Tip #1: Create a campaign for every organizational goal or project.
Your Google Grants ad pend will always be better spent when it is well thought out. An ad group should have 15-30 similar keywords that align to a specific page on the website. The more focused the ad group, the better the ad targeting. To get the right traffic to your website, here are a few do’s and don’ts when developing your keyword lists for your campaign(s):
- Do: Create a robust keyword list. You never know what users will respond to.
- Don’t: Start with a small keyword list and wait to expand.
- Do: Leverage all variations of brand, product, and service terms as keywords.
- Don’t: Assume target users are familiar with your brand.
- Do: Include problem- and solution-oriented keywords.
- Don’t: Assume all target users have the same search tendencies.
Tip #2: Use keyword research tools to expand the reach of your Google Grant
Your keywords should be very specific to the content on the website page or landing page to which you're sending your visitors. Using a keyword research tool will allow you to pin-point the keywords that will give you the best results and higher ranking in Google. Get a good mix of short- and long-tail keywords to help capitalize on both traffic that's difficult to rank for, as well as highly qualified traffic that will help your conversions.
Tip #3: Use all three match type options when creating your keyword list.
Use broad match, phrase match, and exact match to find keywords with higher search volume. Different match types for your keywords will trigger your ad for a potential visitor’s search in different ways. It’s a good idea to use these three match types so you can attractive a variety of audiences.
Tip #4: Write effective and succinct copy.
Do not assume all of your target audience will respond to the same creative language. Ads with high-level language should be tested alongside ads with language geared toward more savvy users. Test 3-4 variations targeted to different types of audiences and see which performs the best.
Tip #5: Drop users on the most relevant page within your website.
Before you create your ads, consider all the assets your organization has; blog articles, landing pages, annual reports. Provide the information your visitor is looking for when they click your ad by dropping them on the most relevant page. This will increase the conversion rateon your landing pages and reduce your bounce rate(the rate at which visitors leave your site without clicking into another page on your website) from your AdWords campaigns.
Tip #6: Keep subscription and contact forms as short as possible.
For a newsletter or blog subscription form, asking for just an email address is enough. For Contact Us forms, you should ask for the person's full name, email, phone number, and possibly where they live, if necessary. But before you add more fields to your forms, ask yourself, “Do I need this information at this point in the relationship?”Don’t require fields unless it’s for a good reason, as it can impact your submission rate in a negative way.
Tip #7: Direct traffic to a targeted landing page instead of your homepage.
Make sure the page you’re sending visitors to is relevant to the ad itself.Nonprofit Futures Without Violence’s homepage conversion rate was 0% -- but their ad that led to a targeted landing page? That page came in at 12.59%, getting them 1,000 new email addresses.
Tip #8: Use statistics to introduce the problem.
Since targeted landing pages have a higher conversion rate for email acquisition, you should focus on optimizing them for your ad campaigns. Statistics make an big impact and are digestible pieces of content that will help visitors understand a bit more about your cause and what you're trying to accomplish. They are also attention grabbers and draw your new visitors in to learn more.
Tip #9: Share information that potential supporters want.
The goal of your AdWords campaigns is to bring in new traffic, so providing basic information about your cause and organization is a great way to educate your new audience. Also, make sure that the information provided on the landing page is relevant to the headline in your ad. If you're offering a fact sheet about your organization, make sure the landing page you send the visitor to is where to find the fact sheet.
About Google Grants.
Google Grants is only available to Google for Nonprofit members. Signing up as a Google for Nonprofits member is free, with some restrictions that you can review online before applying. There are other products to take advantage of, including Google’s new mobile application One Today. You can also see all the organizations using Google Grants in the Google for Nonprofits community.
Info gathered from our friends over at HubSpot.com. For more information, tips, tricks and advice on how to increase traffic and utilize Google Grants, contact us!
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