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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2
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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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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2
3
4
18. Family Abuse
Get the facts on family abuse here &
learn how you can help stop it.
FuturesWithoutViolence.org
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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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