Creating Google Adwords Campaigns and Ad Groups

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Step-by-step instructions for starting an Adwords Account, covering Campaigns, Ad Groups, Keywords, and Ads. Especially helpful for nonprofits in the Google Ad Grants Program.

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Creating Google Adwords Campaigns and Ad Groups

  1. 1. Creating Ad Campaigns for Chris Middings Founder & President, NPG cmiddings@gmail.com 1
  2. 2. About NPG  NPG specializes in creating and administering Google Ad Grants accounts for nonprofits  NPG creates customized search engine and social media marketing solutions to amplify nonprofits' missions, visions, and goals 2
  3. 3. Google Was Designed by Engineers  So it’s Confusing 3
  4. 4. Google for Nonprofits Programs
  5. 5. Paid Search Paid Search 5
  6. 6. Why Google Ad Grants?  Reach and engage your supporters through online advertising with AdWords  With Google Ad Grants, you can: − Reach donors, volunteers, and constituents − Raise awareness − Track online donations, newsletter sign-ups, and volunteer registrations − Promote your organization's website 6
  7. 7. Ad Restrictions  Ads must reflect the mission of your organization and your keywords must be relevant to your programs and services  Strictly commercial advertising is not allowed − If you intend to promote products or services, 100% of the sales and/or proceeds must support your program  Your Google ads cannot link to pages that are primarily links to other websites 7
  8. 8. Example of an Approved Store Page 8
  9. 9. Setting Up Your First Campaign
  10. 10. Setting Up Your First Campaign
  11. 11. Setting Up Your First Campaign Campaigns: Select networks and devices • These settings indicate where on the internet your ads can appear • Google Ad Grants accounts are only allowed to run on Google and not on the rest of the advertising network
  12. 12. Setting Up Your First Campaign
  13. 13. Setting Up Your First Campaign
  14. 14. Setting Up Your First Campaign Campaigns • Are where you choose your daily budget, geographic and language targeting, and end dates for your ads • For example, if you are a nonprofit serving people only in California, set your location targeting to just California, not the entire United States • If you would like to segment your budget, target different geographic areas, or schedule different ads, you may want to create more than one campaign • Are where you can create thematically related ad groups
  15. 15. Setting Up Your First Campaign
  16. 16. Setting Up Your First Campaign Set your daily budget • Google Ad Grants daily budget is $330 USD (or $10,000 per month) • If you create more than one campaign, the total of all of your campaign budgets cannot exceed $330/day
  17. 17. Setting Up Your First Campaign
  18. 18. Setting Up Your First Campaign
  19. 19. Setting Up Your First Ad Group
  20. 20. Setting Up Your First Ad Group Ad Groups • Will each have one theme and their own unique set of keywords and corresponding ads • Are where you set your cost per click (CPC) bids for your keywords. • You can either set different CPCs for each of your keywords or just select the same CPC to apply to all keywords in your ad group
  21. 21. Setting Up Your First Ad Group Create your ads • Write a headline and short description • For example, if you run an animal shelter near Boston, you could write a headline like "Boston Animal Shelter" with a description like "Neglected animals in need of a home. Adopt one today."
  22. 22. Setting Up Your First Ad Group
  23. 23. Setting Up Your First Ad Group
  24. 24. Setting Up Your First Ad Group
  25. 25. Setting Up Your First Ad Group
  26. 26. Setting Up Your First Ad Group
  27. 27. Setting Up Your First Ad Group
  28. 28. Adding Keywords Choose keywords to match your ad • Pick some keywords (words and/or phrases) that, when searched for on Google, can make your ad show up next to the search results • Choose keywords that specifically describe what's mentioned in your ad, such as "Boston animal shelter," "adopt animals," and "animal adoption" • Don't choose overly general words like "animals" or "adopt"
  29. 29. Adding Keywords
  30. 30. Adding Keywords
  31. 31. Adding Keywords
  32. 32. Adding Keywords
  33. 33. Adding Keywords
  34. 34. Adding Keywords
  35. 35. An Example Report
  36. 36. An Example Report
  37. 37. Creating Ad Campaigns for Chris Middings Founder & President, NPG cmiddings@gmail.com 37

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