Keyword targeted campaigns only
Posted: Mon Jan 20, 2025 4:50 am
taken advantage of. Google Grants, the nonprofit version of Google Adwords, is one of these free resources, and one of our favorites. Why? ‘cus it gives 501c3 nonprofits $330 per day (that’s $10,000 per month) of free advertising on Google.com to “promote their missions and initiatives”! In a previous post, we touched on the eligibility requirements to apply for Google Grants for Nonprofits (go check ’em out now). In this post, we focus on how to get the most out of that Google Grants account of yours while keeping these restrictions in mind.
First, let’s take a look at the Google Grant Adwords account restrictions:
$330 daily budget cap ($10k per month).
$2 max cost-per-click (CPC) bid
Only applies to Google Search
Text ads only
A common occurrence with Google Grants accounts is that many nonprofits have trouble spending the entire daily/monthly budget due to the $2 CPC bid limit. Also, regular Adwords account ads take precedence over Google Grant ones for placement in search results. So, in order to really succeed, you’ve got to focus on optimizing your Adwords account to improve your Quality Score, relevancy and click-through rates (CTR). The Quality Score is Google’s way of determining how relevant your ads, keywords, and landing page are to people searching. So what’s the key? Have all three of these elements (keywords, adcopy, landing page) be as paraguay whatsapp number database closely related as possible.
Account Structure:
So let’s get some structure to your account! First, you’ll want to group keywords that’re similar to each other in their own adgroups. For example, as a nonprofit, you’d probably separate donation-type keywords from volunteer-type terms. Separating out keywords in this way allows you to create targeted ad copy to ask for donations from the one list, and to ask for volunteer help from the other. Where the user lands after they click on your ad copy is very important as well. You want a continuation of the keyword/ad copy theme on the landing page. This will not only help improve your Quality Score, but will also help increase the chance that users will take the desired action (donate/volunteer/share/etc.) on your website.
Keyword Bids:
It’s recommended that you set all keywords in the account to the $2 max CPC bid – the highest amount allowed in order to help show up as high as possible in the search results.
Keywords:
When choosing keywords, you should start with your nonprofit brand keywords first. These keywords will have the best response from users since they may be searching for your organization. Next, focus on the specific nonprofit niche that your organization is in. If your nonprofits’ mission is to provide educational opportunities for children in Africa, then you should focus on keywords related to helping children in Africa, or providing education to children in developing countries.
First, let’s take a look at the Google Grant Adwords account restrictions:
$330 daily budget cap ($10k per month).
$2 max cost-per-click (CPC) bid
Only applies to Google Search
Text ads only
A common occurrence with Google Grants accounts is that many nonprofits have trouble spending the entire daily/monthly budget due to the $2 CPC bid limit. Also, regular Adwords account ads take precedence over Google Grant ones for placement in search results. So, in order to really succeed, you’ve got to focus on optimizing your Adwords account to improve your Quality Score, relevancy and click-through rates (CTR). The Quality Score is Google’s way of determining how relevant your ads, keywords, and landing page are to people searching. So what’s the key? Have all three of these elements (keywords, adcopy, landing page) be as paraguay whatsapp number database closely related as possible.
Account Structure:
So let’s get some structure to your account! First, you’ll want to group keywords that’re similar to each other in their own adgroups. For example, as a nonprofit, you’d probably separate donation-type keywords from volunteer-type terms. Separating out keywords in this way allows you to create targeted ad copy to ask for donations from the one list, and to ask for volunteer help from the other. Where the user lands after they click on your ad copy is very important as well. You want a continuation of the keyword/ad copy theme on the landing page. This will not only help improve your Quality Score, but will also help increase the chance that users will take the desired action (donate/volunteer/share/etc.) on your website.
Keyword Bids:
It’s recommended that you set all keywords in the account to the $2 max CPC bid – the highest amount allowed in order to help show up as high as possible in the search results.
Keywords:
When choosing keywords, you should start with your nonprofit brand keywords first. These keywords will have the best response from users since they may be searching for your organization. Next, focus on the specific nonprofit niche that your organization is in. If your nonprofits’ mission is to provide educational opportunities for children in Africa, then you should focus on keywords related to helping children in Africa, or providing education to children in developing countries.