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Google Ad Grants: Connecting people to causes through free Google ads

Google Ad Grants: Connecting people to causes through free Google ads

hi my name is Michele Hurtado and I have the pleasure of representing the Google Akron’s team today whether you are an ad grantee or not already we hope that you get a few tips on how to optimize your campaigns and amplify your mission using Google Ad grants so on our agenda today first we’ll give a quick intro to ad grants next we’ll talk through how organizations can think about online goals after that we’ll get really practical to offer tips on how to use ad grants effectively and finally we’ll show you how to connect with AD Grants for further support so did you know Google now processes a hundred billion searches per month and accordingly Google ads have tremendous reach and show ads an extremely relevant actionable and measurable way this is likely a familiar view for you a Google com search results web page for some overall context to get started the green box shows advertisements and the blue box is what we call organic links to relevant websites our ads respond to an individual looking for something you just need to provide the answer and the beauty of these ads is that they’re super relevant to what someone is searching for so they’re really effective ad grants was created to give resource strap nonprofits access to these powerful ads – since ads can touch people at multiple points in their journey of getting help getting educated on topic engaging with the cause or donating so what is Google Ad grants we help connect people to your causes through free Google Ads with ten thousand dollars and free ad spend per month we hope that nonprofits can create meaningful goals to grow charitable giving online and reach large audiences in a relevant actionable and measurable way so a little bit about our program structure all of our ads offered in the a grants program will be text-based meaning we don’t have video or image available everything is shows up on the google.com search results page and it shows up below the odds of paying advertisers for regarding bidding we and highly encourage conversion based bidding strategy but otherwise you have a maximum manual bid of $2 in u.s. dollars and the budget as I mentioned is $10,000 of US dollars in in-kind Google ads each month so to become an ad grantee you first sign up for Google for nonprofits then you can enroll in ad Grants and will set up an account according to a creation guide that we offer finally you submit your account for a review now let’s talk about getting started specifically with ad grants Google Grants fruit should really drive your website visitors to take an action a goal for example and we’re going to talk through five steps first defining your goals second setting up your tracking third showing very relevant ads for learning and improving and five automating first you must put some thought into what you want someone to do when visiting your site for example a user would complete a search on google.com see your ad possibly click on your ad and then arrive at your website but often a user then doesn’t necessarily know what they what they can do when you have a lot of options on your website perhaps a rotating banner or a big donate button or an email signup pop-up so we need to help draw them into an action that you desire and that usually involves taking them closer to where they wanted to go on a not necessarily your homepage but a more relevant page on their site that’s directly related to what they searched for now website design is its own field but the point is to start with your clear goals of what you want people to do and lead them straight to that and to successfully get people to complete your goals you you bring them closer to the starting point for that goal and you build your site in a way that you can measure reaching each goal and the milestones along that path so for example a common goal amongst AG grantees would be reaching a donation thank-you page but how do people become engaged enough to donate obviously there’s many many steps along the way you can set your goals on the path to get there perhaps it’s spending at least three minutes reading your annual report or your case studies perhaps it’s signing up for an event signing up for your email newsletter calling in purchasing a membership purchasing a ticket etc so when you track your goals in digital ad terminology we call these conversions and these are really important because your ads are far more effective when you’re optimizing toward conversions not just clicks on the ads so what you see here are all examples that you can of things that you can track from your website through ad grants this is a whole lot more than clicks two additional things to note here each program or maybe department or team and each side your organization can set up their own goals you can actually make different campaigns for different goals and run them somewhat independently and if you’re tracking purchases or ticket sales or membership fees or donations it’s also worth noting that you can track the actual amount send that comes through so that you can optimize your ads towards growing that amount you can also track an average value for example if someone for example signs up to fundraise for your organization and you generally know about on average what each person raises to track we recommend a free tool called Google Analytics which integrates with your ads really well without tracking all you can really tell is your campaign reach like meaning how many people have seen your ads and clicked on them but that doesn’t really give you actual Meishan with tracking and with the many data views that Google Analytics offers you can understand campaign effectiveness such as which ads get someone to take an action which pages on your site people spend time reading which type of visitors are likely to sign up for your newsletter or how long it takes to donate and what path they follow and this is helpful so you can focus your time on where it’ll move the needle and know what’s not working and as an extra tip on tracking if you go through the process one time with a developer to install what we call a Google tag manager which is also another free product Google Offers that if you configure it upfront with a developer one time then anyone without coding experience could still deploy your tracking your goals you can actually set up tags through Google tag manager in a much more friendly user interface and then importantly it’s not just a matter of having Google Analytics available on the side but you’ll have to link your grants accounts to your analytics accounts in order to empower import those goals so that you can optimize your I’d grants ads for them so once you have your goals planned now let’s talk about how you track goals in digital advertising terms so you can track online with address in five ways first is a destination goal meaning you count when someone reaches a webpage that is a destination goal like a thank you page for signing up for your newsletter and so that’s important when you’re thinking about your website design to say let me put a page on the other side of this goal in order to track it well this isn’t it’s a common way to set it up and it’s an easier one to set it up of course if you if you’re not able to do separate pages or for some website design reasons you wouldn’t want to we also offer event tracking which counts a goal if people take an action like clicking on a submit button or the play button on a video for example or contact us button even if it like leads to a pop-up widget and not necessarily a contact us page you can track the click of the button instead next is what we call smart goals in Google Analytics specifically and a conversion that it’s basically a conversion that Google figures out is valuable to you by looking at the actions of the top 5% of highest quality clicks in your site and it uses machine learning to examine dozens of signals and sets thresholds to imitate the actions of those who look like the top 5% of your website traffic based on their duration of the time of their on your site the page is visited and much more and then the last two are duration and page pages visited meaning someone you set it up so that you see if someone spent at least let’s say three minutes on your site for example or or if they clicked on at least five pages on your site and these are helpful because you’d want to adjust your campaigns so that people are actually staying on your site after they click and reading and engaging with you rather than getting a click that might just say oh this isn’t as relevant and bounce off your site right away and several of these tracking methods are only available in Google Analytics it’s a still a free product it’s pretty much just as easy as setting up conversion goals in Agron’s directly but it’s um it offers a whole lot more now also to the point about tracking your donations and yours and your specific values if your donations flow through a donation processor such as classy or blacked out or Convio for example our network for good you can still track whether your ads lead to donations even though it’s possibly on a separate site we have partnerships in place and it’s simpler than a slide even makes it look especially when you’re using Google Analytics for example you would generally just link with a platform like classy comm you would set up a sub-domain like donate your charity name.org and next you add your Google Analytics account number to classy as integration section of the profile or other platforms I know call them widgets in Google Analytics then there’s just a couple steps here you you’ll exclude your subdomain from being a referral URL and instead enable what’s called cross-domain tracking that involves one piece of code on your donation page but then it’s it’s standard set up from there it’s just you you probably already have an ecommerce tracking setup but if not you just enable that and that specifically allows individual transaction IDs to be tracked lastly you log in to your advanced accounts and you import your goals that you’ve set up in in Google Analytics and with this you will know how much ads contribute to your fundraising so we just learned about defining your goals and setting up tracking now let’s talk about showing relevant ads improving performance and automating towards results so back to this google.com search results page in this example someone somewhere is using Google to look for a place to donate old coats they start by typing a term into the google.com search box this is called a search term Google returns search results which are made up of search ads at the top of the page and organic results on the bottom if a search term is a question like someone asks Google essentially think of your search results or all the search results really as the answers to that question and now how do we match those two up how do we make sure that the person searching finds your nonprofit that’s where keywords come in think of keywords as the words which trigger your ads to appear on the right side this is actually what you would see in your account and you’ve chosen keywords that you want to show your ads form and the search terms are the exact things that were entered into the dot into Google com but a given keyword may actually show ads for several types of search terms or even a long long question that’s someone types in the key to all this is to pick keywords that match search terms where the person searching would want to click on your ad and will stay interested in on your site to take an action so how does google show an ad or know which ad to show to someone typing on google.com well you tell us which types of searches you want to show an ad for in it as as we just discussed as keywords and then in the account you want to group keywords together so that you can write a very relevant ad for that set of keywords that’s shown here in green and we call them ad groups because each green box would have a unique set of ads for the keywords in them for example in the middle section all the keywords indicating an interest in volunteering as a student show one ad and keywords relating to volunteering on one’s holiday would show a different ad then we further group ad groups into what’s called campaigns here in blue this is especially necessary if you have a different geographical approach or if you want to adjust where you spend your your budget for example if you want to show that you offer support groups in certain locations you can set up a campaign with keywords and AD groups related to different types of support groups only do you only showing ads to a local area but you can set up another campaign with broader with educational resources to a wider audience if you wish now let me give an example on grouping keywords in this example we have a long list of keywords in two ad groups for you know one for kids classes and another for adult classes let’s look at this example about coding learning to code and basically in this in this sense if you set it up like this you’ll show the same ad for people looking for kids coding classes whether they’re asking about tutoring with they’re asking about online whether they’re asking all different ages and you’ll show another ad to everyone who are who are adults looking for possibly a little bit quicker ways to learn and that’s okay that’s good but we can get a little bit more specific so in this better example we break down even just the first ad group from the good example into different types of kids ways to learn coding so here we’re showing we’re going to show a different ad to those who are looking for kids online coding classes versus those who are looking for live coding classes in person or another one that’s just more like self-study or website or more general taina kind of topics so that you show that you have options perhaps No we could also take this further and we could replicate this structure for the specific type of age range or maybe if you specialize with girls or with those with disability you can actually break it down a whole lot further if you if you wanted to make your ads very specific which is usually a good thing and so generally we would recommend about five to fifty closely related keywords to each ad group but if you if you have more than that it’s usually a sign that you can break it down a little bit further and show a more relevant ad to that group of keywords now let’s talk about how to identify keywords we call this building out your keyword list and there’s a lot of ways to do it and most most of your inspiration is going to come from your your own cause right your website structure and and you want to add keywords that reflect each of the goals of of your sections of your website you also can use add grants to just show ads on upcoming events because it’s soup it’s very dynamic it’s something you can add keywords really quickly and I’m alive very fast so think about your upcoming programs that you have planned or or awareness month that may spark interest in your cause another source is certainly through Google Analytics so because Google Analytics is more than just tracking ads it’s also tracking all of the people who certain click on your organic links you and also other sources as well you’ll get a lot more possible search terms listed on Google Analytics that then you might decide to show an ad for as well another option is Google Trends which is a site that we offer that shows what’s generally trending in in Google searches often related to news and so you can get a sense pretty quickly about what’s what people are looking for related to events or you know if a celebrity endorses something or that sort of thing and you can get an A campaign running up and running very fast to respond at a moment’s notice and then another huge way to find keywords is actually from what we call inside your account it’s a search terms report and it shows you the actual search terms that google.com saw to show your ad and so you use this report to find both new keywords to add to your list so that you can become more specific and the way you art are showing your ads and it also allows you to see what keywords you problem you may not want to show for and add what we call negative keywords which are equally important to to the standard keywords you want to look for keywords that that just actually don’t make sense and it happens a lot like it’s let’s say that you offer study abroad services which then can kind of get into this whole space from a keyword perspective of travel and so you might want to look or you definitely look at your search terms report pretty often at least once a month in order to see what are the terms that you’re showing up for make sure that you’re not showing up for let’s say luxury of occasion type of T keywords so to just kind of harp a little bit more on the search and the importance of the search terms report this is what it looks like inside your account on your keyword tab there’s just a another search keywords there’s another tab called search terms and here you’d want to actually literally go through the list and you can click on them to the side and either add them as a as a standard keyword or you can add them as a negative keyword if they’re not actually relevant to you there’s a negative option now so when you see which ads and keywords are really working well for you there’s two main levers to grow them you can first add more variations of that keyword and you can group them even more tightly into more distinct ad groups and then try different ads for those keywords because what you would be trying to do there is if you know they work you want to make sure you’re getting as many clicks for those kinds of keywords as possible and then another option that’s definitely that’s certainly worth considering is consider supplementing your ad grants account with a standard paying account because ad Grants ads show after paying ads it’s it helps you get a good sense of what’s working for you but if you’ve found some keywords that perform very well for you you probably have a great start in getting more people to show to show to see your ads in a standard account because the volumes are understandably higher in a standard account now once you’ve decided what searches you want to show your ads for you actually need to write some ads and so let’s talk a little bit about creating effective tips and offer a few tips here first use actual keywords in your ad titles wherever wherever possible and appropriate because if you think about it when someone’s searching on Google com they’re using their own language to do so and there that’s the that’s referencing the frame of mind that they’re in and so when there’s content directly related to what they just searched for in their own terms they’re more likely to gravitate towards it next have a call to action for example you want to actually show them you know something like buy a backpack here and we’ll donate one to a child in need so that it’s not just straightaway if they’re looking for a backpack or if they’re looking to help students get back to school for example you you want to actually show what you offer right away because other ads are showing as well right so you want to make sure it’s um it’s something that they notice and and want to help with next and very importantly is to have a really relevant landing page so it’s send users to a specific targeted landing page that answers the need of what they were searching for or shows them exactly what they were looking for that’s really important because if and we’ll get into this in a little bit but if you’re sending them to less relevant landing pages and they just start leaving you know they bounce from your website Google’s quality checks will assume that that’s not very relevant and will show your ads less and then next and on a very similar point show your ads in very relevant locations so you want to make sure that if you don’t actually offer a service in one state or country or county that you’re not showing ads there because again people will figure that out as soon as they get to your site they’ll probably bounce from your website and then you’ll end up showing fewer ads because of it that’s irrelevant we’re in low quality generally we recommend testing three to four ads in each ad group with different messages because you can always see in tests which one gets the higher click-through rate now we also offer what we call extensions and to literally they extend your ad with helpful information so here are a couple options of numerous ones but a particularly helpful and fairly Universal extension is called site links which links to specific pages on your site and that helps a person searching to go directly to where they want to go and these are actually required for Google AdWords account it’s it’s you know especially on something like your brand’s terms or a little bit more general terms you can give them specific date you know actions to take like if they’re looking for a marathon you can show them that you maybe offer a couple or you can give them a way to fundraise for that right then in there and show them some options so that you can get them closer to what they want or they can at least they can find it and just remember no matter how good your ads are it won’t matter unless you send your users to a good landing page so what makes a good landing page there there are several factors and that could be a whole video on its own but a couple tips is to think about content of course make it unique and relevant very relevant to what they were searching for in particular be clear meaning it’s it’s always important to be clear about why users on shouldn’t do something on your on your website or make it easy for them to read and you know people’s attention spans are fairly short and so you know have a sense of what to do right away when they land on that page if I obviously you know especially in our in our world nonprofit content you want to create content that helps people you know really make them think but but you don’t want them to wonder necessarily why they’re there or what they should do next and so to that point you also want to always have a call to action of some sort on your landing page so that you you draw them in to taking an action right then and there or to you know if they’re learning something to to take it to take an action to do what they needed to to help the situation now landing page experience is one of the key components to what we call quality score which I referenced earlier and now directly in your account as you can see on the screenshot on the right you’ll see in your account that Google will show a quality score keyword so that you can tell whether users are fine your ads useful or if you need to take action now each keyword is rated for you to give you a score from 1 to 10 with 10 being the highest and it’s rated on 3 3 components so the first is expected click-through rate which means how likely is someone to click on your ad based on the search term and based on what other ads show up for that term another component is about added relevance so it speaks specifically to your to the ad copy that’s showing up for those keywords and how relevant your ad is to the search and then landing page experience gives a sense of whether users stay and find the content engaging or whether they leave pretty quickly on your site so it gives a sense of that in in the expected or when you hover over a status column you can you can see that for any given keyword or you can also add this view to any of your any of your account views inside Google AdWords now you really don’t want to be showing for low quality ads and nor does the gern’s program permit it so it’s worth reviewing keywords that have a quality score of probably about 5 or lower and for the really low ones you can follow this guide here to set up an automated rule to pause the keywords with a low quality score but it’s a little bit simpler than it looks on this slide and and actually is a helpful tip you can find a 3 like for example in this case you can find a 3 minute video walking you through this on our YouTube channel but it’s what we also have many other videos I can kind of show you some specifics on on how to take this training and go a little bit deeper now another automation tip we have a concept of bidding in our ads and for add grants it’s not it’s it’s not usually an incredibly tough part because you have a lot of budget to use in some ways it’s actually really hard to use all of the budget that I grants offers you so we just recommend a automated way to bid which is primarily the one that we recommend is called maximize conversions and it’s found in the campaign settings portion of your account and what maximize conversions does is allows the system through machine learning to set the bids to get as many possible conversions or remember your goals as possible within the budget and that usually works really well to give a lot of more complexity to your bidding strategy while saving you a ton of time but of course this only works if you have goals set up as conversions in the first place and you’re optimizing your account to them so now we’ve come full circle if you will so just start closing here you the way to learn and improve in your account and optimize towards your towards your goals is to review that the reams of data that are available in your ad grants account at times which can be both daunting and empowering there’s a helpful overview tab that shows you trends and changes so that you’ll know where to focus your attention obviously you want to spend more time on the things that are driving the most visibility to your to your site and the things that are driving the most actions on your site and this is really important to understand what’s happening what you know not just what searches are triggering your clicks but very more importantly what what keywords and clicks are triggering your goals your conversions so that you know what your audience responds to and you can tailor custom columns on any view in your account to display specific types of data so the default view simply shows a couple key metrics like impressions and clicks and the calculation of click-through rate between the two as well as your cost but we highly recommend setting yours up to see more of the fields like conversions and Quality Score now to close out some tips let’s leave you with a few action items so first whether you have been with us and Agron’s for a long time or brand-new it’s worthwhile to spend some time reviewing your goals and making sure that you always start a campaign by defining your goals ensuring that you have your tracking set up properly is imperative and we highly recommend that Google Analytics is used to track it’s very it’s very robust and integrates really well next we want to have you show relevant ads which is done by ensuring keywords are grouped tightly into ad groups so take another look back at your ad groups and and just tighten the those themes in each ad group so that you are showing a very relevant ad to each and every keyword next we encourage you to take some time in your account to learn and improve maybe it’s just checking your search terms report monthly or bi-weekly even better and setting up some automated rules so that you can save some time in order to to redirect your time towards that for example by pausing keywords through automation when they have low quality scores and lastly you absolutely can use automation in your account and so in your campaign settings we highly recommend enabling maximize conversions bidding so now let’s close with ways that you can I access a grant support so especially on the topic of policies that has always had a lot of that always has a lot of questions but Agron’s does have a set of policies to help make sure that the ads create meaningful connections between people and nonprofits so for example we have three main overarching policies and the first is about mission based campaigns that’s where you just really want to make sure that your ads are relevant enough to make those valuable connections to people searching so have to be specific enough keywords have to be good descriptive ads and really and the website must be relevant to what they’re looking for and on the notion of website we also require a high quality website it’s it must be approved through the advanced enrollment process or through a forum on our Help Center for any websites that you run and then lastly is account management expectations so you know a well maintained account is imperative to show users the right ad at the right time so please take some time to read our program policies by visiting our Help Center at www.osr.wa.gov.au/payrollenquiry an online marketing challenge which is a way for students who are learning digital skills in marketing classes in college and university to volunteer with your ad grants accounts for about six weeks and help you get a overview and and some new strategies on the bottom in blue we have a pretty robust YouTube channel with several webinars that we’ve hosted on educational topics for example on how to raise ad quality how to set up that automated role how to select keywords or how to fix conversion tracking and then on the bottom right in green is our really active ad grants online community forum which is a great way to ask questions and get help largely from professionals in the space but also from others who share the same cause as you know so you can get more specific and and the Agron’s team watches that also we also proactively send you messages and emails so if you want to connect with us for invitations to emails that are personalized and offer account tips or to offer volunteers from time to time or hands-on workshops in your community which we do you know at least a dozen times a year or notices when we’re going to be at a conference maybe you we encourage you to keep an eye out for in product notifications which is the little bell on the top right of your account or sign up and ideally sign up for our emails because we are we’re pretty diligent going to only sending you the good stuff from Akron’s and so to set up you emails from us you’d want to go into your Agron’s account and click on the tool icon in the upper right corner and under setup you click preference click your notifications and then opt in to the email specific the ones that are called customized performance and suggestions as well as special offers that’ll get you access to be to invite it to be invited to two local workshops or to be given volunteers or when we’re running special events or or campaigns to help certain causes during a busy season for example so I will end here with a list of resources for you in a few short links also you’ll note here that we also have a customer service phone number of course – and our help center and everything else I think I mentioned already but we hope that you find these resources useful and welcome your questions on our online community forum for example and hope you come back and see another video to take this training a step deeper thank you for your time

4 thoughts on “Google Ad Grants: Connecting people to causes through free Google ads

  1. I just received a phone call claiming to be GOOGLE offering me a 14000.00 grant to use whatever I choose to spend it on!! REALLY!!??

  2. Hai can you halp me to subscribe my channel.. i have youtube channel's from 2012 why not subscribe my channel

  3. How is my Google Ads account to be known as a Google Ad Grants account with the in-kind budget allocated to it. We are an approved Google for Nonprofit charity but I am unable to have Google Ads recognize us as such even when using the same e-mail address. Have spent hours on the phone with no resolution whatsoever. Please advise: [email protected] or 312-259-4125

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