10 tips for success with Google Grants

1. 10 TIPS FOR
SUCCESS WITH
GOOGLE GRANTS.
Including a checklist to keep your campaigns on track.
Adapted from a previous webinar with

2. What is Google Grants?

3. $10,000 in-kind grant
given every month, to members of
Google for Nonprofits, for free
advertising on Google.com.

4. Why should we use it?

5. There are over 3 billion searches on Google a day.

6. Implementing Google Grants has the potential of
10,000 to 40,000 new website visitors each month.

7. Ok. How can I be
successful with
Google Grants?

8. Funny you should ask...

9. Here are 10 Tips for Success.

10. Tip #1
Create a campaign for
every organizational goal
or project.

11. Tip #1
It’s ok to bucket similar
goals together. Online
donations, volunteers,
events, membership…
Ad Groups should have 15-30 similar
keywords that align to a specific page on the
website. The more focused the ad group, the
better the ad targeting.
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12. Tip #2
Use keywords research
tools to expand your list
of core words.

13. Tip #2
Grow your keyword lists but keep it focused,
otherwise they won’t even show due to
poor quality score. The keywords have to
be very specific to the content on your site
and landing pages.
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14. Tip #3
Use all 3 match type
options for broad match,
“phrase match” & [exact
match] or higher volume
keywords.

15. Tip #3
Quality score is calculated at the keyword
level, one match typed keyword could have
better relevancy than the others and drive
more traffic if isolated.
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16. Tip #4
Write effective and
succinct copy.

17. Headlines should be hyper relevant to the
search – include the exact keyword(s).
Include an informative and empowering
call to action.
Test 3-4 variations at all times.
Remove the worst performer every month.
Tip #4
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3
Family Violence
Learn More - Get the latest family
violence facts here.
www.futureswithoutviolence.org
5.56% Click-through rate3.32% Click-through rate
Bad Ad Example Good Ad Example

19. Tip #5
Drop users on the most
relevant pages within
your website (or create
new ones).

20. Optimizing starts with an inventory of a
company’s digital assets; Text, images, audio
and video.
Consider are all the digital assets you have to
work with to give both search engines and
visitors the information they’re looking for in
the formats they’ll respond to.
Tip #5
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21. Tip #6
Keep subscription and
contact us as short as
possible.

22. Conversion Rate = 50%
Conversion Rate = 74.6%
Bad Form Example Good Form Example

23. Tip #7
Direct traffic to a targeted
landing page vs. you
homepage.

24. Conversion Rate = 0%
0 emails collected
Conversion Rate = 12.59%
1,000 + email address / mo
Traffic to Homepage Traffic to Targeted
Landing Page

25. Tip #8
Use statistics
to introduce the problem.

26. Tip #9
Share information
that potential supporters want.

27. Tip #10
Keep forms as
short as possible (4 fields is ideal).

28. q Create a campaign for every organizational goal or project.
q Use keywords research tools to expand your list of core words.
q Use all 3 match type options for broad match, “phrase match” & [exact match]
or higher volume keywords.
q Write effective and succinct copy.
q Drop users on the most relevant pages within your website.
q Keep subscription and contact us forms as short as possible.
q Direct traffic to a targeted landing page vs. you homepage.
q Use statistics to introduce the problem.
q Share information that potential supporters want.
q Keep forms as short as possible (4 fields is ideal).
Google Grants Campaign Checklist:

29. Manage & Organize Google Grants’
AdWords Campaigns with this Free Template
http://offers.hubspot.com/template-managing-and-organizing-google-adwords-campaigns

30. By:
Taylor Corrado
@TaylorLCorrado