Google AdWords for NonProfits Yields Unexpected Insights

Google AdWords

This term, so synonymous with paid search online marketing, drives many e-commerce businesses in ‘search’ of the holy grail of PPC. That magickal formula that will give the biggest bang for the buck. The high ROI.

But, what do you do when you have a lower cap on cost per click, smaller budget, and stricter rules for Ad copy? You get creative. Trisym associate consultant, Beth Siragusa, brings insights into the world of Google AdWords gained through her recent work with a Seattle nonprofit.

“I recently worked with a nonprofit that had obtained a Google Grant. They were really excited to have the expanded opportunity to find investors and new funding sources through advertising with Google AdWords, but they really didn’t know the terrain. Since the rules for Google Grants are different than for paid advertiser accounts, I familiarized myself and learned that they were pretty strict. This was to ensure that for-profits still retained their competitive edge, it makes sense but gives an interesting challenge for nonprofits to overcome in the Google Search world.”

“Over the course of creating their overall strategy I realized that the $2/bid and $330/month spending caps would seriously hinder this nonprofit if three key things weren’t in place. I’m going to share these valuable insights with you today.”

Google AdWords strategy for tight budgets – 3 Key Factors:

1) Campaign Structure – You have to make sure that your ads won’t be competing against each other. And you also want to make sure that you will be able to easily monitor and adjust your campaigns at a glance. This requires testing different strategies, so make sure to factor testing into your budget as a must.

2) Keyword Targets – When you don’t have a high budget, it becomes even more important to have laser targeted keywords. There are two things to consider (a) you must know where your ideal target audience ‘lives’ on the web. Where are they searching already? What are they already interested in? (b) You must choose keywords that have low to medium competition. AKA not as many other Adwords accounts out there are targeting the same keywords. (c) You must make sure the keywords are relevant to your website landing pages. Google AdWords has a score that is calculated based on several factors and how relevant your ads and keywords are to your landing pages is one of those factors. More relevant keywords = higher score = your ad gets shown more = more potential traffic to your website.

3) Ad Copy Awesomeness – Your ad copy must (a) seriously call out to people to act so that when your ad is shown people do something with it (b) is highly relevant to your landing page you are linking to.


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