Organizations using the Google Ad Grant may believe that the main goal of the grant is to increase the number of clicks to the website or to spend the most money possible. However, not all clicks are created equal. Managing Google Ad Grants effectively is like baking a cake. An experienced baker must balance each ingredient to bake the most delicious cake.
The same goes for effectively managing Google Ad Grants. An experienced Google Ad Grant manager will take into account an organization’s strategic goals, balancing things like location, bidding strategy, keyword usage, campaign structure, and click-through rate. To better understand the importance of balancing these various “ingredients” of an ad grant, it is important to first understand the purpose of the Google Ad Grant.
What is the purpose of managing Google Ad Grant?
The purpose of the grant is to reach a specific audience and attract desired users to your website, while providing an opportunity to engage visitors in meaningful activities of the organization.
Meaningful activity can be many things, including browsing online, filling out a form, attending an event, etc. Google Sponsored Ads play an important role in the funnel that encourages a user to interact with your organization in the way you want them to. When a person takes a desired action through your website, it’s called a conversion. Organizations should aim to generate as much conversion as possible through effective use of their Google Grant and website.
Balancing Google Ad Grant management quality and quantity
Not all ad traffic is good traffic.An effective Google Ad Grant manager must carefully consider ways to generate and convert the highest quality traffic. Next, various options for choosing the main indicators that the grant manager must be able to balance will be considered.
Number of clicks vs. quality of clicks
The effectiveness of the Google Ad Grant conversion funnel depends on the quality of the traffic coming to it. For example, an organization that helps people with disabilities can generate traffic to their website by showing an ad for the search query “dog grooming” using a Google Ad Grant. However, people who want to groom their dog probably won’t see any benefit for themselves in such a site. They will most likely leave without taking any action on the site. More traffic doesn’t always mean good traffic. That’s why an effective Google Ad Grant manager must carefully analyze ways to generate and convert the highest quality traffic.
Effective ads should focus on keywords and topics for people who might be interested in your organization.
Google strives to offer its users the most relevant information. When it shows your ad to a user, it hopes that the user will find your website useful and relevant to their query. If you don’t, Google will eventually stop showing your ads.
Maximum conversions vs maximum clicks
When discussing click quality, it’s also important to explore the topic of bidding strategy. Your organization needs to balance bidding strategies across all of its Google Grant ad campaigns. We recommend choosing either maximum clicks or maximum conversions.
If you choose Max Clicks as your strategy, your ad bids will be capped at $2.00 per click. This means that your ads will show for lower priced keywords and may generate lower quality traffic overall. The advantage of this strategy is that it usually allows you to generate the highest possible number of clicks for your resources.
On the other hand, when people click on your ad, Google can determine the type of people who are most likely to click on your ad and take certain actions on your website. If you change your strategy to increase the number of conversions, your ads will be focused on those people – who are more likely to be interested and interact with your website. One of the great benefits of this strategy is that Google doesn’t limit your bid at all. This means you can spend more money managing Google Ads every month! However, this strategy tends to result in fewer (but higher quality) clicks.
Generic keywords vs. specific keywords
Using the Google grant, non-profit organizations can display ads on no more than 10% of all web traffic for any keyword.In addition, the ads must generate enough traffic for Google to allow them to continue to appear in search results. Therefore, Google Grant works best when cast as a wide net to capture traffic for the most common keywords. If an organization is too specific in its keywords, the competition may be too great and its ads may never appear in search results. Also, if your keywords are too specific, for example, “adopting a labrador dog under 1 year old in Kyiv”, they may not have enough traffic to qualify for a Google Grant.
Effective Google management is a must to identify the most popular keywords that generate clicks and launch advertising campaigns for those keywords. You can research and compare the popularity of keywords using Google Trends.
Campaign diversity
Many organizations fall into the trap of focusing their Google Grant ads only on specific terms related to their organization. By doing this, they are missing out on 80% of potential search traffic from locals looking for support with their real problems. When setting up your Google Grant campaigns, be sure to consider the different services you provide. The more keywords you use in your ads, the better the chance that your ads will be shown to a larger and more diverse audience.
Larger geographic area versus smaller geographic area
Choosing the geographic region where your ads will appear is very important. Choosing an area that is too small may mean that there is not enough traffic to get meaningful clicks on your ads. However, setting a geographic area that is too large can result in ad bounces from people who are not interested in engaging with your organization.
The geographic region should reflect the purpose of the ad. If you are looking for a local person who would physically visit the organization’s office, then setting a geographic target area of about 35-60 kilometers will do just fine. Before setting too small a zone for local traffic, remember that some people work more than an hour away from home and search the Internet during the day.
Your organization can have events and activities for people all over the country. For example, in today’s world, people can watch any performance online from anywhere. So, if you’re using a Google grant to advertise online events, consider setting a large geographic target. The ad goal when designing and managing Google Grant ads for your business should help you determine the size of the geographic ad targeting area you need.
Click rate
Click-through rate takes into account the number of people who were shown an ad and calculates what percentage of them actually clicked on it. In general, the higher the click-through rate, the more effective the ad. Click-through rates are important because they are a good indicator of the overall effectiveness of an advertising campaign.You can work to show your ads to everyone in your area, but if no one clicks on those ads, your campaign won’t be very effective.
Conversions
The last and probably one of the most important elements of your Google Ad Grant funnel is conversions. The term “conversions” refers to people who take the actions you need on your website. Your organization may be running an effective advertising campaign that generates enough quality new traffic to the site, but if those people leave the page once they get there, that’s a problem.
It is important to set up conversions in Google Analytics to help Google better understand the performance of your advertising campaign. Conversions also help you see what people do on your website after they click on your ad. It’s very useful to know how many new visitors click “View” or “Schedule a visit” or whatever.
Optimizing websites for better traffic conversion is both an art and a science. It’s also a great resource, offering endless potential customizations. If your organization is considering a Google Ad Grant, it’s worth consulting with a professional to make sure your website is effective and ready to receive traffic.
Google sets the rules
Every day, billions of searches are performed on the Internet all over the world. Google’s sophisticated algorithm ranks relevant search results. The Google Ad Grant manager must keep abreast of changes and constantly make sure that your ad does not “graze behind”, because Google constantly changes the rules.
Begin by entering your first and last name to establish your identity. The next crucial step is providing your email address; remember, it must be a business, branded, or corporate email, as generic email addresses are not accepted. This is to ensure a professional level of communication and to filter out non-serious inquiries.
You are also required to include your website’s URL. This is vital as it gives context and allows for a preliminary assessment of your online presence, which is integral to the audit process. Furthermore, you must clarify your status regarding NGO registration or your interest in Google Ad Grants. This information is essential for tailoring the audit to your specific needs and circumstances.
After you have filled in all these details with precision and care, review them to ensure accuracy and completeness. Submitting accurate and comprehensive information is crucial for a meaningful audit.