Wednesday, March 17, 2010 | 8:09 AM
In last week's webinar with NTEN.org, we focused on best practices and advanced strategies for optimizing your Google Grants ads and keywords. Ryan, a Google Grants volunteer and AdWords Optimization Specialist, shared effective ways to improve the performance of your ads and keywords, making them as targeted and relevant as possible to your organization and what it offers.
The session conveyed the importance of using advanced reports in the Reporting Center, with specific emphasis on the 'Search Query Performance Report' and 'Impression Share Report' to evaluate performance and identify where optimization might be needed. Best practices for ad text, including creating multiple ads, testing different messages and using Keyword Insertion when appropriate, were also discussed. Strategies for building effective keyword lists were also a main topic, as Ryan explained the importance of "thinking like a user" and using broad, phrase, exact and negative keyword match types. Landing page optimization and Google Insights for Search were also highlighted during this content-packed session. If you'd like, you can find slides from this session and purchase the audio here.
This week, we will conclude the Google Grants Advanced Series with a session titled 'Optimizing your Google Grants Campaign and Maximizing Your Organization's Online Initiatives'. This webinar will take place on Thursday, March 18th at 11am Pacific. It will focus on two separate topics, beginning with ways to improve your overall campaign performance and then diving into other Google for Non-Profit products that can enhance your organization's online presence. Please join us!