Raise More Funds: Crafting Google Ads that Convert with the Google Ad Grant

featuring Jessica King, Getting Attention

Transcript

1. Raise More Funds: Crafting Google Ads that Convert with the Google Ad Grant
2. What We’ll Cover Getting free ads Best practices How search ads work Real-life examples
3. Getting Free Ads
4. Google Ad Grants Overview The Google Ad Grant provides up to $10,000 per month in Google Search ad credits.
5. Who is eligible? Registered 501(c)3s Schools or educational institutions Hospitals or healthcare organizations Governmental entities
6. Application Process Immediate 1 - 3 days 1 - 3 days
7. How search ads work
8. Here’s how Google reads a page Title Links Paragraph Image captions Calls to action (CTAs)
9. Understand how search ads work ➔ Understanding the Google Ads auction ◆ Keyword competitiveness ◆ Bid ◆ Ad quality ◆ Landing page quality ➔ Learning how to research keywords ◆ Volume ◆ CPC ◆ Search intent/funnel position
10. Tools for the job Keyword planner Third party tools vs. - Free - Uses Google’s data - Insights about your site - Limited free tiers - Uses their own data - Lets you search competitors
11. Best practices
12. Constructing a campaign Outcomes We want to segment our campaigns in logical ways, with distinct keyword groups. One way to do that is by outcome (e.g. by program, donations, volunteers, blog, etc.) Keywords Ideally, you want keywords to be relevant to your organization AND your outcome. We don’t want to mix tons of types of keywords into one campaign. Landing pages Ensure you’re identifying a landing page with a good user experience, features keywords relevant to the outcome, and lets the user take an immediate, relevant next action. 03 01 02
13. Structuring Your First Campaigns Generally speaking, you want your campaigns to be SPECIFIC to increase their relevance. The more you can keep your intent specific, the better your campaigns can perform, because it improves Google’s understanding of what the campaign is about. Relevance is key for Google!
14. Less is more! When you’re creating campaigns and picking keywords, you may need fewer than you think to get started! ➔ We typically start with 3-5 campaigns ➔ In a typical campaign there may be around 20-100 keywords. Rarely would you need many more than that! ◆ To illustrate: typical GA accounts range between 500 - 1,000 keywords total. ➔ What’s most important to think about is the relevance of your content to the keyword, and your keywords to the actions you want people to take!
15. Real-life examples
22. Summing it all up The Ad Grant provides $10k per month to promote your cause and events Google decides what to show by weighing relevancy and quality in the Ad auction Consistency across your keywords, ads, landing pages and CTAs help your Ads convert! Keyword research can show you if search is the right medium to accomplish your goals
23. Questions?
24. Getting Attention ✉ jessica.king@gettingattention.org 💻 gettingattention.org linkedin.com/in/jessica-king-gettingattn/ Jessica King | Business Lead