Monetizing Social Media – Set your targets and expectations!

Today’s article on eMarketer predicted social media ad spending on Facebook to grow around $3 billion, essentially reiterating the social giant’s firming grip on the digital advertising share. According to them, the ad spending on the world’s top social network will reach $2.19 billion this year in the US and just over $4 billion worldwide – both more than double last year’s figure.

For a business or brand owner, this could trigger incremental investment in social media efforts, especially on Facebook. But regardless of whether you a Fortune500 brand or a sole proprietor, the basic rules of the game never change. So, make sure you have a good grip of the following big five once you decide to embark on monetizing your social media.

Goals – Social media is cool, useful & free. But when it comes to monetizing, the rule of the game changes. With Facebook’s current estimated reach of 134 million adult (Over 18) users living in the United States, how can you not “Like” it? Any campaign on Facebook should revolve around these 3 goals:

• Awareness or Branding – High volume of impressions lends a hand to brand building.
  

• Clicks – CTR( click through rates) tends to range between 0.04% (something similar to display ads) and 0.2% (somewhat closer to a low search performance). But given the huge volume of impressions , even small CTRs can go a long way in generating desired level of clicks against any call to action.
  

• Actions –Facebook “Like” is just one of the many possible call to actions. In fact, when it comes to actions, I have never treated Facebook any differently than how I treat search, display or even mobile. Your options are unlimited! A “Fan Like” is just one of them. We get the most out of client campaigns when we “split actions”.

The first version is a direct response call to action.

The second version is a  call to action towards a Facebook asset ( In this case, “Fan Like”).

Targeting –  A lot of us, tend to get caught up in ad, creative and sometimes neglect the demographics. This does not hurt too much for search but when it comes to Facebook ads, you want to keep a razor sharp focus in terms of targeting.

The biggest strength of Facebook ad platform is their estimating tool. The more granular your targeting is, the better yield you leverage out of your campaigns in terms of customer and prospect engagement. The challenge however lies in how best you can narrow down your audience from those 135 million Americans and 500 million worldwide.

So..Investigate and be innovative beyond age, gender, birthdays, language & education. The biggest opportunity lies with “Interests”. Here’s a campaign that we ran for an university’s sustainability program. Given the extremely niche audience, no age limit or professional restriction, no defined levels ( it’s both a credit and a non-credit course), we knew that the key to our success will depend on how well defined we are with capturing the interests.

• The campaign has been able to draw more than 0.1% Click Through Rate( considered a runaway success from a Facebook benchmark standpoint) with less than 30% bounce rate( relevant and right on target audience) and a 3.04% goal conversion ( this is the key!). The average goal conversion from other channels for this program varied between 2-4%.
  

 

Landing page experience – Landing pages ultimately drive all online campaign goals. The more relevant and aligned the landing pages are to the ad copy, the more successful your campaign is.

Facebook is no different.

Recently, we tested 5 different ad copies and used 2 different landing pages for a travel industry campaign. The first 3 were directed to the website. We put a special offer on the landing page that reflected the offer on the ad.

 

 

The next 2 ads landed on a custom fan special tab on Facebook, which had a similar offer but additionally drove the “Like” metric. All other parameters, including targeting, remained consistent.

After a  month, the click through and goal conversion rates for campaigns directed to the website were higher than those directed to the Facebook tab. Now.. this is not typical, even within the industry. We have seen contrasting results for different clients. Hence, the need for testing landing pages in order to establish audience behavior and preferences for your particular brand.

 

 

 

 

 

 

 

Drive your game plan with numbers – Please measure, measure and measure your social media investments. Facebook has a strong reporting portal. But you should be ready to go beyond and derive ROI from your Facebook ads, just the same way you do for your other paid digital channels. With some exceptions, we mostly run  multi channel marketing for our clients. In this case, we ran a Facebook ad campaign and a Google Adwords campaign, all at the same time, with the same set of goals, for an energy company. Once again using custom URLs for all of our Facebook campaigns that enable us to track beyond clicks, impressions and click through, we tracked total visits to the site and goal conversion rates for both the campaigns. Here are some of the results:

• There were 39 Goal-1 conversions from Facebook (Social) compared to 64 from Google Adwords (Search).
  
• Cost per conversion for Facebook worked out much lower than Search for Goal-1.
  
• However for Goal-2 – A higher value goal and directly related to sales – conversions were higher for Google than for Facebook.
  
• Conclusion – It was easier to pull conversions for higher value goals when people are actually in an advanced state of search for similar product or services (search).
  
• Social works well for branding or small value goal conversions (catalog request, email signups etc).
  

Think about it. How in the world we could have possibly known this if we did not measure our efforts?

 

 

Finally , get into the right mindset –

1. Just because a Facebook ad is cheaper doesn’t necessarily mean it’s easy. You are, in fact, targeting an audience who’s in no frame of mind to buy from you right now, unlike search, where you are serving relevant ads to folks already looking for similar service/product. This actually makes Facebook a more difficult channel to yield results.
   
2. The above often leads to a situation when you risk mindless spending. Seeking professional help might make sense.
   
3. From a consumer standpoint, social & search marketing are aimed at two different strata of mental state for brand engagement and needs to be distinct in order to derive effective results.
   
4. From a marketer’s standpoint , due to it’s nascent nature, the investment risks for a social media channel, especially Facebook are still lot higher than any other forms of online advertising.
   

Here’s my wish list of things that I would like Facebook to change:

• Clarity on ad position and ranking parameters – How’s my ad rank determined or what parameter(s) determines the impression? What drives the rank position, now that there are 5 ads that can be served on a page? Is it just the bid ? If so, then Facebook is falling prey to the hands of the wealthy brands at the risk of losing smaller but more powerful and relevant advertisers – something Google has strategically avoided.
  
• Ad variations – How come I am just allowed a combination of only an image & text? What about mobile? How does my ad render on Facebook smart phone apps? Will video ads be ever allowed?
  
• Bidding process , quality score – We search marketers live & breadth by Quality Score. It helps us to outperform the bigger and the stronger brands with all the money power but weak ad creative, irrelevant landing pages and/or keywords. There are no set quality scores on Facebook to guide me during hours of need.
  
• What happened to keywords ? Any plans on bringing them back, now that Google ( despite all the denials) is reflecting social results on search pages?
  

I hope all of my fellow digi-marketers out there are trying or willing to try this powerful marketing platform. As always, we are here to help. Please “Like Us” on Facebook and be entered to win one free Facebook or AdWords campaign- building, monitoring and reporting using a custom URL for your brand. The offer includes all creative work for the ads in the campaign.

Share your thoughts , bring your comments and let’s get the conversation started here at Curve Trends Marketing.

Best,

Bibi

Strategic offline marketing might be the key to success in 2011

It’s been an accepted fact that the growth & brand success metrics in 2011 will be redefined. A significant portion will be determined by how effectively companies dovetail their offline marketing with the burgeoning online presence. By offline, I am not referring merely to just print, tv or radio advertising.

No matter how much we web marketers and social media strategists kill ourselves with memos of obliterating offline existence, we still prefer to go to tweetups , engage in conversations over coffee ,  make a point to attend conferences and additionally make sure those conferences have a plethora of “networking” sessions. All of these and more are part of offline marketing efforts, especially for B2B ventures, consultants and startups.

For majority of retailers, financial institutions and/or other B2C entities, any customer facing brick and morter store or a customer service division ( I hate the term call center) are part of their offline marketing mix.

In his recent blog post, Joe Pulizzi of Junta 42 made a pretty strong case of intertwining the two channels.

From a customer standpoint, offline media still holds a significant comforting appeal that can’t be neglected. Reading the morning newspaper, picking up magazines before boarding a flight or a train, watching tv at the gym or after dinner, are hard to give up habits. It’s still easier and more assuring to engage online with someone only after that first coffee meeting or a drink at the networking session, wherever it was.

Another reason to have thousands of offline or physical “web related conferences” all over the country & the world.

From a marketer’s standpoint, offline is still by & large an easier medium to get attention from the most relevant audience.

A recent article on the Business Insider reported that a comfortable 18% businesses stated they will increase their spending on print in 2011. The article does not cover how many additionally will maintain their current spending.

So for those who are thinking of completely moving out of offline presence and placing their brands at the mercy of virtual world, it might actually make more sense to start weaving a strategic offline plan into this year’s marketing mix .

I have always been a strong proponent of multi-channel marketing. But this time, I am even more determined to act.  Hence, this  opening blog topic for the new year from a hardcore “web marketer” like me.

What do you think? What else do you do other than your online efforts to get your brand name out there?

Please let us know.

Here’s wishing you a successful, multi-channel happiness filled year ahead!

Back to Basics – Aligning Relevancy in Online Marketing

For the online marketing world, 2010 was well..let’s see.. Crowded!

Social media, mobile, local, we heard it loud & clear!

Google & Facebook war, Foursquare & Facebook places, digital insanity  in the name of  mobile apps,  busy, crowded, loud social music, sounding more like noise – we saw and heard it all. Local & mobile stormed to the forefront. There was a new guy in town- Assange, publishing ( read – leaking) classified documents. Suddenly publishing was the new buzz word .

All of  this was done in the name of content and brand engagement.

But sadly behind the scenes, we failed to notice a silent erosion of relevancy.   We did not care if our actions justified the dollars spent, or whether our clients or our “brands” are aligned to the channels and the technology that’s been thrown at us by scores every day.  It was just cool and we had to embrace and adopt them. We forgot to ask that million dollar question “what works?”.

Personally, I witnessed advertising cost creeping up, citing competition. This, while Yahoo fell back, Bing lost share and Google flexed muscle. Marketing agencies struggled to keep up with the noise while weeding through the best and the most relevant solutions for our clients. Facebook ad spend surged but with questionable targeting and limited reporting – acceptable as long as it is for the purpose of brand building . More in a detailed post coming up.

Agreed, it was a year of technology and channel upswing. I  doubt if relevancy followed suit.

Passing through JFK the other day, my husband & I were drawn to this eatery – Croque Madame (terminal 2), offering mounted ipads on each table for ordering. Travelers were more intrigued by this seemingly, interactive brilliance, from what we overheard. Really?? Interactive?? The ipads weren’t for food or ambience review (both of which were  great). It also didn’t allow any brand engagement. We were willing to check out their facebook page and check-in using facebook places /foursquare, provided we got some  consumer recognition (read-deals). None of those were possible. Yet this huge investment was made in the name of technology. What do we classify this as? Irrelevance or incompetency? I wonder if they stopped to asked themselves “how can we make this work” before embarking on embracing the coolness.

Hope 2011 brings more technology, better channels and increased action based on relevancy. Here’s to a happy & successful new year!

-Bibi

A Social Mindset – Revamped!

I was fortunate enough to hear Mitch Joel of twist image and the author of Six Pixels of Separation, speak at a lunch session in Burlington, Vermont this afternoon. The intriguing hour & a half opened up a lot more questions in my mind than I had anticipated. Here’s what my search marketer brain is trying to process currently:

1. Segmentation – Rich Nadworny of Digalicious raised a timely & relevant question – “ should all brands do social media”?  According to Mitch- ” All brands should share”. What remained unanswered was – What channels & audiences should these brands engage with? Should all brands share on every digital channel that they can lay their hands on while engaging their entire audience during all times?

If not , then how do the brands segregate the audience or the channel? How to determine if the Facebook audience for a brand  is tolerant of  higher interaction frequency  or more forgiving than perhaps the twitter audience? Somewhat similar to how we deal with direct traffic vs. search traffic in search marketing world. Or is there no such norm?  Will segmenting social media channels cannibalize any other medium? How does YouTube, which adds another layer of interactivity, fit into this engagement strategy? How do you draw the line between sharing too much vs. too little?

2. HIPPO factor– Discussions revolved around what should be the sharing “guidelines” vs. “policy” for employees at workplace. But who decides on those guidelines? What is the HIPPO’s role here? Unfortunately, still today, a lot of them have rigid unidirectional mental model.  How does the fluid social strategy accommodate a HIPPO?

3. Metrics and benchmark – Justin Cutroni, the author of Analytics Talk pointed out the need for establishing benchmarks and metrics in the social media arena. Sadly, a bulk of the brands and their digitized social strategy, still does not involve metrics or measurements. One might argue that there is an overload of data available for social media tracking but how about identifying and establishing key performance indicators? Is there any action on that front? Not much from what I hear.

4. Chris Brogran’s Math– In a post earlier today, Chris Brogan predicts “Social Crash”. According to him 100 small Twitter conversations+120 emails a day+10 phone calls=13 hours of work per day. It’s true that most of us are not as connected as Chris Brogan and have less than an average of 150 connections to engage with. I somehow tend to agree on his hyper-connectivity theory. Regardless of our volume of connection, some of us are seriously hyper-connected. Is that a problem? Are we heading towards a social crash?

I hope this post doesn’t exude any cynicism because that’s exactly what it’s not supposed to do. Some of my digital beliefs and thought process were overhauled during the lunch session this afternoon. Kudos to the #btvsmb team , Rich Nadworny and Mitch Joel . Mission Accomplished!

Strategy of a Circle Campaign

Often times we tend to run single focus campaigns. It could be just an email blast or a blog or a facebook post or just a print mailing. To me, it’s an incomplete attempt to engage your audience. I am a huge believer of what I call “campaigns in tandem”.

Let’s say you are thinking about a campaign where either you are promoting an event or sending out an offer or just talking about your business in general.

The first step is of course getting your messaging nailed. In other words, we start by attempting to answer the who, what, when, & why :

• Who’s my audience?
• Why should they be interested in this particular offer/ event/news?
• What message worked with them in the past?
• What channels should I be focusing on?
• What time line am I thinking of?
• What are my goals?
• How do I drive the above audience towards these goals?
• What’s my call to action?

Next we turn to the “ how”  . With the call to action in place  , we need to drive a multi-channel or as I like to call it, multi-touch-point campaign. Here’s  just a sample of channels we could use.

Now as I mentioned this is definitely not an exhaustive list of channels. You could additionally rope in videos , word of mouth and then there is of course the press. But not all campaigns and events are press worthy. So you might need to pitch selectively.

Whatever you do, how small or big your campaign is , always think about multi-touch-points and the impact of the collective reach of these channels.

Also, always.. always.. intertwine them !

Post your blog on your facebook and tweet your facebook link. That way you take care of 3 touch points at the same time. Do the same with any LinkedIn group you are part of .

Specific campaign email blasts should include your social media links, be tagged correctly for conversion attribution and be directed to a special landing page on your web site. The web site absolutely must have a full or a partial page dedicated for the campaign.

The print piece of the campaign should tie in seamlessly with your online marketing in terms of messaging and having the social media sites listed. However, due to the higher cost involvement with print, target it to your best performing list and leave the rest of the audience in the hands of web. Trust me, they’ll be well taken care of .

If you are running a paid campaign, make sure to include an adgroup with ads reflecting the campaign message. Have it land on the campaign page of your website. I wouldn’t worry too much about SEO at this point. All the cross links coming in from different channels and the rich quality of your content is taking care of your organic ranking in the background.

Running multi-touch campaigns of course has its own challenges. The  biggest one is the amount of logistics involved. It’s critical & imperative to tie them in a timely fashion. The other big one is the conversion attribution by channel for ROI purposes. But that’s a different discussion altogether.

At the end of the day , the ROI justifies all labor.

Now it’s your turn.. How much of this are you doing? What are the challenges? Are you going beyond? Tell us all about it.

We’ll also be talking about all of this and more at the 1^st Annual Vermont Web Marketing Summit , right here in beautiful Burlington, amidst the dazzling fall colors in September.

Hope to see you all there.

Best,

Bibi



Building and Tracking Emails with Link Tagging

I recently launched Curve Trends Marketing website. One of the channels I am considering for announcing the launch is an email campaign. Almost all of the businesses I work with or know of, continue to adopt this time tested channel, be it for newsletters, new offers or even for  product launch/event announcement.

A big challenge we face as analysts while analyzing email performance for clients is the lack of proper link tagging. So, while drafting the email newsletter, I thought, why not address this as I build the link tags.

What is email link tagging & why do them

Tracking email campaign performance in Web Analytics is done using a process called link tagging.  A typical email contains between five to unlimited number of links. The primary goal of these  links is pretty much the same. They are all directed to a landing page, which more often than not is a page on your website. The tagging also enables you to associate all visitor actions (like conversions and transactions) with the email.

Let’s look at this sample link..

http://www.curvetrends.com/

If someone clicks on it and lands on the home page, I would never know who they are, where they came from, and more importantly, why are they on this page .

So, here’s I how am going to tag it :

http://www.curvetrends.com/?utm_source=02-25-2010-curvetrends-launch-announcement-list1&utm_medium=email&utm_campaign=02-25-2010-curvetrends-launch-announcement

Once the email is deployed and someone clicks on this link, the resulting url will be not just  http://www.curvetrends.com/ but the whole phrase above. This is also a good way to test your links to see if they are tagged before you send out your email.

How to do what I just did

As you can see, I added a bunch of additional info to the URL. They’re called link tagging parameters. The name of the parameter is on the left side of the equal sign and the value of the parameter is on the right side.

utm_medium=email
utm_source=02-25-2010-curvetrends-launch-announcement-list1
utm_campaign=02-25-2010-curvetrends-launch-announcement

Now let’s try and explain the logic and the process behind building each of these parameters.

utm_medium

The medium tells us what platform the visitor selected to come to the website. I always prefer using “email”. It’s easy and simple and does it’s job. I never recommend adding any extra value or description to this. As you’ll see later, using a single value “email” simplifies the process of consolidating all emails into one line item for reporting purposes.

utm_source

Let me try and simplify the best way to define a source so as not to complicate things during reporting. Always and I insist on this.. always start with the date of the email , followed by the name of the list.Think about it in terms of who you are sending this email to and the date. For example, some of you might choose to send a certain newsletter to just your customers. In that case you can name it as

utm_source=02-25-2010-xxxnewsletter-customer-list.

Others might want to segment their list differently. But you get the point. Assign the date & whom you are sending to as your source value.

utm_campaign

Think of the marketing campaign that the email is a part of.In this instance, it’s my website’s launch.

utm_campaign=02-25-2010-curvetrends-launch-announcement

Keep in mind that a campaign has several different medium. Email is just one of them. Paid ad , a banner on your website or a press release could be several other parts of that campaign. One thing I would make sure is that all of these have the same campaign name, so that you can club them together while reporting for performance evaluation.

utm_content

There is another parameter that I have not used here is the utm_content.You can choose to use utm_content when there are more than one versions of the email. For example, if I choose to offer two different discounts for the same audience and try to test which works better, I’ll use utm_content. These would be then my two versions of the content:

utm_content= 02-25-2010-one_month_free_analytics_report.

utm_content =02-25-2010-300_off_first_month_invoice

But unless you really have a lot of content variations to test, this could be an overkill in terms of data capture.

utm_term

This is another parameter that I have not added as it is relevant for those of you who are spending on paid advertising. Take the top paid keywords ( unbranded) from your web analytics report and plug them here. If the email is on a product, focus on the top paid keywords on that particular product.

What is a good resource to actually help build these tags

I would recommend using Google’s free URL builder as a very good starting point.

Just use the above logic to fill in the values. For example, in the campaign source, I am going to fill in the value : 02-25-2010-xxxnewsletter-customer-list. Same with others.

The Fun Part- Reporting

Why fun? Because all the above values you added , will now get pulled into your analytics report .You would actually be seeing them and analyzing the performance of your campaign based on those values.

I always start with the campaign. After all, email is almost always part of the bigger campaign.

This report lists all the values of your utm_campaign parameters. Now select the name of the campaign that your email was part of and then select medium. You will see a list of medium that was part of this particular campaign including email.

In this case we only used one medium (email) for the campaign.

You can then click on the email to get the source and content details for this particular campaign.

Speaking of details, you want to understand not only visits, pages/visit and/or average time on site but also conversion metrics. They are available in the goal tab. The above account is an instance of a non-ecommerce site. For sites with ecommerce, you can also find out the amount of sales, net revenue and finally the ROI of this campaign in a third tab named Ecommerce. Sweet!

Make sure to combine the above with the metrics provided by your email provider. Metrics like open, unsubscribe, click through, and bounce rates.

Now, enjoy your new found power and utilize it to its potential. Let us know if you are able to leverage the benefits. Have you done anything different in the past? If so, how? For those of you who are already tagging links, please share your experience with us.

Best,

-Bibi

Google’s Advertising Grant for Non-Profits

Today I am writing for a different reason. My goal is to draw the attention of all non-profit organizations out there, regarding available advertising grants from Google. Google defines it as “unique in-kind donation program awarding free AdWords advertising to select charitable organizations which can be used it in a variety of ways, including general outreach, fundraising activities, and recruitment of volunteers.” It goes a long way for non-profits by helping them promote their websites via advertising on Google. About 70% of web searches happen on Google. So it is one of the most powerful online medium to advertise your organization’s goals & objectives.

Google explains the program very clearly here. But in case you feel lost going through all pages of information, here are some questions that came up during my brief discussions with a few non-profits so far and I’ve attempted to break them down and simplify it for the more general audience.

What is advertising with Google ?

For  those of you not aware of how to advertise with Google, there is a platform called Google Adwords that utilizes any search done on keywords related to your organization and serves your ad next to relevant Google search results under the Sponsored Links section. A click on your ad takes users directly to your website.

So, instead of looking for an audience, you pretty much have audience looking for because you’ve created a relevant ad and chosen relevant keywords to describe your efforts!

The ads on the top & the sides are all paid ads. You can see how in the above instance Expedia ads have been served against a search term “travel”. The organic search results are on the left hand side. But since Expedia also spends on Google Advertising through Google Adwords, the ads are served as sponsored links. Once someone clicks on the sponsored links, Expedia will have to pay for that click. Hence the name Pay-Per-Click (PPC). In this example Expedia was bidding on the keyword “travel”. All such bid managements, ad copy creation, keyword selection & insertions, as well as any campaign management for online advertising on Google is done through Adwords.  There are several ways to optimally manage spend and attract conversions from Adwords bid management. One of them is local targeting. Local targeting could be ideal for local non-profits to narrow down on their audience.

Why would Google give away money?

Here it is in Google’s own words-  “Google Grants is a unique in-kind donation program awarding free AdWords advertising to select charitable organizations. We support organizations sharing our philosophy of community service to help the world in areas such as science and technology, education, global public health, the environment, youth advocacy, and the arts.”

How much is the grant ?

• Once selected, your organization can receive up to $329 per day fund allocation for spending on Adwords, thus receiving up to $10000 per month in free advertising, without having to pay any amount to Google.
• If your account consistently reaches the $10,000 per month cap, you may be eligible to apply for a $40,000 per month cap with additional services.

How long does it take for Google to approve or reject the application?

Once your application has been submitted, Google will confirm if you are eligible and start to review your application. As per Google’s website, they inform the applicants within “four months or less” whether or not you will receive a Google Grant award.

How long will the funds be available?

Google requires organizations to be actively engaged in their Google Grants AdWords account. As long as your organization is actively managing the account, adhering to the program guidelines, and making the most of the award, you shall continue to remain in the Google Grants program. There is no set end date for your grant and no need to re-apply at any time.

Who is eligible?

Organizations must have current 501(c)(3) status, as assigned by the Internal Revenue Service, to be considered for a Google Grant.

Eligible non-profits include, but are not limited to, organizations that serve communities in art, education, health, science & technology, and volunteerism.

Ineligible non-profits include, but are not limited to, those whose websites or missions are identified in the “Restrictions” below.

Restrictions

• Commercial / Goods and Services
  • Car, boat and real estate donation websites
  • Websites with a primary focus on selling goods, products or services
  • Organizations generating more than 50% earned, commercial revenue
  • Consumer credit counseling
• Communities and Groups
  • Programs requiring membership and/or providing benefit solely to members, such as clubs, sports teams, alumni, networking and other membership organizations
  • Religious content or proselytizing on website as well as organizations that use religion or sexual orientation as factor in hiring or populations served
  • Groups serving a primarily political function such as lobbying, think tanks and special interests
• Other
  • Promotion of illegal or disruptive tactics
  • Websites serving solely as a portal or directory
  • Websites participating in Google AdSense program

Our non-profit is very small compared to the size of some other non-profits in the Country or even the State we are in. So why would Google even consider us?

There are currently no trends in terms of types or sizes of non-profits availing the grants and is dependent on a number of variables. Size or extent of reach or money power of a non-profit doesn’t seem to be included in that list.

Is there any value with advertising online since we cater to a demography where web is not a popular medium?

Any advertisement is most effective when targeted to the decision makers. It does not necessarily have to be the same audience that you serve as a non-profit. Think about who takes the decision on their behalf. Majority of the time it’s somebody else other than the exact demography you are serving. It makes a lot more sense to target your ads to the decision makers, who are, in all probability, looking for constant information to make the right decision and will click on your ads if they are relevant to their needs.

How to apply?

• Here is the application form .
• You will know that your application was received when you see a “Thank you” page and receive an automated verification email from Google.
• Your application is more likely to be successful if you have a basic understanding of Google Grants and Google AdWords. Ask for outside consultant help if you feel the need. It’s completely worth it. ( Full disclosure – We manage Adwords accounts on behalf of several organizations through Curve Trends Marketing)
• In your application, you’ll be asked to provide sample keywords, ad copy, and a brief statement about how your organization will benefit from participating in the Google Grants program.

My earnest hope is that all non-profits who are forced to cut back on their reach and hence the good work they deliver , due to shrinking or non-available marketing budget, will avail this grant and make the most of it to deliver the best possible results to those who need it the most.

With hope,

Bibi