Outline for Script

Using Salesforce and Google AdWords Integration
for Nonprofit Marketing Campaigns

Opening Sequence and Titles
Storyboard here
Sketches on flickr

Title Screen:
Leveraging New Prospects for Nonprofits with Internet Advertising Campaigns
using Salesforce and Google AdWords Integration

Title Screen:
A Screencast by
Beth Kanter, Beth's Blog
sponsored by
NTEN and SalesForce Foundation
Time: 20 seconds

Act 1: What and Why

In today's screencast, I'm going to show you how your nonprofit can generate new leads by advertising your programs online with Google AdWords and capture the contact of those leads with Salesforce.
http://www.salesforce.com/google/

Let's take a look at why this is important.

add speech bubble "Why should I care?"
http://www.flickr.com/photos/makasu/235135096/

1:
Back in 2005, the Pew Internet and American Life project Research studies have found that over 60% of Internet users turned to search engines to find information on a daily basis.
http://www.flickr.com/photo_zoom.gne?id=754207581&context=photostream&size=o

and that number continues to increase
http://www.flickr.com/photos/cambodia4kidsorg/755159352/in/photostream/

recent studies confirm the growth, but Internet users are heavily exploiting search engine functions to better navigate their way in finding their desired information.
http://www.seonewsblog.com/statistics-on-search-engines-and-their-users


2:
And a majority of Internet users begin their search at google!
http://www.flickr.com/photos/lynetter/518026556/

Close up of stats table
http://en.wikipedia.org/wiki/Search_engine

3

In addition to the search results, Google runs short text ads on Google.com called Google Ad Words. When someone enters keywords (short phrases specifying a particular search query) into Google.com -- take for example "google adwords"
Show google adwords search

ads targeted to those keywords appear alongside the search results.
https://adwords.google.com/select/Login


4.
Keyword advertising, also referred to as pay-per-click or PPC advertising because ad buyers pay only when a visitor actually clicks on their ad -- can help your organization reach thousands, maybe even millions of people as they are search online for related information with relatively little effort and lower costs than traditional advertising channels.
http://en.wikipedia.org/wiki/Pay_per_click


6.
But happens after an Internet user finds their way to your site?
Type in this search: Save the Whales (zoom close up)
Show this page

7.

You want to get them to take action...

external image 517265369_e65c061bf5_m.jpg
http://www.flickr.com/photos/deadlyphoto/517265369/

10.
Or sign up to volunteer

external image 89257471_ebe709d156_m.jpg
http://www.flickr.com/photos/petelidwell/89257471/

11.
or become a donor

external image 2767000_205be99561_m.jpg
http://www.flickr.com/photos/pandarine/2767000/


12.
You need to follow up, communicate, and close the loop

How do you capture them?
http://www.flickr.com/photos/martinlabar/3009373/


Enter Salesforce and Google AdWords Integration ..
Here's the main benefit:
https://admin.acrobat.com/_a13852757/module1lesson1/
(play the slide 7)

13.
Let's hear from Greg Baldwin, President of VolunteerMatch about why this integration rocks.
His organization has been a long-timer user of both SalesForce and GoogleAd Words to attract volunteers and connect nonprofits to volunteers.

Show:
http://www.salesforce.com/assets/pdf/casestudies/pdf_cs_volmatch.pdf
zoom in on the question/answer on page 2 - How has SalesForce changed the way your market with google ad words"

http://www.salesforce.com/campaigns/google/interviews/index.jsp
Start at second 1.19-2.00.08 (cut out ramble in the middle)

14.

Katrin Verclas, Executive Director of NTEN, agrees
http://www.nten.org/


Show NTEN home page w/photo of Katrin
Soundbyte:


15.

In summary, using Google AdWords as a lead generation strategy and tracking the results in SalesForce helps you figure out which keywords and ads are generating leads and new donors, volunteers, or supports for your organization. It's one more tool for nonprofits to shape and target their messages to prospects outside of a known constituency.

Show: http://blogs.salesforce.com/photos/uncategorized/2007/06/15/google_adwords_appexchange_pulldo_2.gif
Show:
http://www.nten.org/blog/2007/06/05/the-google-salesforce-partnership-begins

http://www.flickr.com/photos/hipperspective/31953297/in/set-719062/
Speech bubble: "We gotta use that to support our Global Warming Campaign"

16.

Show SalesForce Foundation and Google Grants Adwords in-kind grants pages

3 min

Act 2: Get Ready! Get Set Up!

In order to plan, implement, and track an effective campaign, you’ll need to be comfortable with the many of the features offer through GoogleAdWords and SalesForce.
Show Act 2 Title

For Salesforce,
you’ll need to set up and/or link your Google AdWords account

you'll need to know how to set up a web 2 lead form and manage your leads,
A lead is a prospect or potential opportunity. In this case, they are web site visitors who click on your ad, arrive on your web site, and fill out a web form. That web form is created with a special tracking code with salesforce. That's how googlewords leads get into your system.

you'll also need to know how to use opportunities
Opportunities are those leads who are potential donors, supporters, or volunteers -- this is how you will communicate and track them

SalesForce gives you lots of indepth reports to track your leads - so you'll need to know how to use the reports and dashboard features.

Show NTEN

For GoogleAdWords, you’ll need to set up an account so you can track your campaign. In addition, you might also want to use Google Analytics to track the campaign activity on your web site.
Show Google Adwords account


If you’re new to any of these tools and want to get set up quickly, we’ve gathered up the best of the best tutorials on the wiki.
You can simply follow the links.

SHOW WIKI


Act 3: Getting Started With Google AdWords and SalesForce Integration

Here are some simple steps for getting started..

Step 1. Actions Before (Key) Words
http://flickr.com/photos/58428285@N00/707878234/

Original:
http://www.flickr.com/photos/fatmandy/9753564/

Don't start brainstorming keywords, think about your web site goals first. A web site goal is the action that you want people to do on your web site.

Your campaign might be to get people to read content, sign up for your email newsletter, sign an online petition, request information, sign up to volunteer, make a donation.



Step 2: Think About The Landing
http://www.flickr.com/photos/cambodia4kidsorg/707914216/
Use FD Flickr Toyrs with this photo:
http://www.flickr.com/photos/hb2/139991838/

When a user clicks on your advertisement, they are directed to a landing page, a web site page that you have designed specifically for your Google advertisements. Landing pages typically contain an offer and a Web-to-Lead form. The destination URL of a Google AdWords advertisement is commonly referred to as the landing page for that ad. Landing pages typically contain:
  • An Offer - something that entices the user to fill out a Web-to-Lead form, such as "send me more information" or "download a whitepaper"
  • A Web-to-Lead form - a form that automatically creates a new lead in Salesforce

The landing page has to make sense and it has to lead to the action you want. While you can do this thinking on the fly inside of Google Ad Words, you are probably much better if you sketch it out before hand.


For example, if your goal was to raise awareness and promote this event
http://www.theirc.org/resources/george-clooney-visit-chad-sudan.html
This is the landing page for this ad:
http://www.flickr.com/photos/cambodia4kidsorg/701425032/in/set-72157600605403846/

Step 3: Write Keywords and Ad Copy
http://flickr.com/photos/58428285@N00/707080181/

Original:
http://www.flickr.com/photos/pigpogm/38260403/

You're ready to brainstorm keywords and come up with your ad copy.
It's a good idea to do some brainstorming with people on staff and some outside research. Ask the question:
What would a user type into a search engine to reach that goal?
http://www.flickr.com/photos/brian-fitzgerald/196170846/
(show speech bubbles popping up with different phrases related to Darfur)

The Google AdWords software will suggest keyword phrases and keywords for a particular URL based on search statistics. You can read more about the details of stats by clicking on the question mark.
(screen capture video example of GoogleAdWords suggesting words "help darfur")
https://adwords.google.com/select/KeywordTool
click on the ? to show where to get detailed)

http://www.flickr.com/photos/brian-fitzgerald/196170846/
(speech bubble from guy at computer - "Hey, Google AdWords is suggesting a few we didn't mention"

You're ready to write your ads!

Repeat your most important keywords within the title or body of the ad and include a call to action.
http://www.flickr.com/photos/cambodia4kidsorg/706598176/in/set-72157600622505632/

You have 85 characters to convey a message so choose your words carefully. Remember action words!
http://www.flickr.com/photos/cambodia4kidsorg/706598076/in/set-72157600622505632/

Remember to read the Google Editorial policy carefully so you don't by mistake violate the policy
For example, the word free in all caps "FREE" is not allowed.
Google will send you an email telling you ad has been suspended and give you instructions on how to resubmit your ad
https://adwords.google.com/select/guidelines.html


Step 4: Set up Your Campaign in Google AdWords
http://flickr.com/photos/58428285@N00/708035520/

Now you're ready to go into the software and start your campaign. When you go into GoogleAdWords for the first time, the wizard will walk you through each step of the process, including keywords, ad copy, landing page and budget. GoogleAdWords will also suggest keywords for your campaign.
Show the open screens of setting up campaign.

your ad budget - you'll need to specify daily amount and bid for cost per click
http://www.flickr.com/photos/scottwills/215584604/.

The amount you're willing to spend on a specific AdWords campaign each day. Your ads will typically stop showing for that day once your daily budget is met, so a higher budget may allow your ad to be shown more often throughout the day. Remember nonprofit received an in-kind contribution you have a limit of $1 per click)

You choose the maximum cost-per-click (CPC) you're willing to pay for every click on your ad. The maximum CPC helps determine whether your ad will appear above or below other advertisers' ads, so a higher maximum CPC may allow your ad to show in a higher position.
(show a search and scroll through positions
http://www.flickr.com/photo_zoom.gne?id=706598616&size=o)

Step 5: Monitor, Tweak
http://www.flickr.com/photos/cambodia4kidsorg/707195077/

Original:
http://www.flickr.com/photos/robotson/36398968/

Look at the results and ditch ads or keywords that aren't getting you a good return. How to figure that out?

Let's explain a few terms first ...
http://www.flickr.com/photos/cambodia4kidsorg/706873732/

Use the tabs to explain

Cost - the total amount you spent on advertising
Impressions - how many people saw your ad on the search results page
CTR - click through rate - how many people click on the ad
Conversion rate - what percentage of users took the action - you defined - signed up for an email newsletter. You'll need to add a special tracking code to your web site page
CPC - cost per click

You can also go very granular and get a report on each specific keyword
(drill down to campaign report with keyword tab)

What you want to do is up the CTR and lower the CPC .....
http://www.flickr.com/photos/jdlasica/50910683/
speech bubble (Up the CTR)

http://www.flickr.com/photos/jdlasica/199158689/
speech bubble (lower the CPC)

Act 4: Campaign Tips

I caught up with Katrin Verclas, Executive Director of NTEN, who gave me a walk through of how NTEN is using Google AdWords and SalesForce integration tool for a Google AdWords campaign and offer some tips.

1. Do a little upfront research

Katrin said that NTEN started off with a general AdWords campaign to drive traffic to their web site.
http://www.nten.org

This gave them to test a "beginner set" of keywords that fit logically into different ad groups and they have learned how to refine their keyword selection and ad copy by learning from feedback.

(Show Campaign snapshot - NTEN General
https://adwords.google.com/select/snapshot)

Click on NTEN General Campaign to show ad groups)
(https://adwords.google.com/select/CampaignManagement?campaignid=17998847&mode=#a)

Katrin notes that is using the Google AdWords Keyword Tool, staff brainstorm, looking at your google analytics keyword traffic referral reports, and evaluating a general awareness campaign are excellent places to begin learning.

2. Newsletter Campaign

With their increased use and understanding of Google Analytics and the integration of AdWords with SalesForce, they now have decided to launch several focused campaigns. For example, a campaign to drive sign ups for the NTEN Newsletter

that has a goal of increasing newsletter subscribers to 5000 from 3000. The campaign will place adds promoting NTEN Newsletter
http://www.nten.org/taxonomy/term/87

Prospects searching on keyword terms, like nonprofit it, will be directed to the NTEN sign up form which is also the web2 lead form.
http://nten.org/signup

which is a SaleForce Web 2 lead form.

Katrin also notes that the Internet advertising is not they only technique they are using. -- it is part of an overall coordinated strategy that uses other marketing communications channels, however for the screencast we are focusing on the Google AdWords strategy.

3. Why Grouping Keywords Makes Campaign Tracking and Tweaking Easy!

Katrin says it is important to understand what ad groups are and how they can be helpful to you as you set up your campaign as well as monitor and tweak to get better results.

Ad Groups express a thing or an idea.
Your Ad Copy or multiple ads are tied to the keywords in that group. By writing differently worded and differently titled ads for each group, you'll wind up with ad copy that is closer in meaning to the keywords you are targeting. This will create a higher CTR across your campaigns.

Ad Groups gives you manageability. Each group of keywords or ad group expresses an idea of something a user is searching for -- it might be a big idea or a very narrowly conceived idea. It could be an exact phrase or it could require 250 phrases covering a long list of low-volume but highly targeted industry jargon keywords.

Katrin says that it's important not to cast too large a net, or it becomes difficult to track success rates. For example, we did not choose the broad term "newsletter" because none of the keyword traffic to our web site had been driven by this keyword. It is even more important to monitor the success of the campaign. If we find that any of these AdWords are not driving traffic to our newsletter sign-up form, we will replace or eliminate them.

One word of warning, try to avoid using the same keywords and phrases in different ad groups or campaigns, if possible.

4. Use the Optimizer Tools That Google AdWords Offers

Katrin says that GoogleAdWords optimizer tools are definitely worth using.

They used the campaign optimizer in Google adwords, and they looked at performance of specific words in the reports (https://adwords.google.com/select/viewreport?jobId=76758767&showTable=yes)

7. The Web 2 Lead Form in SalesForce

Your Web 2 lead is your bridge between the Google AdWords Campaign and Capturing the contact info and other details about your prospects for follow up.

Here's the Web to Lead Form for the Newsletter Campaign
http://nten.org/ntenconnect

Web to lead forms are easy to set up. Salesforce provides you w the html code to plug into your site.
Consider the information you want to capture -- balance between enough so that the data is useful for you (and any segmentation you want to do) and not too onerous on the person filling out the form (so you do not lose him.her...)


8. Track and Follow Up With Your Leads

Now that NTEN has captured these leads in SalesForce, they are going to add these prospects to the email list. Now that we know the keywords, we might send them follow up communiucations. For example, those who typed in "nonprofit drupal" might get invitation to a drupal webinar.


Summary:

Be organized for continuous improvement of your campaign, don't just set up a campaign and ignore it.