Knowing your AdWords marketing conversion funnel can help you forecast new volunteers or donations for your charitable organization. It can also help you identify if there are any issues along the funnel that you can focus on and fix. Doing so is a fairly simple equation, but first you need to know each step in […]
The AdWords Query Language (AWQL) is an invaluable tool for managing an AdWords account at scale. Once your charity’s Google Grants program has matured it will include many different campaigns, ad groups, and ads. Keeping track of your compliance with the Grant terms can be a manual nightmare. Luckily, there are some very easy scripts […]
This week, Google Ad Grants for AdWords sent users a compliance report for the new stipulations see forth in a January 2018 update to terms and conditions. Some of those checks included: Complete Grant recipients’ survey Total CTR higher than 5% At least 2 ad groups per campaign At least 2 ads per ad group […]
Google recently announced that Ad Grants recipients must hold their accounts to a higher standard than was previously required. If you are running ad campaigns for your non-profit, check to see if you are out of compliance. You may even consider pausing or removing existing campaigns to bring your account back into alignment. New regulations […]
One of the best things you can do for digital marketing (whether paid or grants-based) is build strong calls to action for your users. In most cases, this means building custom campaign landing pages for each advertisement. What is a call to action (CTA)? A CTA is a big, bold, and obvious action you want […]
One important aspect of charity digital marketing is knowing your holidays. Which holidays and charitable events will naturally drive searchers to find your organization? During certain holidays, searches for “How to donate,” or “Where to volunteer,” will organically peak. If you can create specific messaging for your charity, you can help capture some of this […]
When setting up a Google AdWords Grants, there are a few limitations imposed on you that you must follow: Daily budget cap of $329 (roughly $10,000 per month) Keyword CPC bid cap of $2 Many typical marketing strategies that rely on adjusting bids cannot be used. One method for maximizing the use of grant funds […]
I’m often asked why ad budgets should be spent bidding on branded terms. These are most often the name of your charity, your URL, or anything uniquely identifying you or your programs. Because they are so unique, you likely already rank #1 organically for Google searches. So, why ‘waste’ grant funds bidding on branded terms? […]