Here are ten keys to Google Ads Grants success for non-profits:

1. Conduct Thorough Keyword Research: Keyword research is essential for any Google Ads campaign, but it is particularly important for non-profits that are limited to a $2.00 maximum bid per keyword. Identify relevant keywords with high search volume and low competition to maximize your chances of getting clicks within your budget. Use tools like Google Keyword Planner to discover keyword ideas and bid strategically on keywords that align with your non-profit’s goals and mission.
2. Use Image Assets for Search Text Ads: Google Ads Grants allows non-profits to use image assets in their search text ads, which can make your ads more visually appealing and engaging. Take advantage of this feature by creating compelling images that convey your message effectively. This can help you stand out from the competition and increase your click-through rates (CTR).
3. Create New Campaigns Every Month: Google Ads rewards new campaigns with higher CTRs. Regularly create new campaigns and ad groups to keep your ads fresh and relevant. This can help improve your Quality Score and increase the visibility of your ads, resulting in higher click-through rates and better performance.
4. Remove Keywords with Low Quality Scores: Low-quality keywords can harm your campaign’s performance and increase your cost per click (CPC). Remove any keywords with a 2 or lower quality score to improve your campaign’s relevance and effectiveness.
5. Check Your Campaigns Daily: Regularly monitoring and optimizing your campaigns can help you identify issues or opportunities and make necessary adjustments to improve your performance. Check your campaigns daily to identify any underperforming keywords or ads and make necessary adjustments. Optimize your ad copy, landing pages, and bids to improve your campaign’s effectiveness and increase your CTR.
6. Make Major Updates Once per Month: Google Ads takes time to learn and optimize your updates. Avoid making too many changes to your campaigns too frequently, as it may disrupt the learning process. Instead, make major updates once per month to allow Google’s algorithms to adapt and optimize your campaigns for better performance.
7. Maintain a High Click-Through Rate (CTR): Google Ads Grants has a requirement of a minimum 5% CTR. If your CTR falls below this threshold, your account may be at risk of suspension. Focus on creating relevant and compelling ads, using targeted keywords, and optimizing your campaigns to maintain a high CTR and ensure the longevity of your account.
8. Check Google’s Recommendations and Keep It at 100%: Google provides recommendations and feedback on your campaigns’ performance and opportunities for improvement. Check Google’s recommendations regularly and make necessary changes to keep your campaigns at 100%.
9. Maintain high Landing Page Experience and Ad Relevance Scores: Google’s algorithm considers landing page experience and ad relevance when ranking ads and determining CPC. Make sure your landing pages are relevant and provide a positive user experience to increase engagement and improve your Quality Score.
10. Use a Google Ads Account for Highly Competitive Keywords: In some cases the keywords you want/need to bid on cannot be achieved under the Google Ads Grants $2.00 maximum bid per keyword. In those cases, some of our clients maintain a hybrid approach of maximizing what they can do with their Google Ads Grants account and supplementing with a Google Ads Account to bid on the keywords that fall outside of the $2.00 maximum bid per keyword range.

In conclusion, by following these ten keys to Google Ads Grants success for non-profits, organizations can effectively leverage the advertising grant to achieve their online marketing objectives. Conduct thorough keyword research, use image assets, create new campaigns, remove low-quality keywords, check your campaigns daily, make major updates once per month, maintain a high CTR, check Google’s recommendations, and maintain a high landing page experience and ad relevance to maximize the benefits of Google Ads Grants.

Need help with your Google Ads Grants or Google Ads account? Contact Us for a free consultation.

Author:

Andy Hoover
Manager, Search Engine and Social Media Marketing
Beasley Direct and Online Marketing, Inc.

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Beasley Direct and Online Marketing, Inc., a full service direct and online marketing agency, is selected by The National Constitution Center to provide digital marketing services.  The initial work will involve managing paid advertising on Google Ads, the Google Display Network, Facebook and LinkedIn. We will be writing and trafficking new ad campaigns using a Google Ad Grant as well as other paid media.  The ads will promote new exhibits premiering in 2019 as well as the current exhibits.

About Beasley Direct and Online Marketing, Inc.

Beasley Direct and Online Marketing, Inc., is known for bringing the latest marketing strategies to online and direct marketing. Beasley provides services in inbound and outbound marketing including:  content creation, email marketing, search engine optimization (SEO), print advertising, social media advertising, pay-per-click (PPC) advertising, Amazon Marketing Services (AMS), website design, media planning/public relations, direct mail marketing, lead generation and nurture campaigns, and database management. Beasley Direct and Online Marketing, Inc., helps clients in both B2B and B2C marketing and is privately held and headquartered in the Silicon Valley suburb of Morgan Hill, California. For more information, go to www.BeasleyDirect.com .

About The National Constitution Center

The National Constitution Center in Philadelphia inspires citizenship as the only place where people across America and around the world can come together to learn about, debate, and celebrate the greatest vision of human freedom in history, the U.S. Constitution. A private, nonprofit organization, the Center serves as America’s leading platform for constitutional education and debate, fulfilling its Congressional charter “to disseminate information about the U.S. Constitution on a nonpartisan basis.” As the Museum of We the People, the Center brings the Constitution to life for visitors of all ages through interactive programs and exhibits. As America’s Town Hall, the Center brings the leading conservative and liberal thought leaders together to debate the Constitution on all media platforms. As a center for Civic Education, the Center delivers the best educational programs and online resources that inspire, excite, and engage citizens about the U.S. Constitution. For more information, call 215-409-6700 or visit constitutioncenter.org.

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The post Beasley Direct and Online Marketing, Inc., is Selected to Provide Digital Marketing Services to The National Constitution Center Using a Google Ad Grant and Other Paid Media appeared first on Beasley Direct and Online Marketing.