In this webinar, member learned how Google Ads Grants work, how you can navigate the account, and some helpful advice for getting started.

1. P R E S E N T E D B Y :
W W W . C A U S E I N S P I R E D M E D I A . C O M
Google Ads 101
A Nonprofit's Guide to Search
Ads on Google

2. Welcome!
I'm Sarah from
Cause Inspired.
Cause Inspired is a full-service digital marketing agency serving the nonprofit
sector, specializing in managing the Google Ad Grant.
We are a leading solutions provider for nonprofits looking to expand or nurture
their digital reach, With over 500 nonprofits trusting us to manage their
$120,000/year of free ad spend from Google.
Sarah Symoens: Head of Strategy & Training

3. About our TechSoup
Partnership
Develop their donor funnels
Foster donor relationships
Solicit more volunteers
Drive traffic to their events
We work with Techsoup to help Nonprofits:
All using the Google Ad Grant.
Together, we help nonprofits grow and
maintain their digital presence.

4. We're
Trusted
By Many You might recognize some of the
organizations we work with, such as:

5. Session Structure
What are Google Ads & why
should nonprofits care?
Discover how to navigate
the Google Ads platform.
An overview of what makes
Google Search Ads work.
Intro to Google Ads
1.
3. How to Navigate
2. How Ads Work
Know the right changes
to make for success.
4. Tips & Advice

6. What are Google
Search Ads?
Sponsored Search Results to user searches
with keywords relevant to your website.
For example, if you bid on "protect animals" your ad
could show like in the image above.

7. Why Should Nonprofits
Care About Google Ads?
The Google Ad Grant gives nonprofits
$10,000/month of ad spend for
Google Search Ads.

8. What Can Nonprofits Do
with Google Ads?
By appearing at the top of relevant searches, you can drive:
Your presence on the internet means everything.
Donations
Volunteers
Awareness
Registrations
Newsletter Sign Ups
Followers

9. How Google
Search Ads
Work
An AI-driven, auction-style
bidding system.
Set up Ads for pages on your website
Enter "keywords" you want to bid on for your ads to appear.
Google scans your website page and ad, and gives it a Quality Score.
Google shows and ranks ads based on Bid x Quality Score.
1.
2.
3.
4.

10. What's
Quality
Score?
How relevant is the keyword you are bidding on to
your landing page?
How relevant is the ad you wrote to your keyword?
How user-friendly is your website? Is there a good
history of users finding what they want when they visit
your website?
It determines whether or not your ad shows
up on the Search Network.

11. Google Ads Vocab
Clicks - Ad clicked
Impressions - Ad shown
CTR (Click Through Rate) - Clicks/Impressions
Conversions - Goals completed on site
Cost - Grant Credit's Ad Spend
Campaign
Ad Group
Keyword
Search Term
Performance Metrics:
Navigation Phrases:

12. Google Ads Structure
Login, Settings
Ad Categories with shared location targeting,
bidding strategies and ad types.
Ads with shared keywords
Account Level
Campaign Level
Ad Group Level

13. Navigation
Presentation are communication tools that can be
used to as demonstrations, lectures, reports, and
more. it is mostly presented before an audience.
Tools & Settings:
Access and Security
Linked Accounts
Overview
Campaigns
Ad Groups & Keywords
Ads & Extensions
What should you know inside of Google Ads?

14. Tools & Settings
Add/Remove Users
Grant Access to Agencies
Tools & Settings > Setup > Access and Security
Linked Accounts
Access & Security
Connect your account with Google Analytics
Tools & Settings > Setup > Linked Accounts

15. Overview Page
Account Changes Summary
Keyword Performance
Most-Shown Ads
Devices / Audience Demographics
A great starting point for quick
and easy information.

16. Campaigns
Campaigns
Blue Plus Sign
Campaign Type: Search
1.
2.
3.
How do you set up a campaign?
How do you view campaign performance?
Campaigns (Left side Menu)
Adjust Date Range
1.
2.

17. Manual
CPC
Maximize
Conversions
Target
Impression
Share
Maximize
Clicks
Ad Grant
Compatible?
No Yes Yes No
Automated
Bid Setting?
Manual Yes Yes Yes
Advantages
Vary bids
by Ad
Group
Maximize
conversions
regardless of
the CPC.
Maximize
impressions
and rank.
Maximize
your traffic to
the website
regardless of
CPC.
What Bidding
Strategy
Should You
Choose?

18. Ad Groups &
Keywords
One Landing Page Per Ad Group
Shared Keywords
Check Search Volume with tools like
Google Trends or Keyword Planner
Be creative, and use a variety!
What should you know about Ad Groups?
What about Keywords?

19. Responsive Search Ads
The final step in the campaign creation
process.
15 Headlines
4 Descriptions
Google Optimizes combinations for optimal
relevance and performance.

20. Ad Assets
Campaign > Ad Group > Ads & Assets > Assets
Stand out Info under your ads to help users
find what they're looking for.
Types of Assets
What are Assets?
Sitelink
Callout
Call
Location

21. Tips for Good Ads
Use keywords in your ad copy.
Always have a call to action.
Experiment with everything.
Have great landing pages.
1.
2.
3.
4.

22. Use Your Google Ad Grant
Raise Awareness
Attract Donors
Recruit New Volunteers
And so much more
The grant can help you:
Nonprofits get 10k of ad spend a month on Google.
Get started with the Google Ad Grant procurement process by visiting
google.com/grants or by talking to one of our support professionals.

23. Why Hire a Google
Premier Partner?
Google Premier partners are verified as having the latest
Google Ads expertise.
It's the only verification of its kind to exist by Google,
for Google Ads.

24. So Why Cause Inspired?
Presentation are communication tools that can be
used to as demonstrations, lectures, reports, and
more. it is mostly presented before an audience.
We're pioneers in the Google Ad Grant space.
We work directly with Google and Google.org.
We value nonprofit growth and education.

25. Find the Right Package for you
For more information, visit:
https://page.techsoup.org/google-ad-grants-managed-services
Support Service
Empowerment
Managed Services
Level 1: Essentials
Managed Services
Level 2: Optimization
Managed Services
Level 3: Select
Grant Policy Compliance
Recommendations and
Support
How-to Articles and Videos
Expert Advice via Email
Grant Procurement
Account Build-Out
Content Recommendations
Bi-weekly Optimizations
Monthly Report
Check-In Call Every Other
Month
Grant Procurement
Account Build-Out
Content Recommendations
Bi-weekly Optimizations
Monthly Report
Monthly Strategy Call
Monthly Audit
Grant Procurement
Account Build-Out
Content Recommendations
Weekly Optimizations
Monthly Report
Weekly Strategy Calls
Monthly Audit
Advanced Keyword Research
Flexible Task Scheduling
$89 $249 $489 $1,389

26. THANK YOU.
Please feel free to contact us if you are interested
in any of our digital marketing services or the
Google Ad Grant.
Email: Kara.McKissack@causeinspiredmedia.com
Number: (904) 429- 7575 x114