Creating Google Adwords Campaigns and Ad Groups
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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.

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 Creating Google Adwords Campaigns and Ad Groups Presentation Transcript

    • Creating Ad Campaigns for Chris Middings Founder & President, NPG cmiddings@gmail.com 1
    • 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
    • Google Was Designed by Engineers  So it’s Confusing 3
    • Google for Nonprofits Programs
    • Paid Search Paid Search 5
    • 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
    • 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
    • Example of an Approved Store Page 8
    • Setting Up Your First Campaign
    • Setting Up Your First Campaign
    • 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
    • Setting Up Your First Campaign
    • Setting Up Your First Campaign
    • 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
    • Setting Up Your First Campaign
    • 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
    • Setting Up Your First Campaign
    • Setting Up Your First Campaign
    • Setting Up Your First Ad Group
    • 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
    • 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."
    • Setting Up Your First Ad Group
    • Setting Up Your First Ad Group
    • Setting Up Your First Ad Group
    • Setting Up Your First Ad Group
    • Setting Up Your First Ad Group
    • Setting Up Your First Ad Group
    • 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"
    • Adding Keywords
    • Adding Keywords
    • Adding Keywords
    • Adding Keywords
    • Adding Keywords
    • Adding Keywords
    • An Example Report
    • An Example Report
    • Creating Ad Campaigns for Chris Middings Founder & President, NPG cmiddings@gmail.com 37