[ A BEGINNER’S GUIDE ]
Contents Hello! AdWords & Google Grants – Important program guidelines I. AdWords account restrictions for Grantees II. Cost and budgeting for Grants accounts III. Length of grant Managing your account – Useful tools & navigating your account I. Navigating your AdWords account II. Making keyword and ad text changes III. Generating keywords IV. Checking your ads on Google Making the most of your campaigns I. Setting up an effective campaign II.
Hello! Welcome to the Google Grants Program! Now that your AdWords account is active, you'll need to regularly monitor the performance of your campaign by logging into your account. This guide reviews how to manage your AdWords account and get the most from your ads once they are up and running. We included the information that we think will be most relevant to help you get started.
Google Grants & AdWords – Important program guidelines I. AdWords account restrictions for Grantees When navigating your Google Grants account, note that the AdWords system and interface is designed for our paying advertisers. You may find that some features or advertising opportunities may be restricted within your account.
If you were to set your campaign daily budget above $330, your account will still only be allowed $330 in traffic. Please note: Not all Google Grants account will receive enough traffic to accrue $330 in free advertising per day. Depending on the reach, size, and type of organization, some grantees will reach $330 per day in traffic, while most only use a small portion of this allocated budget. III.
Managing your account – Useful tools & navigating your account I. Navigating your AdWords Account Within your account, you have one or more campaigns, and in each campaign you can have multiple Ad Groups. To make this easy to navigate, your AdWords account has different compartments or ‘tabs’: • Campaign Management. This tab is where you control your account, campaigns, Ad Groups, and keywords. The top level shows your performance information for different campaigns.
II. Making keyword and ad text changes Now that your account is active, you should be reviewing account statistics and making edits and additions on a regular basis. Visit http://adwords.google.com/support/bin/answer.py?answer=6753 for details about editing various aspects from within your account.
III. Generating keywords The Keyword Tool is a great way to generate additional keyword variations and to source negative keywords (see more on negative keywords in Section 2), and it’s available directly within your account. Check out the Help Center for Instructions on how you can use this tool: https://adwords.google.com/support/bin/answer.
IV. Checking for your ads on Google If you want to check where your ads are appearing on Google search, we recommend you use the Ad Preview tool. This tool shows you ads and search results as they would appear on a regular Google search results page, without accruing extra impressions for your ad and affecting your campaign statistics. To perform a test search with the Ad Preview tool: 1. Visit https://adwords.google.com/select/AdTargetingPreviewTool 2. Enter a keyword 3.
Making the most of your campaigns I. Setting up an effective campaign It’s essentially up to you to organize your campaigns, Ad Groups, and keywords that make the most sense for your organizations goals and website. With a logical structure, you can determine what works and what doesn’t. Account structure is a key component to starting strong. Keep reading for information on best practices around structuring your account.
Selecting Keywords Selecting keywords is one of the most important parts of a successful campaign. TIP: When you’re creating your keyword list remember negative keywords, which will help you create more targeted ads and reach the right audience! Negative keywords can be set at the Ad Group and campaign level. You can find more information on this and decide which level works best for you at: https://adwords.google.com/support/bin/answer.
‘Inactive for search’ keywords A keyword is marked inactive for search if it doesn’t have a high enough Quality Score and cost-per-click (CPC) bid to trigger ads on Google. This means your keyword’s CPC bid doesn’t meet the quality-based minimum bid (See diagram below). You may find that one of your keywords is marked inactive for search although no other or very few ads are appearing for a search on this particular keyword.
Additional resources & support I. Where can I find additional information? Below are additional resources that will also be useful to you: Help Center – Frequently asked questions and help documents, including text and multimedia lessons http://www.google.com/support/grants/ Google Grants Blog – Frequent updates about the Google Grants Program http://googlegrants.blogspot.com/ Google Grants Group – Learn from other users and nonprofits http://groups.google.com/group/googlegrants-help II.
