3 Steps to Keep Google Ad Grants Going Strong in 2014

The beginning of the year is a good time to review your nonprofit’s Google Ad Grants account to figure out how to drive even more traffic to your organization’s website.

Step one: Do a thorough audit of your website

In order to optimize your organization’s Google Ad Grants account, you must ensure that your Ad Words match the content on your nonprofit’s website. It’s not uncommon for nonprofits to work with outside agencies or consultants to create content for their websites. An audit will keep you abreast of any changes to your site and allow you to maximize your Google Ad Grants account spending.

Step two: Expand on conversions

You know how important conversion tracking is for your nonprofit, and your site likely uses a form to keep track of interested individuals and parties.  In addition, you are probably utilizing a newsletter to reach out to supporters. There are other opportunities to expand on conversions. For example, if your nonprofit has expanded on various initiatives in the past six to 12 months, use these to garner additional conversions.

Step three: Eliminate wasteful spending

The key to an effective Google Ad Grants account is keywords. To optimize your organization’s Google Ad Grants account, it is critical to eliminate wasteful spending by streamlining your keywords. You can utilize a search query report to identify keywords that need to be eliminated or refined.

Following the above steps and utilizing the expertise of the Media Cause approach will keep your Google Ad Grants account going strong through 2014 and beyond. For more ideas on making the most of Google Ad Grants, download our free comprehensive guide.


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