Last year we asked participants in the Google Grants program to submit surveys about their experience with Google Grants, AdWords and other products. Of the responses we received, we were able to glean a bit of insight into the industries that make up the non-profits in our program and would like to share those insights with you for the purposes of creating your own benchmarks and metrics in this monthly benchmarking series. This month we’re featuring the Arts, Culture & Humanities category of the non-profit industry. Look to future months for other NTEE non-profit categories .Arts, Culture & Humanities Grantees in this segment of the non-profit industry were most likely to track website traffic as their most important metric, state "reaching new constituents" as their main mission objective served via their Grant and state "raising awareness" as the main marketing objective served via their Google Grant. With regard to the performance of their Grants AdWords account, they received an average of 19% of their total site visits from their Grants AdWords account and an average of 12,000 conversions over the last year (11/2009 - 11/2010). An average of 7% of Arts, Culture & Humanities organizations who responded to the survey report that they currently use an agency, SEO or SEM to manage their Grants AdWords account. Check back next month when we’ll feature benchmark information for the Education segment.Posted by Jessica Vaughan, Google Grants Team
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