This presentation was given to nonprofits in Charleston SC by Tina Arnoldi of 360 Internet Strategy at the third annual Googlefest conference. Topics covered include Docs, Analytics, AdWords, Calendar, Groups,Sites and an overview of requirements for the Google for Nonprofits program.

1. Google 101 for Nonprofits
and other Google awesomeness
Tina Arnoldi
Marketing Consultant and Trainer
360InternetStrategy.com
Twitter: tinaarnoldi
YouTube: tinaarnoldi
Slideshare: tinaarnoldi

3. Google.com/nonprofits

4. Google for Nonprofits Products

5. Do you have a Google Account?

6. Join Google for Nonprofits Program

8. Once approved for Google for Nonprofits,
select “Product enrollments”

9. Let’s start with AdWords

11. Google AdWords for Nonprofits
• A daily budget set to $329 USD, which
is equivalent to about $10,000 per
month
• A maximum cost-per-click (CPC) limit
of $2.00 USD
• Only appear on Google search result
pages
• Only run text ads
• Use long-tail keywords

12. Is your nonprofit eligible for Google Ad Grants?
To be eligible for the Google Ad Grants program, organizations must
• Hold current and valid charity status, as determined by your country; please see
your country’s charity status definition below
• Acknowledge and agree to the application's required certifications regarding
nondiscrimination and donation receipt and use.
• Have a functioning website with substantial content
Please note that the following organizations are not eligible for Google Ad Grants
• Governmental entities and organizations
• Hospitals and medical groups
• Schools, childcare centres, academic institutions and universities (philanthropic
arms of educational organizations are eligible). To learn more about Google's
programs for educational institutions, visit Google for Education.
12

13. Why bother?
Um, it’s free
That’s why

14. Why bother?
•It’s another marketing channel
• Get found by donors
• Get found by volunteers
• Raise awareness about your cause
• Promote your organization's website
•Only requires log-in once a month (more often
is better)

16. Enroll in Google Ad Grants

19. Docs
 Create documents, spreadsheets, presentations, and
surveys
 Collaborate easily online
 Upload existing files
 Easily share docs
 Publish them as a webpage

20. Calendar
• Event reminders
• Mobile notifications

21. Forms

22. Youtube.com/nonprofits

23. Should you have a YouTube channel?
• Do you have visual stories?
• Event recordings?
• Moving testimonials?
• Instructional clips?
• Are there similar channels that are
popular?

24. 50 minute presentation on YouTube*
* more than you want to know

26. Getting Started Checklist
Getting Started
•Install tracking code: Install your tracking code and view reports within 24 hours.
•Set up goals: Identify what key actions you want to track, conversion rates for ads, marketing initiatives, ecommerce
or more. Set up goals to measure your effectiveness.
•Working with Report Data: Explore your data and learn how to read basic reports.
Maximizing Online Advertising & Ecommerce
•Link to AdWords: Monitor your AdWords revenue, conversions, and ROI. Watch this short video to learn how.
•Optimize keywords: Watch videos to learn how to get the most value from your advertising spend.
•Tag campaigns: Track conversions on banner ads, email marketing, and other marketing initiatives.
Exploring Advanced Features
•Advanced Segmentation: Create and use custom segments to isolate and analyze specific parts of your traffic.
•Custom Reporting: Use the drag-and-drop interface to create reports with the metrics and dimensions you want.
•Create customized email reports: Send regularly scheduled reports to stakeholders within your company.

27. Available Data in Analytics

28. Analytics – Questions to ask
• What’s the point of your website? (Yes I’m serious).
• What are the action steps on your website? Is there
anything measurable?
• Does each website page have a different purpose?
• How do you measure your social media, email
newsletter, etc?

29. Learn more about analytics
• analytics.blogspot.com/
• support.google.com/analytics
• google.com/intl/en/analytics/learn/

30. Google.com/voice

32. Blogger
Custom domain:
books.tinaarnoldi.com
Free
Widgets

33. Groups.Google.com
• Volunteer management?

34. Google.com/Sites

35. Google Search

36. onetoday.google.com
One Today is a mobile app
available to Android users in the
U.S. that lets people learn about
different nonprofits every day,
donate to projects that inspire
them, and amplify their impact
by matching their friends'
donations.

37. Google 101 for Nonprofits
and other Google awesomeness
Tina Arnoldi
Marketing Consultant and Trainer
360InternetStrategy.com
Twitter: tinaarnoldi
YouTube: tinaarnoldi
Slideshare: tinaarnoldi