Plan Out Your Online Strategy

• Ad Grants
• Tips
• 10. 09. 2024

Learn how to set up and optimize campaigns in your Ad Grants account and how to create a killer online strategy. This time we come to you with another part of the Google Ad Grants Guide where we’ll point out some tips and tricks on how to get it all right.

Are you unsure of the proper way to create a new campaign in the Ad Grants account? Not all options are made available for the Grant account, despite the fact that the environment for Google Ads and Google Ad Grants is the same. One example is the type of campaign you may set up which in this case is solely a search campaign precisely text ads. Another good thing to keep in mind is the fact that some options, such as geographic targeting, can only be changed at the campaign level and that the campaign’s initial settings have a significant influence on its future performance.

How to systematically approach the creation of new campaigns?

It is advisable that you think over a few things at the beginning, clarify your priorities, goals of campaigns, and adapt the structure of the campaigns to these goals. At our agency, when we approach the creation of such campaigns, we first look at the site, the programs, and put them into one table where we specify what campaigns we will prepare and what keywords we will target.

The most common tool to use is made available by Google – Keyword Planner. You will be able to find more variations and synonyms by seeing what kinds of terms and in what volume people are seeking. The list can then be edited by exporting it to standard office programs.

Now it’s time to write your ad texts, and we recommend using the keywords you selected once you have this list ready. Write your words to be as appealing as you can to your intended audience. Setting up the conversion tracking of specific activities you want visitors to do on your page is the next step. Donating, getting in touch, and downloading a document are only a few to benefit from.

When it comes to working with the keywords themselves there are a few best practices to keep an eye out for. Look at the keywords that your ads were previously displayed on. By having a conversion measurement set, you can assess which keywords brought you high-quality visitors and which, on the other hand, consumed your budget but did not produce the desired effect. Those keywords that worked must be added, along with their variations, and the terms that didn’t should be dropped.

Bidding Strategies

PPC campaigns run on the basis of an auction, so you choose the keywords on which you want your ads to appear, and other businesses or nonprofits do the same. To determine which ad should appear and in what position, Google must have a system in place. To do this, it must consider both the price offers that advertisers enter in their accounts and the so-called quality score, which is essentially an internal quantity that depends on several factors, the most crucial of which are the relevance of the ad and the relevance of the landing page.

There are two main bidding models available in Google Ad Grants accounts:

• Manual, where you need to set the price offer manually and the maximum cost per click is $2
• Automatic bidding strategies, where the setting of price offers is rather entrusted to an algorithm that employs artificial intelligence and can predict, based on historical data, which users from which keywords are more likely to convert.

The ability of these automatic bidding strategies to bring down the entire offer above the threshold of $1 is possibly also crucial to note. This provides you a competitive advantage over other firms that, for example, do not yet apply these strategies.

However, there are some criteria that you must fulfill to be able to use these automatic bidding strategies. The most important requirement:

• conversion measurement setup
• have at least a few dozen conversions at the campaign level every month for the algorithm to learn from this data and adjust the bids to give you the best possible effect.

In addition to the fact that these automatic bidding strategies can increase your competitive advantage, your ads are displayed more often which can also save you time as you do not have to manually monitor and constantly change these price offers.

More on bid strategies here: https://www.abovexdigital.com/bid-strategy-ad-grants/

How to combine Google Ad Grants with other marketing channels?

Google Ad Grants is a great tool for promoting your nonprofit online, but it might not be sufficient enough to build your entire marketing strategy around it. For effective marketing communication, it is necessary to use other channels that complement and strengthen the effect of Google Ad Grants. One of which is Commercial Google Ads account. A commercial Google Ads account opens the door for additional advertising formats that are not available under Google Ad Grants. Learn about formats that can be more attractive and persuasive to potential non-profit prospects:

• banners – can be visually appealing
• video – can bring the story of a non-profit organization closer
• shopping – can offer products related to a non-profit organization

In addition, a commercial Google Ads account allows you to use retargeting campaigns, which are very effective for re-targeting website visitors and driving them to action. A commercial Google Ads account also doesn’t have the same strict rules as Google Ad Grants, giving nonprofits more flexibility and creativity in setting up campaigns.

How to Create a Winning Marketing Strategy for Your Non-Profit with Google Ad Grants

But how do I use Google Ad Grants effectively? How do I create a marketing strategy that attracts, engages, and converts our target audience? Well, it’s not as hard as you might think. In this post, we’ll show you the three simple steps that you need to follow to create a successful marketing strategy for your non-profit with Google Ad Grants. Let’s get started!

Step 1 – Educate your audience: The first step of your marketing strategy is to raise awareness of your non-profit and its values. To do that, you need to target people who are interested in the topic or issue that your non-profit addresses. Within this phase focus on general keywords that have a high search volume and can help you reach a large audience of potential supporters. The goal of this step is to educate your audience about the problem that your non-profit solves, and how you do it differently from others. You want to show them why they should care about your cause and what makes your non-profit unique.

Step 2 – Build your relationships: The second step of your marketing strategy is to deepen the connection with your audience and get them to know, like, and trust you. To do that, you need to target people who have already shown some interest in your non-profit and its cause. Within this phase focus on specific keywords. These have a lower search volume but a higher relevance and engagement rate. You want to get them to sign up for your newsletter, follow you on social media, or fill out a survey.

Step 3 – Convert your audience into donors: The third and final step of your marketing strategy is to turn your audience into donors who support your non-profit financially. Focus on targeting very specific keywords that although have a very low search volume. have a very high conversion rate.

Our tips to Plan and Execute a Killer Strategy for Your Non-Profit

• Tip 1: Plan ahead. The first tip is to plan your strategy in advance, and break it down into different phases that correspond to your audience’s journey. For each phase, you need to prepare your advertising messages, create your landing pages, and set up your conversions. This way, you can track and measure the performance of your campaigns, and optimize them accordingly.
• Tip 2: Tell stories. The second tip is to communicate with your audience in a way that resonates with them and inspires them to take action. To do that, you need to tell stories that showcase your non-profit’s mission, vision, values, and impact. You need to make it personal and emotional, and show them how they can be part of your story.
• Tip 3: Get help. The third tip is to acknowledge your limitations and seek professional help if you need it. We know that most non-profits have limited resources, both human and financial, but that shouldn’t stop you from creating a professional strategy for your online advertising. If you don’t have the time or skills to set up and manage your campaigns effectively, you might want to consider hiring an expert who can help you with that.

Our recommendations

One of the campaign’s most crucial elements is the ad texts because it is through them that you show yourself to visitors and attempt to draw them to your website. The words should, of course, reflect what the visitor encounters on that particular page of your website, but they should also be pertinent to the specified keyword. It is vital to note that the ad is made up of multiple different parts. The headlines, displayed in a larger font, are the most significant, and the text that follows, or the description lines, is less important and does not have as much of an impact. Google frequently adds new formats, and these new formats are typically larger and more comprehensive than their predecessors, increasing the likelihood that the user will be drawn to them. We advise using the most recent ad formats in your account; they are free and can significantly improve performance.

Contact AboveX Digital for more questions, we’ll be happy to guide you through and help you manage your account. Schedule your free Ad Grants consultation today!