The Ultimate Guide to the Google AdWords Grant

November 7, 2014 307 No Comments


We have a full online course that teaches nonpofits how to apply for, max out, and optimize the Google AdWords Grant. Check it out here:

How can you spend all of Google’s money? Or in other words – How can you build your Google Grant account? In this episode of Whole Whale TV our Project Whaler shows you exactly what steps to take to get the Google AdWords Grant for your nonprofit.

1. Pick a Leader

Identify an account lead and set up a system for maintaining the account. How will they report performance to others? How often will they log in to maintain the account? We recommend at least once a week; Google’s best practices say once every two weeks. There should be more time at the beginning or if you have seasonal events, but once you set up a robust account, an hour a week should be plenty.

2. Brainstorm

Without even opening the account – brainstorm the high-level things people might be searching for that would lead them to your site. Think backwards – your site is the answer, what is the question? Be creative about the keywords you want to capitalize on. Here are some tools you’ll want to use:

Google’s Keyword Planner
Google Trends
Google’s Autocomplete feature
…Your own content!

3. Bucket Your Keywords

Organize the keywords into general categories. A good rule of thumb is that all of the Ad Groups within a campaign should lead to the same landing page. If you’re doing any geo-targeting or bid adjustment, you’ll want to separate campaigns accordingly (i.e. a Germany campaign and a Ireland Campaign), since AdWords only allows you to adjust geographic targeting and most other settings at the campaign level.

4. Identify landing pages

These should be conversion-oriented pages with a clear purpose and clear call to action. You may have one, you may have many, depending on how many landing pages your site has.

5. Write ads

We recommend starting with two ads per ad group – from there you can see which performs the best and try to beat your top ad each week. If you build out too many ads, they’ll all be competing to be shown whenever someone searches, so you want to keep it to two so you’re always putting your best ad forward.

6. Set it all up…

…and watch it grow. We’re not going to get into the nitty-gritty, there are tons more resources on the actual setup.
7. Analyze and Repeat.

Make sure your AdWords account is linked to Google Analytics so you can analyze which campaigns or keywords are performing the best. Then, build on what’s working…and pause what’s not.

Whole Whale is a digital agency that leverages data and technology to increase the impact of nonprofits. In the same way the Inuits used every part of whale, Whole Whale leverages existing resources to see, “What else can this do for us?”

By using data analysis, digital strategy, web development, and training, WW builds a ‘Data Culture’ within every nonprofit organization they work with.

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