Since 2011, the Give Back Nation Team has been helping nonprofits manage the $10,000/Mo Google Ad Grant. As we get started managing your ad grant account, there are many different things we zero-in on to help expedite and maximize success.

Below is a brief breakdown of core management elements:

1. Getting Started

To get started, our Ad Grant Manager Team will be in touch with you, seeking additional information depending on whether we’re starting the application from square one, or you already have an activated ad grant account. If you already have an ad grant account, our team will seek the ten digit customer ID number found at the top of ads.google.com or in your Google for Nonprofits product portal. If you do not yet have an ad grant, our team will help oversee the application for you; the necessary application material can be found here.

2. Building Your Account

The next stage in the ad grant management process is to build your ad content. Our Ad Grant Manager Team will be in touch with you to discuss strategy to ensure your focuses and priorities are accommodated in your account. From there, our general approach is to cast a wide net and build ads holistically for the many different landing pages throughout your website, including your home page, services, about page, etc. This allows us to utilize more ad spend from the get-go, generate more traffic, and gather more data that we’ll use to optimize your account later. Our initial goal for your account is to get it spending the full daily allotment as soon as possible.

3. Conversion Tracking

From here, our team will be in touch again regarding Google Analytics and Google Tag Manager. These products allow us to set up tracking tailored to the interactions users are taking on your website, and to monitor additional analytical data from users who click on your ads. This enables us to adopt a more favorable bidding strategy with your ads, which will result in better ad placement at the top of search results, and in turn, yield more desirable results. This tracking is known as conversions in Google Ads, and as soon as conversion data is generated, we are able to adopt a strategy that targets users who not only click on your ad but also interact with something on your website, such as a form submission or joining your newsletter.

4. Creating Ad Assets

Along with conversion tracking, we’ll also finalize your ad assets at this time. Ad assets are supporting elements of the ads that appear next to or underneath the ad we’ve built. This includes images, your logo, additional links like a ‘contact us’ page, and more. To learn more about ad assets and the different types that can be used, click here.

5. Website/Google Analytics Analysis

Given that the website shares a deep relationship with your ad grant account and can affect its performance, at this stage, we’ll analyze your website and the Google Analytics data we’ve collected for growth opportunities. Are we seeing low scores for desired keywords because they are not on a landing page? Is the engagement rate low, and what could be the cause? Is mobile traffic high, yet loading speed also high, causing mobile users to bounce? With this information, our team will provide guidance on ways you can improve your website to achieve more favorable ad results.

6. Account Optimizations

Optimizations, the act of changing an existing process to increase the occurrence of favorable outcomes and decrease the occurrence of undesirable outcomes, are conducted from here on out. Optimizations are both necessary for keeping your account compliant with Google and for fine-tuning in the hopes of directing traffic and spend to more favorable landing pages.

We’ll address flagged ads, policy violations, ad/keyword scoring improvements, keyword cleanup, and more. Additionally, for accounts approaching or that have met the full spend allotment, we’ll look to set spend caps in place or phase out unpreferred ad content entirely to better align with the focus information conveyed during onboarding.

We recognize that focuses are not always static and new initiatives come up every year, so if at any time you want us to adjust your account’s target or accommodate a new landing page for a new initiative, please keep our team in the loop so we can make these modifications on your behalf.

Have questions?

As a nonprofit serving nonprofits since 2006, Give Back Nation provides complimentary brainstorming calls for nonprofits to learn more, provide feedback and see what opportunities might exist to help maximize the fundraising ecosystem, increase success, expand impact and more!