update adwords guide with feedback from external partners

[davewhiteland]

Collecting changes in this issue @Gemmamysoc @MyfanwyNixon

[garethrees]

Marietta’s feedback on Adwords guide (not sure if this has been addressed):

Eligibility: In Hungary its not handled by TechSoup (https://en.wikipedia.org/wiki/TechSoup_Global) or Google; but handled by an NGO (https://www.civiltech.hu/about-techsoup). need to approach a hungarian ngo to apply for grant. Would be worth adding wording to communicate this in guide. Liz: [I think the process is that in some countries you have to be registered as a non-profit with your local TechSoup Global partner in order for Google to recognise you as a registered non-profit (as opposed to approaching a third party to request the grant) - per-country eligibility detail here https://support.google.com/nonprofits/answer/3215869?hl=en)]

Not clear what the difference between adgroup and campaign; felt like we just jumped to creating an adgroup

Always have to add English and your language. Spent an hour on a call with google support. Might be useful to know that they’re helpful on support. They have forms where you can request help; You can say “call me”. Seems like they’re proactive in helping.

[garethrees]

Looks awesome!

There's a lot of content on this page; would the following structure make it less intimidating for people new to Adwords?

http://alaveteli.org/docs/running/adwords
What are Adwords?
Google Grants
  Where to find out more
  Eligibility
  What does a Google Grant give you?

http://alaveteli.org/docs/running/adwords/getting-started
Planning your Adwords
  What do you want to achieve?
  What keywords do you need?
  Methods for finding keywords
  Landing pages
  Plan your Ad Groups
Setting up Adwords
  Bids
  Why all this preparation?
Maintaining your account
  Understanding your account’s performance

http://alaveteli.org/docs/running/adwords/advanced
Advanced Google Ads
  Other methods for finding keywords
    The content of your site
     Your most popular requests
     Organic search terms
     Use Google’s suggestions
  Keyword types
  Bulk uploads
  Keyword insertion
  Negative keywords
  More sophisticated landing pages
  Beyond the landing page
  What will affect your ad’s placement?
  Google’s assessment of how relevant your ad is
  Your upper budget
  Tailored search results
  Applying for the higher-tier Google Grant

[Gemmamysoc]

Link to guide on alaveteli.org: http://alaveteli.org/docs/running/adwords/

[MyfanwyNixon]

@garethrees Your divisions seem like a good idea.

@dave_w Here are some changes in regards to Marietta's feedback, thank you:

She feels that the difference between an adgroup and a campaign isn't very clear; she felt like the guide jumped to creating an adgroup.

Solution: Substitute text as provided here: https://docs.google.com/document/d/1MIT4k5_Hxjb9165uHdB6J_yP9Tn-JHVjM0hjSnzOopY/edit#

She said that Google told her that you always have to add English and your own language when creating an AdGroup.

I'm not sure about this and haven't yet found confirmation, but will tweak if I do.

It might be worth noting in the guide that you can request help from Google using the forms they provide- they call you back and talk you through issues. She has done this in the past and found it useful

Solution: Change:

You can find lots more about Google Adwords on their own Help pages at https://support.google.com/adwords — and you can often find the answers to questions by Googling them, because whatever problem you have, the chances are that it has been experienced by others, and solved, before.

To: You can find lots more about Google Adwords on their own Help pages at https://support.google.com/adwords. There's also a 'help' button at the top right of every page in Adwords. You can ask questions via email, live chat or phone, and if you hit problems, this is often the quickest way of getting a definitive answer.

Additionally, you can often find the answers to questions by Googling them, because whatever problem you have, the chances are that it has been experienced by others, and solved, before.

Eligibility: She mentioned that in Hungary getting registered as a non profit isn't handled by TechSoup or Google, but by CivilTech.hu. Perhaps the guide could be clearer on this?

Not sure about this - we don't mention tech Soup; we just point to https://support.google.com/nonprofits/answer/3215869?hl=en&ref_topic=3247288 so it's possible the comment was directed at the Google documentation?

[lizconlan]

Copy updated, restructuring of content into smaller pages still to do

[Gemmamysoc]

Shall we add link to WDTK exported Adwords to guide: https://github.com/mysociety/alaveteli/files/176522/Adwordswdtk.zip ? What do you think @MyfanwyNixon ?

[MyfanwyNixon]

I'm a little nervous about sharing our adwords, perhaps needlessly - but I don't feel that they're necessarily the perfect model. They're always a work in progress!

[garethrees]

I don't feel that they're necessarily the perfect model. They're always a work in progress!

Alaveteli itself is most definitely not perfect, and very much still a work in progress as we learn about how to make this thing work across continents. We're learning in public view (source code, GH issues!) and I think people appreciate that Alaveteli reflects our current understanding of the domain. Feedback is the best tool for learning, so sharing our Adwords and seeing successes/failures elsewhere will accelerate our learning and hopefully everyone will benefit.

[MyfanwyNixon]

Well, that's fair enough. Probing this further I guess I'm aware I've been the sole guardian of Adwords for the last few years, which is probably where the nervousness/feeling of responsibility comes from! But as you say it's probably a good idea to challenge that.

[crowbot]

We need some links to the adwords guide from other places in the docs - notably, but not exclusively, the menu.

[garethrees]

I noticed that currently the guide isn't getting found by the Google Site Search: http://alaveteli.org/search/?q=adwords

[crowbot]

Added adwords to sidebar and submitted URL to google.