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Category: Google Marketing Material

Google Ad Grants Webinar

Nonprofits how would you like to receive $10,000 a month for free Google advertising? In this case, it is not too good to be true. Currently, thousands of Nonprofits have benefited from Google Ad Grants. Below will review topics recently discussed during a Google Ads Grants webinar hosted by Catchafire. “Google Ads: Overview for Beginners.” Topics will be reviewing:

  • What is Google Ad Grants
  • Do You Need
  • Eligibility and Set-up
  • Creating Your First Campaign
  • Keyword Research
Google Ad Grants Logo

Google Ad Grants Logo.

What is Google Ad Grants?

Google Ads is formerly known as Google AdWords and Google AdWords Express. These are the advertisements. That appears when you search Google, YouTube, and other sites across the web. Businesses that buy Google Ads, are able to choose specific goals for their ads. Such as driving phone calls or website visits. Here is additional information on Google Ads. There are similarities between Google Ads and Google Ad Grants. However, there are also restrictions when using Ad Grants.

Google Ad Grants – Do You Need

First, decide if your nonprofit needs Google Ad Grants. For example, your nonprofit must have a website. Also, must have traffic goals for the application to analyze. And someone at your organization to create and manage the ads. Ad creation and maintenance are important. Without your organization will not follow guidelines in the policy compliance guide. We will discuss this guide more below. If you have a website and targeted goals. And do not have time to manage. We can help with your Ad Grants management.

Google Ad Grants – Eligibility & Set-up

Besides having a website, what else is required to be eligible for the grant? First, you must be a 501c3 nonprofit. Then review and ensure you meet all requirements. Once you have determined you are eligible. The next step, request a Google for Nonprofits account. Additional steps then need to be completed. To help, we created a seven-step guide.

Google Ad Grants – Creating Your First Campaign

Once you are accepted, time to create your first campaign. There are certain rules to adhere to when building your Google Ads Grants campaigns. As mentioned above. You must have a website for your Nonprofit. When you create the campaign you will enter your website’s URL.

Then input the information about the campaign such as the campaign title. Next, where the campaign will be viewed (by state, country, worldwide, etc.). Once the initial information is completed. Refer to the flowchart below. This shows what is required to create each Google Ad Grants campaign:

A flowchart showing how to build out a Google Ad Grant Campaign

The flowchart shows what is needed for each Google Ad Grants campaign.

Creating the Ads

You can create more ads than shown in the flow chart above. However, two ads are the required amount. For each ad, provide a link to the webpage that relates to the ad. Can not be a link to your social media site. Additional information such as setting a budget goal. Then providing at least 5 keywords per ad. And creating a minimum of two text ads and one responsive ad.

In addition, as mentioned above. Rules on ad creation are different from Google Ads. Review the policy compliance guide. To understand what is not allowed for Google Ad Grants.

Difference Between Text and Responsive Ads

Google Text Ad.

An example of a Text Ad (example provided by Google).

A text ad has three parts, a headline, display URL, and description text. You write the headline and description. Then insert the URL from your website. Your headline and description length need to be close to the word count allotted.

Whereas responsive ads are built using Google’s algorithm. With responsive ads, Google can tweak your headlines and descriptions. This enables your ad to compete in more auctions. Meaning your ad has a higher chance of being shown.

Google Ad Grants – Keyword Research

Example of SEMRush

Example of a keyword search option in SEMRush.

Google Ads is used to attract people to your site. To help with a cause, donations, etc. Google Ads uses an algorithm to determine which ads to show and when. In order to have your ads seen more by the right people. You need the right keywords. To determine the right keywords use. There are tools such as SEMRush. A tool that analyzes keywords. Another free keyword search tool is Google Ads Keyword Planner.

What keywords should you search for? If you are lost on where to start. Google has a resource that shows what types of keywords to use.

Bad Keywords

Now, let’s re-review the Google Policy Compliance Guide. When you are inputting keywords. There are some that are not allowed to be used. Such as single words. As well as overly generic keywords. Once your ad is running keywords will be ranked. Always review your keywords in each campaign often. And pause all keywords with a low-quality score of 1 or 2.

Additional Information

In addition to the Google Ad Grants. Nonprofits will have access to other free services provided by Google. Resources for G Suite and Google Earth and Maps. All available to apply for.

In conclusion, Google offers many services for nonprofits. Watch the Google Ad Grants webinar. Think the grant might help. Why not sign up and try it out. Free advertising that your nonprofit can benefit from. On the world’s most viewed websites.

Web Stories WordPress Plugin: Your Visual Story

Web stories, formerly known as AMP stories, are an interactive way to engage with your users. And recently, we got the Google web stories WordPress plugin. Today we will tell you about what web stories are and how they can help your SEO rankings. We will also talk about the new Google web stories plugin and what this means for your content. And lastly, we will outline how web stories are changing and what that means for your business.

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It is undeniable that an official WordPress plugin is going to make web stories even more popular. But it will be hard to understand these changes without knowing about the basics of the medium. That’s why we’re going to start with the basics. So let’s define what web stories are and talk about how they can drive traffic for your site.

Web Stories and SEO

A web story is a full-screen visual storytelling medium. These projects take google search results and transform them into an interactive space to make information more visually compelling. The results of these projects are a breath of fresh air for users and, as a result, are highly engaging. This medium creates brand new ways for you to communicate with users. Instead of text, a web story helps content creators speak visually. This visual element can help build trust in your content because the user feels involved.

This visual and interactive experience helps draw-in users. But a user actively participating in a search means they are more likely to retain information too. A standard search result can drive traffic to your website, but a web story can make this process into a journey. When a user finds content via a web story, they are a part of that discovery. This inclusion creates invested users who are excited to engage with your website. Its no wonder why people are so happy to use the new plugin!

WordPress and Web Stories

The advent of this plugin hints that we will start seeing professional and sleek designs from thousands of more users than before. As we know, WordPress plugins can make seemingly impossible tasks very easy. This ease means anyone can now utilize this highly effective messaging platform! These stories might even become an industry-standard you can come to expect from a professional website.

Plugins also help create easy user interactions. This google-designed plugin should be no different; we can expect WordPress web stories to start standardizing themes and templates that users can become accustomed too. Web stories were always highly engaging, but now they will be easy to implement also! The addition of plugin support means web stories will become a new industry standard.

Web Stories Plugin for Business

The new plugin format will affect how content is made and consumed for everyone. On the web development end, we can expect a content boom. Any time the entry barrier gets lowered, people will flock to it and see if it can help their solutions. And a web story is a prime candidate for this. Businesses interested in using a web story can expect the price of implementation to drop. This change will mean affordable and breath-taking design.

story

For designers, this new tool will come with some required learning. While projects are in their early stages, web designers are often learning and unlearn the changing key features. But this education is vital for designers. With massive companies like google and major advertisers backing the project, it will be essential to know. Web designers have to stay on top of trends, and web stories are positively trending right now.

Google Web Stories WordPress Plugin

The new WordPress plugin support for web stories marks the changing of an era for digital marketing. From now on, web designers can quickly implement a web story into their campaigns seamlessly. This new tool means we can expect to see some changes in how we think about web story content. A web story is a full-screen interactive story that displays information similarly to an average google search. This medium lets people see results in a visual format rather than text. This additional layer of information will undoubtedly help your SEO ranking.

A plugin will also make these designs more comfortable with making and using. Because people can easily create their own web story now, we can expect to see more of them. Plugin support will also make designing easier. These factors mean we will begin to see a uniform and cost-effective web story designs all over the internet.

Using a new plugin can be a challenging endeavor and can feel like a serious undertaking. And any update to WordPress can be scary. But Kallen media can make the process easy. If you’re looking for help with adding a web story plugin to your website, contact Kallen media and let us help you.

Social Media Platform Content Marketing : 7 Strategies

Getting your content noticed online can feel like an impossible task. But as long as you know where to put your information, you can successfully market through content. By far, one of the easiest and best places for content marketing is social media. Social media platform content marketing can make a massive difference for your business. So today, we are going to outline seven different strategies for this kind of marketing.

1. Adaptive Content

With many people own a mini-computer that fits in a pocket, it can be easy to find anything with a quick search. One way to have consumers continue to visit your site, blog, or product is to post on different platforms. By developing content that is available within a desktop or on a smartphone, you are creating adaptive content that can be accessed easily.

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 2. Target Specific Keywords with Your Content

Before writing your content, think of what keywords you would use to help target your article or blog. Tagging will lead people to what they are looking for within your work. Some quick ways to do this are by including them in the: URL, title, and beginning of the post.

When you target keywords, you bring people to your website. Targeted keywords will generate your Organic Traffic. A plus is that it will increase your search rank. An additional tip is while using targeted keywords, make use of emotional keywords, or words that describe what you crave.

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Image by Deedster from Pixabay

 3. Native Advertising

One form of gaining readers is through the use of Native Advertising. This advertising can be a controversial form of bringing people to your site to some people. It is widely used and not harmful if not used with ill intent. The only difference between your article and the use of native advertising is paid to build up a product. For instance, if a company pays you to write about them and publicize it as your article, that would be considered a native advertisement. One way to combat the bad stigma is by clearly stating and showing that the article is sponsored and paid for by that company.

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4. Targeting the Right Niche

Just because you can write an article tailored for your readers does not mean it is standing to its full potential.

You would not introduce what your company stands for with a recurring customer, would you? Or vice versa, expecting a new customer to know as much about your company as a returning customer and buyer. It is good to know your audience but even better to know who makes up your customers and buyers. Understanding your niche is also beneficial if you are into Google Analytics. An additional way to keep readers coming back is at the end of an article, and you have suggestions for similar pieces, blogs, and products.

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5. Create Raving Fans

Whether they are new or a returning reader or buyer, you want them to continue to view your website and articles. Some surefire and straightforward ways to do this are by making sure you produce quality over quantity material, suggest similar materials, and collect their information.

One way to improve writing quality is by reading and writing more. But writing more can be the hard part. Another way is to suggest similar articles that can be found on your website. You preserve the readers, so they revisit your site on separate occasions. Additional action is to collect their information. Their email, for instance, whether it is a banner across their screen when first visiting or alongside similar ads suggestions, collecting data is a must.

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6. Make it Easy to Navigate Your Content

In an age of minimalism and looking sharp, the same will apply to your page! Do not overload your page with content. It is understandable to show your reader how much great content you have, but that can do more harm than good.

Less is more when it comes to building up your articles for content marketing. You can separate your pieces with images to create space. Or divide your pages and reports through the use of tabs. By having tabs that can separate content, you make it easy to navigate your content while also increasing the probability that the reader will stay on your site, which will in-turn increase your SEMrush score.

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7. Evolve Gradually with Competitors

Everyone wants to be the best in the game. People are creative, and they are learning to become a great writer. These are all things the social media platform content marketing is trying to find. One other thing you can do to improve your skills is to keep up with competitors. Stay updated on them. What are they doing that maybe you are not doing or should improve?

Evolving with them does not mean to focus on them. Do not make this your sole purpose or goal. If you focus on your competitors, you will create a bubble for yourself.

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Google AdWords Activism: How We Can Help

For-profit activism in the private sector is rare and often more about optics than anything else. That’s one of the many reasons its important to support real heroes who do work to help our communities. One easy way marketing companies can show our support is by connecting these organizations to advertising grants.  Communication can be a costly challenge for these companies. But Google AdWords can help. Google AdWords activism is growing every day. But how does it work?

Google AdWords is a grant program for nonprofit companies. This program offers grants of up to 10,000 dollars to registered organizations to reach out to target markets. The vast majority of nonprofits operate with less than one million dollars in the budget. This budget means that in the best case, a communications budget would be around 150,000 dollars. A free google ad grant can increase this budget by 15 percent. Imagine what it could do for a smaller company.

How Marketers Can Help

 

Learn about nonprofits in your community. If you find a nonprofit who you think could use your help, reach out to them and explain what you’re offering. And if you can, offer your services for a reduced cost. Nonprofits can struggle to gain attention; this is where marketing excels. By directly connecting a nonprofit to an ad grant program, you can facilitate significant change.

 

Lots of nonprofits don’t know about the resources marketing firms are aware of. The advertising landscape changes fast, and the professionals in the field might have more accurate information. Marketing agencies need to work together with nonprofits. Because together they can get a message out there. So how does AdWords work? First, you have to register.

Qualifying for Google Ad Grants

 

So what are the requirements for a Google AdWords grant? First, you have to be a registered charitable nonprofit. The service is not available for government entities, health care institutions, or schools. However, Google does offer a similar program for schools called Google for education. In the United States, this means being an official 501(c)(3) organization. After this, you must register with Google, through Tech Soup.

Registering with google means creating a nonprofit account. After requesting a nonprofit account, Google will verify your nonprofit status. Google uses Techsoup to handle its verification process. Once Techsoup confirms a nonprofit, Google will notify the company, and they are eligible for their free grant! Once checked, these companies are also suitable for free access to G-suite products and a separate YouTube nonprofit program.

Google AdWords for Activism

 

Once processed and verified, you can begin accessing google ad grant finances. Google has placed a daily limit of 329 dollars. Google’s money is intended for use in key-word targeted campaigns that produce text ads. Unfortunately, Google will naturally place these ads below paid ads. This placement means that money needs to be spent wisely. Google AdWords activism’s purpose is to create highly targetted ad campaigns. So why are some areas where these ads excel?

Google text ads have an incredibly broad reach. So if you need to broadcast information, they are nearly perfect tools. Because of this, they are connecting people through text ads is a highly effective tactic. Connecting with people is vastly vital for grassroots activism, and Google AdWords can help similarly because targeted advertisements allow organizations to gather specific supporters or financial backing. These tools can be used for any targeted text-based ad. However, these particular uses are highly successful tactics.

Examples of AdWords at Work

 

Here at Kallen Media, we have seen the power an ad grant can have on a nonprofit. Connecting these organizations with free advertising capital has been a cornerstone of our operations from day one. From connecting students to after school activities, to fundraising Kallen Media is proud to stand with the community we’re growing in.

In the past, we’ve helped the Tucson girls chorus promote their valuable service. In the past, we have helped companies through every step of using google ad grants. To use Google ad words, activism is the perfect way to ensure a brighter future.

Activism in Marketing

 

As marketing agencies, we have a voice and a platform. One of the best things companies can do to help people is amplified their message. Advertising grants provide tools for nonprofits to reach out and connect with their communities. The change will not come overnight, and for lasting progress to be made, we must all commit substantial resources and time. One area where all of these goals intersect is google ad words.

Google AdWords can help establish nonprofit social service organizations, which in turn will aid everyone. If you want to learn more about google ad grants or need help developing service for your nonprofit, contact Kallen Media via our website. To learn more about how you can support the black lives matter movement, please visit their website.

Free Google Ads Credits to Support Small Businesses

Sundar Pichai, CEO of Google, released information on their plans to respond to the ever-growing COVID crisis. This $800+ million plan targets health and government organizations, frontline pandemic workers, and SMBs (small businesses). Most valued for entrepreneurs and small business owners is the opportunity to receive free Google Ads credits.

Where is the Money Going?

 

Google plans to commit a total of $540 million to small businesses in the form of investment funds for financial institutions and Google Ads credits for SMBs.The rest, Google plans to give $250 million in ad grants to the World Health Organization and other government agencies to run public service announcements on protocol and relief funds, as well as other resources. 

adwords

AdWords

In ad credits alone the $540 million to small businesses divides into $340M. with the rest to be distributed to financial institutions around the world to help provide small businesses with access to capital. 

Google Ads Credits are mostly a form of online currency used to run advertising campaigns through Google’s multitude of outlets. Credits are purchased and spent on advertising slots in places like YouTube and Google searches, etc. If you’d like to delve deeper into that subject, here’s a good start. Google’s plan to support SMBs with free credits will allow some smaller companies to be able to market themselves in a competitive advertising space that they may not otherwise have been able to afford. 

 

Why Are Ads Credits More Important Now?

 

These are challenging times for all of us. Currently, many people are unable to work or visit anyone in their lives. And while some of us can work from home, some can’t. For small businesses, it can be especially severe in the current climate to stay afloat. With everyone locked inside, it’s challenging to reach potential customers and drive them toward your products or services. Without the normal flow of business, it becomes more challenging to afford to run advertisements to enter your target market. What you need is an online marketing presence that stands out and gets your website traffic. That may seem like a daunting task to accomplish, but with help from a team that’s won thousands of business driving clicks for their clients, you can still see your business flourish regardless of the challenges we all face currently as business owners.

 

Google’s commitment to small businesses is especially important now because it can help SMBs thrive despite the current situation. Running advertisements for your company is crucial! Google’s opportunity for free advertising may be vital for the survival of your livelihood. 

 

Google Ads are one of the most effective ways to reach potential consumers in the digital age. Being a company with experience in running Google Ads accounts for our clients, the results tend to speak for themselves. Google runs advertisements on nearly every website. No doubt, you run into ads every single day when browsing the web. Now that everyone is home, online traffic is at an all-time high. Many of us are working from home, and our best form of regular communication is digital. Now more than ever is the right time to consider running an advertising campaign with Google Ads.

 

Getting Access to Ads Credits

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Small and medium-sized businesses that have been active users of Google Ads since at least Jan 1, 2019, can get these credits. Google will credit eligible companies will be through their Ads account within the coming months that their credits have arrived. After that, these credits apply to any of Google’s advertising channels: (Search, Display, YouTube) in all campaign types. Additionally, businesses may utilize the loans at any time until the end of 2020.

 

It helps to have an experienced team on your side when planning an online advertising campaign, don’t go at it alone! Many companies have the knowledge and tools to manage your Google Ads account for you, allowing you to focus on the core of your business while knowing you’re taking advantage of the opportunities Google’s COVID relief fund is providing.

 

A Good Place To Start!

 

Online advertising, in the right way, takes experience and can be especially complicated. However, with assistance from Google, there’s no reason not to take advantage of free advertising space. If you haven’t run an online ad campaign recently or aren’t sure of the plan you’d like to make, now is the right time to get in contact with a team that can help design something that will work for you. At Kallen Media, our primary objective is to help your small business thrive in the online world, even within the touchy consumer market we’re in today. Together, we can create an online ad campaign that’s truly special. Free google ad credits can help your next campaign. Contact Us and let us help your business thrive!

2020 Beginner’s Guide To Google Ads Pay Per Click Strategy

Within the digital world, there are tons of different outlets to spend your marketing budget.  Pay per click campaigns through search engines should be at the top of your list of investments.  These advertisements allow your company to stand out above the organic competition. This strategy is the opportunity to be seen and beat the larger organic pages, which you may not be ahead of otherwise.  That is why I have created a beginner’s guide to google ads.

 

This article is going to cover the pay per click advertising campaigns available for small businesses through search engines.  All these programs are going to be self serve advertising programs as well. The different company’s plans share many similarities.  In many cases, building a campaign on Google Ads can be easily transferred to both Bing and Yahoo. This strategy helps save time, creating multiple of the same campaigns on different platforms.  Because of this, I am going to focus on building your first pay per click campaign using Google Ads.

 

Google Ads

 

The behemoth of digital advertising platforms is Google Ads.  Google Ads allows for a variety of ways of business to get in contact with their desired markets.  Their platform has two different primary forms. The first is smart campaigns, and the second is going to be a manual campaign.  A smart campaign is generalized with topics and allows for minimum editing.  

 

This campaign is for a beginner or someone who has not utilized Google Ads before.  The recommended campaign is going to be manual. This setting allows for complete customization and targeting of audiences.  If you are interested in learning more, Google offers its Google Ad Certification for free online.  Similarly, if you are a nonprofit, you should read our article “How To Setup Google Ad Grants in 7 Steps to find out how you could be eligible for a $10,000 ad spend the grant.

 

Introduction to Campaigns

 

For the rest of this section, I will focus on the manual campaigns.  The next step is going to be what kind of goals you want to set for your campaign.  There are a variety of options to choose from for your campaign. Most of the time, I recommend tracking sales as this is typically the goal of most campaigns.  Similarly, there are options to monitor traffic and specific niches depending on your campaign goal.  

Congratulations!  You have completed the first step in the beginner’s guide to google ads.

 

Campaign Introduction page

 

The next step is selecting the campaign type.  For Nonprofits using the Google Ad Grant, you will only be able to run a search campaign.  Otherwise, there is also the option of display, video, shopping, and smart campaigns. Display ads integrate themselves across the web, similar to Smart campaigns.  These are ads that “follow” users after they have expressed interest in your product. Shopping campaigns are featured product pages. Finally, video ads run across Youtube, the world’s largest online video platform.

 

Google Ads campaign type

 

The next step is determining what action you wish to track.  This section should consider what you will consider a conversion. Website visits can mean visiting a specific page.  Similarly, phone calls are referencing calls directed from the advertisement. Store visits calculate themselves using directions to your business.  Lastly, there are app downloads if you are looking to promote a mobile application.

 

Google Ad Conversion tracking goal

 

General Settings

 

Once this step is complete, it is onto the general settings page.  This section is where you can name your campaign. I recommend choosing something that relates to the ads.  The more specific, the better.

 

Here you can verify what networks you want your campaign to be shown on, including the search and display networks.  Next, you can choose the geographic region your ads are displayed. The more specific you can be, the better.  Make sure you are targeting only the areas relevant to your product or service. There is also the option to choose the language and specific demographic to focus on if you have that information.

 

The next step is setting up a daily budget.  The budget is the maximum amount you are comfortable with Google spending in a day.  To find your monthly budget cost multiply the daily amount by 30. This budget will ensure you do not go over your advertising budget on accident.  Forbidding strategy, I utilize the maximum conversion setting. This tactic lets Google do the advanced bidding for you for keywords.

 

At the bottom of the general settings, you will find the ad extension section.  Here is where you will be able to place Sitelink, Callout, and call extensions. Sitelink extensions take people to specific pages of your website.  A callout is similar where you are featuring a product, service, or feature you offer, without the link aspect. Finally, a call extension allows you to add a phone number to your ads.

 

Set Up Ad Groups

 

Setting up ad groups

 

Setting up the ad groups is how you will determine what searches your company appears.  First, you will want to name your ad group. After that, I recommend entering your website in the related website field.  This research will have Google give you a list of suggested keywords to rank for in your niche. Keyword research and planning is one of the most critical aspects of creating your campaign.  

 

I would highly recommend contacting us for a free consultation on building your first campaign.  Utilizing long-tail keywords is the best way to make the most out of a smaller advertising budget.  This strategy may mean less overall traffic, but more of the traffic has a higher chance of converting. The number of keywords per ad group can help immensely.  In some cases, you may only want a few specific words, while in others, you may have over 100!

 

Create Ads

 

Now it is time to create what your potential clients are going to see!  This process starts by choosing the landing page. You will want people to go to after clicking the ad.  Having a call to action on the page is essential for gaining a high conversion rate. Next, you will want to create headlines that grab the reader’s attention.  Try to imagine what kind of language and wording would excite yourself to click.  Heighten yourself to an expert Google advertiser since you have nearly completed the beginner’s guide to google ads.

 

Creating Ads

 

Once the headlines are active, it is time to write descriptions.  These will describe the purpose of the ad, and what users should expect.  Headlines are a great place to write your mission or the goal for your ad. The ads will then be combined with the extensions to create what your searchers will see.

 

Confirmation of Ads

 

Finally, it is time to finish and confirm your campaign.  Look over your campaign to make sure all the information looks correct and good to go.  Once finalized, your ads will be live and ready for potential clients to find.

 

Conversion and Traffic Tracking

 

Your ads should now be up and running.  While your setup is complete, the work is far from over. Currently, your campaigns must be watched and tracked.  Tracking is the only way your business will be able to tell if it is worth investing in Google Ads.  Below you will find the Google Ads dashboard.

 

Google Ads dashboard

 

The clicks and impression sections can both be changed to view a variety of statistics.  As your campaigns run, more information will be gathered and presented in the dashboard. Running a successful campaign means there need to be changes and close attention paid.  This strategy is why we offer Google Ads management services to provide both detailed reports and plans on the results of the campaign.

 

Competitor Search Engines

 

After this, you should have a pretty good idea how to get started creating a pay per click campaign on Google.  I would recommend you use Google Ads to create your initial campaigns. The reason is that the top competitors allow for these campaigns to import directly.  Both Bing and Yahoo allow this, which are the two most significant search engines aside from Google. The dashboards are slightly different, but the overall structuring is the same.  Feel free to investigate the other channels to see if you can find success for your business. From Kallen Media’s experience, we have found much less traffic and cost, but also more reduced overall conversion quality.

 

How To Get Started With Pay Per Click

 

If you are a business struggling to get found online, these pay per click services is perfect for you.  By investing money, you can target the specific niche that buys your product and services. There are hours of research done to ensure you are maximizing your campaign.  No matter what, it is crucial to stay informed on how the digital landscape is shaping the future of advertising.  I hope you enjoyed my beginner’s guide to Google Ads if you or your business is interested in starting a pay per click campaign on a search engine or social media outlet, email [email protected] or call 773-524-1483.

Introduction To Structured Data

What Is Structured Data?

Today I am going to cover an introduction to structured data and why it is essential for your website. Most people are familiar with using search engines to find results based on their search. However, what people may not be as familiar with is why your search results look the way they do.  Before we dive in, I want to start with an introduction to structured data that may seem more familiar. Take a look at the image below. You may notice a variety of differences within each result that comes up for the “casserole recipe.”  This structure is because of structured data written on the backend of the website.

Google structured data in recipes

At the top of the search results are card-like structures.  Instead of a standard link, you get the recipe name, author, review ranking, and even some ingredients.  All of this is thanks to the structured data. Google uses data from a website’s “site map” to show more detailed results.  When you add a specific piece of code to your website that is structured data, it allows Google to augment your listing. When standing out from the competition is vital, this will give you an advantage. All of this together is why structured data is becoming such an essential holistic search engine optimization practice.

Where Does Structured Data Come From?

Structured data is what tells Google and other search engines what is important and what it should be displaying.  The project is primarily based on a web project called Schema.org. This website is a database for a markup language used to communicate with the search engines.  The communication happens by using a method of encoding data called JSON-LD. There are other ways available, but for this article, we will be focusing on Schema.org and JSON-LD.

Schema.org website information

Now you know that structured data is composed of JSON-LD markup.  The markup taken from Schema.org can now convert to structured data. Within the website, there are a variety of sections that highlights the type of data that can be composed.  Some great examples would be recipes, business hours, or author name. Not all posts or page types can break down into structured data for all search engines.  This is why it is essential to also take a look at the Google-approved markup. By doing this, you will ensure that the largest search engine can correctly index your website.  Indexing a website is when Google sends out their bots, which go from website to website capturing data. These bots are often called crawlers and are critical factors in how your website ranks in search results.

Website Integration

 

But now lies the question, what do we do, and how do we integrate it within our website?

Most people are not going to want to learn the code and backend of JSON-LD.  Luckily, there are a wide variety of other ways that you can implement your Schema markup.  The most common is going to be through utilizing a plugin. Currently, there are a wide variety of broad SEO plugins on the market.  These plugins are going to be the most comfortable option for most users. This will allow you to fill out data about your website and posts from a smooth user interface.  Some great examples of plugins to use would be the Moz or Yoast plugins. These companies offer both free and paid options that vary on the amount of support and opportunities given. This research is a significant first step in creating an optimized website while still being introduced to structured data.

A great alternative for people who may want to dive a bit deeper into their website would be to utilize Google Structured Data Testing Tool. Before we do that, I want to show you what the JSON-LD code for structured data will look like.  Don’t be overwhelmed by the code. If you focus on the few key points that I highlight, you will be able to use templates on most of your pages.  The first picture represents the JSON-LD code put in while the second represents that outcome.

JSON-LD Code from Kallen Media
JSON-LD information it tells to search engines

Google Tools

After looking at the picture you should be able to see that there is a connection between the left and right sides.  This means that you will check Schema.org for the parts of markup required. For the example above, I used an article from Kallen Media.  The “@context” and “@type” will always start on the JSON-LD code side.  Below that is where you begin to describe to search engines what your page is composed of.  The reason we do this is that it is harder for computers to understand the meaning and context compared to humans.  By assigning values to names and specific aspects, it tells the search engines what it should be showing searchers. These values can change based on what type of post or page you are making your structured data markup.

Using Google’s Structured Data Testing Tool is one of my top recommendations when first getting acquainted with JSON-LD and Schema.org.  This is because it will tell you the errors that will occur for Google. This is important since Google is the top search engine and you want your website showing up!

Once you have created the markup that you want to add to your site, there are a few options for how to install it.  The easiest and most effective way is going to be using Google Tag Manager.  This interface allows you only to have to add a few pieces of Global site code to your website, instead of every bit of structured data you have done.  If you do not feel comfortable doing this, we offer search engine optimization services that include structure data creation for your website.

Google Tag Manager homepage

Finalize Your Data

Google Tag Manager will allow you to enter in the JSON-LD added to your database.  This then will allow all search engines to read the structured data snippets that you have.  However, you will need to slightly change your code for Google to accept it. The easiest way to do this is to paste the code into Yoast’s Script Helper.

Once you have done this, you can test your tags from within Google to make sure they are activated.  Once complete, your structured data should be ready to go for your website. This will mean that search engines will be able to read your content more accessible.  That means that your website should start standing out from competitors who invested in structured data. We are eager to see how structured data impacts businesses we work with.  If you have your website showing up using structured data snippets, let us know in the comments! Finally, if you need assistance setting-up SEO practices for your website, please reach out to [email protected] for more information on getting introduced to structured data.

How To Setup Google Ad Grants in 7 Steps

Grants are one of the essential parts of any successful non-profit organization.  Typically the process for applying can be a long and strenuous task that can be highly competitive.  This situation is where the Google Ad Grant program comes in like a knight in shining armor.

Google’s Ad Grant program provides up to $10,000 in free search ad campaigns for qualifying non-profits.  Getting new donors and volunteers is at the front of most organizations’ minds, which is where this program provides the most assistance.  Through the paid search ad campaigns, website traffic will increase will traceable statistics that Google provides. The following is a guide to finding out if you qualify for the Google Ad Grant program, and how to get started!

1. Meet Google Ad Grant Requirements

 

Your group must hold a non-profit status and register as a valid charity.  US-based charities must have 501(c)(3) status. This means the organization is tax-exempt.  For more information, you can learn how to gain 501(c)(3) status.  For organizations outside of the US, you will need to follow your country’s specific guidelines for charity status that Google outlines.  There are a few exceptions to the rules which are the following types of organizations:

  • Government Organizations or Entities
  • Hospital or Healthcare Organization
  • Universities, Schools, or Academic Organizations

If your organization is a school, you can check out Google For Education.  This website is Google’s specific program for various academic organizations.  Healthcare organizations may be able to qualify if they are Awareness or Research-based.

Once your organization follows these guidelines, it is time to make sure you have a compelling website.  Google requires that Ad Grant recipients have an active website since that is where all the web traffic is going to.  Once this is done and your organization acknowledges non-discrimination and donation receipt it is time to register as a Google Non-Profit.

2. Register Nonprofit with TechSoup

 

TechSoup Logo

Now that you know your organization is eligible, it is time to get started.  You will need to create an account with TechSoup, a technology non-profit who delivers technology tools to other non-profits at discounted rates.

This application is a simple process consisting of filling out a form on the TechSoup Registration page.  Once you fill out your country and organization information, you will need to accept the terms and conditions.  After this is done and your application is submitted, it can take up to 30 days for your organization to be confirmed.  In the case of missing information, someone from TechSoup will get in contact with your organization for additional information.

Once your validation is confirmed, you will have a TechSoup verification token.  These tokens typically are represented as [email protected] This will be needed during the signup of Google Ad Grants.

3. Create A Google for Non-Profit Account

 

To begin your signup, you can start your Google Ad Grant application here.  To begin, you will need to verify that you meet all the requirements.  If you have already gained your TechSoup verification token, you will satisfy the requirements.  You will also need to have your organization’s Tax ID number to proceed with the application.

Next, you will need to fill out your organization’s information.  This information will include mission statements, contact information, and your website URL.  Once this is complete, you will fill out your communication preferences (phone, email, etc.) and submit your application.

Along with Google Ad Grants, Google non-profits gain access to a variety of other features:

  • Listing on One Today, exclusive site for Google’s mobile fundraising options.
  • Free access to Google applications like Drive and Gmail accounts.
  • Special features on Youtube, including a donate button.

Once your application is submitted, Google should approve your request within a few days.  The success rate is exceptionally high, taking the stress off your shoulders. This segment is going to be the last step before being able to apply for the Google Ad Grant.

4. Verify G-Suites

 

Now it is finally time to start applying to individual programs.  I recommend signing up for the Google Suite. This feature will link your website domain to a personalized G Suite account.  This Google non-profit account eliminates the need to pay for email services from here on out.  One final step will be to put a small piece of code within your website to verify it; instructions from Google can be found here.

 

5. Enroll in Google Ad Grants

 

Turning money into gifts that can be used

The first recommendation that we have when starting the enrollment process is to never enter in your billing information.  Doing so will disqualify you from attaining Google Ad Grants.  Follow the following steps to assure your account is set up correctly:

  • Choose the appropriate billing country and timezone for your organization.
  • Choose USD as currency, regardless of what your country uses
  • Save your campaign.  You may need to log out and then back in after doing this.  Make sure you record your customer ID, which will be in the top right-hand corner formatted like XXX-XXX-XXXX.
  • Submit the pre-qualification survey to Google
  • Watch the Google training video and complete the quiz

Once you have finished these tasks, it is time to submit your pre-qualification review.  For this, you will need to sign back into your Google for Nonprofits account.  When in, you will be able to “Activate” the Google Ad Grants using your customer ID.  Finish telling Google how you heard about them, and then you can finish by enrolling. Once this is complete, you should hear back within five business days.

 

6. Create Your First Campaign

 

Now that you have approval through pre-qualification, it is time to set up your first campaign.  Even seasoned Ad Word veterans will need to take their time setting up the campaign if this is their first Ad Grant campaign.  Google allows spending of up to $329 per day in free ad spends.  The following are some additional settings you will want to set up to ensure a great introductory campaign.

list of different ads
  • Type: Choose Search Network Only
  • Networks: Uncheck the box for “include search partners.”
  • Locations: Decide if you want a local campaign or a national one.
  • Languages: Choose relevant languages you wish to display your ads.
  • Bid Strategy: Start with automated if you are not familiar with your industry.
  • Default bid: Google recommends choosing a default bid of $2.00 or less.  (This may change depending on the cost-per-click in your sector)
  • Budget: Choose $329 or less per day across all of your campaigns.

What Do Your Ads Include?

 

Now it is time to create your first ad.  This digital ad will be the text that will display for your ads.  For your first time, you can choose what you think will be most relevant.  You can also get in touch with us for great information and assistance in Google Ad Grants.  We have experience working with several non-profits in setting up and maintaining their Google Ad Grants profile.

Next, you will need to start setting up your keywords.  Keywords are essential for targeting relevant individuals searching for your products or services.  It is crucial to choose the appropriate keywords. Choosing poor performing keywords can lead to having Google pause your Ad Grant Account.  All keywords must maintain a quality score above 2/10 to be used in your campaigns.

Finally, you will need to make sure that you set up at least 1 form of conversion tracking within your website.  This is how Google will keep track of visitors to your site. The conversion tracking code will need to be put into the back end of your website.  You can contact your web admin to include this, or contact Kallen Media LLC for assistance setting up conversion tracking.

 

7. Maintain Your Campaign

 

Google Ad Grants are not something that you can set up and let run.  They require constant interaction to gain the most from them. Because Google is giving up to $10,000 a month, we highly recommend keeping an eye on your campaigns or hiring someone to do this for you.

Changes will need to be made to your accounts every two months.  We recommend checking your account weekly to look at any changes.  Within the early stages of setting up your campaigns, this will be the most essential to creating successful Google Ad Grant campaigns.  Third-party organizations like Ahrefs and Moz are great tools to research competition and keywords.  I highly recommend using these programs when creating your campaigns. This strategy will save both time and money, which are crucial resources to non-profits.

Your ads require a 5% click-through rate for all active ads.  This click-through rate is account-wide, allowing for more and less successful campaigns to balance each other out.  Google also sends out a year-end survey that will need to be filled out based on the impact they have had over the past year.  To ensure you are following Google Ad Grant standards, check out the Google Ad Grant Compliance Guide.  Through following this guide, you will be able to set up a successful Google Ad Grant campaign to begin delivering your non-profit’s message around the world!

 

Let us Help!

 

For assistance setting up Google Ad Grants, contact [email protected] or call (773)524-1483.  We look forward to helping your organization gain more exposure through the Google Ad Grant program!

Kallen Media Charities We Work With

Who We Help

 

The holidays are almost here, which means it is time to look back at 2019 and revisit some of the good we have accomplished.  Kallen Media LLC is a local company in Tempe, Arizona. Founded in Tempe this past year, we have been creating websites and digital marketing plans for all sorts of companies and people.  I want to shed a spotlight on the different non-profit companies that I have been able to help. The three most significant projects include the Tuskegee Airmen Scholarship Foundation, Operation Blankets of Love, and The Wayne Foundation.  Within this article, I will highlight these wonderful non-profits and tell you how you can get in touch with the charities we work with to help their causes.

Kallen Media is proud to be able to do pro-bono web design and social media work for charities that are doing great work.  I am continually looking for charities and organizations to lend a hand.  If you know a local charity in the Tempe metropolitan area who are looking for web work or assistance, let me know so Kallen Media can help them out!  Currently, we have found our non-profit clients through a service called “CatchAFire.”  This organization connects service providers with non-profit clients. We highly recommend checking them out if you are with a company, or a professional looking to give back.

 

What We Provide

 

Google Ad Grants For Charities We Work With

At Kallen Media, I have created a service geared towards non-profits. I Create and maintain Google Ad Grant accounts.  If a company is a registered non-profit, Google offers them a unique program to reach potential volunteers and donors.  This service is Google Ad Grants, which gives up to $10,000 a month in free ad spend. For small non-profits, this can be a major.  We recommend that non-profits reading this take a look at the Google Ad Grant Program. Similarly, send us a message if you need any help setting up a Google Ad Grant account, we would be happy to help!

I have the privilege to work with the directors of these organizations personally, and I am thrilled with the results that we were able to produce.  Creating meaningful content and plans is essential for non-profits. Because, like small business owners, non-profits have minimal budgets that they need to be able to direct appropriately.  Offering services pro-bono is my way of sharing Kallen Media’s passion for making the world a better place. The following are a few of the charities that I have had the pleasure of working with over the past year:

 

Charities We Work With

 

 

puzzle pieces together of charities we work with

The Tuskegee Airmen Scholarship Foundation (TASF) dedicates its scholarships to providing technology scholarships to minority groups in need.  TASF started from the first African American airmen group to fly during World War 2. Now they are sponsoring STEM scholarships to students who want to follow in their footsteps.

OBOL is a leader in animal rescue dedicated to providing food and critical pet supplies at No Cost for over 12,000 homeless animals a year in California to shelters, rescue groups, and pets of the homeless.  OBOL has donated food, crates, pet beds, blankets, toys, bowls, and critical pet supplies to those forced to evacuate with their pets. We’ve assisted more than just dogs and cats — rabbits and tortoises were also in need of our supplies.

Finally is The Wayne Foundation (TWF), which dedicates itself to helping individuals find their lost money.  This organization has found millions over the past two decades in lost assets and funds from the government.  The first two charities are both located in California, while TWF is in Mesa, Arizona, at the Falcon Field Corporate Center.  We are excited to present the charities we work with, and the causes they fight for so passionately.

 

Tuskegee Airmen Scholarship Foundation

 

Tuskegee Airmen Scholarship Foundation logo

The Tuskegee Airmen Scholarship Foundation required a social media plan.  I dove into their content and message right away. We were able to get the TASF setup with a Hootsuite account that would allow them to create and manage all their content from one place.  Once our content calendar was complete, it was time to lay out the plan for the scholarship winners.  The social media accounts we focused on included Facebook, Instagram, and Twitter with interest in branching out more in the future.

The most important part of the foundation is the students that they give scholarships.  This behavior led to creating posts highlighting the future graduate who would be receiving the award.  Once the plan was complete, I assisted in helping TASF applying with the Google Ad Grant foundation. Currently, TASF is posting the recipients of their scholarship for the upcoming year. We couldn’t be more excited to see how they can grow in the forthcoming years as one of the first charities we worked with pro-bono.

If you are interested in learning more about the Tuskegee Airmen Scholarship Foundation, you can find their website here.  We are proud to get behind this cause, and I would strongly urge our readers to check out their foundation and donate before the end of the year.

 

Operation Blankets of Love

 

obol logo

Operation Blankets of Love was a non-profit looking for assistance in both setting up and maintaining their Google Ad Grant account and campaign.  I am a certified Google Ad specialist. Previously I have worked with maintaining Google Ad Grant standards, so we were the perfect match.  OBOL focuses on building campaigns to target their specific volunteering events or donation drives.  Through working together, we created a set plan with target keywords. This way, we were able to create a Google Ad Grant campaign that is both compliant and generating clicks back to the website.

Over recent months, the fires in California have left more animals stranded without care or supplies.  OBOL is asking for any support through donations on its website to help these animals survive and find homes.  You can find out more information if you go to OBOL’s website, found here.

We are proud to have an on-going partnership with OBOL, where we assist in managing their Google Ad Grant.  This management includes updating keywords and adjusting campaigns to try and keep the calls as relevant as possible. Learn more about Operation Blankets of Love and how you can make a difference visit their donation page.

The Wayne Foundation

 

wayne foundation logo

The final organization that we have had the pleasure of working with this year is The Wayne Foundation.  Due to these changes, there was significant restructuring occurring within the organization. This restructuring resulted in a need for extra help in their web development team.  Kallen Media redesigned content for The Wayne Foundation and its sister company LostMoney.  LostMoney helps individuals lost property and assets that the government has claimed over the years.

With oversight from upper management, we were able to design fully customized websites.  LostMoney remade their entire website with the help of Kallen Media!  We were extremely excited with the results and being able to help a non-profit that was dedicated donating to other non-profits.  Several on-going projects are occurring, and I could not be more excited to help design websites for companies that are helping others.

The best part about LostMoney is that they are not looking to take your money.  Because LostMoney is free, the organization urges individuals who find money to donate a portion to charities in LostMoney’s name.  We believe these types of acts of selflessness are what genuinely make the world a great place.

Through the remainder of the year, we are hoping to serve more non-profits than ever.  If you have a non-profit and need some help with your website or internet marketing, please get in touch.  For those looking for more information, we have the “2019 Digital Marketing Recap” article.  This article goes more in-depth on charities we work with during 2019.

WordPress Plugins: How to Improve Your Site

When designing a website on WordPress, one of the essential pieces is going to be its structure.  In many cases, if you have a fully customized website, you will include various plugins to supplement parts of your site when utilizing the WordPress platform.  This platform allows for much easier creation and management than a custom coded and managed website. Plugins are used within the WordPress platform because they are programs designed to do specific things to augment and bolster your site, without needing custom code.

programmer coding a website

What is the most significant difference between using a platform like WordPress and coding your website?

1. Costs

the cost of good Webdesign can be incredible. WordPress websites can typically run in the hundreds to thousands of dollars. If you wanted a web development team to create a website, you would be looking at at least a $10,000 bill, which can be overwhelming to many smaller companies.

Deciding the primary purpose of your website will be vital in determining the path you need to go down.  If you are looking for fully customizable and unique functionality, you may need a web development team for a more extensive scope project.  However, most businesses will find that the WordPress route will allow them all the customization that they will need. WordPress provides for merchant processing and e-commerce plugins to be integrated.  This integration will enable businesses to run their shops entirely digitally in many cases without spending a large amount of money.

laptop with WordPress open

The bread and butter to any WordPress website are going to be plugins or unique code used.  There needs to be a balance of plugins with your other content. Having too many plugins can slow down your website.  Alternatively, there may be a point where plugins are messing with each other’s settings meaning that you are not getting full usability in some cases.  Kallen media is here to breakdown three common uses for plugins on the WordPress platform.

2. Search Engine Optimization

Often the purpose of working on WordPress is to avoid digging too deep into the coding elements of your website.  Search engines look at all aspects of your website unless you specifically tell them not to. When these search engines crawl your websites, they are looking for a variety of different factors to rank your site.  There are some elements that you can control, like how many keywords you embed and if you have all your proper tags in place.

search engine bar over map

There may be other elements like proper image sizing, 404 redirects, and a variety of more complex problems that you may have a harder time-solving. These issues are where specific search engine optimization plugins come in. By utilizing a variety of plugins, you can have images automatically resized to fit your website better.  You can have SEO plugins give you recommendations for pages as to how you can get the most search traffic.

3. Visual Builders

We are now at a point with website builders that we can design websites completely through a visible view.  This front end builder eliminates the need to code and allows for complete front end development capabilities. Some of the most common that Kallen Media would recommend would be Elementor and Divi.  Elementor offers a free version with limited features, while the Divi package offers yearly and lifetime licenses.

Utilizing visual builders allows you to bring design aspects directly into your websites.  Adding icons, pictures, and visual effects have never been easier. There are several beginner tutorials online that can guide you through building a website within a few hours from Kallen Media.  Of course, there are more functions once you dive in. But this is a perfect starting point for someone interested in creating a website. Alternatively, you could utilize Kallen Media to design, build, and teach you about your website.  This way, you are both informed and fully capable of making changes to your website without the need for a third party.

4. E-Commerce

The digital market is continuously expanding, and with it, so is e-commerce. So to be successful as an online business, you need to be able to process payments online.  Payment processing requires that you both have a merchant processor, and frequently, an e-commerce website. WordPress allows you to link merchant processors easily with their plugins like WooCommerce.  One other essential piece that you need to keep in mind is that you need to have an HTTPS security key to process payments through your website. This security can be purchased through most hosting sites, or contact Kallen Media for additional assistance.

store front sending out messages

Once you are working within an e-commerce website builder, you can display your products.  Whether it is physical products you ship out or services, you can show your business within an online store.  Setting up product pages is smooth and has full customization to make your business stand out from the competition. Integrating e-commerce software can seem overwhelming, but Kallen Media can make it simple with a free consultation!

After reviewing what WordPress has to offer, we would recommend trying your first website on WordPress. For now, we hope you enjoyed the article and would love to hear your feedback in the comments!

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