Tip number 1 for NonProfit Google Grant accounts.
Nonprofit accounts have the chance to advertise using Google Ads. This is a huge opportunity for a non-profit organization. This gives your non-profit the ability to be placed in front of new people.
Imagine for a moment how much better the world will be if your entire city, state, or district knew how your nonprofit is helping the community!
Tip number one: create a solid campaign structure and follow Google’s rules.
Remember that campaigns are made up of ad groups. Ad groups are made up of keywords and ads.
One way to think about this is by visualizing them as buckets or containers.
Account>Campaign>Adgroup>Keywords>Ads
Each gradually getting more granular and focused by theme. Google has released the necessary benchmarks that accounts must maintain in regard to key performance indicators, so stick close to those parameters.
Having an organized and structured campaign helps to lay the foundation in order to build out complexity as your account grows.
Tip number 2 for NonProfit Google Grant accounts.
Using Google Ad Grants to advertise your nonprofit is a wonderful way to not only grow donations but more importantly getting the message out there!
It is in your best interest to do everything within policy to help leverage your campaign for growth.
Tip number two: take advantage of all the allowed extensions.
Since Google Ad Grant campaigns can only advertise within certain parameters, be sure to use all the allowable extensions on your campaign. From the top this means:
Also, when I mention taking full advantage of campaign extensions, I do mean max out the character limits on all extensions.
This will help increase click-through rate (a very important metric for Google Grant accounts) and allows for more real estate during the search.
Tip number 3 for NonProfit Google Grant accounts.
Saving the best for last! Most Google Grant campaign that I have audited or manage come to me with one main pain point.
The conversation follows something like:
Nonprofit: We have had the account running for three months and just can’t seem to spend over a few dollars…
This brings me to…
Tip number three: use automated bidding and open up your account.
Prior to the AI and onset of automated bidding, manual bidding ruled the Google Ads space.
This all changed a few years back as accounts became more complex and Google realized that opportunity was being left on the table during auctions. Along with a handful of other reasons that we will cover in a future blog…
Traditionally there has been a $2 threshold on max bids for Google Grant campaigns.
One way around this is by using an automated bid strategy. This allows Google to decide on the appropriate bid on keywords and expands the reach of your keyword bids.
Getting started 🎉
Now that you have three tips for generating more eyes to your Nonprofit organization go ahead and apply them to your campaign.
Make your website into an information-driven machine and take advantage of all the Nonprofit tips at your disposal!
Have a goal in mind—and make a plan on how to get to that goal.
I have put together an infographic reviewing the key takeaway points. I hope this helps in your digital marketing initiatives.
As always, let me know if you have any questions, or would like to talk more about Google Ads for Nonprofits.
I’m always happy to answer any questions and figure out how inspirationPPC can help you grow your marketing initiatives!
