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Conversions : How-To Guide

The document provides guidance on optimizing Google Ad Grants by focusing on conversions, conversion rates, and cost per conversion. It emphasizes the importance of analyzing campaign performance and adjusting strategies accordingly to improve results. Additionally, it offers support for organizations seeking assistance with their Google Ad Grants management.

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demofan
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41 views2 pages

Conversions : How-To Guide

The document provides guidance on optimizing Google Ad Grants by focusing on conversions, conversion rates, and cost per conversion. It emphasizes the importance of analyzing campaign performance and adjusting strategies accordingly to improve results. Additionally, it offers support for organizations seeking assistance with their Google Ad Grants management.

Uploaded by

demofan
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd

● Conversions​: Which campaigns, ad groups, keywords, and ads are producing the

most conversions? Can you segment your ad groups and ads to target more specific
searches and capture even more conversions? If your account is consistently hitting its
daily budget, consider creating a new campaign protecting your most valuable ad
groups with a sufficient daily budget.

● Conversion Rate​: If you receive a lot of clicks but have a low conversion rate,
consider changing your landing pages to better persuade searchers to take action. Also
check this out by device; is your conversion rate for donations on mobile devices much
lower than on desktops? If so, your donation page isn’t as mobile-friendly as it could
be.

● Cost / Conversion​: How much is an email sign-up, a new member, or a $20 donation
worth to you? While you don’t have to worry about this as much when using a Google
Ad Grant, it’s critical to determine the dollar value of each conversion type when
you’re spending your own marketing dollars on ads.

HOW-TO GUIDE​: The Complete 2020 Guide to Google Ad Grants


24
[Link]​ ​ | (512) 459-7000 | Austin, TX | Washington, DC
Summary
Google Ad Grants can be a powerful tool for your online marketing strategy because Google
Ads gives you the power to put your organization in front of people who are actively searching
for what your organization does.

We’ve discussed the following key pillars to creating and managing a successful Google Ad
Grants account:

● Becoming eligible and maintaining compliance


● Signing up for the Google for Nonprofits program and creating an account
● Best practices for creating campaigns, ad groups, ads, and extensions
● Tracking the performance of your ads

Learning to set up and manage Google Ads can definitely feel overwhelming, but if you follow
these steps, you’ll be up and running in no time.

If you need assistance with Google Ad Grants, we’re happy to help. Mighty Citizen specializes
in digital marketing for not-for-profit organizations.

For help with Google Ad Grants, ​get in touch​!

HOW-TO GUIDE​: The Complete 2020 Guide to Google Ad Grants


25
[Link]​ ​ | (512) 459-7000 | Austin, TX | Washington, DC

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