For most non-profits, a monthly marketing budget of $10,000 sounds like a distant dream—something reserved for the “big players” with dedicated agencies and deep-pocketed...
Managing a Google Ads campaign can feel like conducting an orchestra. Each keyword, ad group, and bid plays a part. But what happens when your keyword list becomes a cacophony of similar terms, near-duplicates, and slight variations? It becomes a maintenance nightmare, making it difficult to analyze performance, optimize effectively, and ultimately, achieve your advertising […]
AWQL is now GAQL. What does that mean? Let’s start with an acronym check: AWQL = AdWords Query Language GAQL = Google Ads Query Language This is a somewhat overdue rebranding of a proprietary scripting language available inside of Google Ads. Since they renamed AdWords to Google Ads in mid-2018, this has been off brand […]
In digital marketing, as with any industry, a certain jargon gets entrenched in every day conversations. You may find yourself nodding along wishing there was a dictionary you could reference not only to know what the many, many acronyms stand for – but what they mean. Well look no further! AWQL – Adwords Query Language […]
Inside a Google Ads campaign, not all keywords are treated the same. There are multiple different match types to choose from. These choices have changed in recent years, so it may be time for a refresher. Understanding the pros and cons of each can help you get the most out of your ad campaign, while […]
It is a great privilege to be able to assist multiple nonprofits in how to navigate Google for Nonprofits. I help with everything from how to judge eligibility, enrollment, enabling products, and staying compliant with the many rules and regulations required once approved. It can be daunting for the uninitiated, but with a little help, […]
A common misconception of new pay-per-click (or PPC) advertisers is that high bids instantly zap the budget. Running out of budget early causes ads to go dark. But remember – what you bid is not what you pay. Think about PPC advertising like any other auction. Whether it is a painting or a Pontiac, you […]
Automated scripts are the best and easiest way to comply with Google Ad Grants compliance requirements. Use this AWQL example to keep yourself from receiving unexpected non-compliance reports in your inbox. Especially if you aren’t the only one adding terms to campaigns, or have many different campaigns to monitor. In Using AdWords Query Language (AWQL) […]
Negative keywords are an important optimization to perform on any Google Ads program. They help you avoid unwanted and sometimes costly traffic that can strain your budgets and not bring anything in return. But what about in a Google Grants account, when there is no direct cost? Is it still worth the time and effort […]
One key aspect of compliance with the Google Ads Grant is to properly geotarget your ads. According to Google’s Account management policy, your Ads account must contain “Specific geo-targeting to show ads in locations where users will find your nonprofit’s information and services useful.” For the majority of non-profits, that will mean that people physically close to […]