Google Ad Grants Ads: 5 Tips to Optimize Them
With the Google Ad Grants program, nonprofits can benefit from a free advertising budget of 10,000 $ per month on Google's advertising platform. This allows nonprofits to reach a wider audience and raise awareness about the causes they support. However, for these ads to be effective, it's important to create them effectively. In this article, we'll give you concrete recommendations to help you create high-performing ads for Google Ad Grants.
1. Be clear about your message for your Google Ad Grants ads
Your message should be clear and direct. Your ad should explain in a few words what you do and what you offer. Internet users don't spend a lot of time reading ads, so you need to make sure your message is easy to understand and eye-catching. Use simple terms and avoid overly technical or complicated terms.
2. Use the right keywords
Keywords are the driving force behind your advertising campaign. It's important to choose the right keywords to reach the right people. Use keyword research tools like Keyword Planner, answerthepublic.com, SEM rush, or keyword toaster to find keywords relevant to your cause. Think about keywords like “humanitarian organization,” “helping the elderly,” or “fighting cancer.” This will help you reach people who are actively looking to support a cause like yours. But be careful not to choose keywords that are too competitive!
3. Write catchy headlines
The headline is the most important element of your ad. It should be catchy and entice people to click on your ad. Use powerful, evocative words that pique people's interest. Avoid generic headlines like "Support our cause." Instead, use headlines like "Save lives in Mali" or "Make a difference in the fight against cancer."
4. Use ad extensions
Google Ad Grants
Ad extensions allow you to add additional information to your ad, such as website links, phone numbers, or addresses. This can help increase your ad's click-through rate by providing more information to searchers. Pro tip: Suggest donation amounts with price extensions.
5. Test different ads
It's important to test different ads to see what works best. Try different headlines, descriptions, and ad extensions to see what attracts the most attention and what encourages people to click the most. This will help you optimize your ads and improve your click-through rate. At Ads for Change, we usually create two responsive ads with 15 headlines, each with very different positioning. After 500 clicks, we get an idea of the winning positioning (best CTR and CVR) before repeating.
6. Bonus: Use relevant landing pages
Make sure that your ad landing page is relevant for the ad itself. If you're announcing a donation campaign for your nonprofit, the landing page should be a donation page, not just your website's homepage. This will help improve the user experience and increase the chances that people will donate or get more involved with your cause. The number of pages on a nonprofit's website is a key success factor on Google Ad Grants.
If you'd like to audit your ads and Ad Grants account if it's not taking off or isn't adding value, schedule an appointment with our team. We offer a comprehensive, personalized, and free audit for nonprofits.
