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The Ultimate Guide to the Google Ad Grant (2019)

The Ultimate Guide to the Google Ad Grant (2019)

(upbeat music) – Welcome back, in today’s
video, we’re gonna talk about the ultimate guide to Google Ad Grants. If your nonprofit has a Google Ad Grant, this video is for you. If you don’t have a Google Ad Grant, check out this video. It’s gonna show you
exactly how to get started. So for those of who do
have a Google Ad Grant, in today’s video, I’m
gonna share some tips, so that you can learn how your account can perform at its best,
and you can spend more. I’ve helped nonprofits
spend over $2.5 million and there’s definitely some best practices and we are gonna jump into those today. I’ve also been in your shoes. I’ve been in the nonprofit trenches. I worked at a nonprofit
and my first exposure to the ad grant was, hey, we
have this grant, manage it. So I had to self teach myself everything. And I wish that I had a video like this that could have helped me learn
how to maximize the grant, so that it could have been more effective. And the truth is, it’s even more difficult and complicated to manage the
Google Ad Grant program today, so I’m really excited to
share these tips with you. So let’s jump in with
a shocking statistic. Google recently reported that
Google Ad Grant recipients only spend about $300 of their ad grant on average every month. This is not a lot of money,
and so a lot of nonprofits are applying for the
grants, they’re excited, and then they just get defeated because they’re not able to spend much
and they don’t see results. So if your nonprofit has the grant and you haven’t been able
to spend even half of it, comment below if we want to spend more. At the Digital Marketing
Academy For Nonprofits, we help nonprofits spend $7500 out of their $10,000 ad grant on average. For some nonprofits, it’s a little less and for some nonprofits, they hit that cool $10,000 every month. It just depends on your niche, and the type of keyword
volume, the search volume that’s appearing for your
keywords and your phrases. All of the tips I’m gonna
share with you in today’s video are gonna help you manage
your grant more effectively. We’re gonna talk about account structure, keywords and phrases, landing pages, ad copy, quality scores,
and bidding strategies. So let’s talk about account structure. The way you wanna structure
your ad grant account is by campaigns that are
very broad and then ad groups that relate to that
broad campaign concept, and then within each ad group, have very specific keywords and phrases so that you can be the
most relevant as possible. One of the keys to Google search ads and the Google Ad Grant is to be relevant. The more relevant your account is, the more Google will show it to people looking for your keywords
and your phrases. So the way that I like to
think about account structure is actually mirroring
the website navigation, or your website navigation. So most likely, you have
a website that has a menu. And on your menu, you have
very specific categories so that it’s easy for
people to find information. This is how you wanna set up your campaigns within the Google Ad Grant. So you may have a very broad campaign of volunteers, or recruiting volunteers. You may have a campaign for services. You may have a campaign for events, and you may have a campaign for donations. Whatever applies to your nonprofit as the bigger concepts,
that’s where you wanna start in the campaign structure. Now, within your campaigns,
you can add ad groups. So let’s say that you’re looking for volunteers to help with the food drive. You can have a specific ad group that has those keywords and phrases under your volunteer campaign. And now let’s say that you want
to have a different campaign for volunteers to build
a community garden. You can start to see how if
you separate these keywords and phrases and segment
them down to ad groups, you can be very specific to match what people are searching for. So the first tip that we have is to look at your account structure, see if it models how
your website is built, and if not, that’s the first place that you can start to
make some adjustments, or maybe you do have it
structured like that, but you could be more
specific in your ad groups. So take a look there,
and that’s the first way that we look at an
account when we get one, so that we can see what are they doing and what can we optimize. So this transitions us to
talk about your landing pages. Landing pages are extremely important to get a good click through rate and to get a good quality score, which ultimately affects how much you can spend with a Google Ad Grant. So what you wanna do is, you wanna take your keyword research and if you’ve never done this before, you can use Keyword
Planner, it’s a free tool. It’s very easy to use. And so once you have
your keyword research, you wanna find the keywords and phrases with the highest search volume that are the most relevant
to your nonprofit. And then you wanna take a
look at your landing page. And so when you take a
look at your landing page, you wanna see whether or not it contains those keywords and phrases. Now, here are a couple ideas for where you can incorporate them if you’re not seeing them,
or where you can look. So you wanna look at your url. That’s a really big sign for Google to know what the page is about. You wanna look at the title of your page, the headings, your meta description, and your actual on-page copy. So you want to have a mix of the keywords that are extremely relevant
that you’re trying to compete for mixed in all
those different areas. Now, you don’t wanna just
keyword all over the place. You wanna make sure that it’s easy to read and that whoever is coming to the page understands, yeah, that’s
what I was looking for. And this is actually one of the reasons that the Google Ad Grant
program changed its policy a couple years ago, was
because it was finding that nonprofits were using
very generic keywords in their ad groups and
they were not having the same keywords and
phrases that they were trying to compete for,
on their landing page. And what this does is it
makes a bad experience for whoever was searching for the keyword or phrase that
they got to your site. So imagine that you were
looking for peanut butter and you type in Google, peanut butter. You click on the first ad and
you get taken to crackers. And the person who
created that ad thought, well, if people like peanut butter, they might want to also put
that peanut butter on crackers, so that’s how I want my ad to show up. But what ends up happening is that person gets extremely frustrated. They click out right away, and they say, I did not want crackers, I
was looking for peanut butter. So you wanna think about it in that way and making it a good experience
for whoever’s looking for the keywords and phrases
that you’re providing. So this takes us to the next thing, which is your ad creation. Now when you create your ads, it’s an extremely important
process of Google search ads. You wanna make sure that
the keywords and phrases that you are using not only
appear on your landing page, but that they also appear in your ad. This is the perfect formula for getting a great quality score. It’s keywords plus keywords in the ad copy plus keywords in the landing page. If you do these three
things, you’re gonna have very high click through
rates, because the content is gonna be so relevant to
whoever is looking for it. So when you’re creating your ads, make sure that you reference
your keyword research and that you are putting those in. And we recommend creating
at least three ads, three variations of your ads,
so that you can incorporate the different keywords and phrases. And we actually have a guide
with two tricks for you to increase your click through rates and to also manage your quality score. So we’re gonna put a
link our descriptions, so that you can get that. You definitely wanna
get your hands on this. That’s really all we had to
mention about the ad copy was make it relevant, make
sure you’re using the keywords, and this one of the small
things, but it’s very important in the overall quality scores
that you’re gonna receive. Okay, so let’s talk about quality score. One of the changes that Google made was that nonprofits had to have keywords with a quality score of three or more or else that, if you did not,
if you had a quality score of one or two, that could result in your account getting suspended. Again, this goes back to nonprofits that were using very generic keywords in their ads and then not
matching on the landing page. So in order to get that
great quality score, you just wanna make sure that you are leveraging the keywords in the ad groups, in the ad copy, and then
also on the landing page. And a lot of nonprofits don’t know this, but you can actually get an automated rule so that if one of your keywords or phrases gets a quality score of one or two, you can get an email to
let you know right away. You can also tell Google,
hey, turn that off as soon as it gets a one or a two. Now, if you’re actively
managing your account and you are really trying
to get the best results, we recommend just getting the emails so that you can see, why is this keyword getting such a low quality score? And maybe it’s one of the keywords that has very high search volume and you don’t want to turn it off. The thing you wanna do then, is maybe create an ad that has that
specific keyword or phrase in it, and then make sure that the landing page that you’re sending people
to also mirrors that. So if you want to see how you can set up that automated rule, this is the guide we were talking about that also has the keyword
trick for creating your ads so make sure you click the link in our description to get that. So let’s talk about bidding strategies. If you use the conversion
bidding strategy, your nonprofit can spend more
of your ad grant dollars. And this is because when you’re
using the click strategy, you’re not going to be able to compete above the $2 limitation. But when you go for
the conversion bidding, you can now bid, I’ve seen
nonprofits get up to $60 per click on corporate
responsibility campaigns, or corporate social
responsibility campaigns. So there are very, very
highly competitive industries, where nonprofits traditionally have not been able to compete, but with this lifting of the limitation, for nonprofits who are using the conversion bidding strategy, you can now compete in a much bigger pool as long as you are extremely relevant. So the nonprofits that
are going to be able to get to keywords up to $60 per click, are the ones that have
very high quality scores. So let’s recap on the
things that you can check to make sure you’re optimized to spend the most of your grant. So you wanna make sure you
have a great account structure. You wanna make sure that you’re using the right keywords and phrases. You wanna make sure that your landing page is optimized for those
keywords and phrases, and that your ad copy is also optimized for those keywords and phrases. You wanna make sure that you have high quality score keywords,
and that you are using different bidding strategies so that you can get
more than $2 per click. If you found this video helpful,
please give us a thumbs up and make sure to subscribe to our channel, because we have new videos every Tuesday. And if you watch this video
and you know everything we’re talking about but you
just don’t have the time to manage this, or you
need some extra help, we do provide monthly management services. And so if you click the
link in our description, you can find out more
information about those. So thanks for watching today, and we look forward to
seeing you next week.

12 thoughts on “The Ultimate Guide to the Google Ad Grant (2019)

  1. Get the FREE download mentioned in this video: https://nonprofitmarketing.mykajabi.com/google-ad-grant-tips

  2. Hi there! I'm trying to spend more of our grant! I've applied many of your recommendations but I'm still hitting a wall. I think I need to set up a different smart bidding strategy. Do you have any recommendations?

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