Google Adwords tricksContinuing with my tips on Google Adwords, today I explain what you need to know once you have completed the initial campaign set up process as described in part one. The following pertains to display advertising which shows ads on the millions of websites Google has partnered with through its network.

Targeting
One thing you should be aware of is that there are different targeting options which determine who your ads will,be shown to. You can target websites based on keywords, topics, interests, and demographics. Google then determines which sites to show your ads on based on what you specified. You can also choose individual websites (called placements on Google) where you specify exactly what websites you want your ad to appear on.

The Google display planner can help you determine which sites to target based on a relevant term you enter. For example, if your organization focused on disaster relief, you would enter that term and the display planner would provide a list of keywords, topics, interests and demographics you might consider targeting. Look these over carefully since only you know what’s relevant. (more…)

Rabbit Trick

With year-end fundraising officially over I thought I would share some insights from the various Google Adwords campaigns I manage for my non-profit clients.

There a few things you should know upfront. First, the campaigns were run on Google’s paid advertising platform — not Google Grants.

Also, my tips are based both on my experiences and calls placed to Google Adwords. Many people don’t know this but you can call Google directly at 866-246-6457 and they will answer any questions you have with hardly any wait time.

In part one I explain things to be aware of during the set-up process in order to get optimal results. So let’s get started. (more…)

sacco 250One of the most thrilling moments in my professional career occurred right before the holidays. On December 20th my client – Aid for Africa – was linked with the Justine Sacco debacle.

If you haven’t heard, Justine Sacco, a prominent public-relations executive, was boarding a flight from London to Cape Town, South Africa when she tweeted “Going to Africa. Hope I don’t get AIDS. Just kidding. I’m white!” For 24 hours, #HasJustineLandedYet was the number one trending topic on Twitter. Soon after, an anonymous supporter registered the domain justinesacco.com and forwarded it to Aid for Africa’s donate page providing Aid for Africa with the type of publicity small non-profits only dream of. (more…)

ASI recently discovered Action Sprout which is a social engagement tool for Facebook. So far I’ve really liked it. It provides your fans with additional ways to engage with your posts other than like, comment, and share. You create the campaign on Action Sprout and then link to it from your Facebook post. They offer over 30 ways for people to take action including, “support”, “protect” and “stand with”.

Here is an example of what it looks like on Facebook:

The real value in the product is that you receive the email addresses of everyone who has taken action so it’s not only a way to make your posts more interesting, it’s a list building tool as well.

Some organizations have come up with creative ways to get the most out of the product that I am eager to try including:

  • Converting the thank you page that comes up when someone takes action into a donation form. 
  • Action Sprout tells you if someone who has taken action also likes your page. This is a great opportunity to send a follow-up email asking those who haven’t to like you.
  • If someone likes your Facebook post containing the link to your action but doesn’t take the action itself, you get their Facebook ID which you can then use to target them with ads.

There is a 30 day free trial. After that you are billed based on the number of Facebook fans you have. Give it a try and let me know what you think.

After more than a dozen years of helping non-profits navigate the uncharted world of online marketing, I have decided to throw my hat into the ring and start a blog. I resisted the urge until now. After all, there are hundreds of blogs being published and the field is saturated with thought-leaders. However, having transcended the world of politics, non-profits, and consulting, I bring a unique perspective to the mix. 

I plan on using this opportunity to share my insights from the different solutions I provide my clients. I always learn from these experiences — even those that flop. I hope you find my suggestions insightful and encourage others to share their opinions as well.

I look forward to the journey.