In this video I demonstrate how to use the Search Terms report to discover which words people actually searched for, so you can identify your most useful traffic in Google Ads.
I’ve started a YouTube channel, publishing bite sized, practical training sessions for nonprofits using both Ad Grants and paid Google Ads accounts: there will be some beginner level tips, as well as advanced techniques and discussion of strategy. Please watch and subscribe.
Check the Search Terms report regularly to find out what people actually searched for
The Ad Grant is free in-kind advertising, a donation by Google. But even so, your charity shouldn’t waste this valuable asset. Target your ads as effectively as possible, to reach the right people. Choose relevant keywords to target people who are likely to convert; and use the Search Terms report to discover what people had actually searched for that led to them visiting your website.
When searches are less relevant to your organization’s objectives, add them as Negative Keywords
Negative keywords prevent ads getting shown to the people who are not your intended audience. Essentially, you’re filtering out the people searching for information that’s in an incorrect context.
Is your charity trying to raise awareness about the plight of endangered wolves? Then you probably don’t want your ads shown to people searching for werewolf facts.
Here are a few examples of search terms I found on the Ad Grant account of a wildlife conservation charity.
In a campaign seeking donations to save pangolins from being trafficked: where to buy a pangolin (definitely not what we’re promoting)
In a campaign to protect rare ducks from having their eggs stolen: how to poach a duck egg.
It should be clear by now, that context is a problem in Google Ads. Your charity is trying to save endangered species, but your visitors are looking for duck egg recipes, tips on trafficking rare animals, and solid facts about the wolfman.