Last updated 2/2022
MP4 | Video: h264, 1280x720 | Audio: AAC, 44.1 KHz
Language: English | Size: 490.78 MB | Duration: 1h 56m
Google Grant Adwords for Non Profits: Set Up High Performing Google Ads, Keep Your Grant & Manage Ads in 2 Hours a Month
What you'll learn
Learn how to run an effective Google Grant Ad account, that will bring relevant, engaged traffic to your website
Master a time-efficient technique, that will enable you to keep your Google Ads performing with just an hour's work every 2-3 weeks
Understand the particular rules & restrictions on Google Grant Ad accounts, how to keep your account compliant & stop your Grant a/c from getting suspended
Be able to undertake keyword research
How to fix a Google Grant Adwords account that isn't performing, or restore an account that's been cancelled
Set up campaigns on Google Ads that will achieve real revenue for your non-profit
How to set up high Click Through Rate campaigns, so your account performs above Google's required minimum of 5% CTR
Know how to use Sitelinks and other Ad Extensions to increase click through and conversions
Understand the power of Google Ads for non-profit digital marketing
Requirements
Access to a Google Grants Ad account - these are restricted to registered charities. If you are eligible for an account but not yet set up, this course provides instructions on how to get started.
This course is suitable for beginners so prior experience with Google Ads is not essential
Knowledge of basic digital marketing concepts such as search engine optimisation (SEO) is helpful
Description
Google Grant Ads (also known as Adwords) are one of the absolute best digital promotion channels for charities and non-profits - Google provides a Grant of up to US$10,000 per month, which charities can spend on highly targeted digital ads. If a Google Grant Ad account is set up correctly and maintained well, it can drive highly engaged visitors and donors to your charity's site.However, many charities struggle to use their Google Grant Adwords Accounts correctly, and Google introduced new compliance rules in 2018 which have led to many charities losing their Grants.Maximise your Google Grant Adwords account, and learn a time-efficient technique for managing them, through this course from Digital Charity Lab.In this course, you will learn:How Google Adwords work, and their power as a digital marketing channelAbout the Google Grant and how to applyHow to correctly set up your Grant Adwords account3 key concepts that will help you understand Google Grant AdsHow to research which of your services and campaigns you can usefully promote through Google Ads, and how to prioritise your campaignsHow to write ad copy that makes searchers want to clickAbout Google's rules for Grant Adwords accounts, and how to stay compliant with themHow to fix a non-compliant accountHow to rescue a Google Grant Adwords account that's not performingSpecific skills and techniques that are crafted for non-profits and your particular business goals and challengesYou will get:Multiple articles and downloadable guidesA checklist and plan of action for keeping your account performingA checklist for fixing a non-compliant Google Grant accountTemplates for brainstorming Ad campaign ideas, and for creating a campaign planThis course is suitable for:Anyone working for a charity who'd like to explore the very effective digital marketing channel that is Google Grant AdsAnyone who needs to set up a new Google Grant Ads accountAnyone needing to fix an existing Google Grant Ads account that isn't performing, or is not complying with Google's rulesFundraisers, campaigners, communications staff, information officersPeople with Google Ads experience who'd like to learn skills specific to non-profits and Google Grant Ads accountsTestimonial"The clear and easy to follow advice from Digital Charity Lab enabled me to double our click throughs from Google Grants with just a couple of hours work. If you're not following their advice you're almost certainly not getting the best out of your grant."- Justin Moran, Age ActionNB: this course does not cover Google Adwords Express - my recommendation is that you do not use it as its functions are too limited. See the section on Adwords Express for more information.
Overview
Section 1: Welcome, introduction & about Google Grant Ads
Lecture 1 Introduction
Lecture 2 What is a Google Ad?
Lecture 3 What is the Google Ad Grant, and why should you use it?
Lecture 4 Dos and Don'ts - what to concentrate on, and what to avoid
Lecture 5 Credentials! My experience with Adwords. Also: About Digital Charity Lab
Section 2: Google Grant Ads for Beginners - Getting started
Lecture 6 How to apply for the Google Grant and set up your Grant Ad account
Lecture 7 Adwords Express - should you use it?
Lecture 8 Quick tour of the Ads interface
Lecture 9 Google's compliance rules for Grant accounts
Lecture 10 Connect your Google Ad account to Google Analytics
Lecture 11 Click Through Rate & Conversions Explained
Section 3: The 3 key concepts you need for mastering Google Grant Ads
Lecture 12 The 3 key concepts you need to make Google Ads work
Lecture 13 Concept 1: Keyword research & how to do it
Lecture 14 Concept 2: Use relevant, specific keywords
Lecture 15 Concept 3: Use your keywords in your ad copy
Section 4: How to decide what to advertise on Google Ads, and how to prioritise
Lecture 16 What can you advertise on your Grant Ads account? How to decide and prioritise
Section 5: Putting it into practice: your keyword plan
Lecture 17 Build your keyword list - create plan in Adwords, group around themes
Lecture 18 Keyword match types and syntax
Lecture 19 Negative keywords
Section 6: Putting it into practice: creating a campaign plan and writing your ads
Lecture 20 Campaigns and ad groups explained
Lecture 21 Building a campaign plan
Lecture 22 Tips for writing strong ad copy
Lecture 23 Walkthrough: publishing a campaign
Section 7: Ad Extensions - a great way to improve ad performance and promote new things
Lecture 24 Ad Extensions - what they are, and why you should use them
Lecture 25 The magic of Sitelinks
Lecture 26 How to set up Sitelink Extensions
Lecture 27 Other Extension Types
Section 8: Care and feeding of your Grant Account - how to stay effective and compliant
Lecture 28 Regular tasks to carry out - downloadable resource
Lecture 29 Using Google Analytics to evaluate your Google Ad performance
Lecture 30 Staying compliant with Google's rules for Grant Ad Accounts
Lecture 31 How to fix a non-compliant Google Grant Account
Lecture 32 What to do if your account is not performing
Lecture 33 What to do if your account gets shut down
Section 9: Making the most of your Adwords account
Lecture 34 Finding ideas for new campaigns
Lecture 35 Why you need to be cautious with Google's suggested keywords
Lecture 36 Using Google Trends for campaign ideas
Section 10: Bonus Content
Lecture 37 Landing pages for your ads - best practice
Lecture 38 Adwords Editor
Lecture 39 Using the Maximise Conversions Bid Strategy
Lecture 40 Responsive search ads
Lecture 41 Google's best practice guidelines for Grant Ads
Lecture 42 Google Grant Ads & Covid19
Lecture 43 Image Extensions - new in 2021
Lecture 44 The Audiences feature in Google Grant Ads
Charity staff who want to learn how to use Google Grant Ads effectively for their non-profit or charity,Fundraisers, campaigners and communications teams in non-profits who would like to use Google Ads to promote campaigns, bring in donations and raise awareness,Anyone working in marketing for a non-profit,Charities who have a Google Grant Ad account that is not performing, or is failing to comply with Google's rules - this course will help you to fix your account,Charities who are struggling to find the time to manage their Google Grant Account - this course will show you a time-efficient technique,This course is also suitable for agencies or consultants working with non-profits
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