This blog is the second half in our two part series on how nonprofits can use Google Grants. If you missed Part One, read it here.
Congrats - you won the digital advocacy lottery. You have $10,000 to spend on Google AdWords that's burning a hole in your digital pocket! Now comes the bigger question: How do you spend all that money?
First, let's start with some basics for maintaining your account. These lessons are critical to maintaining your grant.
- Your Google Grants does not apply to banner ads or display ads; your budget is for text ads only.
- You'll need to login to your account at least once every 30 days.
- Set your max CPC (cost per click) at $2. That is the highest CPC allowed. It may prove harder to spend that full $10,000 than you think! You can readjust your CPC to a lower amount in the future.
- Your daily budget should not exceed $329.
- You can only direct people to your domain - no other URLs.
Keeping those rules in mind, here are three of my tips for creating a great campaign.
- Bid on yourself. Bidding on your own organization's name validates your nonprofit. It prevents other organizations from trying to steal your spotlight and makes it easier for your advocates to find you!
- Go local. You can target your ads by city, state, and country. For local nonprofits, geotargeting gives your ads a better click through rate. You can also find volunteers.
- Specific landing pages. One of the biggest mistakes nonprofits make with Adwords happen after the click. While you may have a great homepage, it may not be the best page to take users after they click your ad. Did you bid on keywords related to volunteering? Create a specific volunteer focused landing page to go with those ads.
Like all digital tools, staying organized in Google Adwords goes a long way. Keep your similar keywords grouped together and do your research. And, don't be afraid to test your ads, call to actions, and keywords!
What are your tips and tricks for mastering Google Adwords? Tell me in the comments! Or share your thoughts with us on Twitter, @Modernmeds.