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.

1. Creating Ad Campaigns for
Chris Middings
Founder & President, NPG
cmiddings@gmail.com
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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
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3. Google Was Designed by
Engineers
 So it’s Confusing
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4. Google for Nonprofits
Programs

5. Paid Search
Paid Search
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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
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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
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8. Example of an
Approved Store Page
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9. Setting Up Your First
Campaign

10. Setting Up Your First
Campaign

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. Setting Up Your First
Campaign

13. Setting Up Your First
Campaign

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. Setting Up Your First
Campaign

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. Setting Up Your First
Campaign

18. Setting Up Your First
Campaign

19. Setting Up Your First Ad Group

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. 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. Setting Up Your First Ad Group

23. Setting Up Your First Ad Group

24. Setting Up Your First Ad Group

25. Setting Up Your First Ad Group

26. Setting Up Your First Ad Group

27. Setting Up Your First Ad Group

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. Adding Keywords

30. Adding Keywords

31. Adding Keywords

32. Adding Keywords

33. Adding Keywords

34. Adding Keywords

35. An Example Report

36. An Example Report

37. Creating Ad Campaigns for
Chris Middings
Founder & President, NPG
cmiddings@gmail.com
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