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Online advertising
at Samaritans
Mike Keating
Digital Communications Manager
Samaritans
#agenda
AdWords: why we do it
AdWords: how we do it
AdWords: its impact
AdWords: THE HIDDEN COST
YouTube, Facebook and Twi...
AdWords: why?
AdWords: why?
What are your organisational objectives?
What are your team’s objectives?
Would you have targets?
What would...
AdWords: how?
AdWords: how?
Remember your objectives
Use a structure that makes sense for you
Understand the limitations
Use extensions ...
AdWords: how?
Remember your objectives
AdWords: how?
Use a structure that makes sense for you
AdWords: how?
Use a structure that makes sense for you
AdWords: how?
Understand the limitations
AdWords: how?
Use extensions and keep them updated
AdWords: how?
Use other tools
Google Analytics: Acquisition/Channels/Paid
Google AdWords Editor
Google Search Console
Use ...
AdWords: how?
Use AdWords’ “Opportunities” - and your instincts
AdWords: how?
Test, test, test
AdWords: how?
Remember your objectives
Use a structure that makes sense for you
Understand the limitations
Use extensions ...
AdWords: results
AdWords: results
AdWords: results
AdWords: results
AdWords: results
AdWords: results
KPIs or targets will really help here
(obviously)
Don’t do it for the sake of it
Use your results elsewhe...
AdWords: the hidden cost
AdWords: the hidden cost
AdWords: the hidden cost
AdWords: the hidden cost
Use the Google AdWords editor
Deliberately block out time for it
Read!
Remember the requirements ...
Great for video
Great for “awareness”
Great for targeting outside your Facebook audience
Less great for donations
Good pot...
Run shorter campaigns
Refine your targeting - make lots of Advert Sets
Always use multiple creative options
Use separate c...
YouTube
Target by keyword, channel or by interest groups
Easy to schedule campaigns for specific times
Reports on length o...
Twitter
AOB
We did banners before and it worked!
We did banners before and it didn’t work
Remarketing didn’t work for us
AOB
What would you do?
Thanks for your time!
Mike
m.keating@samaritans.org
020 8394 8347
@mkeating121
Questions?
Visit the CharityComms website
to view slides from past events,
see what events we have
coming up and to check out
what el...
South West Networking Group
14 October 2016
Bristol
#ccsouthwest
Online
advertising
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Online advertising at Samaritans | Online advertising | South West Networking Group | 14 October 2016

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Michael Keating, digital communications manager at Samaritans

Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

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Online advertising at Samaritans | Online advertising | South West Networking Group | 14 October 2016

  1. 1. Online advertising at Samaritans Mike Keating Digital Communications Manager Samaritans
  2. 2. #agenda AdWords: why we do it AdWords: how we do it AdWords: its impact AdWords: THE HIDDEN COST YouTube, Facebook and Twitter AOB
  3. 3. AdWords: why?
  4. 4. AdWords: why? What are your organisational objectives? What are your team’s objectives? Would you have targets? What would they be? How would you report them? Who would even notice?
  5. 5. AdWords: how?
  6. 6. AdWords: how? Remember your objectives Use a structure that makes sense for you Understand the limitations Use extensions and keep them updated Use data from other tools Use AdWords’ “Opportunities” - and your instincts Test, test, test
  7. 7. AdWords: how? Remember your objectives
  8. 8. AdWords: how? Use a structure that makes sense for you
  9. 9. AdWords: how? Use a structure that makes sense for you
  10. 10. AdWords: how? Understand the limitations
  11. 11. AdWords: how? Use extensions and keep them updated
  12. 12. AdWords: how? Use other tools Google Analytics: Acquisition/Channels/Paid Google AdWords Editor Google Search Console Use your colleagues!
  13. 13. AdWords: how? Use AdWords’ “Opportunities” - and your instincts
  14. 14. AdWords: how? Test, test, test
  15. 15. AdWords: how? Remember your objectives Use a structure that makes sense for you Understand the limitations Use extensions and keep them updated Use data from other tools Use AdWords’ “Opportunities” - and your instincts Test, test, test
  16. 16. AdWords: results
  17. 17. AdWords: results
  18. 18. AdWords: results
  19. 19. AdWords: results
  20. 20. AdWords: results
  21. 21. AdWords: results KPIs or targets will really help here (obviously) Don’t do it for the sake of it Use your results elsewhere!
  22. 22. AdWords: the hidden cost
  23. 23. AdWords: the hidden cost
  24. 24. AdWords: the hidden cost
  25. 25. AdWords: the hidden cost Use the Google AdWords editor Deliberately block out time for it Read! Remember the requirements of your Grant Share responsibility But be realistic
  26. 26. Great for video Great for “awareness” Great for targeting outside your Facebook audience Less great for donations Good potential for campaigning Facebook
  27. 27. Run shorter campaigns Refine your targeting - make lots of Advert Sets Always use multiple creative options Use separate creative for mobile devices Check in and evaluate regularly Keep your enemies close And keep your friends sort-of roughly as close Facebook
  28. 28. YouTube Target by keyword, channel or by interest groups Easy to schedule campaigns for specific times Reports on length of video watched Use learnings for future content development Don’t forget subtitles!
  29. 29. Twitter
  30. 30. AOB We did banners before and it worked! We did banners before and it didn’t work Remarketing didn’t work for us
  31. 31. AOB What would you do?
  32. 32. Thanks for your time! Mike m.keating@samaritans.org 020 8394 8347 @mkeating121 Questions?
  33. 33. Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
  34. 34. South West Networking Group 14 October 2016 Bristol #ccsouthwest Online advertising

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