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- 1. Digital Fundraising Forum Barry Cahill – Industry Analyst Google AdWords, - Google Grants Cultural Lead 1
- 2. 2 AGENDA Google Grants Google Grants Basic Google Grants on Mobile Google Display Network In a nut shell Remarketing Contextual targeting YouTube for Non Profits Brand page Creating content Driving Action Measuring results
- 4. 4 1. Google Grants Basics
- 8. Ads enter the auction every time a search is made
- 9. Google dynamically positions advertiser’s ad according to this ranking formula:
- 10. The higher the ad rank, the higher it gets on the page.Ad Rank = Maximum Cost per Click bid x Quality Score 7
- 12. It represents the bidding in the auction system
- 13. The advertiser will not necessarily pay the max CPCThe maximum Cost per Click determines the limit till how much you are ready to pay
- 19. Other relevancy factorsThe higher your Quality Score, the lower the price you will pay per click and the better your position on the page. 9
- 20. The Quality Score 10
- 22. Strong ad texts, regularly reviewed
- 23. Ad texts that relate to the keywords that trigger them
- 24. Keywords that closely relate to your organisation’s USP
- 26. The Rise of M-Commerce: Factors in the Equation 23% of time accessing the internet is via a mobile device IAB/PWC mobile study, Apr 2010 20 Million mobile internet users in the UK in 2010 Mobile Squared, Oct 2010 27% of UK mobile subscribers have a smart phone UK Ofcom, Aug 2010 £500m Value of m-commerce in the UK in 2010 IAB/PWC mobile Adspend study Apr 2010 12% of all UK shoppers use mobiles to research before they shop ITPro.co.uk, 2010 38% penetration of 3G in the UK (from 28% in 2009) Morgan Stanley, Nov 2010 2007: £40/month for iPhone 2G 2 Secondsfrequency of sales via a mobile device on ebay 2010: £20/month for iPhone 3Gs Tesco, O2 $1 BillionAmazon’s revenue from M-commerce 13
- 27. The 2010s Will Be the Decade of Mobile 500mto 3.5bn £3.3bn 85% $6.5bn beats Transaction value of mobile payments in the UK Mobile internet users will exceed desktop users globally of new handsets will be able to access the mobile web Redemption value of Mobile Coupons in US alone growth in mobile internet users globally 2010 -> 2015 Source: Ericsson, Mobile Broadband World, Nov 2010 Source: IAB/PWC Adspend study, Apr 2010 Source:MobiThinking, Oct 2010 Source: Morgan Stanley, Nov 2010 Source: Borrell Associates, Aug 2010 14
- 28. Mobile is growing on charity terms
- 29. Mobile Search Drives Response 16 Cost Per Acquisition Click Through Rate Conversions -15% +80% +43% Separating out mobile campaigns from desktop drives significant performance gains due to better control of bids, budgets, keywords and landing pages Source: Google internal data, Google Search only
- 30. Golden Rules for optimizing high-end mobile Break out separate campaigns for mobile to maximize targeting and reporting capabilities, as well as traffic and Quality Score Best practices for desktop apply to mobile: tightly themed ad groups and ad texts, relevant keywords Have a strong mobile call to action to increase performance Be aggressive when bidding on mobile since only 2 ad positions above the fold Use click-to-call if you have a call centre Use click-to-download if you have an app Ensure landing pages are mobile-friendly (e.g., no flash, few form fields) 17
- 31. 4 Mobile Ad Formats: Search 2 1 Site-Links Click-to-call 3 Hyperlocal Click-to-download 18
- 32. 2 Google Display Network
- 33. 20 The Google Display Network in a nutshell
- 34. Contextual and Behavioral Targeting Choose your Targeting Where they are Where they have been Interest category marketing Contextual TargetingKeywords| Topics Remarketing Site Targeting The mostperforming message of anyother networks Add demographic and geographic targeting. Exclude sites, keywords or categories
- 35. 22 Remarketing
- 36. The high value of retargeting 23 X2.5 revenue per click* compared to the average content campaign * Emarketer 23
- 38. Place a tag on the home page/key landing pages to add users who visit these pages to a list in your account.
- 39. Show your ads to these users anywhere on the Google Display Network, encourage them to revisit your site and complete the conversion process!…to search and compare on other sites. Remarketing allows you to retarget him wherever he goes after leaving your site… …with a custom message, related to what he saw on your site.
- 40. Leverage the information you gather When a user visits your site, you learn something about him : product visited, shopping cart created, logged in user or not etc. Use that information to segment your audience and adapt the message. Retargeting Segmentation Acquisition [donation funnel] [volunteer page] Prospection Activate your users [event 1] [donate] KW content [event 2] [New collection] [fidelity program] Other media [cross-selling] Search [exclusion] [event 3]
- 43. What is Category targeting? Category targeting allows you to target the Display Network using tightly themed ad groups The theme of the ad group dictates what site your ad will appear on Unlike Google search the keywords do not dictate where your ad shows, only the overall theme of the ad group (so you can have duplicate keywords) You can see in the placement performance section of the AdWords interface which sites your ad is appearing on and how it is performing for each site You can build category targeted ad groups using the Category Targeting Tool (CTT) 28
- 44. Why using CTT? CTT will help you build structured content contextual campaigns within minutes Takes away the dog work, while maintaining best practice campaigns If you are new to the Google Content Network, CTT is the way to expand your online activities: search is only 5% of browsing time ! 29
- 45. Tightly-Themed Keyword Lists Critical For Effective Contextual Targeting Tightly-themed ad groups: yoga gear keyword 1, keyword 2, keyword 3, etc. yoga accessories keyword 1, keyword 2, keyword 3, etc. yoga clothes keyword 1, keyword 2, keyword 3, etc. bikram yoga gear keyword 1, keyword 2, keyword 3, etc. yoga mats keyword 1, keyword 2, keyword 3, etc. yoga apparel keyword 1, keyword 2, keyword 3, etc. yoga towels keyword 1, keyword 2, keyword 3, etc. Etc., etc., etc. yoga gear
- 48. Located Under “Reports and Tools” in AdWords Front-End 33
- 49. 3 YouTube Non Profit Programme
- 50. Program Benefits Branded channels – display a banner that clicks over to your website Upload videos longer than 15 minutes Select custom thumbnails for your videos Embed call-to-action overlay or external annotations to drive users to your donation or take action page – from within your video Eligibility Requirements Registered US, CA, AU & UK charities. Apply at www.youtube.com/nonprofits.
- 51. YouTube Non-profit Channel Overview Branded image map banner can link to various parts of your website You select your featured video
- 52. Creating Content
- 54. Know your goals
- 56. Keep it short (for the most part)
- 58. Drive Action with Call to Action Overlays Call to action is a way for nonprofits to drive action from their YouTube videos to external take action, sign-up or donation pages. The World Food Program added call-to-action in-video overlay asking people donate to feed the billion hungry people Raised $36,000 in one day
- 59. How to Add an Overlay Call-to-action overlays are one of the features of the YouTube Nonprofit Program. Apply at www.youtube.com/nonprofits Once accepted, overlays are easy to create and amend. Just go to “My Videos” then “Edit Video” and fill out fields in the “Call to Action Overlay” box.
- 60. Video Annotations Video Annotations are a way to add interactive commentary to your videos. Use them to: Add background information about the video Create stories with multiple possibilities (viewers click to choose the next scene) Link to related YouTube videos, channels, or search results from within a video. YouTube nonprofit partners have the ability to link to external web pages.
- 61. Embedding Multiple Action Items
- 62. Adding Video Annotations You can add video annotations to any video, in any place on the screen, at any time during the video For nonprofits, annotations have the ability to link to an external site Annotations appear on embedded videos To add an annotation, go to “My Account,” then “Edit Video” and select the “Annotations” tab at the top of the page
- 64. Track your performance with YouTube Insight Easily monitor the performance of videos over time and compare your channel’s popularity with other channels Free demographic analysis - discover your audience Track the efficacy of call-to-action overlays through CTR
- 65. THANK YOU! Questions Please!
Editor's Notes
- What / Where With this launch, mobile banner ads will appear on the mobile YT website at the top of the home page, search results pages, and browse pages. A demo of how this will appear is here.Note that this monetization launch is for the mobile website ONLY (e.g., m.youtube.com). No monetization will occur at this time on the YouTube Mobile App (for Windows Mobile and S60 platforms) or through third party apps such as Android and iPhone. Depending on the user's device, the ads may be served as 300x50, 216x36, or 168x28 (all are standard MMA formats). The entire unit is a clickable link, and can link to either an advertiser's YouTube channel page, or to an offsite location. In addition, each ad unit will feature a clickable text link below the ad, with up to 23 characters of text. The text will link to the same destination as the banner ad.Why? YouTube mobile ads provide unprecedented reach for mobile display advertising. This launch makes YT by far and one of the largest single site buys across the mobile web. The alpha pilot also performed very well, with high CTRs. See stats below for more details.Reporting: Each campaign will be followed up with full DoubleClick reporting, including exact number of impressions served and the performance (CTR) of the ad units.
- Separate Campaigns to Better Manage MobileCreate separate Mobile campaigns. This allows you to customize the ads, keywords and bids specifically for High End Mobile DevicesStrong Mobile Call to Actions will Increase Performance Having a compelling mobile call to action can dramatically influence your CTR. All types of Landing Pages Work with High End Mobile Devices…including WAP.iPhones/Android work well with both mobile Web sites and regular desktop Web sites. To ensure proper performance, make sure that the landing page matches the keyword search query. iPhone devices do not render Flash.Think About How a User Would Search for Your ProductMobile users typically enter no more than two to three words per query. Use broad matching and general keywords to maximize ad impressions. Keep it simple.Analytics and Conversion Tracking Work on MobileUse conversion tracking, even if you are not selling anything on your mobile site. This way you can learn how effective your ads are and if they result in specific site activities. Be Aggressive When Bidding on MobilePrepare to bid 2x higher to get on the first page of search results. You will be competing to have your ad serve on 5 ad spots vs 10 for desktop. This makes these ads spots very valuable and highly competitive. Use Click to Call feature if you can use it Click to Call is one of the most effective ways to connect to your consumers. We have seen URLs CTR increase by 30% by using the CTC feature.If Targeting Multiple Countries, target only one country per campaignCPCs can vary among different countries, and separate campaigns allow you to tune your bids to each market.
- Click-to-call ads allow the user to instantly connect with the advertiser’s business. It’s a hyperlinked number which sits in the ad creative. There are 2 types of CTC ad; national and local. If you have a branch network then you would use local numbers (e.g 0207) which are triggered when a user is within the vicinity of the advertiser’s business. This is implemented by syncing up your Google places with your Adwords account. Alternatively you can manually enter the number and address direct into Adwords (only if you have less than 10 locations). National numbers (e.g 0845) are for advertisers who don’t have a branch network but instead have a call centre. The way you implement this is by entering the number direct into the ad extensions tab in Adwords.Sitelinks for mobile work exactly like desktop the only difference is that there is a maximum of 2 sitelinks for mobile. Sitelinks are great for all types of advertisers and users alike. They are especially useful for highlighting timely promotions (see screengrab). Click to download - If an advertiser wants to promote their Android or iPhone app then they can use this ad format. It’s really simple to implement. You create the ad as you normally would and put the appstore/market place url in the creative and our system will automatically change the display url to say ‘Download from itunes’ or ‘Download from marketplace’ so it’s effectively like putting a call-to-action in your url!Hyperlocal is a really effective format which lends itself seamlessly to mobile. If you have synced up your locations with Google places or entered them in the extensions tab in Adwords then when your ad shows our system adds a Google maps pin into the creative (see screengrab) and also shows how far the user is from the advertiser’s business.
- Valentine pour close sur tous les KP