and your organization is focused on a local geographic area sometimes that'll be an example of a situation where you will just there just won't be enough people in the denver area that are searching for this topic such that you can fully utilize the google grant and you know sometimes their subject matter i had an organization that i was working with that they were all about providing books to children that couldn't afford their books for for school and and this is you know certainly a very noble and very important cause and there's there just weren't enough people searching for that specific concept for us to be able to spend the full ten thousand dollars per month so what's effective about this com competitive landscape is that we're able to see you know is there another organization that is able to spend the full ten thousand dollars so in this case if we're spending six thousand dollars we find that okay well there is another competitor in this space that's able to spend the full ten thousand dollars and in that way we know that we can fill that gap now specifically what we would look at is the number of keywords that are being targeted in the google grant so in this case in this example this site has 50 keywords that they're targeting whereas the site that's full that's spending their full grant or very nearly their full grant has 113 keywords they're targeting so that shows you the gap that needs to be filled there and that's exactly the situation where you could go back and look at that uh look at that list of the keywords that your competitors are targeting figure out you know are there 50 keyword topics for which we don't have a page you know that we could create a page such that we could point traffic from the google grant to those pages now keeping with our theme of addressing the way that this kind of information can also improve other areas of your site and other areas of your marketing well while we're in here looking at this we might as well look at organic search as well and we can see the difference in organic search traffic between your site and one of the major competitors the number of keywords that they're ranking for in organic search in comparison to your site and in that way we can find out where is an opportunity to take the data that we learned from the google grant and apply it to our organic search as well hey eric quick question here from the gallery again is um is this information how do you get this information this is also through those those same tools or um by working obviously with with a consultant like yourself but is that something is this the information that anybody can get themselves if they were to use these other tools or or or what's that look like that's an excellent question and yes this is this is the kind of information that is in those tools now we have what we actually do to produce this type of deliverable is we use the apis from those tools so that it will it so the the the programs that we've created will pull in data from those apis to put together a deliverable like this in a very efficient manner whereas if you buy those tools and you pay the monthly fee for them you can go in there and and click around and and download the information and it can be very effective uh and this is a this is a big shortcut for us to be able to use the api and essentially automate the process of pulling all this information in for you so that you can use it to apply to your marketing efforts now those same tools that we're talking about they also provide other kinds of information like you can actually see you know while you know while you're looking at the competitive landscape you can look to see well what are the display ads that the competitors are using now you can't run display ads in your google grant but you can look to see you know what is it that the you know what are the display ads that the competitors are running what sites are they running them against you can see things like you know what is it that their audience is showing interest in and demographic information and then also what devices are they showing these ads across and while you're doing that you can start to see certain opportunities so one example of an opportunity that stands out to me for this is that you could look to see which publishers they're showing their ads across the most and when i find a publisher that they're using that is really relevant to my mission i would make a note of that such that we can do outreach to those sites suggesting you know potentially suggesting a uh you know perhaps a guest blog post or some other type of collaboration in social media or you know potentially even you know one thing that's interesting that you could do is you could you could offer to them hey you could do a a guest post on my site and we could actually point traffic from the google grant to that guest post such that you're getting access to a larger audience we're getting access to a larger audience and we can both benefit from that partnership i think that's a good example of additional efficiencies and opportunities that come out of using the google grant effectively and the type of work associated with it so another example of something that we do very early on as we're trying to figure out how to use those full ten thousand dollars per month we need to find keywords that are really relevant to your mission and keywords for which google has already decided your site is an authority so in this case what we're looking at is the lost rankings and very often this will happen in the context of a site redesign and we'll see this over and over again with sites that come to us that redesign their site without having anybody you know that is really paying close attention to search marketing and in this case this is for americares and they lost nearly you know more than half certainly more than half of their top you know page one rankings and we can also show the value associated with the with the traffic that was lost so it's really a huge decline in their rankings and the opportunity for this when you have a google grant is that you can look to see what keywords you've lost rankings for and when you find those keywords those specific keywords that you've lost ranking for you know that those are going to be a good target for the google grant and part of the reason is a good target for the google grant is that google has already indicated in the past that your site is authoritative and relevant to those topics and what that means for the google grant is that you're going to have a high quality score for those particular keywords and it's a very strong near-term opportunity to find those keywords that you rank for in organic search in the past and to target those with your google brand and then naturally when you find those keywords that you write for in the past you can also then do the work to improve the rankings in organic search as well and again we're going to show in a moment an example of a of a site that we did this with such that we were able to improve their organic search traffic substantially while improving their google grant at the same time so this site this was for work that we did for the american research center in egypt and we did the exact process that i just described to you for maximizing their google grant one of the things that we did was we found out that the american research center in egypt had content that was so specific to the work that they were doing that they missed the forest for the trees because they were able to tell you for a specific tomb in egypt all the information about the archaeology that was being performed there all the amazing findings the specific technologies that were used to find out all the new information about how ancient egyptians lived but unfortunately there were not enough people searching for those really granular specific ideas so what we were able to do for the american research center in egypt is that we went and we did the process that i just talked you through and we found keywords that their competitive competitor sites rank for and the trend that we found was that those competing sites they rank for the more general ideas the more general ideas like the um egyptian pharaohs the names of the pharaohs where they're buried the names of the temples or the pyramids the um the mythology of egypt all these things have a lot of search volume there's many people that are searching for this and in that way we were able to create content pages for the google grant such that the google grant could be maximized and then what resulted all of these numbers that are shown on this page this is all increased this is all increased traffic and increased number of keywords that they rank for in organic search as a result of doing this so you can see that their organic search traffic went from you know maybe roughly two or three thousand visits per month up to you know more in the range of 20 25 000 visits per month so a huge over 600 percent change from following that process of co-optimizing between the google grant and their organic search efforts now as i mentioned before there happens in google grant policy changes and this happened about two years ago and it's interesting because this oh boy when this happened there were a lot of non-profits that were impacted substantially and there were some non-profits that were spending ten thousand dollars a month prior to this that were never able to spend ten thousand dollars a month afterwards and it was very challenging for a lot of organizations what's interesting about these changes is that pretty much every one of these changes is essentially google urging you to do better in managing your google grant and as mark said that that getting a free google grant is kind of like getting a free puppy and that there actually is maintenance and management that is required and each of these policy changes actually makes it pushes you to have a better experience for your users so the first example is you know that they they require now that you maintain a five percent click-through rate now all that means is that you have to make sure that you are showing your ads for relevant keywords that are really specific to what your audience is searching for and when you do that when they get to their landing page they're having a good experience because the landing page and the advertisement really matches what they were searching for the other thing that was a benefit about these changes is that they did away with their for a long time there was a two dollar cap that you couldn't bid more than two dollars uh cost per click for your google grant keywords so they did away with that and the reason they did away with that is now that they're expecting you to manage your grant more effectively another thing that they did is that they they disallowed single word keywords and then they have a specific list that we can share with anybody who's interested of single word keywords that are allowed but in general they're saying look you can't just target a single word keyword and probably the classic example for this one was women for women international well they did their google grant you know for a while they did their google grant the easy way and they just targeted the keyword women and the thing is that that where while that brought in a lot of traffic it didn't bring in relevant qualified traffic and that's what some of these changes really push you towards is making sure that your that your the audience that you're getting in front of is as relevant and as qualified as possible so when they took away the ability to target single word keywords and actually while it made it more challenging to manage google grant it actually made it such that you're targeting an even more effective audience now geo targeting is required so now an organization we talked about that earlier that an organization that is just advertising to the metro denver area for example you know is expected to not have just all of their keywords be you know national or international in scope they also require that you have at least two active ad groups for campaign and that each of those have two active text ads and we're going to get into in a moment about what this means you can do or need to do to split test those different calls to action such that you can use that to apply to your messaging and to be as effective as possible in terms of the offer and the messaging in your advertisement we also are required to have two site link ad extensions now it gives us another opportunity to test our messaging we can't target somebody else's brand names and then the keywords must have a quality score of two or higher now so quality score is a black box algorithm that google uses to assess how relevant your ads and the experience is for the users that come in through your advertisements and it's it's a one to ten scale with 10 being very good and one being very bad and so essentially they're saying that you need to keep a fairly high quality score and again this is just another example of how what they're really doing is they're really just pushing you to provide the best experience to your audience as possible all right moving on from that we're going to talk specifically about split testing the messaging in the google grant so when you use the google grant that as i mentioned a moment ago they require that you have at least two different ads for each ad group so what that means is that you run these two ads against each other and you have the ability to see well which of these works better so in this case with the red cross we have they have kind of a short form advertisement make a donation sign up for a course and when they click on the ad it takes them to this page red cross official site help where it is needed most very pithy very brief concise advertisement then they have this more fully built out advertisement where it has a larger description it's able to provide a little bit more in terms of trust factors and the offer uh describes a little bit more about where your money's going to you know etc so without the google grant you would have to pay to run advertising to test these two different ideas and the way that it works is that you will really generally you will run one of these against another until you see which one is the champion which one performs the best and then when you find out which one performs best then you remove the loser and then you create a new ad to run against the champion so that in that way you're constantly improving your messaging and you're constantly learning new things about what people respond to as far as your offer goes as far as the you know the uniqueness of your offer um one example when we were you know i was doing some work for um a conservation-focused non-profit it was focused around global warming and the premium that we were able to offer was a was a a green pin that you could fit onto your on your suit or use that as a tie tack and it turns out that this was actually um something that that al gore wore when he was talking about climate change and so we we were able to test whether or not was that something that would you know would people be more likely to make a donation if we were to offer them a you know a small premium like that that could help them you know help that person to show you know that their where their um you know where they're doing their work in terms of supporting the environment supporting that cause and it turned out that that you know when we offered that premium the conversion rate improved dramatically and this was something we were able to prove using google ran so that we didn't even have to pay to find out whether or not you know which call to action work best so so this is an example of you know really being able to take that information from the google grant learn for free what performs best and then you can apply that to other areas of your marketing and advertising so the other thing that is kind of a natural consequence of managing your google grant effectively is that you need to create strong landing pages so that when you do bring somebody in they're likely to make a donation or sign up your for your email list or otherwise take the action that you want them to take in support of your mission so in this case we have a you know certainly a very strong landing page that has a very clear call to action front and center there's no distracting navigation that might send people in other directions on your site there's a you know essentially an offer here describing what doctors without borders does and why it's a valuable valuable way to spend your you know spend your time and attention and resources to support their cause affirms that it's tax deductible there are trust factors such that uh you know you know you have the charity navigator that shows that they're highly ranked and you know various other ways that this is a you know both both in terms of if you're going to choose an organization to donate to this is a good choice but also things that indicate that you know if you're about to put your credit card information in that you are putting it into a safe place as well uh which is certainly important in a landing page and anytime that anybody's going to share any kind of information like that the other thing about this is that you know this this page scrolls down and you add your personal information but they get the most important things first and they have the call to action at the top and you know so these are just some examples of some of the elements of this landing page that are very very effective but another view of the landing page that i want to share with you that is important for the google grant has to do with how fast the page loads so we talked earlier about the algorithm that google uses to assess how relevant and authoritative and the type of experience that your users are having with your advertising one of the factors that goes into that is how fast your page loads so in this example we have americans has a very solid landing page here and it has some of those same elements that we just talked about certainly a good landing page but we find that when we look at their page speed it is actually very you know it's very slow compared to the average for sites and one thing that we know is that a slow loading landing page will dramatically reduce the conversion rate and reduce the amount of donations that you'll be able to bring in from this page so whereas in contrast we have the american foundation for the blind that's using every action for their form and they have substantially better score in terms of the page speed now this is also something that's very interesting in the context of a website redesign one of the things that we love using google grant for is to collect as much data as we can to inform the website redesign and that might be data associated with how people use the site how people navigate through the site when they come in from different keywords you know what their conversion rate is when they come when they land on different landing pages and in this case another example is that using the google grant and maximizing the google grant we turn our attention to improving page speed and then we get this data that can then be applied and used as a benchmark for improving page speed the next time that you redesign your website and also really push you to think about things like this as you're redesigning your site moving on to that this is one of the okay so one of the most interesting things that happens and one of the most you know one of the most effective things that happens for organizations that come to us with you know with a need for support and improving their google grant is that we find that very often there are gaps in your web analytics tracking and this is a pretty common you know this is really a very common problem whereas the data quality it can be that itself and you can lack the ability to see what your conversion rate is in google analytics which is what the screenshot is from or in google ads so in order to be able to really maximize and optimize your google grant you need to not only be able to see the conversion rate and the amount of revenue that you bring in in your google analytics profile but it also needs to be collected to google adwords such that you're able to see the number of conversions and the value of each conversion that comes in from google ads and then when you're able to do this essentially when you're pushed to do this as a result of improving your google grant that that data quality is now going to apply to all the decisions that your leadership is making you're able to make better decisions because your data quality is better and you're able to show a more accurate picture to leadership with regard to what is happening on your site so now we're going to move into the real world example that we very recently did with uh an organizations called dogs for better lives so dogs for better lives it's a very i think it's very fun organization and the thing that i like about it is that they um they find instances where there's a dog that was being trained to be a service dog and you know so you can picture the dog going to the academy going to doggy college to learn how to be a service dog the thing is that there's some of those dogs that don't pass the final exam now these are exceptional animals uh and they're gonna make it they're gonna make a wonderful companion for somebody but they're not allowed because they didn't pass their final exam they're not allowed to go on to be service dogs in that capacity so what this organization does is that matches people that can really benefit from that type of a pet and dogs for better lives came to us and they had a lack of online visibility they knew that there was a problem they knew that part of the problem was that their google grant was was very badly underutilized so with the google grant you get ten thousand dollars per month of free advertising they when they got to us they were using about twelve hundred dollars per month and this was an organization that targeted a very specific geographic location so they they couldn't target keywords that were national in scope so they had us you know special challenges there and what we did is when we got into um you know when we got into learning from them what was most important you know they said that you know we would like to be able to use our google grant more effectively but really more than anything we don't know what's happening on our website we don't know if we have good data quality or bad there's not an easy way for us to know what is going on on our website in general so as a result the first thing we did was we did an audit of the account to find the opportunities and liabilities and we were able to then confidently point to some clear-cut activities that would improve the amount of qualified traffic that was coming to their site so this included traffic coming in from the google grant by targeting keywords that they weren't targeting the past and pushing them to create pages such that we had new good pages to target with the google grant and then another thing that we did for them is that we created a dashboard and this dashboard showed them what was going on with their site what were people you know what what when somebody converted on their site and made a donation or it showed interest in adopting a dog what you know where did that person come from how did they get to the site what did they do on the site before they uh you know before they took that action and we were also able to really dramatically improve the relevance of the keywords that we were targeting in the google grant as a result what we were able to do is we were able to increase the conversions and we were able to increase the visibility and we were able to create a dashboard for them such that they could see where these improvements happen and they could see what types of campaigns were driving the most conversion the highest dollar value in donations and as a result of this effort we really really dramatically improved their click share the number of people that clicked on their ads went up from 15 to 45 the impression share meaning just the number of people that saw their ads or the percentage of people that saw their ads in comparison to other sites that were targeting the same keywords went up to from 10 to 40 and then the conversions in terms of people who donated or adopted a dog more than doubled from eight per month up to 18 per month by the time that we were we were done optimizing this campaign and then there was also a revenue increase 30 so really substantially positive improvements we were able to have with that campaign and you know all the while we were doing things that pushed them forward in terms of improving the quality of data that they had to look at improving the content they had on their site matching it to what people were searching for and improving other channels of marketing as well so now i'm interested i i'm interested to know what questions you might have that could you know help us yeah we've got some good ones here useful as effective as possible yeah that was a lot of a lot of information and uh that's why we have folks like eric to help and that's why we want to make sure we had this this webinar as a jumping off point so let me let me get into some of the questions here for you eric um how do you recommend keeping track of your different messages meaning your text ads are split testing yeah that is a great that was great great point so what we will usually do is we will create a set of text ads and we'll provide those to the client in a collaborative document like maybe a google google sheet or some sort of a collaborative worksheet and what we're looking for there is when we provide those those that ad copy what we're looking for is you please take a look at this ad copy and let us know if there's anything here that is in con you know that is contrary to the way that your messaging typically your your messaging and your brand typically applies these ideas and in that way we might find that there's some organizations that say okay well we never call it you know we never call it by that particular name our brand only calls it by this name or you know our our organization only calls it by this name because it might introduce confusion so in that way we're able to elicit information from our clients about what's important for them to have in the messaging and then once we have that then we start adding that messaging into the google grant and when we optimize the advertisements the way that we do that is that we have to make sure that the ads can run for long enough that the results are statistically significant and this is one of the things especially important about the google grant is that you have this you have you have ten thousand dollars in free advertising and it takes a lot it takes a lot of advertising to get to a statistically significant result so i think that's very important a very important way to think about this is that all you know whereas we might you know it maybe it takes that much money just to get to a statistically significant result in one month for these two ads that we're testing against each other if we didn't have the google grant then we really wouldn't have you know maybe we wouldn't have a way to do that you know other than you know finding resources and spending our own money to do that type of advertising so the way that we keep track of that then is that we take the you know we continue to run the winners in the google ads and then any notes that come up around you know the user behavior around particular messaging get added back into that collaborative worksheet such that we're able to keep track of you know what worked and what didn't and sometimes it relates to premiums as i mentioned before or something that you can offer to the to the uh to the audience something that can be useful for them and in other cases um it really applies more so to just the wording that you use so it can be the offer what you're actually offering them or it can just be the way that you describe it we keep track of all that using collaborative documents awesome that's great and then do you recommend the landing pages be part of the main site and site navigation or are they more standalone or does that really matter well i think that i think that there's a couple of things to think about there is that for this type of advertising we usually want to bring somebody to a page that that that kind of minimizes the the other types of activities that they might that they might want to do so um and there's there's two ways of there's there's two ways to approach this i mean there will be some situations where you know we like the idea for to come we like the idea for people to come to the site and view a lot of informational content about you know all the different things that we're doing all the different things that are part of our mission and then there's other situations where we really want people to take a single action and what's great about this what's great about the google grant is that well when you're paying you know if you're paying 10 000 a month you can really only afford to send somebody to a landing page where they have to you know they have to make a donation or they have to sign up for your email list or they have to take an action and you can't afford to spend the money to send them to an informational page as easily because the return on investment won't back out for that type of that type of tactic now with the google grant what you're actually able to do is you can more easily send them to an informational page because it's in-kind advertising so you don't have to you're not actually paying for that advertising such that your return on investment is going to be positive you know whether you send them to an informational page or whether you send them to a really conversion-focused page where you're trying to get a donation or you're trying to get them to sign up or take a particular action great stuff hey we have a couple more questions but while we're answering these questions if you can click through to the last slide with our contact information and keep that up while we're answering those questions that would be terrific now the thank you now let's see the next question was how much time each day would you estimate you know someone should devote to managing google ads well that's a that's a loaded question but i'd love to hear you answer that yeah it depends and um you know part of it depends on how much uh you know it kind of also includes how much of the google rant you're able to utilize because what we find is that a google you know an organization that's able to utilize um utilize the full ten thousand dollars well there's a lot more value that's coming in from that google grant in comparison to a organization that's only able to use maybe two or three thousand dollars of their of their google grant so we can talk a bit about like what's the ideal amount of time to spend um you know and you know so ideally i think that there's you know if if you're able to really utilize your google grant effectively you know i i look at it as like maybe spend you know maybe spend five or six uh maybe spend five or six hours per week in in the google grant and i'd break that up probably you know probably into two set two or three sessions per week of logging in and making adjustments and doing the typical maintenance activities now there are some instances where the google grants not able to be fully utilized and there's a really specific reason why like we talked about earlier like if you're targeting a very specific geography it may be that you're never going to spend more than 2 500 of your google grant each month and that that might just be you know it might just be a constraint that you're not able to move beyond and if that's the case then there are ways that you can set up a specific set of keywords and have kind of a specific specific set of activities that don't require a lot of heavy lifting but will maintain that presence for you so that you're at least able to spend the 2500 a month and you and do that effectively in which case you could spend you know you could spend less than six hours a week and maybe you could maybe it would be okay to spend four hours a week on the google grant or you know um you know less time um optimizing it because you know it's a smaller audience and you're able to uh optimize effectively for that smaller audience yeah thank you for that good question hey eric um just uh just a side note there i think we can see this uh split screen there um your desktop as well as the the um oh okay there you go now we're good just uh look back there cool um let's see yeah just a couple of other housekeeping things we will be recording this session so you can um view it afterwards uh we'll send out the link uh you'll be able to find it on our resources page as well so if you go to that it'll be available for for viewing after the fact let's see another question was um if your seo or website isn't great will that affect your ability to use the google grant yes great question yeah so there's there are a variety of ways that that having a poorly optimized website can reduce your likelihood of being able to really take advantage of the google grant and a lot of these you know a lot of these crop up when we're in the context of a website redesign so if you have a website redesigned plan you know i've heard people i've heard people that are in leadership and organizations say okay well we we want to get a google grant but you know but our website isn't very good right yet but we're going to be redesigning the website in a few months so we're going to wait until after the website redesigned to get the google grant and all that logic makes sense but i have a contrary view to that my you know kind of my my contrarian opinion is that go ahead and get the google grant running now do all the work that you need to do to figure out what the audience your targeting will be and then start collecting data from the google grant about how people are interacting with your site and then you can use that data and apply it to your your how you how you redesign your website and then there will be things that you'll find like we talked about you know certainly page speed can have a negative impact on your google grant if it takes a long time for your site to load another example would be if you're you know if your content you know you could have content on your site that doesn't really match what your audience is searching for and this can result in having you know real you know kind of a poor organic search experience but then it also really significantly hinders you for your google grant yeah so that's a great example as well yeah and certainly and if you're one of the people that are asking all these good questions just share your email as well if you'd like us to consider choosing you for the content strategy that we're going to be able to do for one of our one-of-a-kind listeners who is asking questions we really do appreciate it yeah we had everybody's contact information for the attendees and we'll be able to report off of that and and select so yeah thanks for all the great questions i think we have time for one more and then we can definitely follow up with anybody else we didn't get to and our apologies for in the sake of time but another question was if you had your google ad grant account suspended or cancelled due to the changes you weren't able to keep up with the click-through rates or whatever it might be do you have any kind of specific next steps uh or best steps to get that um uh re-qualified or started up again any recommendations there yeah everyone is unique there are now so you know there are now really quite a few requirements for the google grant now such that there you know there are a lot of different possibilities of what you know what could be wrong with it such that you know cause the caused the grant to be suspended so those really need to be dealt with on a case-by-case basis and i i think that what's important there is to figure out you know figure out what is out of you know what is out of policy and then and then devise whatever system is necessary and whatever standards and procedures are necessary so that it doesn't get you know so it doesn't get penalized again or doesn't get paused again i think it's the approach there but you know unfortunately there's not necessarily an easy way to address that when a when an account does get us suspended it's usually a process of going through and finding um you know checking it against all the different criteria yeah yeah definitely uh an an issue and and why we can we're here to help um so just kind of as a summary yeah eric thank you so much for all that a lot of information it can be chewy right there's a lot of details um but with someone like eric at the the wheel to help um you know we can definitely help with your google ad grants and again just a little bit more about cathexis partners um you know anything these are all so interrelated right your website your load time seo your google grants we can help with all that including your crm system and fundraising strategies so never hesitate to reach out there's a couple of questions we didn't have time for but we'll definitely follow up via email but thank you all so much for joining us today and thank you so much eric for your expertise have a great day everyone yeah thank you all right have a great day you