hi guys this is Jodi Mason and I am
presenting to you guys and it's squared
Memphis the second part of our group
setting up Google Ads grant for
nonprofits and today we're gonna
actually look at what it takes to set up
your Google Ads Grants account
I also want to just mention TechSoup
because they are one of our sponsors and
what their mission is
Texas mission is to build a dynamic
bridge that enables civil society
organizations such as us and orchid and
changemakers around the world to gain
effective access to the resources they
need to design and implement technology
solutions for a more equitable planet
once netsquared
we're netsquared neck squared is a
monthly meetup group or that's held by
volunteers such as myself to present
various topics about nonprofit around
nonprofit technology next word is a
program of TechSoup global and the
mission of a netsquared is to mobilize
technology and communities for social
change so this is a monthly meetup and
we're gonna just meet every month and
you guys can have some input on terms of
topics that you guys want to have for
over the next year or so
so since neck squared is a global
network there over a hundred and twenty
groups in 41 countries and this number
grows every day so they're always adding
new groups some of the social has
hashtags for the Memphis group on if
you're on Twitter you can use hashtag
tech4good mem hashtag knit to men
hashtag Nick to Memphis
hashtag tech4good Memphis we don't
currently have a website or a social
media page set up at this time but as
the group grows that will change for
right for right now if you want to
subscribe or see what the global
community is doing you can go
so facebook.com backslash net squared
and that is where every all the groups
post any general information that needs
to be seen so there's some group topics
that you guys see that another group is
doing and you want to add those in there
fist by all means
post those on meetup.com and we can try
to get those scheduled here within the
next juror show the meetup time our
meeting times are scheduled for the last
Thursday of every month at FedEx
Institute at the University of Memphis
we are scheduled to meet in room 225 if
that changes I will post notifications
to meetup.com again meetup.com is where
right now I'm gonna be posting all the
information that's relevant to the group
and to just keep the group organized
that way so if you need more information
about the group you can you can go to
knixwear org or you can go to meetup.com
backslash neck squared - memphis
any group notifications or if you want
to provide feedback do all that on
meetup.com for right now until we can
get a more established way to handle all
of the feedback that comes through ok so
text - what do they offer if you've
already created your account with
TechSoup they have a vast array of
software programs for you guys to access
including QuickBooks QuickBooks for
nonprofits Microsoft Office 365
Adobe BitDefender Antivirus and this is
on top of them
the Google Act great you will only do
your verification process through
TechSoup you will not do the full
approval process for Google ad grants
and Google at Google for nonprofit
context that's all handled by Google
themselves so just remember that some of
these programs have different ways of
applying and like a static text to
design major sponsor along with the
FedEx Institute who is graciously
donated us a room
I'm your presenter and your co-host of
this Meetup I'm Jody Mason I'm a digital
media media consultant specializing in
Google ads grants I have a master's
degree in public administration from the
University of Memphis
I'm also Google Adsense research
certified Google and Google Analytics
individually qualified okay so let's
just jump into this it's premature
Google Ads grant account we're gonna go
to google.com that's back slash grants
you're not gonna go through the normal
channels of going through ad stock
Google com
don't do that or you can use the account
creation guy that's in the support
network for ads grant to youth and start
your account that way there are two
types of accounts that Google Ads grants
offers or Google ads offers one is the
Google Ads which is a regular account
and then there's Google ads Express the
Google ads account offers more control
of your messages your targeting of
everything however this requires more
time to manage so you're gonna need at
least 2 to 3 hours a week to manage your
Google ads a grant account and as it
grows that number will probably grow
along with it so for optimization
purposes I was saved in the beginning
one or two hours a week if you only have
a few campaigns maybe one to three
campaigns with maybe 5 ad groups as that
grows and your hat and you have more
campaigns in Europe which of the 20
campaigns and you're up with something
more 30 or 40 or 50 ad groups you might
that number will increase significantly
with Google Ads you must meet all of the
Google Ads current policies Google
manages nothing for you you will have to
meet all of the compliance rules and
regulations on top of the regular Google
ads policies but you get better control
your nonprofits message and better geo
targeting
if you can't meet the compliance
requirements with the Google ads account
you do have the you have option of using
the Google ads Express it's automated
for you you don't have to me to fight
the compliance with all the compliance
that goes in with the for Google Ads
account you will pick the only thing you
will do is pick your audience you will
write three lines of text about your
nonprofit you set up your daily budgets
and AdWords Express will do the rest for
you so if you see me something that's
low maintenance and you don't have to do
three hours per week to manage a Google
Ads account the Google Ads Express
account is an option for you
there are restrictions on where your ads
will appear Google ad grant accounts
only appear in Google search you do not
have Google Ads grants account cannot
use coop and search with a partner
network so when you set up your
campaigns there's a box that you're
gonna unclick that says with partner
network you're gonna unclick that box so
no checkmarks will be in that mark box
you also don't have access to display
advertising you will also uncheck that
box as well this is not on the
PowerPoint but I want to clarify that in
this message that I'm sending out today
and I will have that written underneath
the PowerPoint as well you don't have
access to YouTube advertising so don't
try to use that you don't have access to
the remarketing or retargeting so you
can't use there's a option to use
audiences you can't use that don't use
it at all you don't have Google Ads
shopping you can't use it it's not an
option for Google Ads grants so just be
aware of that when you get ready to set
up your campaigns that only place that
your ads will appear is on google.com
itself it will not appear anywhere else
this is a slide showing you a search a
text search on google.com for a for
donate to nonprofit organization New
York and as you can tell there is one
Edie
Cowen's Children Hospital donate local
save children's lives that came up for
this search this is where your ads will
appear okay if you can tell right next
to the URL
it has the word ad that is an ad that is
where your account shows now here's the
other thing about Google ad grant
accounts versus a paid account if you if
your nonprofit is bidding on keywords
that for-profit organizations are
bidding on your ads more than likely
will appear below the paid ads that's
because the paid ads have more
consideration
then the Google ads grant program and so
remember that when you are checking your
stats and you see that hey we're arm
number three or four the bottom of page
and why can't we we've done everything
to get to the top of the page why can't
we get to the top of the page that might
be one of the issues that you're having
is because you're in the bidding process
with other paid accounts so just just
remember that prior to your account
setup your organization must have a live
website with substantial content and I
will link to that policy your website
must load quickly you need to do a
Google PageSpeed on your website if it's
anything below 75 then you need to do
some work on your website to improve
that you must have a SSL certificate and
this will depend on your web hosting and
have that set up and that may be there
may be a cost for that depending on
which SSL the certificate that you use
whether in the organization or the
authorizing were authorizing
organization that you use so be aware of
that and when you create a char ads you
must use HTTPS in your ads and your
final URLs make sure your website is
search engine optimized if your website
is not search engine optimized then that
will cause some issues with your quality
scores and we will get into quality
scores a little bit later and I'll
discuss why that's important when you
before you set your account up make sure
you don't have a paid account or another
Google ad grant account attached to the
email that you're about to use
organizations are only allowed to have
one Google Ad Grant account so if you're
if you've had an account in the past you
will need to go through and have that
account reactivated if you have a paid
account and you are using a an email
address the same email address to hook
into your Google Ads gren account you
cannot use that same email address it
must be
new email address email addresses are
permanently attached to Google and
accounts just remember that as well so
so that you guys don't have any issues
and I also provide a link to the Google
set up creation got is will that goes
over a lot of what we're talking about
today after you after your account
creation you need to remember to cement
your account for review in Google for
nonprofit you will need your 10-digit
account ID it's in the form of XX um
it'll be ten digits separated by dashes
it's in the top right hand corner of
your account if you click on your you're
the little man or if you have a picture
if you click on the picture it'll bring
down a drop down and your account ID
should be within the underneath the icon
okay so remember to sign into Google for
nonprofits to get your accounts reviewed
it could take up to 10 days for approval
for your Google Ad grant account to
start receiving impressions so you might
see that you need to enter billing
information
we don't ever in a billing information
okay this is the next thing never ever
enter billing information it will ask
you for it but do not do it okay make
sure you allow if you're doing the full
Google Ads experience make sure you're
logging into your account at least
weekly after campaigns again running to
to make sure that nothing's gonna rhyme
that you're meeting all of the Google
Ads
grant policies I'm not gonna do the
Google Ads Express creation but if you
want to do that instead of the for
Google as experience I provided that
link here it's will that's how to set
that up what we're going through today
is the Google for Google Ads experience
and not the Express this is your account
structure under your account I under
your account
you will have multiple campaigns I'm
just showing you one campaign and how
that campaign structure looks with
Google Ad grant accounts you must have
to add groups if you can see I have
campaign a with 8 and group 1 8 ad group
to each ad group must have two ads so as
you can tell I have two egg groups under
each one of ad groups each ad group will
share a list of key words and the key
word types our bright match broad match
modifier phrase match and exact match
each account each campaign must also
have two sitelinks you can specify down
to the ad group level and even on the
account level but with the Google Ad
grant they require at least two site
links Park and pain so remember this as
well each the high your and this is my
on this PowerPoint slide but I need to
explain this each campaign that you
create will divide up that three hundred
and twenty nine dollar a day budget so
you can divide that up however you like
depending on which can't which campaign
is receiving the most impressions or
more impressions and building more
awareness for your organization so with
this if I wanted to only specify 50
dollars for this campaign I could do
that
and Google allows you to do that so when
you create your campaigns you will
specify the maximum budget for this
campaign and you will do that we when
you say like I said it when you set up
your campaigns there's also some
campaign criteria that you set up also
during when you set up your campaigns as
we'll so we'll we'll go over that when
we I have to produce a separate video to
show you guys how to actually set that
up
you must geo target your ads if you do
not geo target your ads you will get you
will receive a non-compliance with
Google ads for Google ads grant
geo-targeting you cannot target your
campaigns internationally do not do this
if you can't if you target your
campaigns internationally
you will probably more than likely get
your account deactivated you can do your
campaigns based on country so if you
have more impact in the US and next I
would say do US you can even get down to
the zip zip code level and Airport code
level with the Google ads experience so
it's very very fine-tuned and you can do
it based on a radius area and so much
more so if your nonprofit only has an
impact in the city of Memphis and its
surrounding a 100 and miles all of your
campaigns more than likely will only
need to do the surrounding areas and
that 100 mile radius if your donations
come from that come nationally then you
can target your campaigns nationally but
make sure you're looking at your
click-through rates and making sure your
click-through rates are remain above 5
percent your overall click-through rates
for your filtered keywords remains above
5 percent the creation guide states to
set up your campaigns with maximize
clicks however I'm gonna take I'm gonna
say don't do that
but setup manual cost per click if it's
an option the reason being and not and
not any of the other ones because you're
gonna have maximize clicks maximize
conversions targeted CPA
return on adspend those are smart [ __ ]
strategies and they all require
conversion tracking be set up on your
website and and in your Google grant
account in order for those to work and
that eventually down the line can be a
compliance issue if you don't set those
up correctly rules
talk about setting those up next time
and I'm gonna make sure I do a video for
you guys who are not able to attend to
see that video as well again the maximum
daily budget that you have is $329 a day
this is based on an average of thirty
point four days per month this is how
Google calculates your 300 that $10,000
admin so your max budget per days 329 it
will knock over that once your your ads
spend that 329 for the day if you spend
three hundred and twenty nine dollars at
12news by 12 noon your ads are done your
ads will not show up for the rest of the
day
you won't restart until midnight or like
12:01 or something like that
if your organization charges for
products or services only and you have
an e-commerce portion on your website
that you make sure that you have a
statement on your website stating how
those funds are used to - how those
funds are used to basically support your
organization no affiliate marketing no
commercial based links no glue Adsense
no amazon smile all of that has to go
prior to you getting approval for the
Google Ad grant and if those things are
making money for you and you want to use
Google a branch you're gonna have to
make a decision on if those are going to
be something that are worth giving up or
not and I can't make that decision for
you how to use keyword research and
keyword policy oh this is so important
post keywords for you must let me not
even say pause you must pause keywords
with a quality score of a one or two you
can create automated rules to pause
these for you and I'll show you how to
do that in Google ads as will no single
keywords unless approved by Google or
they're only
list your own branded keywords recognize
medical conditions with acronyms but you
need to have all of those white keywords
white listed any keyword there's a
single keyword that you want to use
needs to be white listed so don't use
them and then because if it and then
because you might get an you might risk
it account deactivation is what the
problem is
no overly generic keywords like best
video cool apps ebooks today's news easy
yoga download games you must maintain a
5 percent overall click-through rate on
your account and this is at your keyword
level not your ad group level not your
campaign level but at the key word level
so check your keyword reports and make
sure you're meeting that 5% if you're
not meeting that 5% you need to pause
any low click-through rate keywords see
you reach that 5% so start with ones
that have 1% click-through rate or
they're 0% with a hundred impressions
those need to be paused your ads
keywords and website may not make claims
that promise results after a
consultation service or purchase claims
on your website must cite verifiable
references to provide transparency to
users now here's the kicker Google is
using machine learning in a technology
which means they are moving towards
automation and I'll describe what latent
semantic indexing years but it's it's
very simple and complex at the same time
keep our planning tools let's talk about
those Google ads has a keyword planner
tool that you can use
when you open your account Google may
suggest keywords for you to use more
than likely don't use there'll be in the
recommendations don't use Google's
recommendations Google recommendations
were meant for for-profit businesses
they were not meant for nonprofit
accounts if you have Bing ads being ads
has a keyword planner as well spyfu is a
paid option you can go online and check
them out and see how much they cost
my favorite is a thesaurus and a
dictionary they were fired it's free but
it requires some creativity do a
competitive analysis of other ads and
see what those other ads creatives look
like and you can pull keywords from
their creatives as well use Google
Trends and Google Suggest and I would
use these for campaign and keyword ideas
you can use Google search console if
your website has Google search console
hooked up to it
Google search console if you have your
analytics account hooked up to Google
search console you can probably pull
some information in from there as well
Google Analytics may be an option to
track to get keywords and campaign ideas
there is a way to track your searches
within Google Analytics and it's very
simple that means if you have a search
box on your website and people are using
that search box then a lot of that
contextual starch can be pulled into
Google fear and very easily in order to
Google Analytics very easily SEM brush
is a page but the paid version is
expensive but it's another keyword
planner tool I google call to action and
since free keywords and see what you can
come up with and basically put together
a portfolio of terms that you probably
can use on top of the keywords that you
have
also inside of Google ads once your
campaigns start spending and people
start clicking the search term reports
is a goldmine for keywords so remember
that the search term reports if you
click on keywords and on top of the
keywords menu you'll see search keywords
excluded keywords and I think search
terms click that search terms those are
the terms that people actually use to
find your website or find your ads also
I like using contextual search using
social media is a good one as well it
requires a little bit of work but it
does get the job done there's a website
called most calm he has a site Explorer
too that you can use his will and he's
using the keyword planning as well
however you do have to sign up for this
website most icon is also one of the
leading authorities on search engine
optimization so if you have some issues
with search engine optimization I want
to know more about it or with the
intermediate and advanced and the or the
basics are this is a great he's that's a
great place to start and it's a guy
named brand Fishkin he does whiteboard
Fridays and he's the CEO of most calm
and he's a really good resource if you
guys can watch his videos every Friday
keyword match types you have any
long-term longtail keywords we have
broad match which has nothing around it
so when you enter keywords just say with
no nope no quotation marks no pluses or
anything in them that's a broad match
it's gonna proudly match your keywords
to similar phrases and terms you have
bright match modifier and I'll provide a
link on bright match modifiers and how
those work and you have phrase match
keywords if you look at phrasing how I
have phrase match keywords it has
quotations around it phrase match will
I match the keywords within your within
your within the quotation marks and
it'll add to it it can add additional
words to it but those keywords I'm
really gonna be the ones that the phrase
match is gonna focus on and then your
exact match and your is gonna be exactly
that it's gonna have it exactly what is
in the that bracket so you use brackets
for your exact match keywords and with
your exact match there'll be a little
bit of modification Matt it might be
match exact keywords or keywords match
exactly or something like that but it
will not stray too far from from from
the from what you have known tail
keywords are keywords with three or more
words though some may say two or more as
good as considered long till long tail
keywords are gonna probably have a
higher click-through rate because that's
you're getting it more specific of what
people are searching for latent semantic
indexing helps search engines understand
content and context and determine the
intent behind us users search based on
the specific keywords they use that is
what latent semantic indexing ears it's
becoming automated their Google is
becoming smarter there so if you have a
keyword search for keyword search
they're trying to figure out what you
are actually searching for so you might
not be looking for keyword research you
might be looking for keyword research
planner or keyword research tools or
keyword research whatever Google is
trying to get smarter about directing
you to their resources better quality
scores and why they matter quality
scores are based on three things they're
based on your landing page experience
and that's why I say we run a Google
PageSpeed test to see how your website
ranks if your page if your landing page
experience is bad you will get a low
quality score they're also based on your
air quality
how you write your ads so that we're
gonna get very specific on our ad
quality and how to write better ads the
third thing they're based on is expected
click the rate they expected click the
rate you have no control over really
because it's gonna be something that
Google automatically calculates and it's
gonna it's what they it's how they do it
but you do have control over two things
you have control over your landing page
experience and your air quality so make
sure you you work out your landing pages
to make sure you cows that 75 to 85
percent PageSpeed score if like I stated
any any keyword or the Quality Score of
one or two has to be polished this means
that if it's a one or two there's very
little to no relevancy in terms of your
website to that keyword okay you how to
add copy Google has this thing called
dynamic keyword insertion I would
suggest you use that for your ads when
you ready create them this will help you
or your air quality greatly there I will
I will link to the guide on dynamic
keyword insertion and I will even when
I'm in the video I will show you how to
do dynamic keyword insertion you want to
make sure you try to get a
call-to-action keyword or call to action
keywords within your ad take your ad
copy as will then this will help improve
your click-through rate and let visitors
know or structures know what you action
it is that you want them to take okay
we've already been through the structure
for Google ad oh no we have not been
through the structure for Google ad but
the Google ad I think will say that when
I actually do the Google and set up the
Google ad account Google responsive ads
are also available I don't use them
because I don't see the higher
click-through rate usually those are the
ones with a lower
click-through-rate dynamic ads there's
controversy over dynamic ads my
suggestion is don't use dynamic ads at
this time there's a lot of nonprofits
that had issues with dynamic ads and
that could be a non compliance issue and
you don't even want to deal with that
non-compliance issue there are three
ways to set up Google tracking
conversion there's Google ad pixels
Google tag manager in Google Analytics
we're not gonna discuss conversion
tracking today this is gonna be saved
for third installment of the Google Ads
grant for April so make sure you attend
that group is will okay we've been over
requirements and I think we've pretty
much got it but to get the Google Ads
grant you must have been approved for
the Google for nonprofits so if you have
not been approved for Google for
nonprofit and done you're TechSoup
validation you need to make sure you do
those steps first so what's next during
the next session we will discuss
conversion tracking and how to set it up
types of conversions and how to use
Google Google Analytics to track those
conversions so the over the next month I
want you to take the time to get your
approval process for your Google Ad
grant and begin running ads come up with
two different campaigns the ones I don't
want you to focus on our donations event
ticket sales volunteer dull or volunteer
does require conversion tracking and it
will be extremely difficult to get
impressions and and even manage those
without the conversion tracking setup so
don't do those will set rule I'll show
you how to do that next month do some
initial keyword research on your initial
campaigns to see what keywords are gonna
work best for your for your organization
do that competitive analysis I got
talked about focus on local and national
nonprofits see how they're doing their
ad
and pull some ideas from them it's okay
to borrow if you get stuck on your
account creation please use the
community support tab and Google Ads
grant for nonprofits okay there's I I'm
always answering questions in terms of
the account creation or account
improvement and this is the only way
that you're going to get some solid
information about your Creek about your
account creation or your Google Ads
account you can call Google add support
or speak with your chat but they are not
trained for Google X grant so you will
get some very shady information from
them so just remember that determine if
your nonprofit will be able to maintain
the compliance or if you should use
Google Ads Express this is going to be a
huge one is there anyone in you or your
organization who's going to be able to
dedicate the time weekly to manage this
account or are you too strapped for time
already or too short of staff in order
to to manage this your options in terms
of the management for Google a grant
account are one you can manage it for
yourself too Google has the Google Ads
grant challenge where they hook up
University students with Google as
granite counter sit-ins and they manage
your account for you based on a certain
time period you can use it but there are
some challenges with that as willing
you'll need to look that up and see what
those challenges are you can use a
freelancer like myself to manage our
account
or you can use a paid agency or a larger
agency to manage your account for you
the other one is that however you decide
is that you need to make sure that the
person understands the Google Ads grant
policies and the Google Ads policies as
well because one does not operate
without the other okay or Google s does
not operate
google it strength or not does not
operate without Google Ads and you still
have to comply with the regular Google
ads policies as well lastly determine
what marketing goals you want to achieve
with the Google Ads grant and what key
performance indicators are important to
measure you will need this information
for goal-setting and conversions if you
have any questions again please feel
free to put those questions on
meetup.com and i will try to answer
those either meetup.com or i will try to
answer those questions in the session in
April so our next session will focus on
google analytics analytics conversion
tracking Google Ads conversion tracking
Google tag manager for conversion
tracking will also focus on what our
conversions and how to set up Google
Analytics and those conversion tracking
so I will explain I will be more in
depth with about the Google analytic
analytics because it's easier to set up
than doing the tag manager or trying to
get some web developer to set up your
Google conversion pixels
and that's it thank you guys for
watching my video have a good day