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Step-by-step instructions for starting an Adwords Account, covering Campaigns, Ad Groups, Keywords, and Ads. Especially helpful for nonprofits in the Google Ad Grants Program.
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About NPG
NPG specializes in creating and administering Google Ad Grants accounts for nonprofits
NPG creates customized search engine and social media marketing solutions to amplify nonprofits' missions, visions, and goals
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Google Was Designed by Engineers
So it’s Confusing
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Google for Nonprofits Programs
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Paid SearchPaid Search
Why Google Ad Grants?
Reach and engage your supporters through online advertising with AdWords
With Google Ad Grants, you can: Reach donors, volunteers, and constituents
Raise awareness
Track online donations, newsletter sign-ups, and volunteer registrations
Promote your organization's website
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Ad Restrictions
Ads must reflect the mission of your organization and your keywords must be relevant to your programs and services
Strictly commercial advertising is not allowed If you intend to promote products or services, 100%
of the sales and/or proceeds must support your program
Your Google ads cannot link to pages that are primarily links to other websites
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Example of an Approved Store Page
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Setting Up Your First Campaign
Setting Up Your First Campaign
Setting Up Your First Campaign
Campaigns: Select networks and devices
• These settings indicate where on the internet your ads can appear
• Google Ad Grants accounts are only allowed to run on Google and not on the rest of the advertising network
Setting Up Your First Campaign
Setting Up Your First Campaign
Setting Up Your First Campaign
Campaigns• Are where you choose your daily budget, geographic
and language targeting, and end dates for your ads
• For example, if you are a nonprofit serving people only in California, set your location targeting to just California, not the entire United States
• If you would like to segment your budget, target different geographic areas, or schedule different ads, you may want to create more than one campaign
• Are where you can create thematically related ad groups
Setting Up Your First Campaign
Setting Up Your First Campaign
Set your daily budget
• Google Ad Grants daily budget is $330 USD (or $10,000 per month)
• If you create more than one campaign, the total of all of your campaign budgets cannot exceed $330/day
Setting Up Your First Campaign
Setting Up Your First Campaign
Setting Up Your First Ad Group
Setting Up Your First Ad Group
Ad Groups• Will each have one theme and their own unique set of
keywords and corresponding ads
• Are where you set your cost per click (CPC) bids for your keywords.
• You can either set different CPCs for each of your keywords or just select the same CPC to apply to all keywords in your ad group
Setting Up Your First Ad Group
Create your ads
• Write a headline and short description
• For example, if you run an animal shelter near Boston, you could write a headline like "Boston Animal Shelter" with a description like "Neglected animals in need of a home. Adopt one today."
Setting Up Your First Ad Group
Setting Up Your First Ad Group
Setting Up Your First Ad Group
Setting Up Your First Ad Group
Setting Up Your First Ad Group
Setting Up Your First Ad Group
Adding Keywords
Choose keywords to match your ad
• Pick some keywords (words and/or phrases) that, when searched for on Google, can make your ad show up next to the search results
• Choose keywords that specifically describe what's mentioned in your ad, such as "Boston animal shelter," "adopt animals," and "animal adoption"
• Don't choose overly general words like "animals" or "adopt"
Adding Keywords
Adding Keywords
Adding Keywords
Adding Keywords
Adding Keywords
Adding Keywords
An Example Report
An Example Report
