Google Ad Grant – socialforgood.ie

by admin

September 18, 2024

Performance Max – Google Ad Grant

Performance Max is being added to the Google Ad Grant

On September 4th, Google announced that it is making Performance Max campaigns available to Google Ad Grant users.

Does your charity use the Google Ad Grant?

This is a significant update, and it offers charities the opportunity to maximize their online visibility, although there are some limitations to be aware of.

Initially, you may not see the Performance Max option in your account, as it is being gradually rolled out. If you do see it, please let me know—I’m very interested to hear how a PMax campaign performs for a charity or nonprofit.

It’s important to note that the Google Ad Grant version of Performance Max currently only shows ads in search results, so it’s not the full Performance Max experience available in paid Google Ads accounts, where ads run across all Google platforms.

So what is Performance Max?

Essentially, Performance Max is a goal-based campaign type in Google Ads that allows charities to advertise across all of Google’s advertising channels from a single campaign. These channels include Search, Display, YouTube, Discover, Gmail, and Google Maps.

The primary goal of Performance Max is to help advertisers maximize their campaign’s performance across all Google advertising channels by leveraging Google’s machine learning and automation capabilities

Final thoughts!

Personally, I am very excited about seeing Performance Max in the Google Ad Grant despite that the fact we are getting a diluted version of it.

I would love to know how you get on with it?

by admin

March 11, 2024

Managing the Google Ads Grant in 2024

Managing a Google Ads grant in 2024 requires adherence to Google’s policies and best practices while effectively using the grant to achieve your charities goals. So often however charities accounts will be suspend and staff members are not sure how to get the most from the Google Ads grant.

Visit: https://www.google.com/nonprofits/

The Google Ad Grants are a great tool, a perfect introduction to Search Advertising however it does have it’s limitations. I have always recommend charities invest in a paid PPC account as well in order to achieve their goals.

Here are my top tips! And they are in no particular order..

Follow the structure

It’s important to understand how your account is structured and to follow it. Each account is composed of campaigns, ad groups and ads. Each campaign can be categorised around a goal like, “fundraising” or “recruitment”. Within those campaigns, you will create ad groups centred around specific keywords. Each ad group will contain multiple ads.

Remember, each campaign must have at least two ad groups and 2 ads per ad group.

Image Source

Use Google’s Smart bidding

Google smart bidding refers to bid strategies that use Google AI to better optimise ads. The main advantage for a Google Ad Grant account is that it allows you to bid more than US$2.00, which is usually the max when setting bids manually in a Google Grant Account.

These Smart Bidding strategies are for the following;

Target CPA
Target ROAS
Maximise Conversions

Dynamic Search Ads

It can be difficult for charities to create ads for every relevant search. Dynamic Search Ads can help you! Here is a link to how to make them.

Dynamic Search Ads will automatically target keywords and create ads based on the content that is on your website. You can use your whole website or target specific pages.

Sitelink Extensions

Google says, you must have a minimum of two sitelink extensions for every ad in your Google Ad Grant. These extensions direct the user to specific pages of your website. Beyond sitelink extensions, there are also call extensions, lead form extensions and callout extensions. While Google doesn’t require you to use other extensions, they ad very useful.

Set your daily budget to $329

I don’t see any reason why you should divide your budget. If you are, then perhaps you are running to many campaigns and you may need to prioritise the campaigns that are actually performing well for you.

Optimise your landing page

When someone clicks on your ad you are required to give them a good experience when they get to your landing page. It’s important your landing pages load fast, get to the point quickly with no distractions, compelling ad copy, have social proof and function great on mobile or desktop.

Lastly, if would like help with your Google Ad Grant I do provide the following service

What other tips would you recommend?