2011年底，Miri开了一个Google赠款account, which provides $10k/mo in free Google Adwords for nonprofits. Kevin Fischer and I tweaked our Adwords account over several months until we successfully spent the full $10,000/mo 3 months in a row.
这个qualified us for Grants Pro, and we are still grandfathered into that (now unavailable) $40k/mo level of free Adwords. The limit is actually $1350/day which is challenging to spend wisely, even with the recently increased max bidding level of $2/click. But with more tweaking we are now able to spend nearly all of it each month. Kevin and I probably spent 100 hours between us over the past few years optimizing this, but much of it was done while we were both volunteering for MIRI. Ongoing tweaking requires only an hour or less of my time per month.
流量很大（我们总数的2/3），但质量很小。在过去的6个月中，我们通过Google Adwords开车约25万名访客前往Miri的网站。
- 5000人阅读了我们至少一篇研究论文金宝博娱乐
- 500签署了新闻通讯（我们的真正目标，因为它使他们有机会再次收到我们的来信）
- 150去了志愿者网站（而且几乎所有人都没有注册）
- 100申请参加研究研讨会（尚无合格候选人）金宝博娱乐
我们的印象是，Miri特别困难地利用Google Adwords，因为我们的工作与人们已经知道的事情之间存在着如此的推论距离。许多things we could show someone who had never heard about us试图产生强烈的影响将是可能的more misleading than helpful。我们预计大多数慈善机构可以比我们能够更高价值使用Google AdWords，包括例如有效的利他主义元慈善或动物福利群体。
每个通讯订户prett支付16美元y bad, and it’s not remotely how we would spend $1350/day if it was unrestricted money. But, Adwords creates some value on the margin and we’re glad Google includes us in the program and that we’re able to reach new people about our work by using it. It’s 1000 new people getting our newsletter every year, and more eyeballs on our content. Some of them might pass it to someone else who would be good for a workshop, or something.
也向其他非营利组织发出警告：我们尝试多次吸引实习生或志愿者改善我们的AdWords帐户，但没有人擅长于此。许多远程支持者（其中一些人在AdWords上发誓很棒）都可以访问，并且没有对一个广告系列进行一次更改，更不用说创建新的实验并找到改进了。我们还简要尝试向承包商付款以制作新广告，他们至少尝试了一些事情，但是他们的广告并没有产生价值，因此我们不得不放手。
If charities work with volunteers or supporters to improve their Adwords accounts, I’d recommend requiring that volunteers produce proof that they are currently managing at least one other large Adwords account successfully (or only ask volunteers for cheap things like ideas and don’t expect any help from them doing the much more costly and difficult work of actually implementing their ideas).
