All Your Questions About Google Ads Answered
What are Google Ads?
Google Ads (previously Google AdWords) is Google's advertising system. You, the advertiser, bid on certain keywords in order for their clickable ads to appear in Google's search results. Nonprofits and businesses use Google Ads for promoting products, services and to help appear in searches on Google, Youtube and other sites. Google Ads gives the ability for advertisers to design an ad for their specific goal and audience.
Advertisers only pay for the results. Since advertisers have to pay for these clicks, this is how Google makes money from search.
Terms to know when learning about Google Ads:
CPC- Cost Per Click (CPC) and (PPC) Pay Per Click- How Google determines what you pay for based off if anyone clicked your ad.
Cost Per Impression (CPI) How Google determines what you pay for based on how many times your ad was shown, but not clicked.
Cost Per Engagement (CPE) How Google determines where you pay when a user completes a predefined engagement, like watching your video ad.
Keywords- Words or phrases that are used to match your ads with the terms people are searching for.
Example- if you are an organization who collects lightly used clothes, you can add “donate clothes” as a keyword to your campaign. When people type that in their Google search, your ad has a chance of appearing in the results.
How do I place a Google Ad?
*This is under the assumption that you have a Google Account set up. If you do not have a Google account set up, please do so. Download a free guide here.
Step 1: You tell Google your goal. What goals would you tell Google? You would tell them whether you want more website traffic, more volunteers, more exposure on what your organization does.
Step 2: You decide where to have your ads appear. If you are a Nonprofit specific to one area, we'd recommend staying local. For example, if you are a food bank in Philadelphia, we'd recommend you stay local and select your ads to be placed in the Greater Philadelphia area. If you are an organization that helps provide clean water all over, we'd recommend you place those ads globally.
Step 3: Create your message. Craft your message with your goal in mind. If you are looking for more donations, make sure to convey that message. If you are looking for more exposure, make sure you tailor your content to that message.
Step 4: Set your budget. The budget is done by a monthly budget. You can adjust your budget or pause your ad if you need. Just like when you are placing an ad on Facebook, they will let you know the estimated results for the budget you set. Google will never allow you to go over your monthly budget.
Step 5: Make your ad live! Once your ad is live, you'll pay for the results as they come in. For example, when people click your ad to visit your organization's website, you will be charged per result.
Something great to note about placing your ad, is that Google will send you helpful hints to better your ad. You will also get reports and insights for your own records.
How much are Google Ads?
Google Ads cost how much you want them to cost. There is no minimum. You can choose to spend $2 a day or $200 a day. It's totally up to you. Just keep in mind the results will be better the more you pay. Once you set a budget, Google Ads will never go over the budget. You can adjust, pause or stop your ads at anytime.
Friendly reminder: you pay for the results of your ad. The average cost per click in Google Ads is between $1 and $2 on the search network. The average CPC on the Display Network is under $1 according to Wordstream.
Do Google Ads help my SEO ranking?
Running Google Ads does not benefit your SEO rankings, but it still is really beneficial for your organization. It boosts your exposure, helps you get your message out and increases donations. If you are looking to improve your SEO, make sure you are making your pages user friendly, easy to find and easy to read for crawlers.
I don't have the budget to place Google Ads. What do I do?
That's simple! Google offers a Google Ad Grant for Nonprofits. Organizations who qualify can receive up to $10,000 a month in grant money. We repeat- up to $10,000 a month! That's possibly $120,000 a year.
This exciting opportunity is accessible in over 50 countries.
You can use this advertising budget for any type of advancement for your cause, provided that it is in accordance with your organization’s mission and policies of Google.
If accepted and entrusted with a Google Ad Grant, your organization is responsible for all set up and maintenance of the Google Ad account, such as the campaigns, ad groups and ads, as well as keywords. It is also vital that grant holders stay in compliance with the requirements of Google.
Connect with one of our experts to learn more about this grant and how to get your Nonprofit started!