9:00 a.m.- 12 pm
This is the opening general session where Googlers Alex Abelin, Spencer Thomas and Addison Nuding are demonstrating Google products and services.
First up is Alex Abelin, from Google, to speak on its products. He is covering Google grants and AdWords. Google provides quote a bit for nonprofits. Learn more by visiting Google for Nonprofits. Also, there is a local data center in Berkeley Count, available at Berkeley County Data Center.
The national Google Grants program provides free advertising for nonprofits on Google.com. Most of its revenue comes from AdWords but they provide sponsored links to select nonprofits. This is a great way to solicit donations, raising awareness and advertising programs.
In order to get started, you would first choose keywords that best match your goal for your organization. For example, if your organization involves the donation of books, you might choose “donate books”. You can also target your ads by location, either locally or nationally. Also, you can choose what time of day that the ads runs.
There are several requirements in order to qualify for Google Grants. Most 5013c nonprofits are eligible. For more on requirements, see www.google.com/grants
Google AdWords allows your to allocate your funds in a budget to focus on different keywords. The My Account feature lets you manage these AdWords and generate reports from your account. It allows you to structure Ad Groups to focus your advertising dollars.
There are many measurements that AdWords provides. Three major metrics are:
Impressions- how many times your ad is posted to Google.com
Clicks- how many times someone clicks on the ad
Clickthrough Rate- Impressions in relation to your clicks.
Quality Score- a relevancy factor based on click through rate, landing page, historical performance, and many others.
10:00 a.m. Next up is Spencer Thomas who is covering the Analytics tips and best practices and Youtube for Nonprofits.
-Think like a typical Google searcher. Think about what keyword they would use and tailor your adwords to what they might enter. Multiple word groups tend to more specific and therefore more effective.
-Have a clear call to action. Make sure you specify what you want the user to do once they see your ad.
-Metrics include conversion rate (they did what your ad was telling them to do), impressions, click-throughs, costs per click, etc.
-See which adwords are costing the most amount of money. This can be helpful if you need to adjust your budget. For instance, if one ad is taking up too much of your budget in relation to the amount of clicks.
-Can create a custom e-mail alert to send a message with any of the metrics that you are most concerned with.
Using Youtube as way to deliver video content to your users.
-You can upload videos longer than 10 minutes and choose thumbnails to display.
-Similar eligibility requirements as Google Adwords account.
-This is a great way to have a call to action or a way to disseminate information about your organization.
-Goggle Moderator feature- this is a great way for users to submit questions, video or text, to your channel. This is a great way to facilitate a Q&A session.
-Can add Youtube Direct code to your website. This gives connectivity between your Youtube channel and your website.
The third speaker Addison Nuding is up to speak on how to use Google products to increase your own productivity in your own operations. Google offers many free tools that can make your workflow run more smoothly.
Two main issues with most nonprofits involve in-house IT and issues with workflow. Google has several products that can help improve these issues.
Google Docs- This is a great tool for information sharing and collaboration. It is very cumbersome to collaborate with others using Word as e-mail attachments.
-Include presentations, text, spreadsheets, and even forms thatcan be exported to a spreadsheets.
– Google Sites, you can host a free site with great functionality.
Gmail- This is so much more than an e-mail account. This acts as your Google account and gives you access to all of the other Google products- Talk, Documents, RSS Reader, Groups, Calendar, etc.
“The Cloud” – They can host information on behalf of nonprofits. This can greatly reduce your IT burden. Your information can be maintained securely in a local data center. Outsourcing your IT can allow a nonprofit to allocate resources to other function vital to your organization.
Google provides free e-mail support for nonprofits. There is a fee-based phone support. However, the great folks at Palmetto Technology Hub can help with tech support with nonprofits. It is possible to set up a Gmail account and integrate with your current e-mail account.
A concern was raised about data access in the event of disaster preparedness. There was a question on whether data will be available offline. They will be rolling out a version of Google products that can be downloaded and made available offline.
11:41 a.m. Tina Arnoldi, from Coastal Community Foundation and Palmetto Technology Hub, discusses how PATH uses Google products with nonprofits. View slides here
You can see all the documents that are shared, who they have been shared with and organize with folders.
-Use the insert comment feature when collaborating. Also has the functionality to resolve a comment and save changes.
-Tina has a great tutorial on her site on setting up a Google Documents account.
– A great way to see you is visiting your site and the type of interactions on your site.
-can help track certain pages to see if your goals are being met.
-pay attention to bounce-back rate (this accurs when someone visits your site but leaves very quickly). A low bounce-back rate indicates user interaction.
-a few campaigns for different keywords
i.e. PATH, Nonprofit Using ad to volunteers, volunteer tech support
Tina uses adwords to reach nonprofits looking for tech support for their organizations. Targets local people in Charleston.