Welcome to Google Ad Grants

Summary

Google's Ad Grants program empowers nonprofits to enhance their online presence with free advertising tools. The program emphasizes the importance of mission-based keywords, relevant ad content, and a well-maintained website for optimal user experience. It outlines requirements such as geo-targeting, negative keywords, ad extensions, and conversion goals to ensure high performance and compliance. Regular account monitoring and updates are encouraged for sustained success in leveraging Google's advertising support.

Takeaways

• 🌏 Google's Ad Grants program is designed to support nonprofits in their mission to make the world a better place through advertising tools and services.
• 🔍 AdWords is a key tool for nonprofits to appear in Google search results when someone is searching for topics related to their cause.
• 📈 The effectiveness of an organization's AdWords campaign is partially measured by the click-through rate (CTR), with a 5% minimum required for the account to remain active.
• 🔑 Mission-based keywords are crucial for relevance; they should be directly related to the nonprofit's cause and provide context for the user.
• 📝 The ad's message should be relevant and instructive, encouraging users to take a specific action that aligns with the nonprofit's goals.
• 🌐 Maintaining a well-maintained website is essential; it should relate to the ad content and the keywords used to ensure a quality user experience.
• 📍 Geo-targeting is necessary for Ad Grants accounts to ensure ads are shown only to users searching in locations where the nonprofit provides services.
• 🚫 Negative keywords are important to exclude irrelevant search terms, reducing user abandonment and improving ad performance.
• 🔗 Ad Extensions, such as Sitelinks and CallOuts, can enhance ad visibility and potentially increase click-through rates by 10-15%.
• 🎯 Conversion Goals should be set to track valuable user activities, such as donations, and may require technical assistance to implement.
• 💰 The 'Maximize Conversions' bid strategy can optimize ad performance by increasing bids on high-performing keywords without a $2 cost-per-click limit.

Q & A

What is the core tenet of Google that the Ad Grants program is based on?

The core tenet of Google that the Ad Grants program is based on is social good.

What types of organizations can benefit from Google's Ad Grants program?

Organizations serving a variety of causes such as arts and culture, humanitarian efforts, education, and more can benefit from the Ad Grants program.

How does AdWords help nonprofit organizations?

AdWords helps nonprofit organizations by enabling them to appear on Google searches when someone is looking for topics related to their mission, which can help educate people, recruit volunteers, and attract donors.

What are the three core components that Google Ad Grants program asks organizations to respect?

The three core components are that campaigns should support the organization's mission, the website should be well maintained, and the account should be set up to perform.

Why is it important for keywords selected for a campaign to be relevant to the nonprofit's mission?

Relevant keywords ensure that the ads are displayed to users searching for topics related to the nonprofit's mission, which can lead to more meaningful engagement and less user abandonment.

What should be the focus of the message in an ad for a nonprofit organization?

The message in the ad should be relevant, creative, and should clearly communicate the action the user is expected to take, improving the ad's relevance and driving valuable traffic.

How does maintaining a well-related website content affect the quality of site traffic in AdWords?

Maintaining website content that relates to the ad and the keyword searched helps improve the user's experience, increasing the time they spend on the site and enhancing the quality of site traffic.

What is the minimum average click-through rate required to participate in the Ad Grants program?

The script does not specify an exact percentage for the minimum average click-through rate, but it mentions that there is a requirement that must be met to ensure the account remains active.

Why is geo-targeting important for Ad Grants accounts?

Geo-targeting is important to ensure that ads are only shown to users searching around locations where the nonprofit provides services, making the ads more relevant and effective.

What role do Ad Extensions play in improving the performance of a nonprofit's ad?

Ad Extensions, such as Sitelinks and CallOut extensions, make the search ad stand out and provide more information to the user before they click, potentially increasing click-through rates by 10 to 15%.

How can conversion goals help a nonprofit track the success of their Ad Grants campaign?

Conversion goals enable nonprofits to track the activities they value most, such as donations, by placing conversion tags on their site or linking their Google Analytics to the ad grants account.

What is the benefit of setting a bid strategy to maximize conversions in Ad Grants?

Setting a bid strategy to maximize conversions allows the account to ignore the $2 cost per click limit on high-performing keywords, potentially getting more actions on the site and making better use of the budget.

Why is it important for organizations to review their Ad Grants account often?

Regular account review helps organizations monitor their ads and keywords, make necessary refinements such as adding site links or negative keywords, and set new conversion goals to improve the performance of their campaign.

Outlines

00:00

🌟 Introduction to Google Ad Grants for Nonprofits

This paragraph introduces the Google Ad Grants program, emphasizing Google's commitment to social good and support for nonprofits. It highlights the program's benefits, such as free advertising tools and services, and mentions the diverse range of causes it supports, including arts, culture, humanitarian efforts, and education. The paragraph also introduces AdWords as a tool for nonprofits to increase visibility and attract support, and it outlines the importance of adhering to the program's principles to ensure successful campaigns.

🔍 Selecting Relevant Mission-Based Keywords

The second paragraph focuses on the importance of choosing mission-based keywords for ad campaigns that are relevant to the nonprofit's cause. It provides examples to illustrate the difference between generic and context-specific keywords, emphasizing how adding context can significantly improve ad relevance and user engagement. The paragraph also touches on the need for ad messages to be relevant and to prompt desired user actions, leading into a discussion about website maintenance and its impact on ad quality assessment.

🌐 Maintaining Website Relevance and Quality

This paragraph delves into the importance of maintaining a well-kept website to ensure a positive user experience and to meet AdWords' quality standards. It explains how the relevance of site content to the ad and the searched keyword affects site traffic quality and user retention. The paragraph also discusses the interrelation between keywords, ads, and website content, which is crucial for a successful AdWords campaign.

📊 Ad Grants Requirements and Best Practices

The fourth paragraph outlines the requirements for participating in the Ad Grants program and provides best practices to ensure account success. It mentions the need for a minimum average click-through rate and lists actionable steps such as setting geographic locations, assigning negative keywords, activating ad extensions, and adding conversion goals. The paragraph also introduces the 'Maximize Conversions' bid strategy and advises nonprofits to monitor their accounts regularly for compliance and performance.

Keywords

💡Google Ad Grants

Google Ad Grants is a program that offers free advertising for nonprofit organizations through Google's AdWords platform. It aims to support nonprofits by providing them with tools to promote their causes, attract donors, and recruit volunteers. The video emphasizes the importance of using these grants to enhance the visibility of the nonprofit's mission-related content.

💡AdWords

AdWords is Google's advertising platform that allows organizations to display ads on Google search results. Nonprofits can use AdWords to reach people who are searching for topics related to their mission. The video explains how nonprofits can use AdWords to educate people about their cause and drive valuable traffic to their websites.

💡Mission-based keywords

Mission-based keywords are specific terms related to a nonprofit's core mission. These keywords ensure that the ads shown are relevant to the organization's goals and audience. The video advises selecting keywords that directly relate to the nonprofit's work, such as 'computer coding classes' for an organization focused on teaching programming to girls.

💡Click-through rate (CTR)

Click-through rate (CTR) is the percentage of people who click on an ad after seeing it. For Google Ad Grants accounts, maintaining a minimum average CTR is crucial for staying active in the program. The video highlights the importance of creating engaging and relevant ads to achieve a high CTR.

💡Geo-targeting

Geo-targeting involves showing ads to users based on their geographic location. For nonprofits, this means targeting ads to areas where they provide services. The video recommends setting geographic targeting parameters to ensure ads reach the intended audience.

Highlights

Google's Ad Grants program supports nonprofits with free advertising tools and services to promote their missions and causes.

The program has benefited thousands of organizations across various sectors including arts, culture, and humanitarian efforts.

AdWords is a key tool that allows nonprofits to appear in Google search results when people are searching for topics related to their mission.

Nonprofits can use AdWords to educate people about their cause, recruit volunteers, and attract donors.

To get the most out of Ad Grants, nonprofits must follow program principles related to mission support, website maintenance, and account performance.

Campaign keywords must be relevant to the nonprofit's mission to ensure users find relevant content when they click on ads.

Adding context to keywords, like specifying 'computer coding classes' instead of just 'computer', improves ad relevance.

Ads should have a clear message that tells users what action the nonprofit wants them to take.

Website content must relate to the ad and keyword to ensure a high-quality user experience measured by time spent on the site.

A 5% click-through rate is required to participate in the Ad Grants program, ensuring account activity and success.

Geo-targeting campaigns ensures ads are shown only to users in locations where the nonprofit provides services.

Using negative keywords helps focus campaigns on what users are interested in, reducing site abandonment.

Activating ad extensions like Sitelinks and CallOuts can improve click-through rates by 10-15% by providing more information in ads.

Enabling conversion goals allows nonprofits to track valuable activities like donations when users click through to their website.

Setting a bid strategy to maximize conversions can increase the budget efficiency by ignoring the $2 CPC limit on high-performing keywords.

Regular account monitoring and refinement, including adding sitelinks and negative keywords, leads to higher performance.

Google provides an extensive online help center and contact options for nonprofits to get assistance with Ad Grants.

Active engagement with the Ad Grants account is key to achieving the highest performance and staying compliant with program requirements.

Transcripts

Welcome to Google's Ad Grants program social good is a core tenet at Google

and we are grateful for the work nonprofits such as you do to make the

world a better place. We are pleased to support you with Google's advertising

tools and services. Thousands of organizations serving a variety of

causes find benefit from our program, from arts and culture such as museums,

theater and film, zoos and botanical gardens, humanitarian efforts such as

providing access to clean water, educating girls on computer programming,

and so much more. AdWords is the tool that enables your organization to appear

on Google right at the moment it matters-- when someone's searching for topics

related to your mission. It's a great time to educate people on your cause,

recruit volunteers, and attract donors to support your organization. To help you

get the most out of Ad Grants grants, and to ensure users have great experiences with

your ads, we ask you to follow some principles of our program with respect

for three core components. That your campaigns are meant to support your

mission, your website is well maintained, and your account is set up to perform. So

let's get started. [ MISSION BASED KEYWORDS]. First, the keywords you select for your campaign must be

relevant to your nonprofit. For example, this organization shows ads for a

nonprofit that helps educate girls on computer programming. [computer] Here, the lack of

context suggests users will generally leave your site quickly.

[computer coding classes] Now, the organization has the right idea. Adding that extra context makes it much

more relevant to their cause.

Next, the message in your ad should be relevant. Be creative with your ad to

improve its relevance and drive the valuable traffic you want. Tell the user

in the ad what action you'd like them to take.... which brings us to the topic of

your website: [MAINTAINING YOUR WEBSITE] AdWords gauges the quality of your site traffic partly by how long

a user will stay on your site. It is essential that your site content relate

to the ad they clicked, as well as the keyword they searched before seeing that

ad. All three things need to be related so AdWords can ensure a top-notch

experience for every user. Keywords must relate well to ads; and ads must relate

well to your website; and that's how Google AdWords works. Now that you have

[AD GRANTS REQUIRES A 5% CLICK THROUGH RATE] created an account, there are a few requirements to participate in the

program that will also ensure you're set up for success. Your account must meet

the program's minimum average click-through rate to remain active, so

taking these required steps should help you achieve that goal. Here's a list of

to do's: [Set Georgraphic Locations] Geo-target your campaign. Ad Grants accounts need proper geo-

targeting, so your ads show only to users searching around locations where you

provide services. Creating a new campaign prompts you to select locations so be

sure to make your selection. [Assign Negative Keywords] Negative Keywords: Negative keywords can help

focus your campaigns on what users are actually searching for, or are interested

in. It's a good idea to exclude keywords like this to help minimize the amount of

users abandoning your site, which can reduce the number of times your ads are

shown. [Activate Ad Extensions] Ad Extensions: Activate ad extensions which is the feature that

highlights specific pages on your site right in your ad. In particular, "Sitelinks"

and "CallOut" extensions are the most popular choices for nonprofits. Ad

extensions help make your search ad stand out, and can improve the number of

clicks by 10 to 15%, as the user is more informed before clicking and likely to

take action on your site.

[Add Conversion Goals] Conversion Goals: Enable conversion goals to track the activities you value most

when people click to your website. Determine the conversion actions you'd

like to track, such as donations. This might require your webmaster's assistance

to place conversion tags on your site. If you already use Google Analytics, you can

link it to your ad grants account and it will do this automatically. Maximize

Conversions: [Maximize Conversions] You can then set your bid strategy to maximize conversions, which

comes with a big bonus. While manual bidding limits the cost per click bid to

$2, this setting will use your account history to ignore that limit on high

performing keywords that result in more actions on your site, so you're getting

more out of your budget. Remember to pay close attention to the alerts displayed

in your account, where we communicate with you about the program. We urge you

to take time to monitor your account often [Review Account Often], and pay attention to your ads and

keywords to make refinement. Updated your website? [Add Sitelinks] Add some new site links for

your best pages. [Refine Keywords] Add negative keywords to improve the quality of your traffic. Set

some new conversion goals. [Set Goals] The organizations most active with their

account tend to get the highest performance. If your account should fall

out of compliance, we are here to help you address any fixes to stay in the

program. We have an extensive online help center that also offers ways to contact

us. Thanks for tuning in. We wish you great success with Google Ad Grants.