One of the projects I have taken on recently is the management of two Google Grants for an Atlanta non-profit organization. When I first heard about Google Grants it was the type of thing that made me feel very positive about Google. I knew that the fact that they would provide this free advertising for non-profit corporations that fit certain requirements was a good thing. It fits in well with the way Google approaches everything else (SMART).
Managing a Google Grant poses some interesting challenges. For all Grants the maximum cost per click allowed is $1.00 – I think that would make it completely useless to a great number of self proclaimed PPC Experts. I found it to be a fantastic practice in the development of the long tail key phrases needed to get really inexpensive clicks. In fact I think that every internet marketer in training should be given a non-profit to develop a campaign for their very first time out so that they are forced to learn the skill it takes to develop revenue generating phrases that have low competition.
Apparently most not-for-profit organizations the limit on a Google Grant is around $300 a day. I was shocked to see what the daily ppc budget was for this company… $1300 – Now I admit even I am finding it a little bit difficult to figure out how to spend that within a limited span of time to work on it.
I learned something else while managing a free ppc spend for this Atlanta non-profit. This may be worth an entire post of its own since it answers questions that many people in SEO would be interested in. Historical Keyword Performance affects the cost per click for that key phrase.
Understanding this concept requires a little extra attention so I will probably post about it in another blog entry. Everyone is aware of the importance that Relevant Landing Page, Relevant Ad Copy, and Keyword Targeting have an effect on Quality Score. Most people are not aware that the keywords themselves have an intrinsic Historical Keyword Performance score which can cause you to pay out the nose for a keyword even if there is no competition for that phrase!
I will discuss it more later
Regards,
Eric
{ 0 comments… add one now }