Between obscure metrics like “quality score,” and platform oddities like Google Grants, Search Advertising is its own world, and one that’s not very friendly to advertisers looking to participate without sinking thousands into just learning the basics. In this session, you’ll look at nonprofit-specific search strategy and metrics, as well as the latest tests for search landing page optimization. We’ll also show you why you should give search credit for the donations it reports. (And when you shouldn’t!) Whether you are a Google Genius or a Bing Beginner, we’ll share relevant takeaways for how to think about search on its own and in conjunction with a fully paid ad marketing program.
Learning Objectives:
Evaluate search with relevant metrics and specific KPIs
Review search results from nonprofit tests and case studies
Apply useful, actionable advice on search strategy