Uncategorized

In Praise of Praise

One of the digital marketing needs I’ve been helping clients with lately is “Reputation Management” — how to respond to reviews/ratings/comments (both positive and negative) on various online review vehicles and how to best encourage customers and employees to share positive reviews and ratings if they are happy with your services or products, or with working for your organization.

Obviously, the easiest and best way to avoid having negative reviews posted about your organization is to provide outstanding customer service and exceptional products, and to treat your employees well. Nonetheless, the former doesn’t always make you online-attack-proof. Sometimes, despite all efforts to provide a good work environment and company culture, an employee may post his or her unhappy experience with your organization on a site like Glassdoor, or a dissatisfied customer may post a scathing review on your Facebook page, Google My Business profile, or some other rating/review vehicle specific to the type of product or service you offer, or industry in which you participate.

As mentioned above, your best defense is a good offense. Providing exceptional customer and employee experiences will minimize the number of poor online reviews your organization will receive. But, developing and executing an ongoing reputation management plan that proactively solicits positive feedback on review/rating vehicles from clients and employees to off-set any future negative reviews is another great defensive play. It’s like “insurance” runs or goals in the world of sports. It’s a great cushion to have in the game of online reviews.

Your reputation management plan should include the following:

  • audiences from whom you think you’d receive a positive review/rating
  • online rating/review vehicles on which you’d like the above audiences to post
  • timing of outreach to various audiences and means of outreach, i.e., e-mail, text, snail mail, social media, etc. to ask for online review completions

Sing-It-Loud-Sing-Praises-Clip-Art-Hoard-Preview-1

While some may think it’s not right or fair to solicit positive online feedback from others because it distorts what should be organic results, we disagree. As long as you don’t incentivize customers or employees to rate/review you, or lead them to believe you will penalize them in some way for not rating/reviewing you positively or for posting negative reviews/ratings, we think it makes perfect sense to outreach to satisfied customers and employees to share their thoughts.

The fast pace of our world means individuals often don’t make/take the time to sing the praises of an organization with whom they are happy — hence, why we titled our post “In Praise of Praise.” Individuals often only post reviews/ratings if they are dissatisfied with an organization. If this blog post encourages one person to take the time to write a positive Yelp, Google My Business, Facebook, or other review, then we’ve accomplished our mission.

In the spirit of the above, we always welcome the sharing of positive thoughts about the services we’ve provided:  https://tinyurl.com/yy8ml4hw

We’re always here to speak to you about your unique reputation management dynamics, and how we might help you address your organization’s particular online reputation challenges and opportunities. Learn more about some of the reputation management services that Results Communications and Research offers.

SEO, Uncategorized

The SEO Audit Mistake Many Make

To conduct a really thorough SEO audit, i.e., to determine if your website and other digital/online properties are optimized to rank high in search engine results listings for terms relevant to the products and services you offer, there are a whole host of items you should investigate and consider. But, our aim with this blog post is to address the simplest and most frequent SEO audit marketers and business owners tend to conduct, and that is — entering the search terms (keywords) they want their digital properties to “rank for” into a search engine, such as Google and Bing.

google search engine

Unfortunately, conducting the above actively can lead to a false sense of security related to how the organization in-question ranks. Why? Because Google and other search engines have great memories. They know what websites you visit frequently and/or have visited recently, and what links in search results listings you’ve clicked on. Let’s face it, particularly when we are in a marketing or business owner role, we’re constantly visiting the websites of our organizations, or clicking on links to them that appear in search engine results.

The unfortunate outcome of the above is that search engines are more likely to serve your website listing up high in search results to you than they are to serve it up high in results listings to individuals not affiliated with your organization. But, you may believe that all individuals are seeing the same search engine results you are. You may be seeing a listing for your organization on the 1st page of search results, while target audiences may not see it until page 3 (and they likely won’t make it that far!)

Another key reason testing to see where your organization’s listing appears in search engine results can lead to a wrong SEO perception is because search engines take into consider your location — where you physically are when searching and/or your device’s IP address. So, let’s say I want to see where my firm appears in search engine results pages (SERP) for the term “SEO strategist MA”, a results listing for my organization, Results Communications and Research, might be presented to me at or near the top of the SERP simply because I’m searching from a computer with an IP address that is associated with the town where my business is located, i.e., Braintree, MA.

When a client engages my firm to help with technical/organic SEO activities, I always like to conduct an audit of where they rank for agreed-upon keywords/search terms, so that 3, 6, and/or 9 months down the road, we can see if the SEO tactics we’ve implemented have moved the SEO needle. Because I always visit prospective and new clients’ sites countless times in the initial days of discussions or working with them, I know it doesn’t make sense for me to conduct the simple audit activity described above on their behalf. I subcontract such work to a fellow marketing professional who has no association with the organization, and I specifically request that she doesn’t visit the client in-question’s site before she conducts the audit. Although, this doesn’t completely remove the “location bias” described above. I provide a variety of geographic and location triggers to include in her search to minimize “location bias”. Therefore, I instruct her to include certain towns, cities, and states, in the search phrase itself, such as “general contractors Boston MA” or “window cleaners Providence RI.”

Tactics to employ to avoid getting “misleading” results in response to the simple audit activity featured in this blog include:

  1. Use the “private” or “incognito” sessions/search capabilities associated with your browser, so that search engines won’t associate your past website visit history with you.
  2. Clear your cookies, cache, and browsing history.
  3. Ask an individual, such as a friend or family member, who hasn’t visited your site at all, or hasn’t visited frequently or recently, to conduct this audit for you.

Get more details about the above tactics, and learn about factors beyond your “history” and “location” that influence what results are served to individuals conducting a search engine query: https://www.webpresencesolutions.net/7-reasons-google-search-results-vary-dramatically/; https://www.crazyegg.com/blog/rankings-you-see-on-google/ 

SEO is a constantly evolving opportunity and challenge, and we’re always here to help, so don’t hesitate to reach out.

 

 

 

 

 

 

 

 

digital marketing agency, Nonprofit Marketing & Communications, online advertising, SEO, social media, Uncategorized, website

One Digital Marketing Agency’s Story: Five Years By The Numbers

Since it will be five years next month that Results C & R hung its digital marketing agency shingle, via the launch of this website, I thought it would be a fun and interesting exercise to do a deep dive into the types of clients our organization has served to-date,  as well as the nature of the work we’ve done for them. I mean, we’re always slicing ‘n dicing our clients’ data, why not slice our own?

The graphics below should readily tell our story of the 42 clients we’ve helped (as of the date of this blog post) over the past five years, and how we’ve helped them (with ongoing or one-off/project marketing strategy development or tactic execution work). But, just to preview and reinforce what you’ll see…we’ve served a very diverse group of clients with a very diverse set of digital marketing — and even some traditional marketing — challenges and objectives.

And, while our specialties since the launch of our digital marketing consultancy have been technical SEO; paid SEO (SEM/pay-per-click ads); website revisions, revamps, and launches; and Google Analytics account set-up and data analysis, we enjoy and can help clients with a variety of marketing and market research needs!

Nature of Client Work.png

size of clients

Nature of Client Work

 

landing pages, Uncategorized, website

Three Key Benefits of Offering Visitors a Website “Contact” or “Inquiry” Form

I was recently asked by a prospective client if “contact” or “inquiry” smart forms — you know forms that an individual can complete and submit online — made a website look dated. I polled a couple of website developer/designer expert connections, and the answer was “no.” I was very pleased to hear that because I think such forms afford both the visitor to and the owner of a website the following three key benefits:

1. Website visitors can share and website owners can learn how a visitor found out about their organization or website via a question such as the following with drop-down-menu answer options like the ones shown below (and in our form at the bottom of this post):

Q:  How did you learn about us?

newspaper advertisement, link to your site from a social media post, search engine search, online advertisement, word-of-mouth, billboard, radio advertisement, TV ad, bus advertisement, train advertisement (note: when relevant, you should allow visitors to select more than one vs. forcing one answer)

Obviously, answer options should only include those marketing vehicles and tactics you are employing to drive traffic to your site. You can also gather more information about the effectiveness of certain marketing activities by including additional questions that would only be presented if a particular response was selected (known as skip patterns). For example, let’s suppose you were running several types of online ads or ads with several different messages, you could pose questions to gather more detail about the messaging or form of online advertising a visitor saw.

Before launching any kind of advertising campaign, it’s a best and critical practice to make sure you always have means, such as the above, to track which of the marketing tactics you employed as part of the campaign are most effective.

2. Visitors won’t abandon the process of reaching out to you because they get the message below when they click on a link to e-mail or contact you. Already having an Outlook program on my computer or that I access via an online e-mail service, I never know what to do when this message which encourages me to configure an Outlook e-mail account appears as a pop-up when I click on someone’s e-mail address. I’m guessing most website visitors don’t either, and likely just end up “cancelling out” of the process.

email link message

To make matters worse, some e-mail links don’t even contain the e-mail address that you can snag and then type into your mail service yourself after you initiate creating/ sending a new e-mail. Instead of a link that’s hyperlinked and labeled with an e-mail address, such as gail.moraski@allintheresults.com, the link may be labeled “contact us” or “e-mail us” and take one directly to the Outlook message above. The average site visitor is unlikely to know that they may be able to “right click” on that link to see what the e-mail address is behind the link.

Why wonder if your site visitors are going to be patient enough to figure out how to e-mail you or figure out your e-mail address? Eliminate that concern with an online form.

3. Avoid Phone Calls That Can Be Awkward For Both Parties. Some people aren’t phone people. Instead of gathering information from you via a phone call — which may seem like it requires or indicates some kind of commitment to buy your product or use your services, or may simply feel awkward or cumbersome — some members of your target audience may prefer getting feedback from you via an online inquiry about your product or service. The ability to submit an online inquiry simplifies the process of their conducting initial research before they invest in a product or service — allowing for answers to questions they might have about the product or service itself and figuring out whether your product or service is the right fit for them.

Having an online contact/inquiry form doesn’t mean you still can’t include a link to an e-mail address, it just means your making it easier for prospective customers to communicate with you in a way that might be more comfortable and/or less mentally or technically cumbersome — a win-win because you’re able to gather beneficial data from your visitors to help optimize future marketing budgets and activities.

Need help setting up an online inquiry form? Use our form to reach out for help.

 

 

 

 

 

 

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Uncategorized

Nonprofit 411: Achieving Fundraising Success

I was honored to have the privilege of co-authoring a three-part series with two fellow MA Nonprofit Network affiliate members related to nonprofit fundraising leading and best practices.

Enjoy the series and please reach out if we can help. And, nonprofits, as you finalize marketing and development/fundraising plans and strategies for 2019, don’t forget about the great opportunity that a Google Nonprofit Ad Grant may afford you.

Part I:  http://massnonprofitnet.org/blog/nonprofit-411-special-series-achieving-fundraising-gold-part-laying-groundwork-successful-campaign/

Part II:  http://massnonprofitnet.org/blog/nonprofit-411-achieving-fundraising-gold-part-ii-building-momentum/

Part III:  http://massnonprofitnet.org/blog/nonprofit-411-achieving-fundraising-success-part-iii-concluding-campaign/

lead generation, sales, Uncategorized, website

Two Tools To Identify What Businesses Are Visiting Your Website

If your organization is offering business-to-business (B2B) services, you’d be thrilled to know what businesses are visiting your website, even though you likely believe that there’s no way of obtaining such data. But, particularly if you are an organization that serves larger businesses — think ones with 100+ employees — there’s ways to get at that data, and we think you’ll likely benefit from using both of the two distinct tools discussed in this blog post. And, the great news is that your organization is likely already using one of these tools on a regular basis!

GOOGLE ANALYTICS:

It’s a digital marketing best practice and no-brainer to have your website linked to a Google Analytics account. That way, you can take advantage of all the rich website visitor demographics and behavior data tracked there, including data related to which businesses are visiting your website. If you don’t have a Google Analytics account set up, you can set one up for free and it only takes about 15 minutes (if you need help, e-mail us).

So where do you go to access business visitor data? Once you’ve signed into your Google Analytics account, access “Audience” from the left-hand menu bar, then “Overview”, and then scroll down the Overview page to the “System” section, and click on the “Service Provider” link. This will call up a list such as the one below Google Analytics generated for our own website.

ISP listing from Google Analytics.png

The service providers referenced are also known as ISPs or “Internet Service Providers.” Wikipedia does a great job of explaining the roles of ISPs and who can operate one: “An Internet service provider (ISP) is an organization that provides services for accessing, using, or participating in the Internet. Internet service providers may be organized in various forms, such as commercial, community-ownednon-profit, or otherwise privately owned.”

When organizations are large enough, such as colleges or universities, they often create their own ISP to meet their internet needs — so voila, searching through your full report of ISPs for the names of businesses that aren’t your standard ISPs (AT & T, Comcast, Verizon, local electric companies, etc.) providing internet services to consumers or smaller businesses — might give you a bunch of new leads to add to your sales pipeline.

If you check this Service Provider/ISP list regularly, you’ll be discovering on a timely basis which large organizations have been visiting your site, and can reach out to them while they are still a “warm” or “hot” lead, and therefore, likely still in research and procurement mode for the particular services you offer.

LEAD FORENSICS:  

Similar tools to Lead Forensics may exist, but since we’ve held phone and e-mail discussions with Lead Forensics, and believe their tool and customer service to be good, we will speak to their capabilities related to tracking which businesses visit your website. Their solution allows you to add tracking code to your website that ultimately will allow you to learn the names of business organizations associated with individual device IP addresses that visit your website. In keeping with GRPR data privacy guidelines, no business organizations should be attempting to capture and share the full IP address of an individual/individual’s device who visits their website, but the code that Lead Forensics will provide you with, when you sign up for their services, does not track or reveal a distinct individual’s IP address. Instead, it provides the name of the business and the office location associated with that IP address.

In sum, by using a tool like Lead Forensics, you’ll have access to a new source of business leads — organizations who have demonstrated at least some level of interest in your services. You can follow up with them in whatever fashion feels most comfortable — whether it be calling that business organization’s office and saying that someone at their organization had expressed interest in learning more about your services, or saying that you are able to track what business organizations visit your website and you saw that someone from their organization had visited your site. Hopefully, whomever you phone chat or e-chat with at a particular prospective client organization will be willing to connect you with the right individual with whom you should discuss your services.

Let us know how we can help you take advantage of the two lead-generating tools discussed above. We can’t wait to hear if and how you used them to grow both your sales pipeline and actual sales.

 

integrated marketing, landing pages, Memorability, online advertising, remarketing, Uncategorized, website

Reminding with Remarketing

If you’ve ever visited a website, particularly a consumer goods/retail one, and then, had ads presented to you on another website or web property related to the products you  looked at on that original site, you’ve been remarketed to or retargeted. Last Friday, I was looking at some home furnishing stores’ websites for some new bar stools. I spent a fair amount of time on Wayfair’s site, looking at various stool options, and now the below ads are regularly being served up to me. This is as I go about my various day-to-day work activities on my computer, not because I revisited the Wayfair site.

Like many savvy marketers, Wayfair knows that remarketing advertising is an easy, and quite effective way, to remind individuals who have already shown an interest in certain products and services you offer about those particular products and services. And, Wayfair surely knows that click-thrus rates and sales generated through remarketing display ads are higher than for non-remarketing/general display advertising.

bar stools

Remarketing isn’t just for large retailers and consumer goods companies, though, and you don’t need to have the ample marketing budget they likely have to take advantage of remarketing. Whether you sell services vs. products, or whether your target audience is businesses vs. consumers, what I consider to be reasonably priced and fairly easy-to-set-up display advertising (think an ad with an image that appears on a variety of websites, including YouTube) is available through Google Ads (formerly known as Google AdWords) and their associated Google Display Network (GDN).

Using your Google Analytics account (this is also very easy to set up if you don’t already have such an account), you can create very targeted remarketing lists to whom you want your Google Ads display ad presented.  At the broadest, more general levels, you can remind individuals who visited your site of your product and service offerings by having your ads presented to all site visitors, new site visitors (visitors who came to your site for the first time), or returning site visitors (visitors who came to your site for the second time or more).  You can also target your remarketing advertising based on:

  • the page(s) individuals visited on your site
  • actions individuals did or did not take on your site, such as completing and submitting an inquiry form or making a purchase

While this post’s focus is about display advertising remarketing, since that is most well-known, most-used, and best-understood, advertisers can also remarket to individuals using what’s known as Remarketing Lists for Search Advertising (RLSA) in conjunction with Google Ads search advertising.  This latter form of advertising allows for ads to be shown to individuals who enter search terms (keywords) into a search engine. Google Ads search remarketing allows an advertiser to only have their ads presented to individuals who both type appropriate search terms into their browser AND who have visited the advertiser’s website in the past. It also allows you to set up your search advertising to indicate to Google Ads your willingness to pay (bid) more to have your search ad shown to individuals searching on appropriate terms who have visited your site before vs. to individuals who haven’t.

Whether you are already running Google Ads display and/or search advertising, or you are in the planning process for launching your very first Google campaign, you should consider adding one or both of the above-mentioned forms of remarketing to your online advertising campaigns. You’ll be reminding visitors who land on your site because of display or search advertising, as well as individuals who visit your site from non-advertising sources/channels, about how the outstanding products and services you offer are just what they are looking for!

 

keywords, SEO, target audiences, Target Marketing, Uncategorized, Understanding Your Environment, User experience, website

Are You Hurting Your Organization By Using “Internal Speak” With External Audiences?

During the past couple of months, I’ve had quite a few opportunities to discuss and help prospective and existing clients with their SEO (search engine optimization). SEO is a must for any organization that hangs a shingle. Unless your business is strictly a referral-based organization, and that’s the only way you tend to generate sales, you need to do all you can to make sure listings with links to various pages of your website appear at the top of search engine results for terms you deem relevant and desirable. That way, online “searchers” for your particular product or service can easily find you, and find you before your competitors.

Are You or Your Marketing & Sales Team Wearing Blinders?

blinders on related to seo

A critical SEO error I’ve been seeing organizations make is this — they don’t walk in the shoes of one or several of their target audiences. Sometimes, individuals responsible for sales and awareness-generation get so caught up in their organization’s inner/internal world (and in the case of this blog post, “internal” can mean internal to both your organization and your industry), they get blinders on, and are guilty of the following SEO blunders:

  • Overuse of Acronyms and Industry Terms — using acronyms or industry terms on their website that some or all of their external audiences likely won’t understand. Regardless of whether acronyms or terms you are considering using are used in a particularly industry vs. only used within your organization, before you use them, give great thought to whether any of your target audiences widely uses or would understand them, and be sure to explain what they mean to audiences who don’t — as I did with the acronym “SEO” in my first paragraph. You can do this by adding a brief explanation in parentheses after the acronym or industry term in-question, or linking to a definition or explanation elsewhere on your site or on another credible external site.
  • Creative Phrase/Name For Common Product or Service — to differentiate themselves from a competitor, coming up with a creative phrase to replace the normal or common term used for that same product or service. Organizations must keep in mind that just because they want to be known for/by this differentiating phrase, that doesn’t mean target audiences will be searching on that term, which could have a very negative impact on driving traffic to your site. Let’s say a firm offers financial planning services, but wants to refer to those services via a catchy, memorable phrase like “milestone money maximization”. If they only use the “milestone…” phrase throughout their website, searchers looking for “financial planning services” aren’t going to learn of them via a search engine search, as the search engine won’t find and index that phrase on their website.
  • Ignoring Needs of Certain Audiences — not addressing all of their audiences. As discussed above, while “internal speak”, such as acronyms and industry terms, may work for one audience, they may not work for all. For example, an organization may get client referrals from professionals such as healthcare providers, CPAs, lawyers, etc., but individuals may also come directly to the organization vs. being referred by a professional. That organization needs to make sure they use language that is understood by and resonates with both professionals and direct users of the service aka “lay people.”

One of the SEO services we offer, and with 30 years of marketing experience we’re experts in doing so, is review of websites with an objective, external eye, while wearing the shoes of each of a client’s audiences. We can fairly quickly identify where and how you might be negatively impacting your organic SEO, and ultimately, limiting sales and awareness among desired external populations, through “internal speak.”

LinkedIn, Networking, social media, Uncategorized

Identify the “Link” Before You Send a LinkedIn Invite to Connect

Because I’m a digital marketing expert, and advise clients on social media strategy and/or serve as their social media voice, I felt I owed it to the many individuals who use LinkedIn — both the right way and the wrong way — to call out a major user “faux pas” and how to fix it.

Given the fact no job or business is ever 100% secure — times and interest in products and services by current customers change rapidly, management comes and goes, new technology makes certain products or services obsolete, etc. — if you are of employment age, then you should be maintaining an up-to-date profile on LinkedIn and actively using it to connect with both individuals you do know, and individuals you don’t. This will ensure you are adequately connected when you find yourself in need of identifying your next permanent or contract gig.

So, now to the “faux pas”. If you’re going to reach out to someone via LinkedIn whom you don’t know well or don’t know at all, and it’s not totally obvious why you want to connect with them (for example, they are not a close friend, or former co-worker or manager), you should never, ever send an invite to connect without 1) devising a note of some sort  that goes beyond the standard one of “I’d like to connect on LinkedIn.”; and 2) including in your note some context around why you want to connect.

LinkedInInvite

As a marketer who understands “best practices” and the proper use of various forms of social media, for some time now, I haven’t accepted requests to connect from individuals I don’t know who haven’t taken the time to explain why we should “connect.” However, I’m kind enough to reach out to these “inviters” and ask them why they want to connect before I completely write them off as a possible LinkedIn connection. I hope by doing so, I’m teaching them how to better make connections going forward, so they they and all LinkedIn users will benefit.

A good salesperson knows you have to explain the value-add associated with any product or service you sell. In the case of LinkedIn, you are selling yourself, and you need to explain to your “invitee” why and how they would benefit from connecting with you. As the inviter, you have the responsibility to identify the “link” for your “invitee”. Hey you wouldn’t invite someone to a party or event without explaining what it’s all about, right? The “link” could be having careers in the same field, volunteering at the same organization or ones with similar interests, having attended the same college or graduate school, having a lot of mutual connections, having the same passions/interests, etc. The explanation you provide with your invite doesn’t have to be long. In fact, ideally it shouldn’t be (you can and should wait until your target “invitee” accepts before providing too much detail; you can use the LinkedIn “message” function later on to provide that greater detail). Sample explanations include:

  • “I’d love to connect with you because of our similar interests in healthcare technology”
  • I’d love to connect because I see we have quite a few mutual connections from our careers in community banking”
  • “I think we’d enjoy being connected because I see we are equally passionate about digital marketing”
  • “I’d welcome connecting because I really enjoyed your article, blog post, presentation, etc. about x,y, and z, and I’d love to keep the conversation going.”

So, the next time you go to send a LinkedIn invite to connect, give some good thought as to why you want to connect with the individual in-question, and why they’d want to connect with you. If all LinkedIn users employ this protocol, we can improve on the great tool that LinkedIn already is and make it an even more effective environment for ensuring interesting conversations and beneficial connections happen between the right people.

Uncategorized

Capitalizing on Now-Even-More-Effective Free Advertising From Google

I considered titling this piece, “The Good, The Bad, and The Ugly of Recent Google Nonprofit Ad Grant Changes”, but ultimately, I believe the revisions will cause non-profit Grant recipients to achieve better ad campaign results. So, really, it’s all good.

If you’re not familiar with the Grant Program, whether you’re responsible for creating awareness or causing service use among populations you serve – or for growing donations or volunteers – you may be missing out on a free, extremely-effective means of accomplishing these objectives. Incredibly, Google awards non-profit organizations world-wide, who meet its eligibility requirements, with $120,000 in FREE annual Google Adwords “search” advertising. And, the advertising Grant is indefinite and simply requires recipients to complete an annual survey.

Based on my own and other marketing experts’ experiences, Grants ARE being regularly awarded to eligible non-profits who follow the slightly complex application procedures – Grants aren’t unicorns or pipedreams! You can learn more about minimum eligibility requirements at https://www.google.com/grants/.

The type of advertising awarded is “text” vs. “image.”  Ads appear at the top or bottom of Google search engine results pages when an individual enters terms relevant to a non-profit’s services and mission in the search engine. In the case below, ads are being presented to searchers entering terms such as “help coping with sudden illness.”

Ad Grants sample ad

HOW YOU’LL BENEFIT FROM 2018 PROGRAM CHANGES

While the $ amount associated with the annual advertising budget awarded remains the same, Google made a significant policy change to make 2018 Grants more valuable. With Google AdWords, advertisers bid against each other to have their text ads shown for terms they believe their audiences will be searching on, known as “keywords.” Grant recipients used to be restricted by how much they could bid to have their ads shown for desirable keywords, which often meant that for-profit or non-profit organizations with deeper financial pockets had their ads shown far more frequently than Grant recipients’. The great news is that the cap has been removed related to how much a non-profit can bid, using their free advertising $ pool.

WHY YOU’LL NEED AN IN-HOUSE OR EXTERNAL ADWORDS EXPERT

While Google has made it easier for non-profits to have their ads shown more often to appropriate “searchers”, to take advantage of this opportunity, Grant recipients now must:

  • Achieve a minimum of a 5% click-thru rate on their ads, i.e., at least 5% of the individuals to whom a Grant recipient presents ads must click on the ad to land on the recipient’s website.
  • Use more advanced AdWords features and results tracking, such as “site links” (links that appear below ad copy that reference and point to unique Grant recipient website pages) and conversion tracking that tallies when desired outcomes, such as clicking on a certain link within a page, occurs.
  • Complete additional Grant application steps, such as registering with TechSoup.

Awardees must have a staff member or engage a marketing consultant who:

  • knows the “ins and outs” of Google AdWords and how to employ and optimize advanced features and tracking
  • can both interpret the Grant application process and has the capacity to deal with some of the hiccups that will likely occur

As alluded to in my intro, despite recent Grant changes, I believe using expert staff or consultant time to apply for and maintain a Grant will still render a very positive ROI. Given that ad click-thru costs often range from $0.30 – $5.00, a $120,000 budget goes a long way toward creating awareness or causing other desired outcomes such as service use, and event ticket sales. Thus, ongoing, annual financial benefits should far outweigh the costs associated with obtaining and effectively employing a Grant.