Do you have a Google Grant? Planning to apply for one? Then the lessons below will be invaluable. I’ve listed these Ad Grants videos in the order I recommend you watch them, especially if you’re new to using Adwords.
Welcome to Google Ad Grants
An introduction to the programme, which gives more than 35,000 nonprofits up to $10,000 per month in free advertising in Google Search results. Watch this if you’re completely new to Ad Grants.
Optimising your Ad Grants account for ads quality
A more in-depth introduction to the Ad Grants programme, and its new focus on quality since the new policies were introduced in January 2018.
Choosing, reviewing, and optimising keywords
Choose keywords to help your nonprofit reach the right audience. This livestream recording gives you tips to ensure your keywords reflect your organisation’s mission, are relevant to your program and services, and are specific enough to provide a good experience for users.
Creating effective ads to meet your goals
How to write compelling adverts, use ad extensions to best advantage, and test both your ads and your website’s landing pages to identify which perform best.
How to keep your Ad Grant account’s Click Through Rate above 5%
An Ad Grant policy states that you must maintain a 5% click-through rate (CTR). That’s for the account as a whole, not for individual campaigns, ads or keywords. Failing to meet 5% CTR for two consecutive months can result in account deactivation. Here’s the recording of a livestream on YouTube where the Ad Grants team explain how to improve your CTR.
How to set up conversion tracking, and fix common problems
You are encouraged to track what actions people take on your website, set up goals and switch your Adwords campaigns to use the Maximise Conversions bidding strategy. This focuses on practical, real life results rather than simply aiming to get more visits to your website; it also allows your keywords to automatically bid above the usual $2 limit.
But… it does take some explaining, and you have to make Google Analytics and Google Ads share data and work together.
Create an automated rule to pause low Quality Score keywords
Your ads need to be highly relevant to your keywords. If they’re not, your keywords will get a low Quality Score. If your Google Ad Grants account has keywords scoring only 1 or 2 out of 10, it could be temporarily suspended until you fix the problem. Rather than go through that inconvenience, why not create an automated rule? Each day, low quality keywords will be paused, and you’ll be emailed a notification so you can deal with them. It’s simple to set up an automated rule in Google Ads (previously called Adwords): just follow the instructions in this video from Google Ad Grants.
Need help with your nonprofit’s Ad Grant?
I can offer ongoing account management, or if you prefer to run your account yourself I can provide a one-off audit and/or training sessions.