Google AdWords for Minnetrista

Abdullah Aldaadi

4.16.2017
Google Ad Grants (AdWords)

What is google Ad Grants?

Google Ad Grants is a program that gives nonprofit organizations the chance

to advertise on Google AdWords at no cost. This program gives qualified
organizations $10,000 per month in AdWords to promote, advertise and
reach out to the target audience.

Why should Minnetrista use Google AdWords?

To increase profit to support other programs

To create interest and increase attention of Minnetrista
To increase attendance to Minnetrista public events, paid events and
workshop
There are over 3 billion searches on Google a day.
AdWords is measurable and flexible.
Potential of 10,000 to 40,000 new website visitors each month.
Get message to the right people at the right time.
Engage volunteers and supporters.

Target Audience

Google AdWords can selectively show the ads to certain groups of people.
Also, it can reach potential customers based on their interests,
demographics, and show who had visited the website. The target for this
marketing plan are for families.

Reach people interested in what Minnetrista offers.

Reach demographic groups ( age, gender, household Income)
Geographic locations

Minnetrista is great place for families. It has many programs and events
that suitable to families to enjoy. For family Minnetrista offer the explorer
bags, the faeries, tours and other activities family and their children will
enjoy.
Minnetrista also host many public events for everyone and especially
families with children such as farmers market, summer stage fest, Enchanted
Luminaria walk and other events.
Target audience segmentation
Demographics: Families

Age 21 to 45
Male and Female
Married or non-married with young children

Characteristics:

Facilitating parents who are looking for place for their children would
like it.
Parents who are looking for place for their children to enjoy, learn,
explore and see learning as fun.

Delaware, Henry, Randolph, Jay, Blackford.

In East Central County there are 88,399 family households. Married

with children 13,470 families. Married without children 51,191 families.
In Madison County there are 51,232 family households. Married with
children 8,587 families. Married without children 15,721. The average
household size 2.6
In Grant County there are 26,829 family households. Married with
children 3,975 families. Married without children 8,712.

Managing Google AdWords Audience

The first step after knowing the target audience is applying the
information to AdWords demographic age, gender, and states. This will
help narrow down the targeting and prevent people outside target to
see the ads.
The second step is to review demographic reports after posting the
ads. The reports will show what demographic groups the ads are
 reaching. Also, it will help understand the customer base and areas of
growth potential.

This is the report

To be eligible for Google Grants an organization must:

Hold current and valid charity status (for example, in the US you must
have a current 501(c)(3) status)

Acknowledge and agree to Google Grants required

certifications regarding how to receive and use donations obtained
from the grant (we will go into more detail)

Have a website that is both functioning and provides adequate

detail on your nonprofit

How do you maintain eligibility

All the ads in the account must link to the nonprofit URL that was
approved in the application process.
 Be proactive in the AdWords management by logging in to the
account monthly. If a nonprofit advertiser who has a Google Grant
does not log into the AdWords account, the account is subject to
being paused without notification.

Actively manage your AdWords account by logging in once a month

and making at least one change to your account every 90 days.

The ads you are promoting must reflect the mission of your nonprofit.
You can advertise products and services as long as 100% of the
proceeds are going to support your program.

The ads you create cannot point to pages that are used to primarily
send visitors to other websites.

Your ads cannot offer financial products, such as mortgages or credit

cards. Your ads also cannot be asking for donations in the form of
large goods such as cars, boats or property donations. Keywords
related to this activity are also not allowed.

Your website cannot display ads from Google AdSense or other

affiliate advertising links while participating in Google Grants.

Budget

First, your daily budget will need to be set at $329 ($10,000 per
month).
Cost-per-click (CPC) bidding means that you pay for each click on your
ads.
You cannot have keywords with a Max CPC over $2.00.

Negative Keywords
 Negative keywords is a way to exclude search terms that are not
associated with the ads and Minnetrista business.
Negative keywords also help showing the ads to Minnetrista target
instead of showing to everyone.
Expensive, party, birthday party, glass glass store, shop, children
museum, public library, grocery store,

Other things to keep in mind

Ads can only appear on Google.com

The ads will be entirely text-based (no videos or images).
Theyll appear only on Google search results pages, in positions below
the ads of paying advertisers.
All campaigns must be keyword-targeted.

Goal:

1- Minnetrista should be the first place for the Muncie community and the
Ball State students to visit. It is a place where they can learn about Ball
family and their history. Attend Minnetrista public events, paid events
and workshop
2- Minnetrista should be the first choice in Google search when people are
looking for place to explore, facilitator, and recharge.

Objective:

Increase attendance to Minnetrista public events, paid events and

workshops.
Increase families attendance to the main events of the year: for
example, last year faeries, sprites and lights 416 have attended. The
goal is to increase this year faeries event to 500. The second event is
enchanted luminaria walk. Last year event 753 have attended. The
goal is to increase this year by 1000.
Ways to measure the objectives

Doing short survey : online and in the events

 The survey will help identify how the family first hear about the
event for example, word of mouth, new paper or google. If its
google then we know that AdWords is working.
Track attendance to see if we achieve the goal.

Google AdWords Ads

The target audience for this plan are families. So, the focus of Minnetrista
ads should be on what Minnetrista are offering.
The things Minnetrista should advertise about are:

The explorer bags

The faeries event
Tours
Family workshop
Annual events
Farmers Market

Google AdWords Ads

The steps of how to write the ad:

First the lading page is the URL of the ad page.

Headline 1 is what appear on the same or separate lines. It should
make sense when read together or separately. It is the right place to
include one or two keywords. 30 letters
Headline 2 is for more information and location. 30 letters
Description of the ad: only 80 letters
a- Use a clear call to action
b- Include at least one keyword
c- Capitalize the first letter of every word
d- Include specific prices or promotions

The ads

Farmers Market at Minnetrista - Muncie IN,

Ad www.minnetrista.net
Come Visit Farmers Market for Fresh, Local and Remarkable Finds at Minnetrista.

Summer Camps at Minnetrista - Culinary Kids, Muncie IN,

Ad www.minnetrista.net
Treat Your Child to an Exciting Cooking Camp This Summer. For age 8-10 year old.

Faeries Sprites Event at - Minnetrista Muncie IN,

Ad www.minnetrista.net
Imagine and Play in a Magical Wonderland of Faeries. Explore with Your Family.

Explorer Bags Adventure - Minnetrista, Muncie IN

Ad www.minnetrista.net
Explorer Bags Lead You on Exciting Explorations With All The Necessary Gadgets!

Strategy

Applying the keywords

Know the target audience
Location
- Radius around a location: A business that only wants to reach
specific cities, regions, or countries.
- Delaware- Madison- Henry- Randolph- Jay- Blackford- Grant

Tactic:

Maximum cost-per-click (CPC) will be $2.00 USD.

Appling Key words / negative words / betting
Use $10,000 in AdWords advertising each month.

Keywords are a way to determine when and where the ad can appear. Using
those keywords match the terms that people search for. Using those
keywords will help Minnetrista reach the target audience who is looking for
what Minnetrista offer.

Keywords
 Minnetrista Muncie gift shop
Weddings Ball family
Art gallery Ball jars/ where to buy ball
4th of July jars
Work shops Nonprofit organization
Exhibits Donations
Tours Internships
Gallery Events / Muncie events
Rental /halls Fairies
Shop / orchard Farmers market
Collection Catering
Celebration Venue indoor /outdoor
Glass workshop Garden
After hours Art
Camp family adventure Museum
Volunteers

Minnetrista Apple cider

Non- profit organization Collections / History

Donation
Internship / volunteer Ball family
Ball houses
Sales and Events Ball art

Wedding Minnetrista events

Catering
Venue Farmers market
After hours
The Orchard shop Workshop
Fairies
Shop local Family adventure day
Ball jars Enchanted Luminaria