2801.15

Google Non-Profit Scheme

Posted by Optix Solutions in Digital Marketing

Al: Hello and welcome to this edition of Coffee Top Talks, I’m delighted to have Mr Thomas Haynes back again, so Thomas, we are going to talk about Google Non-Profit Scheme which not many people actually know about which is a real shame because it’s a free scheme and part of Google’s CSR Programme, and pretty much any charity can get access to it (which we will go into more detail in a minute) and it’s effectively free money.

So, I know this is something that we’ve done for a number of our charity clients, what I wanted to do today was just to find out a little bit more about it and tell people how they can get involved in it really.

So, first of all what is it?

Thomas: There are various different elements in the non-profit programme, some of which people may be aware of already: Google grants; which is where Google will give charities $10,000.

Al: Hang on, $10,000?! And what period?

Thomas: A month

Al: A month! Right, that’s a lot of free money.

Thomas: Well, free advertising spend.

Al: Ok, so they’re not actually giving you money but they are giving advertising, which is effectively the same thing.

Thomas: As well as that there are other things like the YouTube Non Profit and there’s also some things to do with Google Earth, but the most interesting one for us is the Google Grants.

Al: So, what we’re talking about here is the paid advertising where you and I as a company would have to pay to be in there. This is that section, often across the top of Google and down the right hand side, you can get in to that bit.

Thomas: Yeh, you can get free budget.

Al: There must be a catch?

Thomas: There is no catch, you just need to be a registered charity, there are some exceptions, there are some charities that can’t apply but most can and it’s a very easy process.

Al: When you say easy process what are you talking – there’s no hoops to jump through?

Thomas: You just need to fill in a form giving your registered charity number, head office address and website and that’s pretty much it.

Al: Do they manually go and get that?

Thomas: Yes, I think it is manually checked.

Al: And then if you are approved you literally get $10,000 in your account every month to spend on your advertising?

Thomas: Yep.

Al: Brilliant, and as I said at the beginning, it’s a massive shame that more charities don’t know about it, because it’s effectively free advertising money. I’m aware that there are some nuances to the programme that makes it slightly different to if you were just buying, so I think there are maximum click charges and things like that that you need to be aware of.

Thomas: Yes, there is a maximum of a $2 max Pay per Click.

Al: So we can’t really go in expecting people to buy massive phrases that cost us £8 or £9 for example.

Thomas: Yeah you just have to be a bit cleverer about the key words you target. You can literally just go after the really high competition terms but if you’re a small charity or you’re doing local events for example you can target local search terms, geographical targeting, there’s lots of things you can do to make sure you use all of your budget.

Al: Okay and what’s the most important thing that the small charity you just mentioned (signs up, gets approved, gets the $10,000), what should they do while setting this up?

Thomas: The first thing you need to do is really think about what your aims are as a charity and what you want the traffic that you’re now able to pay for to do. So, do you want to spend all that money on driving people to your donation page? Or do you want to advertise local events? It depends very much on the charity.

Al: So, do we have specific advice for people or is it very much dependent on that charity’s goals and objectives?

Thomas: Yes, entirely.

Al: Ok, so it’s probably worth them thinking about it upfront, then, taking that to the programme. If you had to give one more piece of advice after they have done that what would it be?

Thomas: Probably to make sure you are measuring your goals that we spoke about, so if you are trying to get people to sign up for a newsletter, trying to get people to donate to your charity, or you are trying to drive people to your events, you need to find a way to track that on your site so that you can be sure that the traffic you are driving is useful.

Al: So we’re moving into the world of Google analytics here as well which you can put together with Google ad words can’t you, so reading the same data?

Thomas: Yes, you can connect your ad words account to analytics.

Al: And then set up your goals which you can then track through from the payments you’ve made.

So that’s been brilliant and I’m hoping that if nothing else happens, at least a few people can go and sign up and benefit from that $10,000 a month, so I appreciate that Thomas, thank you.

And that’s it from us, good day from Optix!

2112.14

Christmas and New Year break support details

Posted by Optix Solutions in Company News

santal-elfAfter an amazing, record breaking year filled with great work, wonderful clients and the expansion of Team Optix, we will be taking some time off over Christmas to enjoy the festivities both here and abroad.

Please note that our offices will be closed from the 24th of December until 9am on Monday the 5th of January 2015.

During this time our support services will be limited to email. If you have a support request, please email it to: support@optixsolutions.co.uk

We hope you have a lovely Christmas and we’re looking forward to seeing you in the New Year.

Team Optix

1712.14

How to Use Google Analytics: Our Top Tips

Posted by Optix Solutions in Company News, Digital Marketing, SEO

Al: Okay so welcome back to coffee table top talks with Optix Solutions, I’m delighted to be joined by Mr Thomas Haynes from the digital marketing team here at Optix Solutions. I wanted to talk to you today really about an area of your expertise which is analytics. Analytics is essential in any website otherwise how do you know how well your website is doing unless you look into these stats? It’s the kind of thing you help our clients with on a daily basis so you obviously know a lot about it but I want to focus on the basics initially today and we’ve only got a couple of minutes so I’m just going to fire a couple of questions at you.

What are the top 2 or 3 things to focus on to getting a good analytics set up?

Thomas: The main thing is not to just focus on traffic. A lot of people when they first start using analytics will just look at how much traffic they’ve had each month and that’s the only real metric that they count. There are metrics that are a lot more useful in terms of measuring your success and working out where to spend your time and effort.

Al: So for the benefit of the guys out there a couple of them maybe?

Thomas: The first thing you should do is make sure you have got some goals set up on your account.

Al: Ok, so what’s a goal?

Thomas: A goal is a way of tracking a successful visit to your site, so if you’re doing e-commerce, it might be a sale or if you want someone to sign up to your newsletter, that might be a goal that you put in place.

Al: Does a goal need to be at the end of a process, does it need to be triggered by something?

Thomas: Yes, there are various different ways of triggering goals but it is the last stage of the process.

Al: And then you can monitor how much of that traffic you were talking about at the beginning is turned into those goals at the other end of the funnel.

Thomas: Yes and you can see which types of traffic are performing best for you from different activities and sources.

Al: Meaning then you know where your marketing money is going and what’s working and what’s not. Ok that’s really interesting.

What other things do you think people should look out for?

Thomas: You need to look at your referrals, so as well as looking at your traffic from search engines, you also need to be looking at which sites are sending traffic to you.

Al: Any reason why that’s important?

Thomas: It’s really useful for instance if you are using social media, analytics will pull out social referrals specifically so you can see how activity is working for you, how many visits each different place you are showing content on is getting and then how much traffic that is providing you with.

Al: Am I right in saying there are a number of clients that might be paying for advertising on other websites – they might be doing a one off campaign with an industry magazine website and they want to know that the money they have spent on that advert is actually worth it in terms of the traffic it’s generating and that’s where you find that out?

Thomas: You would find that in referrals, but you could set up specific campaign tracking that will give you just that information.

Al: Oh wow, ok, well let’s leave that for another day. Is there anything else specifically that people should look at?

Thomas: A good metric is bounce-rate. So, when a user visits your site, if they don’t interact with your site at all and they click back or they close your site straight away then that counts as a bounce.

Al: Okay so just to take someone through that: they might go to a search engine, type in something, find the link to your website, click it, go to that page, then close the browser afterwards, and that essentially is a bounce.
Do we see that as a bad thing?

Thomas: We normally look at it as an indication of how well the content is performing. It’s not always a bad thing; it might be that the user visits your site on their phone, finds your phone number then gives you a call. They will have appeared to have bounced but are actually still interacting. Generally speaking a high bounce rate is a sign of content that users aren’t really interested in or isn’t giving them what they want.

Al: So we’re talking: bounce rate and conversions based around goal setting and if you get those kind of things right you’re probably going to be a bit further ahead of other people and obviously the referrals you mentioned earlier as well. Thank you very much for coming in to talk to us today and that’s it for today’s coffee top talks.