February 18, 2025 • 42 mins
Andrew Laws, the founder of yeseo.io, an SEO agency. Andrew is a total pro when it comes to all things digital marketing, and he's here to share his expertise on leveraging the Google Ad Grant to promote your nonprofit. Whether you're brand new to the Google Ad Grant or you've been using it for a while, Andrew has tons of practical tips and strategies to help you make the most of this incredible resource. We're talking keyword research, ad copywriting, conversion tracking, and so much more.
What you'll learn:
→ The key benefits of the Google Ad Grant for nonprofits
→ How to identify the right keywords and language to reach your target audience
→ Strategies for creating high-performing ad variations
→ Tools and resources to supercharge your Google Ads campaigns
→ Common mistakes to avoid when running Google Ads
Want to skip ahead? Here are key takeaways:
[9:38] Treat the Google Ad Grant like a commercial campaign, not just “free money.” Even though you aren't paying for the ads, you want them to be successful and generate income for your organization.
[15:02] Focus on driving traffic to functional parts of your website, like landing pages. Have a clear CTA but don't have them go straight to a donation page necessarily.
[33:37] Use long-tail keywords to target specific audiences and avoid broad, expensive terms. This helps with getting the right people to click on your ads and have better quality visitors that are going to be interested in the work you do.
[35:02] Maintain a list of negative keywords to exclude from your campaigns. This will ensure you aren't accidentally targeting people that aren't the right fit for you.
[39:10] Leverage free tools like Google Ads Keyword Planner, SEMrush, and Facebook ad transparency. This can help you figure out what keywords to utilize to reach your goals.
Resources:
Google Ads Keyword Planner: https://ads.google.com/intl/en_us/home/tools/keyword-planner/
SEMrush: https://www.semrush.com/
Andrew Laws
Andrew Laws founded the yeseo.io SEO Agency and has been battling SEO for over 25 years. When he's not in the office helping clients grow, he can be found in the studio or on stage, making very loud noises. Andrew loves to talk about mindset, personal growth, business development, neurodiversity and odd music.
Learn more at https://yeseo.io/
Get a few website audit by visiting https://yeseo.io/audit/
https://www.youtube.com/@yeseo-agency
Connect with us on LinkedIn: https://www.linkedin.com/company/the-first-click
Learn more about The First Click: https://thefirstclick.net
Schedule a Digital Marketing Therapy Session: https://thefirstclick.net/officehours
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Sami Bedell-Mulhern (00:00):
You know, I'm a big fan of the Google Ad
grant, and what it can do foryour organization. Google gives
you $10,000 a month in free adspend so that you can promote
your organization. Let peopleget to know you, get on your
email list, register for yourevent, sign up whatever, donate
all of the things. And so today,I wanted to bring on Andrew laws
(00:22):
so that we could talk about someways to think about what goes in
those ads. How do we figure outwhat the ads are going to be
about, where they should go, allof the good things. So that's
what we're going to talk abouttoday, with regards to the
Google Ad grant. Andrew Lawsfounded yeseo.io an SEO agency,
and has been battling SEO forover 25 years when he's not in
(00:44):
the office helping clients grow,he can be found in the studio or
on stage making very loudnoises. Andrew loves to talk
about mindset, personal growth,business development, neuro
diversity and odd music, and heis so much fun on this episode,
I know you're gonna love it, butwe're really diving deep into
figuring out what to talk aboutand how to match that with who
(01:07):
your audience is. So I thinkyou're really going to get a lot
of tips that can help you, evenif you are not interested in the
Google Ad Grant, even if youjust want to kind of set up some
things with your GoogleAnalytics, see what's working
and see how you can betterengage with your audience. This
will be a helpful episode foryou to listen to before we get
into it, though, this episode isbrought to you by the free
(01:29):
resources that we have at thefirst click. If you go to
thefirstclick.net/resources,you'll be able to see a bunch of
free downloadables that we havefor everything from mindset to
email marketing, social mediaand beyond, you'll have tips for
your website, tips forconnecting with your donors, all
of the good stuff. So head onover to
(01:50):
thefirstclick.net/resources,grab the one or 10 freebies that
are going to help you take thenext step to raising more money
online, and take action todayand let me know. Email me
hello@thefirstclick.net, and letme know which freebie is your
favorite for now, let's get intothe episode
You're listening to the digitalmarketing therapy podcast. I'm
(02:13):
your host, Sami Bedell-Mulhern,each month, we dive deep into a
digital marketing or fundraisingstrategy that you can implement
in your organization. Each week,you'll hear from guest experts,
nonprofits and myself on bestpractices, tips and resources to
help you raise more money onlineand reach your organizational
goals.
Hey friends, please join me inwelcoming Andrew Laws to the
(02:37):
podcast. Andrew, thanks forbeing here today.
Andrew Laws (02:40):
My absolute pleasure. Nice to meet you, and
I'm looking forward to sharingsome interesting information
with you. Yeah,
Sami Bedell-Mulhern (02:46):
I love this, and this is a great topic,
the Google Ad Grant, because,oddly enough, a lot of
nonprofits do not take advantageof it, which is bonkers, in my
mind. But before we kind of jumpinto some strategies, why are
you a fan of Google ads? Youknow? Why do you think they're
an important part of ourmarketing strategy
Andrew Laws (03:05):
speed as much as anything else? My background is
from SEO or in SEO, which I'vebeen doing for more than quarter
of a century. Obviously, anyonelistening can't see that. I look
devilishly young despite myadvanced years. But
Sami Bedell-Mulhern (03:20):
SEOs, they can see you. They can see you on
YouTube. They can see you onYouTube.
Andrew Laws (03:26):
Okay, well, that's blown that. So, yeah, I've
always been in SEO. I love SEO,but SEO is not something that
you can move quickly with. Soespecially with nonprofits, you
know, planning something andgoing to trustees for your
charity, or other people areinvolved, or your nonprofit, and
saying, Hey, we've got thisreally good idea, and we want to
invest some money in SEO, andwe'll report back in maybe six
(03:48):
months to a year on how well itwent. That's a tough sell with
Google ads. It's instant. Werecommend, like, I won't go too
far into strategy just yet, butwe recommend a testing period.
But essentially, from the firstday you start, you should know
whether it's working or not, andyou should start to see a
benefit immediately, as SEO is alittle longer,
Sami Bedell-Mulhern (04:09):
yeah, no, that's such a good point. And so
for people that don't know,we've talked about the Google Ad
grant several times in thispodcast, but for people that
don't know what that is, couldyou just give kind of a brief
overview of the Google Ad grant?Absolutely.
Andrew Laws (04:24):
So we all know that Google makes a lot of money. I
don't think anyone who works orown shares in Google is, is, is
struggling for a few pennies. Ithink, I think they're, they're
eating a big turkey atChristmas. And I think they're,
they're not like Tiny Tim in aDickens tale. But surprisingly,
Google actually gives away quitea lot of money. I was going to
do air quotes then so gives awaybecause it's imaginary money.
(04:48):
It's like Toy money or Monopolymoney to them, but the longer
the short of it is, if you applyfor the Google Grants Program,
Google will give you a budget,an ad spend, which is quite.
Generous, surprisingly generous,I'd say I'm not 100% sure why
they do this. I think it mayoriginally have come about from
their whole Don't be evil thing,but none of us are sure if
(05:11):
they're still not evil or not.Here to besmirch Google in any
way. But the long and short ofit is, if you're a nonprofit or
a charity, or in the UK, we haveCICS community interest
companies, which is a similar, asimilar thing to a nonprofit.
You can use this to market yourbusiness, and the budgets are
quite generous.
Sami Bedell-Mulhern (05:32):
Yeah, in the US, it's $10,000 per month,
up to $10,000 that you canspend. And I know I have clients
that are using it, and theyaverage it out, there's months
that they've spent over 10,000and Google doesn't stop running
their ads, because it's stilljust kind of an average
accumulation over time. So yeah,that's a lot of money.
Andrew Laws (05:51):
It is here in the UK, I've not seen it that high,
but I've run past what thetheoretical budgets were. And
again, Google doesn't, doesn'tstop anything. It takes some
reassuring with some people. Istarted working with a mental
health charity. We do quite alot of pro bono work here, here
at my company, as a part of ourreason for existing. And they
(06:13):
were very nervous about this,because I was saying, Look,
we're going to run thesecampaigns that are going to
spend theoretical, 1000s ofpounds here in the UK, and they
said, like we're we're a bitworried about this. And what,
what I convinced them, in theend, the way that they were put
at ease is that when you set upGoogle Grants, you're not asked
to put in any billinginformation, whereas when you
(06:33):
set up a standard Google Adsaccount, they want your billing
information. And yeah, if you'renot careful with with standard
Google ads, you could probablybankrupt yourself within a few
weeks if you don't know whatyou're doing. But the huge
safety net with Google grant isthey don't have your payment
details
Sami Bedell-Mulhern (06:50):
correct. That's Yep, that's true. Well,
we're not going to get in thedetails today about how to go
about setting up that accountand how to go through that
process. You can Google it. It'ssuper easy to kind of figure
that out, but instead, today, Ikind of wanted to talk about how
we want to think about makingthose ads successful. So you
mentioned, you know, you cankind of see impact almost
(07:12):
immediately, depending on whatyou're doing. But you know, all
ads are not created equal. So aswe kind of start to go down this
route. What types of contentmight we want to think about
driving traffic to?
Andrew Laws (07:29):
I would recommend driving traffic to any part of
your website that performs afunction it's quite tempting
with with any Google adscampaign to to focus on brand
awareness and sort of mark, youknow, pat yourself on the back
as having done a good job if alot of people have seen your
adverts. But I think it's moreimportant to actually get people
(07:51):
to do something, despite thefact I keep talking about the
grant money as toy money orMonopoly money, the reality is,
it's still a resource, and anynon profit the same as any
company has a finite amount ofresource, so it you don't want
to burn it, you know, it's, Iknow we're saying it's very
generous, but you still, youstill have to treat it in a
(08:12):
commercial way. The way I dealwith it is, despite the fact of
pro bono clients we work with onGoogle Grants, I still would
report to them in the same wayas if they were paying clients.
So landing pages, if you've gota campaign, even if it's a
specific fundraising campaign,or if you've got a campaign to
(08:32):
enrich your mailing list andgrow your mailing list, or if
you've got a campaign topublicize an event, basically,
anything that has a doing thing,anything that has this is going
to happen. But there are twoquite important caveats for
this. So anyone watching orlistening to this writing down
notes go, brilliant. We can doall these amazing things. There
are two things you need to beaware of. First of all,
(08:54):
currently, certainly in the UK,and I don't think it's a
different in America, you canonly run search ads. So you can
only run adverts that are text.You can't run video ads. You
can't run Google Shopping ads.All them, I'm not going to start
listing all the different typesof ads. Is just search ads. So
this is when people search forthings in Google, and you see
(09:15):
the adverts at the top andsometimes at the bottom as well.
They're the only ones you cando. The second important thing
to note is that you can't runadverts that point to commercial
pages. So if, for example, youhave an online store for your
not for profit, which obviouslya lot of people do, because it's
a very good idea, you can't useyour Google ads to direct
(09:36):
traffic to those
Sami Bedell-Mulhern (09:38):
and I think you can in the US? Oh, okay,
because we have some that arerunning that way. Yeah, yes, I
believe you can. It's
Andrew Laws (09:49):
interesting. I'd like to know from any of your
viewers or listeners who haveexperience with Google grants in
the states whether you can, youcan use video, sorry, advert
types other than so. Judge them,because,
Sami Bedell-Mulhern (10:02):
yeah, I mean, I'm not a Google Ad expert
by any means. We don't run ads.We work with other companies
that do that, because it's awhole nother beast of things
that I can't stay on top of. Forexample, algorithm changes and
things like that. But I do knowthat we have clients that are I
do believe, like you said, it'sonly the text ads, but we do
(10:24):
have ads that are running to astorefront. So I don't know,
it's interesting.
Andrew Laws (10:30):
That's really that's really positive, that's
really encouraging. The UK andmost of the rest of the world
tends to be slightly behind whenit comes to the developments at
Google, because they're, they'regoing to deal with America
first, because it's quite large.You know, Britain, the UK, we're
quite small. We're just like alittle float floating off the
(10:51):
coast of Europe. So, so we'renot a primary focus by any
means, but that that's reallyencouraging, because that that
potentially changes the wholegame, whereas I'm talking about
driving traffic to mailing listsor anything that gets people to
commit to something, if you candrive them towards something,
where people can buy something,you can start to judge the
(11:11):
success of your campaigns with alittle bit more accuracy. And
this is something that I alwayswant to want to tell people
about with Google Grants,despite the fact it's toy money.
You still can't just run anadvert and hope for the best.
Something we something wenoticed early on, was the if you
(11:32):
get through the Grants Program,which I just want to say, we're
not going to go into detail, butI was surprised how easy it is
to apply. It is very easy. It'svery easy. So it's probably why
we don't need to go into detail,but yeah, we spoke to to a
client who had got through thegrant process, and they just
made a few adverts, and nothingwas happening. You know, just
(11:52):
literally, they weren't gettingany impressions. No one was
seeing the adverts. No one wasclicking through. And it's very
difficult to get through tosomebody at Google here in the
UK, again, it might be differentin the States. Just ask, ask
them why something isn'tworking. If you're if you're
paying them, if you're saying toGoogle, look, we've set a budget
of $10,000 and we're acommercial organization, and we
(12:13):
can't figure out why the adswon't run. Do you know what?
They tend to be quite keen tospeak to you. Google Grants,
understandably, perhaps there'snot quite so much support. So we
we worked in conjunction withsome other Google Ads agencies
here, and we figured out it'sbecause this person hadn't run
the campaigns as if they werecommercial campaigns. More
(12:34):
specifically, they hadn't set upconversion measuring. Now,
conversions is one of thosewords that gets thrown around an
awful lot, but it comes down towhen they when these people
clicked, did they do what youwanted them to on the website?
So that could be submit a form,or, in your case, as you say,
Buy something which is That'sbrilliant, or join the mail they
(12:56):
what did they did they dosomething? You've got to be able
to measure that, because Google,at the same time as they're
giving away an incredible amountof toy money, they also don't
want to lower the quality oftheir own ad platform, right? So
if you imagine there's mom andpop stores or larger businesses
(13:17):
spending a lot of money byrunning very carefully crafted
campaigns that measureabsolutely everything and are
constantly being tweaked,allowing a lot of people to just
pour rubbish over that in kindof a What's the saying, like
throwing spaghetti at a wall andseeing what yeah you say? Is
(13:37):
that afraid? Yeah, yeah. It'sgoing to lower the overall
quality of the ad platform, allthose millions of websites that
have little Google ads ondisplayed on them and all the
search results, it's going tomake them less good. It's gonna
say less good or but I don'tthink that's a technical term. I
don't
Sami Bedell-Mulhern (13:54):
think that is a technical term, but that's
okay. We'll accept it here well.And I believe at the time of
this recording, and I think it'sbeen this way for quite some
time. You have to have a 5%conversion click through or a 5%
click through rate, excuse me,to be able to continue to run
ads, and it is higher than yourcommercial partners. But again,
(14:15):
to your point, if you're notgetting that click through rate,
you're not making any use ofyour ads anyway. So it's really
just to kind of help you, helpyou be more successful. And then
the other piece that I want tojust like make sure we mention,
with regards to that as well,is, as you're talking about
these conversions, because Ithink that's super important,
before you even start runningads. I'm glad you brought that
up. Is you can, even if you'renot running Google ads, you can
(14:39):
set up those conversions in youranalytics, and should be setting
up some of those conversions andtracking things in general. So
even if you're just listening tothis and you're like, Well, I'm
not ready to run Google ads, youcan still start tracking some of
those conversions now and thenbe able to see how those ads can
kind of expand and multiplyquickly, but it's a good way to
(14:59):
test. Asked before you even getstarted. It
Andrew Laws (15:02):
really is and despite all the consternation
globally when Google retired theold version of Google Analytics,
UA Universal Analytics, andswitched everybody, kicking and
screaming over to j4 the currentversion, it's pretty good, and
it's getting better almost monthby month at the moment. So
(15:23):
whereas beforehand, you may havehad to hire a developer, or at
least have some, a tamedeveloper that you could bring
in with a packet of a packet ofcandy or something to get them
to set up your conversions,Google's getting quite good at
kind of guessing them for you,the obvious reason, in my mind,
is that they have their littlebit of code running on so many
(15:44):
websites. They kind of know howWordPress works. They kind of
know how Shopify works. Youknow, they don't have to be led
to it quite as much. So youmight find if you're watching or
listening to this, and you know,you've got Google Analytics set
up, and other platforms areavailable, but frankly, everyone
uses Google Analytics. You mightbe pleasantly surprised if you
(16:07):
go and have a look at it for theand you've not looked at it for
a while, that it's actuallygetting a lot more
understandable. And some of theterminology might be a little
bit confusing, but it's gettingbetter. It's getting better all
the time, to quote Beatles, wasit?
Sami Bedell-Mulhern (16:23):
Yeah, no, it's much more user friendly. I
think for the person who is notin in either an analytical mind,
it's much more it's easier todigest, I guess is what I'm
trying to say, which is, whichis helpful and and it should be
used as a tool to measure whatyou're doing, because, again,
you don't want to spend time,even if you're using Monopoly
(16:45):
money. You don't want to spendtime running ads. If it's still
your time that you're or aconsultant that you're using to
do this work. You want to makesure that it's doing something
for you. Well, absolutely,
Andrew Laws (16:56):
because the cause that you represent, if you're a
one or two person, not forprofit, or whether you're a
large organization, your missionis likely to be to support a
group of people or a cause, tosupport a cause, and we all want
to do the best for these causes.So this is just how you do it,
like if some real basics on howwe can start this without going
(17:19):
into anything mega technical,yeah,
Sami Bedell-Mulhern (17:21):
well, and that's what I was going to ask
you real quick too, because Iwas going to say, you know, I
think one thing that nonprofitsreally struggle with is how we
talk about what we do versus howother people interpret or talk
about or would want to find us.So if we kind of have already
started with we know these arethe conversions, or we know this
is the action we want people totake. We know these are the
(17:42):
landing pages that we want todrive people to. How do we
actually craft that language inthe Google ad? Or how do we find
the research for what people arelooking for? So we can kind of
match those two things together.Absolutely
Andrew Laws (17:55):
anyone who understands their cause will
understand the people who wantto be a part of that cause or
donate, the danger there is,especially in a large country
like America, everyone, everyoneuses a different set of language
in every different part ofAmerica. I say I live in a tiny
little island, but even the nextcounty over from ours will
things different to us or thenext town, so you can be in
(18:17):
danger of just using thelanguage that you understand. So
I'm going to talk about anexample that was for a
commercial client of ours, whomakes, who makes a hot sauces. I
was just looking over because Idid have some on the shelf next
to me. They make hot sauces. Andwhen they first contacted us,
they said, right, we make hotsauces. We want, we want people
to buy our hot sauces. So we dida bit of research, and we found
(18:40):
out that in the UK, this willtell you how small the country
is. In the UK, 800 people amonth search for hot sauces. 800
people a month. Sit down attheir computer and go, oh, I
want hot sauces. 4000 people amonth search for chili sauce. So
there's an example of, well,we're not going to target hot
sauce, because, yeah, there arepeople there, and there are
(19:00):
people who want it, but when youlook at the whole country or the
whole region, they're usingdifferent language. And I think
that's really, really important.It's important as a phrase, as a
phase, when you're setting upGoogle ads, or you're about to
run it, any sort of ad campaignor SEO, what I think is
interesting is it's also goodmarket research. So we've done
(19:23):
some work for a mental healthcharity recently, and again, a
lot of the discussions we wereusing internally and with our
client were talking about a veryspecific part of mental health.
But when we did the research,and this is just part of Google
ads, they've got a researchpart, which is easy to use, we
found out that the language wewere using isn't the language
(19:45):
most people use.
So again, without gettingtechnical, I don't want to kind
of explain how tools work,because frankly, there's YouTube
and there's people far moreerudite and can speak with more
clarity than I can on thesethings. Yes, but I always want
to impress upon people. Youdon't have to be a technician.
You just have to know youraudience. So if you think about
(20:10):
the end point over here, ofsomeone buying, signing up,
committing, doing whatever, andthen trace their journey back,
trace it all the way back to thestart point. What's the thought
that occurs in somebody's headthat takes them on the journey
that leads them through tocommitting to something, to
(20:30):
signing up for something, ordonating, or whatever it is you
want them to do. And we can setup adverts that support and
bring people in for each part ofthat journey. So I'm trying to
think of, trying to think of agood example, without getting
too large on this, if there's anational disaster somewhere in
the world, people will go toGoogle or other search engines
(20:55):
and they'll type, how can Ihelp? And I imagine that's
that's the way for a lot ofcause based nonprofits, rather
than kind of communitynonprofits, they want to know
how to help. And you'll findthat when you do the research
and say, Google makes it easy,you'll find that it's almost
like market research, becauseyou find out, you find out what
(21:18):
spurs people on to get involvedwith the cause, but once you
understand this the end pointand the start point, once you
get the start point working, youcan start to work on the other
points in the journey. Sothere's always a very large
number of people who have verybroad, very undefined, vague
searches, who might become youryour best friends on your
(21:41):
website. Then there are peoplewho are a little bit more
informed. Then there are thepeople who know exactly what
they want and they know exactlyhow to search for it. Those
people who know exactly whatthey want and how to search for
it are probably going to findyou anyway, because they
probably already know whatyou're called, what your
organization's called, and theyalready know the action so
donate to cats with hats orwhatever your cause might be.
(22:07):
Those people are. We use aphrase in the UK, preaching to
the choir stools, you know. Sothe priest turning the wrong way
and preaching to people in thechoir that you know. Those
people know about you. It's allthose other people that we want
to capture, and they're theinteresting people. So I kind of
went out, no,
Sami Bedell-Mulhern (22:26):
no. I think it's great. And I think what
what's beautiful about thatresearch is a lot of
organizations are like, well, wedon't know what to write content
about. We can't write a we canhave a blog, or add any of these
things to our website that wouldhelp with your kind of long term
organic SEO. If you're saying,well, these are the terms that
we know people are searching forthat are going to pull them in
so that we can continue to takethem on this journey, you're
(22:47):
kind of really doing the workonce, but making the best of it
twice, because now you can writecontent that's going to help
that you might not have done ingeneral, introductory things,
talking More maybe about thecause in general, not just about
how you kind of support that,but now you're helping, because
you can run ads to that contentto get things quicker, but
(23:09):
you're going to have good searchSEO, search for that content,
also on the organic side,
Andrew Laws (23:15):
it's, it would be unkind to Call it accidental
SEO, but it kind of is, it's theglorious thing about SEO. And
I'm not going to dwell on SEO.It's just my pet subject. The
glorious thing about SEO is, ifyou have a brilliant
organization that understandsits audience and the people it
supports or the causes itsupports really, really well,
(23:38):
and you're passionate aboutwriting about it and becoming an
authority and being the mosthelpful resource on the web
about that topic, you don't needSEO. SEO is not a framework for
conjuring nonsense. It can onlyamplify brilliance. So yeah, do
your keyword research, for yourGoogle Grants, for your Google
ads, and you'll be accidentallyhelping your your website kind
(24:01):
of rank, especially if Googlesees people come coming to it.
Because the other thing that Ithink can get forgotten is if
you're working with a nonprofit, if you struck through to
the heart of of one visitor andreally made an impression on
them, they're probably not goingto keep that to themselves. So
if every one person you capturethrough Google ads, who goes, Do
(24:22):
you know what? I'm so glad thisorganization exists. It aligns
with with my goals in life. I'mso pleased. I want to support
it. You know what? They willknow other people who, who would
you know, share beliefs withthem? We all kind of live in
bubbles a little bit. So forevery one person you capture
through your website, you couldcapture 1015, 20. Who knows if
somebody's religious? You know,if they go to church, you
(24:46):
connect with them. They go to achurch as a congregation of two
or 300 See, I'm thinking ofmedieval churches in the UK,
which are quite small. Thenpotentially you've, you've
reached a whole lot of people.So it's. Is absolutely key, and
it's free.
Sami Bedell-Mulhern (25:04):
It's free. Okay, so what might be some
mistakes you already mentioned,kind of one earlier. You know,
it's not a set it and forget itkind of situation. So how, what
other kind of simple mistakes dopeople make at kind of the
beginning stages, when they'regetting started with taking
advantage of Google ads. They
Andrew Laws (25:24):
the biggest mistake you can make, apart from not
doing research. But hey, we'vetalked that through. Everyone
who's listening has now gone padfull of notes, and they are
armed and ready to go. Thesecond biggest mistake you can
make is not to use anyvariations, bearing in mind that
Google is a money makingmachine. They always want to use
(25:44):
whatever language or whateveradvert works the best, you know,
in commercial terms, outside ofGoogle Grants, that's what makes
makes them enough money to buythat big Christmas turkey and
all that stuff. So when you setup your adverts, don't set up
one variation of the advert setup a bunch. I'm not going to say
(26:04):
exactly how many, becausereality is, the more the better
if you set up maybe fivevariations, and they can be
quite small variations. Youknow, your headlines just make
small variations. If you set upfive adverts, Google will
automatically show the advertthat performs the best. So not
doing that is a mistake. Youshould constantly be iterating,
(26:27):
whether it's the keywords thatyou're targeting, the audience
that you're targeting, the wordsyou're using, the how tense or
loose the words in your advertsare, how abrupt, how cuddly, you
know, there's, there's lots ofvariations, and because we're
talking about reaching a wideraudience. So any advertising is
(26:50):
to reach a larger number ofpeople. The larger the number of
the people is, the more kind ofamorphous, the more changing
they are as well. So forexample, in the run up to
Thanksgiving, I'm going to use abe a real silly Englishman here,
trying to think of an Americankind of example in the run up to
(27:10):
Thanksgiving or Halloween, then,you know, your adverts for
pumpkins are probably going toget quite a lot of traffic in
February, sure. Not not so muchso, but also with the thing that
really fascinates me about notfor profits and charities, is
that the public awareness ofthem fluctuates as well. So if
you're not constantly changingand testing testing and
(27:32):
measuring testing and measuringtesting and measuring your
adverts, for one thing, Google'sgoing to show them to less
people because they don't thinkyou're taking your
responsibility as a GoogleGrants, person and your
organization, serious enough,but also you're just going to
miss the you're going to missthe crest of the wave. You're
going to miss the bestopportunities. So mistake number
one, doing no research. Mistakenumber two, you're not using
(27:52):
variations.
Sami Bedell-Mulhern (27:54):
Well, I think with AI, it makes creating
those variations quick and easy.If you have your copy and you've
written an ad in your voice, youknow, because you obviously want
to test that as a variation aswell. It's really easy to throw
it into AI and say, okay,rewrite this as the like as come
of the different examples thatyou mentioned.
Andrew Laws (28:15):
Can I give you a bonus tip for that? Because I'm
absolutely yeah, please. And theGoogle ads platform is going to
get better at this, but they'llnever know as much about your
target audience as you do a tipthat we give, we give our
clients or anyone who wants toyou, anyone who listen really, I
don't walk the streets shoutingit out, but anyone who listened
to it is, if you know your idealclient avatar is what we Call in
(28:40):
commercial terms, if you knowyour target audience, and you
can write that out, and you canget help from Ai so chat GPT, or
any of the AI chat tools withthis, if you identify, well,
they're about this age, they'reabout, you know, this demo, this
demographic, these are thethings they're interested in.
Here's their hopes and fears.Here's what motivates them to
(29:01):
make change and really fleshthat out as much as you can. In
really, really simple terms, youcan just keep that in in your
notes, or, you know, I'm notgoing to go into detail, you
keep it in your notes and dropthat into your your AI First,
your chat, GPT, or whatever. Sowe've just had a power cut here.
(29:22):
Can you still see me? Oh, oh,okay, okay,
Sami Bedell-Mulhern (29:26):
You went dark. But nope, it's all good.
Andrew Laws (29:29):
It wasn't once. It wasn't to emphasize a point or
anything. Yeah. So, so insteadof just saying here's my
headline, give me fivevariations, because all chat is
a beigeness. It's anamalgamation of lots of other
things. It will just give youthe lowest common denominator.
It'll just give you the leastinteresting thing. Whereas, if
you say, I'm writing Google ads,here's my headline, here's all
(29:53):
the details about my targetaudience, give me variations.
You will get a far, far betterresult. Yeah. And that go that
goes for not just your headline,obviously any part of Yeah,
you'll get a better result.
Sami Bedell-Mulhern (30:06):
It's like a help me, help you, kind of
situation
Andrew Laws (30:09):
indeed, yeah, and that, because one thing that I
don't think is discussed oftenwith not for profits, is there
is still competition. You mightnot absolutely you might not be
a dentist competing with otherdentists in your town, but the
the money, or the commitmentthat that your audience has,
there are other people fightingfor that, and little tips like
(30:30):
that can genuinely be what makeall the difference, because your
competitors might not know that.So that's your special
advantage.
Sami Bedell-Mulhern (30:40):
Well, I think too, it's because you
mentioned the keyword in that,like, little shift from saying
chili sauce versus hot sauce,and how that kind of grew and
expanded. Do you want to touchon, like, it doesn't matter. You
might be going after keywordsthat have a smaller audience,
and that's fine if that's kindof, if that truly is who you're
(31:01):
going after, right? We don'twant to go after the huge
keywords just for the sake thatthey have high volume, if that's
not targeting like kind of theright persona or the right
avatar that you're going after.So there's a balance there. But
also to your point, yes, you arein competition, and especially
with Google ads, because youaren't controlling the geography
(31:22):
of who you're reaching out tonecessarily, and so you will be
competing with people that aredoing similar work to you. I
mean, if you're a humanesociety, for example, and you're
running Google ads, you're goingto be competing with all the
other humane societies for someof those keywords. So having
that language that speaks morespecifically to your people is
(31:43):
what's going to help with that,like you said, the reverse
engineering and getting them totake that end step that you want
them to take
Andrew Laws (31:50):
absolutely and also what we're talking about here is
basic keywords. And youmentioned long tail keywords, so
to go back to the chili sauceidea, every keyword that you put
into Google Ads has a cost. Ifsomeone clicks your advert, it
has a cost. Even if it's toymoney, it has a cost. So with
source, if you ran a campaignthat just targeted the word
(32:13):
source, it's going to be reallyexpensive, because you're up
against Heinz, you're up againstYeah, who knows what? Many,
many, many, many things. Whereasif you say chili sauce, you're
up against a smaller number ofpeople, if you say habanero
source, you're up a small, evensmaller amount of competition.
(32:35):
And if you then said veganhabanero chili sauce, you're you
found your niche, and that'swhere the magic is there. There
may only be a 10th of the numberof people actually searching for
that, but the number of thosepeople who will convert will be
higher. So earlier youmentioned, click through, rate,
CTR, and with Google runs, ithas to stay above naught point
(32:56):
five. So if you keep your yourkeywords too broad, then that's
going to be more of a challenge,because those people, yeah, who
get who see your advert, itwon't mean anything to him. They
won't care. It's worth noting aswell that it's not just about
finding the right keywords totarget. It's about keeping an
(33:17):
eye on Google's understanding ofthose keywords. So to give you
an idea, we ran a campaign, along running campaign, for a
company. And they make thesethings called differential
chucks. And I'm not going to gointo a great deal of detail
here, but they go on a piece ofindustrial machine. They look
like bracelets. They're reallyfancy things.
(33:37):
So they ran a campaigndifferentials, anyone who wants
differentials, and when we wentto go and look at the keywords
that Google was associating withthose because obviously it's not
just the keywords you put in.It's the ones that Google
believe are connected. They wereall tractor brands. It was like
John Deere Ford and all thesethings nothing to do with the
client sing at all. So wementioned doing research, but
(34:00):
another mistake. How manymistakes we up to? That's like
the fourth mistake, just three.Just three, okay, is not
maintaining a negative keywordlist once you started your
campaign and you're tellingGoogle, Hey, show the adverts
for variations of thesekeywords. Keep an eye on it,
because they're not as clever asthey might like you to think,
(34:22):
yeah, and you don't want to bespending money on keywords that
will never, ever convert. It'sunfortunate, but it's true. We
we have a, what we call thenaughty list. We have a list of
keywords that we start allcampaigns with, and they're
things that are never going toconvert. Some of them might be
profanities. Even there could bealmost anything, but they're
(34:45):
things that look we don't care.So with a commercial client, we
phrases like low cost or jobs.These aren't people who are
going to buy, you know, they'repeople who are engaged. So any,
any not for profit, be a samething. You know, keep an eye on
your negatives, the things. Thatyou want Google to ignore.
Sami Bedell-Mulhern (35:02):
Yeah, I think that's good. And you know,
we work with clients a lot oncreating language guides in
general for how you speak aboutwhat you do and what words you
use and don't use. So thosethings together can be really
powerful. That being said, youmight use words in your ads that
you don't use in your marketing,your more organic marketing,
(35:23):
because it shows up as a strongkeyword. And I think a good
place to start with some of thatlanguage is also just like in
conversation, like if you'refeeling nervous about having to
go do all this online researchand you don't know where to go
or what tools to use, even juststarting with the conversations
you have with people in yourcommunity and the words that
they say to you and the way thatthey talk about it can be really
(35:45):
helpful
Andrew Laws (35:47):
in commercial terms. When we go and speak to a
new client, the managingdirector or the CEO is always
like, hey, come sit down. Let metell you about my business. And
we say, why do people buy fromyou? And they go, because we're
the third largest multinationalon the East Coast, like it's
really not the people commercialterms. The people I want to
speak to are the people who areon the phone, the sales guys. I
(36:09):
want to know the questions, thequestions they're speaking to,
those the people they arespeaking to are asking them from
a not for profit or charitything, the people who go out and
knock on doors to ask fordonations or whoever's on
whoever's on the front line.What are the questions that
people ask them? What is it thatgets people who have never
donated or never been involvedwith the cause? What gets them
(36:31):
excited? And it's that thatGoogle will never know as much
about your nonprofit as you do.It's impossible. So you have to
help them, bless them, you haveto pat them on the head and go,
do you know what? Here's a fewhelpful little hints from you.
Sami Bedell-Mulhern (36:49):
I love it. Okay. Well, this is a really
great place for people to start.Like I said, we didn't get into
the technical as far as toolsgo. But before we kind of wrap
this up, Andrew, so that we caninclude some of those in the
show notes. Kind of, what aresome of your favorite keyword
research tools that you like touse when you're starting, kind
(37:11):
of the planning phase for Googleads.
Andrew Laws (37:15):
It's got to be the planning tools that are within
Google ads. So, yeah, KeywordPlanner, yep, even if you're
you're not part of the Googlegrant scheme, you can still go
and get a Google Ads account.They'll say they'll let anyone
have one, but you can go get oneoutside of that, there is a
pretty healthy amount ofcrossover between SEO keyword
(37:36):
research and Google Ads keywordresearch. They're not always
identical, because intent can bedifferent. But go get a free
trial of SEMrush. SEMrush willshow you what adverts other
people are running. And thereason that's important is that
it's an averaging everyone getsdifferent Google search results.
(37:58):
Everyone gets different Googleads. So if you're in your your
small town, and you're searchingfor things, you're going to keep
seeing local things. You'regoing to see things adverts and
results are very different topeople the next state over or in
another country. Whereas withSEMrush, you say, this is what
I'm searching for, and it justsays, well, these are the
biggest players. This is howmuch they're spending. This is
(38:20):
the ad copy. They have anotherfree tool to get you started, is
Facebook. Believe it or not, Iknow we've not talked about
Facebook at all, but to acertain extent, humans are
humans, and they act slightlydifferent on each platform. But
there are, there's a lot ofcommonality. And one of the
things we like to do is, ifwe're going to work with a
client, we go and look at theircompetitors on Facebook, because
(38:42):
Facebook will show you, if yougo to transparency on any
company or cause page, it willshow you the adverts they're
running and the adverts they'rerunning currently, if they've
run them for more than a fewmonths, it means they work. So
you can start that off. There'sa bit of research for free, free
SEMrush account or free trial,free Google Ads account and just
(39:03):
Facebook, which always be free.Well, we'll see. Yeah,
Sami Bedell-Mulhern (39:10):
we all have our own opinions about that one.
The other thing that I love todo, too, if you're just getting
started, is literally even inGoogle or YouTube's type in
like, oh, the beginning of akeyword that, or the first word
of a longer tail keyword, andkind of see what else auto
populates, as far as, like,recommended search terms. Yeah,
Andrew Laws (39:32):
brilliant. It's one of the things that people often
come to us on the SEO side, andit's, how are you SEO? People
are just saying, write morecontent all the time. How am I
supposed to know what to writeabout, and we tell them exactly
what you just said. Start typingin what you do, and Google's
going to show you what otherpeople search for. You don't
need Google tell you knowledge.You don't need tons of
experience. You don't need toGod degree in maths. You don't
(39:53):
need years of experience. Havinga passion and an understanding
of your cause will get youfurther ahead. Than any degree,
any any university. Yep, I lovethat.
Sami Bedell-Mulhern (40:04):
Don't overthink it well. Andrew, this
has been fantastic, and I thinka great jumping off point for
people that are wanting to takeadvantage of the Google Ad
grant. We will link up theepisode. Can't remember what
number it is, but we'll link itup in the show notes to the
episode we did on the Google Adgrant. That was much more about
setting up your account. Up youraccount. And I there's some
things in it that are notcurrent anymore because Google
(40:27):
has changed the process, butyou'll at least get a good
overview. So we'll link that upin the show notes for you. But
Andrew, if people want toconnect with you, see what
you're up to and learn more fromyou. How can they do that?
Andrew Laws (40:41):
Just go to yeseo.io, so Y, E, S, E, O.io,
and the I O stands for inputoutput, because with digital
marketing, put good things inand good things will come out.
Sami Bedell-Mulhern (40:54):
I love that. Well, Andrew, thank you so
much for being here today. Ireally appreciate your insights
and wisdom. My
Andrew Laws (41:00):
absolute pleasure. I appreciate your time. This has
been fun. Thank you.
Sami Bedell-Mulhern (41:04):
Big thank you again to Andrew for joining
me today. You can find all ofthe resources and information
that he shared in the show notesat thefirstclick.net/290, we'll
have everything keyed up for youthere. And if you want to check
out the episode we did about theGoogle Ad grant, you can find
that at thefirstclick.net/88like I said, the process that we
(41:26):
talk about as far as how to getinto the grant is a little bit
different now than when werecorded that a few years ago,
but there's still a lot ofreally good, solid information
in that episode as well. Fornow, make sure that you
subscribe on YouTube or whereveryou listen to episodes, and if
you're on Apple podcast, leaveme that review. Help me get in
(41:47):
front of more nonprofits thatare looking to raise more money
online. Thank you so much fortaking the time to listen to
this episode. I can't wait tosee what you do with your ads
and how you use them to get morevisibility for your
organization. Thank you so much,and I'll see you in the next
one.
You know, I'm a big fan of the Google Ad
grant, and what it can do foryour organization. Google gives
you $10,000 a month in free adspend so that you can promote
your organization. Let peopleget to know you, get on your
email list, register for yourevent, sign up whatever, donate
all of the things. And so today,I wanted to bring on Andrew laws
(00:22):
so that we could talk about someways to think about what goes in
those ads. How do we figure outwhat the ads are going to be
about, where they should go, allof the good things. So that's
what we're going to talk abouttoday, with regards to the
Google Ad grant. Andrew Lawsfounded yeseo.io an SEO agency,
and has been battling SEO forover 25 years when he's not in
(00:44):
the office helping clients grow,he can be found in the studio or
on stage making very loudnoises. Andrew loves to talk
about mindset, personal growth,business development, neuro
diversity and odd music, and heis so much fun on this episode,
I know you're gonna love it, butwe're really diving deep into
figuring out what to talk aboutand how to match that with who
(01:07):
your audience is. So I thinkyou're really going to get a lot
of tips that can help you, evenif you are not interested in the
Google Ad Grant, even if youjust want to kind of set up some
things with your GoogleAnalytics, see what's working
and see how you can betterengage with your audience. This
will be a helpful episode foryou to listen to before we get
into it, though, this episode isbrought to you by the free
(01:29):
resources that we have at thefirst click. If you go to
thefirstclick.net/resources,you'll be able to see a bunch of
free downloadables that we havefor everything from mindset to
email marketing, social mediaand beyond, you'll have tips for
your website, tips forconnecting with your donors, all
of the good stuff. So head onover to
(01:50):
thefirstclick.net/resources,grab the one or 10 freebies that
are going to help you take thenext step to raising more money
online, and take action todayand let me know. Email me
hello@thefirstclick.net, and letme know which freebie is your
favorite for now, let's get intothe episode
You're listening to the digitalmarketing therapy podcast. I'm
(02:13):
your host, Sami Bedell-Mulhern,each month, we dive deep into a
digital marketing or fundraisingstrategy that you can implement
in your organization. Each week,you'll hear from guest experts,
nonprofits and myself on bestpractices, tips and resources to
help you raise more money onlineand reach your organizational
goals.
Hey friends, please join me inwelcoming Andrew Laws to the
(02:37):
podcast. Andrew, thanks forbeing here today.
Andrew Laws (02:40):
My absolute pleasure. Nice to meet you, and
I'm looking forward to sharingsome interesting information
with you. Yeah,
Sami Bedell-Mulhern (02:46):
I love this, and this is a great topic,
the Google Ad Grant, because,oddly enough, a lot of
nonprofits do not take advantageof it, which is bonkers, in my
mind. But before we kind of jumpinto some strategies, why are
you a fan of Google ads? Youknow? Why do you think they're
an important part of ourmarketing strategy
Andrew Laws (03:05):
speed as much as anything else? My background is
from SEO or in SEO, which I'vebeen doing for more than quarter
of a century. Obviously, anyonelistening can't see that. I look
devilishly young despite myadvanced years. But
Sami Bedell-Mulhern (03:20):
SEOs, they can see you. They can see you on
YouTube. They can see you onYouTube.
Andrew Laws (03:26):
Okay, well, that's blown that. So, yeah, I've
always been in SEO. I love SEO,but SEO is not something that
you can move quickly with. Soespecially with nonprofits, you
know, planning something andgoing to trustees for your
charity, or other people areinvolved, or your nonprofit, and
saying, Hey, we've got thisreally good idea, and we want to
invest some money in SEO, andwe'll report back in maybe six
(03:48):
months to a year on how well itwent. That's a tough sell with
Google ads. It's instant. Werecommend, like, I won't go too
far into strategy just yet, butwe recommend a testing period.
But essentially, from the firstday you start, you should know
whether it's working or not, andyou should start to see a
benefit immediately, as SEO is alittle longer,
Sami Bedell-Mulhern (04:09):
yeah, no, that's such a good point. And so
for people that don't know,we've talked about the Google Ad
grant several times in thispodcast, but for people that
don't know what that is, couldyou just give kind of a brief
overview of the Google Ad grant?Absolutely.
Andrew Laws (04:24):
So we all know that Google makes a lot of money. I
don't think anyone who works orown shares in Google is, is, is
struggling for a few pennies. Ithink, I think they're, they're
eating a big turkey atChristmas. And I think they're,
they're not like Tiny Tim in aDickens tale. But surprisingly,
Google actually gives away quitea lot of money. I was going to
do air quotes then so gives awaybecause it's imaginary money.
(04:48):
It's like Toy money or Monopolymoney to them, but the longer
the short of it is, if you applyfor the Google Grants Program,
Google will give you a budget,an ad spend, which is quite.
Generous, surprisingly generous,I'd say I'm not 100% sure why
they do this. I think it mayoriginally have come about from
their whole Don't be evil thing,but none of us are sure if
(05:11):
they're still not evil or not.Here to besmirch Google in any
way. But the long and short ofit is, if you're a nonprofit or
a charity, or in the UK, we haveCICS community interest
companies, which is a similar, asimilar thing to a nonprofit.
You can use this to market yourbusiness, and the budgets are
quite generous.
Sami Bedell-Mulhern (05:32):
Yeah, in the US, it's $10,000 per month,
up to $10,000 that you canspend. And I know I have clients
that are using it, and theyaverage it out, there's months
that they've spent over 10,000and Google doesn't stop running
their ads, because it's stilljust kind of an average
accumulation over time. So yeah,that's a lot of money.
Andrew Laws (05:51):
It is here in the UK, I've not seen it that high,
but I've run past what thetheoretical budgets were. And
again, Google doesn't, doesn'tstop anything. It takes some
reassuring with some people. Istarted working with a mental
health charity. We do quite alot of pro bono work here, here
at my company, as a part of ourreason for existing. And they
(06:13):
were very nervous about this,because I was saying, Look,
we're going to run thesecampaigns that are going to
spend theoretical, 1000s ofpounds here in the UK, and they
said, like we're we're a bitworried about this. And what,
what I convinced them, in theend, the way that they were put
at ease is that when you set upGoogle Grants, you're not asked
to put in any billinginformation, whereas when you
(06:33):
set up a standard Google Adsaccount, they want your billing
information. And yeah, if you'renot careful with with standard
Google ads, you could probablybankrupt yourself within a few
weeks if you don't know whatyou're doing. But the huge
safety net with Google grant isthey don't have your payment
details
Sami Bedell-Mulhern (06:50):
correct. That's Yep, that's true. Well,
we're not going to get in thedetails today about how to go
about setting up that accountand how to go through that
process. You can Google it. It'ssuper easy to kind of figure
that out, but instead, today, Ikind of wanted to talk about how
we want to think about makingthose ads successful. So you
mentioned, you know, you cankind of see impact almost
(07:12):
immediately, depending on whatyou're doing. But you know, all
ads are not created equal. So aswe kind of start to go down this
route. What types of contentmight we want to think about
driving traffic to?
Andrew Laws (07:29):
I would recommend driving traffic to any part of
your website that performs afunction it's quite tempting
with with any Google adscampaign to to focus on brand
awareness and sort of mark, youknow, pat yourself on the back
as having done a good job if alot of people have seen your
adverts. But I think it's moreimportant to actually get people
(07:51):
to do something, despite thefact I keep talking about the
grant money as toy money orMonopoly money, the reality is,
it's still a resource, and anynon profit the same as any
company has a finite amount ofresource, so it you don't want
to burn it, you know, it's, Iknow we're saying it's very
generous, but you still, youstill have to treat it in a
(08:12):
commercial way. The way I dealwith it is, despite the fact of
pro bono clients we work with onGoogle Grants, I still would
report to them in the same wayas if they were paying clients.
So landing pages, if you've gota campaign, even if it's a
specific fundraising campaign,or if you've got a campaign to
(08:32):
enrich your mailing list andgrow your mailing list, or if
you've got a campaign topublicize an event, basically,
anything that has a doing thing,anything that has this is going
to happen. But there are twoquite important caveats for
this. So anyone watching orlistening to this writing down
notes go, brilliant. We can doall these amazing things. There
are two things you need to beaware of. First of all,
(08:54):
currently, certainly in the UK,and I don't think it's a
different in America, you canonly run search ads. So you can
only run adverts that are text.You can't run video ads. You
can't run Google Shopping ads.All them, I'm not going to start
listing all the different typesof ads. Is just search ads. So
this is when people search forthings in Google, and you see
(09:15):
the adverts at the top andsometimes at the bottom as well.
They're the only ones you cando. The second important thing
to note is that you can't runadverts that point to commercial
pages. So if, for example, youhave an online store for your
not for profit, which obviouslya lot of people do, because it's
a very good idea, you can't useyour Google ads to direct
(09:36):
traffic to those
Sami Bedell-Mulhern (09:38):
and I think you can in the US? Oh, okay,
because we have some that arerunning that way. Yeah, yes, I
believe you can. It's
Andrew Laws (09:49):
interesting. I'd like to know from any of your
viewers or listeners who haveexperience with Google grants in
the states whether you can, youcan use video, sorry, advert
types other than so. Judge them,because,
Sami Bedell-Mulhern (10:02):
yeah, I mean, I'm not a Google Ad expert
by any means. We don't run ads.We work with other companies
that do that, because it's awhole nother beast of things
that I can't stay on top of. Forexample, algorithm changes and
things like that. But I do knowthat we have clients that are I
do believe, like you said, it'sonly the text ads, but we do
(10:24):
have ads that are running to astorefront. So I don't know,
it's interesting.
Andrew Laws (10:30):
That's really that's really positive, that's
really encouraging. The UK andmost of the rest of the world
tends to be slightly behind whenit comes to the developments at
Google, because they're, they'regoing to deal with America
first, because it's quite large.You know, Britain, the UK, we're
quite small. We're just like alittle float floating off the
(10:51):
coast of Europe. So, so we'renot a primary focus by any
means, but that that's reallyencouraging, because that that
potentially changes the wholegame, whereas I'm talking about
driving traffic to mailing listsor anything that gets people to
commit to something, if you candrive them towards something,
where people can buy something,you can start to judge the
(11:11):
success of your campaigns with alittle bit more accuracy. And
this is something that I alwayswant to want to tell people
about with Google Grants,despite the fact it's toy money.
You still can't just run anadvert and hope for the best.
Something we something wenoticed early on, was the if you
(11:32):
get through the Grants Program,which I just want to say, we're
not going to go into detail, butI was surprised how easy it is
to apply. It is very easy. It'svery easy. So it's probably why
we don't need to go into detail,but yeah, we spoke to to a
client who had got through thegrant process, and they just
made a few adverts, and nothingwas happening. You know, just
(11:52):
literally, they weren't gettingany impressions. No one was
seeing the adverts. No one wasclicking through. And it's very
difficult to get through tosomebody at Google here in the
UK, again, it might be differentin the States. Just ask, ask
them why something isn'tworking. If you're if you're
paying them, if you're saying toGoogle, look, we've set a budget
of $10,000 and we're acommercial organization, and we
(12:13):
can't figure out why the adswon't run. Do you know what?
They tend to be quite keen tospeak to you. Google Grants,
understandably, perhaps there'snot quite so much support. So we
we worked in conjunction withsome other Google Ads agencies
here, and we figured out it'sbecause this person hadn't run
the campaigns as if they werecommercial campaigns. More
(12:34):
specifically, they hadn't set upconversion measuring. Now,
conversions is one of thosewords that gets thrown around an
awful lot, but it comes down towhen they when these people
clicked, did they do what youwanted them to on the website?
So that could be submit a form,or, in your case, as you say,
Buy something which is That'sbrilliant, or join the mail they
(12:56):
what did they did they dosomething? You've got to be able
to measure that, because Google,at the same time as they're
giving away an incredible amountof toy money, they also don't
want to lower the quality oftheir own ad platform, right? So
if you imagine there's mom andpop stores or larger businesses
(13:17):
spending a lot of money byrunning very carefully crafted
campaigns that measureabsolutely everything and are
constantly being tweaked,allowing a lot of people to just
pour rubbish over that in kindof a What's the saying, like
throwing spaghetti at a wall andseeing what yeah you say? Is
(13:37):
that afraid? Yeah, yeah. It'sgoing to lower the overall
quality of the ad platform, allthose millions of websites that
have little Google ads ondisplayed on them and all the
search results, it's going tomake them less good. It's gonna
say less good or but I don'tthink that's a technical term. I
don't
Sami Bedell-Mulhern (13:54):
think that is a technical term, but that's
okay. We'll accept it here well.And I believe at the time of
this recording, and I think it'sbeen this way for quite some
time. You have to have a 5%conversion click through or a 5%
click through rate, excuse me,to be able to continue to run
ads, and it is higher than yourcommercial partners. But again,
(14:15):
to your point, if you're notgetting that click through rate,
you're not making any use ofyour ads anyway. So it's really
just to kind of help you, helpyou be more successful. And then
the other piece that I want tojust like make sure we mention,
with regards to that as well,is, as you're talking about
these conversions, because Ithink that's super important,
before you even start runningads. I'm glad you brought that
up. Is you can, even if you'renot running Google ads, you can
(14:39):
set up those conversions in youranalytics, and should be setting
up some of those conversions andtracking things in general. So
even if you're just listening tothis and you're like, Well, I'm
not ready to run Google ads, youcan still start tracking some of
those conversions now and thenbe able to see how those ads can
kind of expand and multiplyquickly, but it's a good way to
(14:59):
test. Asked before you even getstarted. It
Andrew Laws (15:02):
really is and despite all the consternation
globally when Google retired theold version of Google Analytics,
UA Universal Analytics, andswitched everybody, kicking and
screaming over to j4 the currentversion, it's pretty good, and
it's getting better almost monthby month at the moment. So
(15:23):
whereas beforehand, you may havehad to hire a developer, or at
least have some, a tamedeveloper that you could bring
in with a packet of a packet ofcandy or something to get them
to set up your conversions,Google's getting quite good at
kind of guessing them for you,the obvious reason, in my mind,
is that they have their littlebit of code running on so many
(15:44):
websites. They kind of know howWordPress works. They kind of
know how Shopify works. Youknow, they don't have to be led
to it quite as much. So youmight find if you're watching or
listening to this, and you know,you've got Google Analytics set
up, and other platforms areavailable, but frankly, everyone
uses Google Analytics. You mightbe pleasantly surprised if you
(16:07):
go and have a look at it for theand you've not looked at it for
a while, that it's actuallygetting a lot more
understandable. And some of theterminology might be a little
bit confusing, but it's gettingbetter. It's getting better all
the time, to quote Beatles, wasit?
Sami Bedell-Mulhern (16:23):
Yeah, no, it's much more user friendly. I
think for the person who is notin in either an analytical mind,
it's much more it's easier todigest, I guess is what I'm
trying to say, which is, whichis helpful and and it should be
used as a tool to measure whatyou're doing, because, again,
you don't want to spend time,even if you're using Monopoly
(16:45):
money. You don't want to spendtime running ads. If it's still
your time that you're or aconsultant that you're using to
do this work. You want to makesure that it's doing something
for you. Well, absolutely,
Andrew Laws (16:56):
because the cause that you represent, if you're a
one or two person, not forprofit, or whether you're a
large organization, your missionis likely to be to support a
group of people or a cause, tosupport a cause, and we all want
to do the best for these causes.So this is just how you do it,
like if some real basics on howwe can start this without going
(17:19):
into anything mega technical,yeah,
Sami Bedell-Mulhern (17:21):
well, and that's what I was going to ask
you real quick too, because Iwas going to say, you know, I
think one thing that nonprofitsreally struggle with is how we
talk about what we do versus howother people interpret or talk
about or would want to find us.So if we kind of have already
started with we know these arethe conversions, or we know this
is the action we want people totake. We know these are the
(17:42):
landing pages that we want todrive people to. How do we
actually craft that language inthe Google ad? Or how do we find
the research for what people arelooking for? So we can kind of
match those two things together.Absolutely
Andrew Laws (17:55):
anyone who understands their cause will
understand the people who wantto be a part of that cause or
donate, the danger there is,especially in a large country
like America, everyone, everyoneuses a different set of language
in every different part ofAmerica. I say I live in a tiny
little island, but even the nextcounty over from ours will
things different to us or thenext town, so you can be in
(18:17):
danger of just using thelanguage that you understand. So
I'm going to talk about anexample that was for a
commercial client of ours, whomakes, who makes a hot sauces. I
was just looking over because Idid have some on the shelf next
to me. They make hot sauces. Andwhen they first contacted us,
they said, right, we make hotsauces. We want, we want people
to buy our hot sauces. So we dida bit of research, and we found
(18:40):
out that in the UK, this willtell you how small the country
is. In the UK, 800 people amonth search for hot sauces. 800
people a month. Sit down attheir computer and go, oh, I
want hot sauces. 4000 people amonth search for chili sauce. So
there's an example of, well,we're not going to target hot
sauce, because, yeah, there arepeople there, and there are
(19:00):
people who want it, but when youlook at the whole country or the
whole region, they're usingdifferent language. And I think
that's really, really important.It's important as a phrase, as a
phase, when you're setting upGoogle ads, or you're about to
run it, any sort of ad campaignor SEO, what I think is
interesting is it's also goodmarket research. So we've done
(19:23):
some work for a mental healthcharity recently, and again, a
lot of the discussions we wereusing internally and with our
client were talking about a veryspecific part of mental health.
But when we did the research,and this is just part of Google
ads, they've got a researchpart, which is easy to use, we
found out that the language wewere using isn't the language
(19:45):
most people use.
So again, without gettingtechnical, I don't want to kind
of explain how tools work,because frankly, there's YouTube
and there's people far moreerudite and can speak with more
clarity than I can on thesethings. Yes, but I always want
to impress upon people. Youdon't have to be a technician.
You just have to know youraudience. So if you think about
(20:10):
the end point over here, ofsomeone buying, signing up,
committing, doing whatever, andthen trace their journey back,
trace it all the way back to thestart point. What's the thought
that occurs in somebody's headthat takes them on the journey
that leads them through tocommitting to something, to
(20:30):
signing up for something, ordonating, or whatever it is you
want them to do. And we can setup adverts that support and
bring people in for each part ofthat journey. So I'm trying to
think of, trying to think of agood example, without getting
too large on this, if there's anational disaster somewhere in
the world, people will go toGoogle or other search engines
(20:55):
and they'll type, how can Ihelp? And I imagine that's
that's the way for a lot ofcause based nonprofits, rather
than kind of communitynonprofits, they want to know
how to help. And you'll findthat when you do the research
and say, Google makes it easy,you'll find that it's almost
like market research, becauseyou find out, you find out what
(21:18):
spurs people on to get involvedwith the cause, but once you
understand this the end pointand the start point, once you
get the start point working, youcan start to work on the other
points in the journey. Sothere's always a very large
number of people who have verybroad, very undefined, vague
searches, who might become youryour best friends on your
(21:41):
website. Then there are peoplewho are a little bit more
informed. Then there are thepeople who know exactly what
they want and they know exactlyhow to search for it. Those
people who know exactly whatthey want and how to search for
it are probably going to findyou anyway, because they
probably already know whatyou're called, what your
organization's called, and theyalready know the action so
donate to cats with hats orwhatever your cause might be.
(22:07):
Those people are. We use aphrase in the UK, preaching to
the choir stools, you know. Sothe priest turning the wrong way
and preaching to people in thechoir that you know. Those
people know about you. It's allthose other people that we want
to capture, and they're theinteresting people. So I kind of
went out, no,
Sami Bedell-Mulhern (22:26):
no. I think it's great. And I think what
what's beautiful about thatresearch is a lot of
organizations are like, well, wedon't know what to write content
about. We can't write a we canhave a blog, or add any of these
things to our website that wouldhelp with your kind of long term
organic SEO. If you're saying,well, these are the terms that
we know people are searching forthat are going to pull them in
so that we can continue to takethem on this journey, you're
(22:47):
kind of really doing the workonce, but making the best of it
twice, because now you can writecontent that's going to help
that you might not have done ingeneral, introductory things,
talking More maybe about thecause in general, not just about
how you kind of support that,but now you're helping, because
you can run ads to that contentto get things quicker, but
(23:09):
you're going to have good searchSEO, search for that content,
also on the organic side,
Andrew Laws (23:15):
it's, it would be unkind to Call it accidental
SEO, but it kind of is, it's theglorious thing about SEO. And
I'm not going to dwell on SEO.It's just my pet subject. The
glorious thing about SEO is, ifyou have a brilliant
organization that understandsits audience and the people it
supports or the causes itsupports really, really well,
(23:38):
and you're passionate aboutwriting about it and becoming an
authority and being the mosthelpful resource on the web
about that topic, you don't needSEO. SEO is not a framework for
conjuring nonsense. It can onlyamplify brilliance. So yeah, do
your keyword research, for yourGoogle Grants, for your Google
ads, and you'll be accidentallyhelping your your website kind
(24:01):
of rank, especially if Googlesees people come coming to it.
Because the other thing that Ithink can get forgotten is if
you're working with a nonprofit, if you struck through to
the heart of of one visitor andreally made an impression on
them, they're probably not goingto keep that to themselves. So
if every one person you capturethrough Google ads, who goes, Do
(24:22):
you know what? I'm so glad thisorganization exists. It aligns
with with my goals in life. I'mso pleased. I want to support
it. You know what? They willknow other people who, who would
you know, share beliefs withthem? We all kind of live in
bubbles a little bit. So forevery one person you capture
through your website, you couldcapture 1015, 20. Who knows if
somebody's religious? You know,if they go to church, you
(24:46):
connect with them. They go to achurch as a congregation of two
or 300 See, I'm thinking ofmedieval churches in the UK,
which are quite small. Thenpotentially you've, you've
reached a whole lot of people.So it's. Is absolutely key, and
it's free.
Sami Bedell-Mulhern (25:04):
It's free. Okay, so what might be some
mistakes you already mentioned,kind of one earlier. You know,
it's not a set it and forget itkind of situation. So how, what
other kind of simple mistakes dopeople make at kind of the
beginning stages, when they'regetting started with taking
advantage of Google ads. They
Andrew Laws (25:24):
the biggest mistake you can make, apart from not
doing research. But hey, we'vetalked that through. Everyone
who's listening has now gone padfull of notes, and they are
armed and ready to go. Thesecond biggest mistake you can
make is not to use anyvariations, bearing in mind that
Google is a money makingmachine. They always want to use
(25:44):
whatever language or whateveradvert works the best, you know,
in commercial terms, outside ofGoogle Grants, that's what makes
makes them enough money to buythat big Christmas turkey and
all that stuff. So when you setup your adverts, don't set up
one variation of the advert setup a bunch. I'm not going to say
(26:04):
exactly how many, becausereality is, the more the better
if you set up maybe fivevariations, and they can be
quite small variations. Youknow, your headlines just make
small variations. If you set upfive adverts, Google will
automatically show the advertthat performs the best. So not
doing that is a mistake. Youshould constantly be iterating,
(26:27):
whether it's the keywords thatyou're targeting, the audience
that you're targeting, the wordsyou're using, the how tense or
loose the words in your advertsare, how abrupt, how cuddly, you
know, there's, there's lots ofvariations, and because we're
talking about reaching a wideraudience. So any advertising is
(26:50):
to reach a larger number ofpeople. The larger the number of
the people is, the more kind ofamorphous, the more changing
they are as well. So forexample, in the run up to
Thanksgiving, I'm going to use abe a real silly Englishman here,
trying to think of an Americankind of example in the run up to
(27:10):
Thanksgiving or Halloween, then,you know, your adverts for
pumpkins are probably going toget quite a lot of traffic in
February, sure. Not not so muchso, but also with the thing that
really fascinates me about notfor profits and charities, is
that the public awareness ofthem fluctuates as well. So if
you're not constantly changingand testing testing and
(27:32):
measuring testing and measuringtesting and measuring your
adverts, for one thing, Google'sgoing to show them to less
people because they don't thinkyou're taking your
responsibility as a GoogleGrants, person and your
organization, serious enough,but also you're just going to
miss the you're going to missthe crest of the wave. You're
going to miss the bestopportunities. So mistake number
one, doing no research. Mistakenumber two, you're not using
(27:52):
variations.
Sami Bedell-Mulhern (27:54):
Well, I think with AI, it makes creating
those variations quick and easy.If you have your copy and you've
written an ad in your voice, youknow, because you obviously want
to test that as a variation aswell. It's really easy to throw
it into AI and say, okay,rewrite this as the like as come
of the different examples thatyou mentioned.
Andrew Laws (28:15):
Can I give you a bonus tip for that? Because I'm
absolutely yeah, please. And theGoogle ads platform is going to
get better at this, but they'llnever know as much about your
target audience as you do a tipthat we give, we give our
clients or anyone who wants toyou, anyone who listen really, I
don't walk the streets shoutingit out, but anyone who listened
to it is, if you know your idealclient avatar is what we Call in
(28:40):
commercial terms, if you knowyour target audience, and you
can write that out, and you canget help from Ai so chat GPT, or
any of the AI chat tools withthis, if you identify, well,
they're about this age, they'reabout, you know, this demo, this
demographic, these are thethings they're interested in.
Here's their hopes and fears.Here's what motivates them to
(29:01):
make change and really fleshthat out as much as you can. In
really, really simple terms, youcan just keep that in in your
notes, or, you know, I'm notgoing to go into detail, you
keep it in your notes and dropthat into your your AI First,
your chat, GPT, or whatever. Sowe've just had a power cut here.
(29:22):
Can you still see me? Oh, oh,okay, okay,
Sami Bedell-Mulhern (29:26):
You went dark. But nope, it's all good.
Andrew Laws (29:29):
It wasn't once. It wasn't to emphasize a point or
anything. Yeah. So, so insteadof just saying here's my
headline, give me fivevariations, because all chat is
a beigeness. It's anamalgamation of lots of other
things. It will just give youthe lowest common denominator.
It'll just give you the leastinteresting thing. Whereas, if
you say, I'm writing Google ads,here's my headline, here's all
(29:53):
the details about my targetaudience, give me variations.
You will get a far, far betterresult. Yeah. And that go that
goes for not just your headline,obviously any part of Yeah,
you'll get a better result.
Sami Bedell-Mulhern (30:06):
It's like a help me, help you, kind of
situation
Andrew Laws (30:09):
indeed, yeah, and that, because one thing that I
don't think is discussed oftenwith not for profits, is there
is still competition. You mightnot absolutely you might not be
a dentist competing with otherdentists in your town, but the
the money, or the commitmentthat that your audience has,
there are other people fightingfor that, and little tips like
(30:30):
that can genuinely be what makeall the difference, because your
competitors might not know that.So that's your special
advantage.
Sami Bedell-Mulhern (30:40):
Well, I think too, it's because you
mentioned the keyword in that,like, little shift from saying
chili sauce versus hot sauce,and how that kind of grew and
expanded. Do you want to touchon, like, it doesn't matter. You
might be going after keywordsthat have a smaller audience,
and that's fine if that's kindof, if that truly is who you're
(31:01):
going after, right? We don'twant to go after the huge
keywords just for the sake thatthey have high volume, if that's
not targeting like kind of theright persona or the right
avatar that you're going after.So there's a balance there. But
also to your point, yes, you arein competition, and especially
with Google ads, because youaren't controlling the geography
(31:22):
of who you're reaching out tonecessarily, and so you will be
competing with people that aredoing similar work to you. I
mean, if you're a humanesociety, for example, and you're
running Google ads, you're goingto be competing with all the
other humane societies for someof those keywords. So having
that language that speaks morespecifically to your people is
(31:43):
what's going to help with that,like you said, the reverse
engineering and getting them totake that end step that you want
them to take
Andrew Laws (31:50):
absolutely and also what we're talking about here is
basic keywords. And youmentioned long tail keywords, so
to go back to the chili sauceidea, every keyword that you put
into Google Ads has a cost. Ifsomeone clicks your advert, it
has a cost. Even if it's toymoney, it has a cost. So with
source, if you ran a campaignthat just targeted the word
(32:13):
source, it's going to be reallyexpensive, because you're up
against Heinz, you're up againstYeah, who knows what? Many,
many, many, many things. Whereasif you say chili sauce, you're
up against a smaller number ofpeople, if you say habanero
source, you're up a small, evensmaller amount of competition.
(32:35):
And if you then said veganhabanero chili sauce, you're you
found your niche, and that'swhere the magic is there. There
may only be a 10th of the numberof people actually searching for
that, but the number of thosepeople who will convert will be
higher. So earlier youmentioned, click through, rate,
CTR, and with Google runs, ithas to stay above naught point
(32:56):
five. So if you keep your yourkeywords too broad, then that's
going to be more of a challenge,because those people, yeah, who
get who see your advert, itwon't mean anything to him. They
won't care. It's worth noting aswell that it's not just about
finding the right keywords totarget. It's about keeping an
(33:17):
eye on Google's understanding ofthose keywords. So to give you
an idea, we ran a campaign, along running campaign, for a
company. And they make thesethings called differential
chucks. And I'm not going to gointo a great deal of detail
here, but they go on a piece ofindustrial machine. They look
like bracelets. They're reallyfancy things.
(33:37):
So they ran a campaigndifferentials, anyone who wants
differentials, and when we wentto go and look at the keywords
that Google was associating withthose because obviously it's not
just the keywords you put in.It's the ones that Google
believe are connected. They wereall tractor brands. It was like
John Deere Ford and all thesethings nothing to do with the
client sing at all. So wementioned doing research, but
(34:00):
another mistake. How manymistakes we up to? That's like
the fourth mistake, just three.Just three, okay, is not
maintaining a negative keywordlist once you started your
campaign and you're tellingGoogle, Hey, show the adverts
for variations of thesekeywords. Keep an eye on it,
because they're not as clever asthey might like you to think,
(34:22):
yeah, and you don't want to bespending money on keywords that
will never, ever convert. It'sunfortunate, but it's true. We
we have a, what we call thenaughty list. We have a list of
keywords that we start allcampaigns with, and they're
things that are never going toconvert. Some of them might be
profanities. Even there could bealmost anything, but they're
(34:45):
things that look we don't care.So with a commercial client, we
phrases like low cost or jobs.These aren't people who are
going to buy, you know, they'repeople who are engaged. So any,
any not for profit, be a samething. You know, keep an eye on
your negatives, the things. Thatyou want Google to ignore.
Sami Bedell-Mulhern (35:02):
Yeah, I think that's good. And you know,
we work with clients a lot oncreating language guides in
general for how you speak aboutwhat you do and what words you
use and don't use. So thosethings together can be really
powerful. That being said, youmight use words in your ads that
you don't use in your marketing,your more organic marketing,
(35:23):
because it shows up as a strongkeyword. And I think a good
place to start with some of thatlanguage is also just like in
conversation, like if you'refeeling nervous about having to
go do all this online researchand you don't know where to go
or what tools to use, even juststarting with the conversations
you have with people in yourcommunity and the words that
they say to you and the way thatthey talk about it can be really
(35:45):
helpful
Andrew Laws (35:47):
in commercial terms. When we go and speak to a
new client, the managingdirector or the CEO is always
like, hey, come sit down. Let metell you about my business. And
we say, why do people buy fromyou? And they go, because we're
the third largest multinationalon the East Coast, like it's
really not the people commercialterms. The people I want to
speak to are the people who areon the phone, the sales guys. I
(36:09):
want to know the questions, thequestions they're speaking to,
those the people they arespeaking to are asking them from
a not for profit or charitything, the people who go out and
knock on doors to ask fordonations or whoever's on
whoever's on the front line.What are the questions that
people ask them? What is it thatgets people who have never
donated or never been involvedwith the cause? What gets them
(36:31):
excited? And it's that thatGoogle will never know as much
about your nonprofit as you do.It's impossible. So you have to
help them, bless them, you haveto pat them on the head and go,
do you know what? Here's a fewhelpful little hints from you.
Sami Bedell-Mulhern (36:49):
I love it. Okay. Well, this is a really
great place for people to start.Like I said, we didn't get into
the technical as far as toolsgo. But before we kind of wrap
this up, Andrew, so that we caninclude some of those in the
show notes. Kind of, what aresome of your favorite keyword
research tools that you like touse when you're starting, kind
(37:11):
of the planning phase for Googleads.
Andrew Laws (37:15):
It's got to be the planning tools that are within
Google ads. So, yeah, KeywordPlanner, yep, even if you're
you're not part of the Googlegrant scheme, you can still go
and get a Google Ads account.They'll say they'll let anyone
have one, but you can go get oneoutside of that, there is a
pretty healthy amount ofcrossover between SEO keyword
(37:36):
research and Google Ads keywordresearch. They're not always
identical, because intent can bedifferent. But go get a free
trial of SEMrush. SEMrush willshow you what adverts other
people are running. And thereason that's important is that
it's an averaging everyone getsdifferent Google search results.
(37:58):
Everyone gets different Googleads. So if you're in your your
small town, and you're searchingfor things, you're going to keep
seeing local things. You'regoing to see things adverts and
results are very different topeople the next state over or in
another country. Whereas withSEMrush, you say, this is what
I'm searching for, and it justsays, well, these are the
biggest players. This is howmuch they're spending. This is
(38:20):
the ad copy. They have anotherfree tool to get you started, is
Facebook. Believe it or not, Iknow we've not talked about
Facebook at all, but to acertain extent, humans are
humans, and they act slightlydifferent on each platform. But
there are, there's a lot ofcommonality. And one of the
things we like to do is, ifwe're going to work with a
client, we go and look at theircompetitors on Facebook, because
(38:42):
Facebook will show you, if yougo to transparency on any
company or cause page, it willshow you the adverts they're
running and the adverts they'rerunning currently, if they've
run them for more than a fewmonths, it means they work. So
you can start that off. There'sa bit of research for free, free
SEMrush account or free trial,free Google Ads account and just
(39:03):
Facebook, which always be free.Well, we'll see. Yeah,
Sami Bedell-Mulhern (39:10):
we all have our own opinions about that one.
The other thing that I love todo, too, if you're just getting
started, is literally even inGoogle or YouTube's type in
like, oh, the beginning of akeyword that, or the first word
of a longer tail keyword, andkind of see what else auto
populates, as far as, like,recommended search terms. Yeah,
Andrew Laws (39:32):
brilliant. It's one of the things that people often
come to us on the SEO side, andit's, how are you SEO? People
are just saying, write morecontent all the time. How am I
supposed to know what to writeabout, and we tell them exactly
what you just said. Start typingin what you do, and Google's
going to show you what otherpeople search for. You don't
need Google tell you knowledge.You don't need tons of
experience. You don't need toGod degree in maths. You don't
(39:53):
need years of experience. Havinga passion and an understanding
of your cause will get youfurther ahead. Than any degree,
any any university. Yep, I lovethat.
Sami Bedell-Mulhern (40:04):
Don't overthink it well. Andrew, this
has been fantastic, and I thinka great jumping off point for
people that are wanting to takeadvantage of the Google Ad
grant. We will link up theepisode. Can't remember what
number it is, but we'll link itup in the show notes to the
episode we did on the Google Adgrant. That was much more about
setting up your account. Up youraccount. And I there's some
things in it that are notcurrent anymore because Google
(40:27):
has changed the process, butyou'll at least get a good
overview. So we'll link that upin the show notes for you. But
Andrew, if people want toconnect with you, see what
you're up to and learn more fromyou. How can they do that?
Andrew Laws (40:41):
Just go to yeseo.io, so Y, E, S, E, O.io,
and the I O stands for inputoutput, because with digital
marketing, put good things inand good things will come out.
Sami Bedell-Mulhern (40:54):
I love that. Well, Andrew, thank you so
much for being here today. Ireally appreciate your insights
and wisdom. My
Andrew Laws (41:00):
absolute pleasure. I appreciate your time. This has
been fun. Thank you.
Sami Bedell-Mulhern (41:04):
Big thank you again to Andrew for joining
me today. You can find all ofthe resources and information
that he shared in the show notesat thefirstclick.net/290, we'll
have everything keyed up for youthere. And if you want to check
out the episode we did about theGoogle Ad grant, you can find
that at thefirstclick.net/88like I said, the process that we
(41:26):
talk about as far as how to getinto the grant is a little bit
different now than when werecorded that a few years ago,
but there's still a lot ofreally good, solid information
in that episode as well. Fornow, make sure that you
subscribe on YouTube or whereveryou listen to episodes, and if
you're on Apple podcast, leaveme that review. Help me get in
(41:47):
front of more nonprofits thatare looking to raise more money
online. Thank you so much fortaking the time to listen to
this episode. I can't wait tosee what you do with your ads
and how you use them to get morevisibility for your
organization. Thank you so much,and I'll see you in the next
one.
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