We have compiled a list of our most frequently asked questions below. If your question is not listed then please feel free to reach out to your Grant Manager and they will ensure that your questions are answered.
Why don’t I see my ads when I search for them on Google?
Google knows you search for your organization…a lot! By using your specific IP address, they can determine how often someone is on their own webpage. Since they know you are on your site often, and they don’t want to waste your grant money from you clicking on your own ad, other ads are shown. Also, Google uses strategic marketing that depends on a number of factors: budget, competition, and location are all part of the reason why you likely will not be able to see the ads we have created when you try to google them.
The best way to confirm that your ad is showing is to look in your AdWords account. You can then see the impressions (how many times the ads were shown) and the clicks (how many times a Google user clicked on the specific ad) to determine if your ad is getting the attention you’d like to see. If you are a client of Nonprofit Megaphone you can also ask your Grant Manager about the performance of specific ads, ad groups, and campaigns. Read this article by Google for more information!
Why should I bid on my own brand name?
Bidding on your own brand name allows Google Users to find you based on information they may already have. You may not think that is a big deal, but think of all the people that search specific brand names on a daily basis. You may also have competitors bidding on your brand name, which means they are taking your potential customers, clients, or business. By achieving your brand search engine results page (SERP) domination, you can avoid the risk of your competitor’s ads shown above your brand listings and ensure that all searches including your brand name are linked to your advertising account which will increase your impressions and clicks.
Why are we not spending more of the Google Grant?
The Google Grant amount of $10,000.00 per month must be split into a daily budget of $329.00. Google uses a unique and smart bidding strategy when showing ads that takes into account a multitude of different factors before choosing which ad to show. Grant money is spent only after someone clicks on your ad. Your account’s spend is determined by the number of people who clicked on your ads and the corresponding CPC. The amount Google gives to nonprofits helps them stay competitive in this bidding system against those who are paying out-of-pocket for their ads.
With the Google Grant, we like to think of the $10,000 amount as an unlimited budget and not as a goal. Our goal is to help drive quality visits to your site by creating specialized ads that are geared to bringing engaged Google users. Valuable, interested web traffic is far more important than spending a high dollar amount of the Grant.
If your spend is very low it may be an issue with one or more of these seven problem areas listed below.
- No searchable and widely consumable blog content
- Small geo-targeting
- Very niche missions with a lot of competition
- Website with static content
- Poor website quality
- Low cost-per-click
- No conversions to track
What are success pages and why do I need them?
Success pages are the pages that someone sees after they complete an action on your website, from completing a donation to signing up to be a volunteer. These are also known as “Thank You pages”. This confirmation page is an excellent source of conversions for nonprofits and tracking these pages through Google Analytics will help show Google that your organization is seeing hard ROIs. The better hard ROIs Google sees from your website, the more Google will want to show your ads. To see an example of a success page, check out this one from The ReStore Warehouse!
What’s the difference between a conversion and CTR?
A conversion is when a person completes an action on your website. This can be reaching a success page, calling your organization, clicking on a valuable button or link, filling out a form, or other interactions with your website. CTR (Click Through Rate) is the percentage of people who saw your ad on Google and decided to click on the ad.
Why is it important for me to update my website with new content?
Having fresh updates on your website will appeal to a new demographic and bring back those who have already been to your site. Updating content shows those viewing your page that you are active and care about showing people what your organization is doing.
Not only will those viewing your site love it, but Google will too! Frequently updated sites gain more search traffic than those that are not updated regularly. There’s no need to make unnecessary changes to your site constantly for this to happen. Simply posting an article, blog, event, or news from your organization on a consistent basis will do the trick.
In addition, bringing fresh content to your site will also allow your Grant Manager to create a wider variety of ads for you and add new, relevant keywords to your account. Adding these new ads and keywords will show more people your ad and bring those people to your site.
What is Google Tag Manager and why is it important?
Google Tag Manager (GTM) is an important tool used to track conversions on your site. It will allow you to see what people are doing once they click on your ad. What sections of your site are most popular? Are they signing up to be a volunteer? Are they clicking on your “Donate” button? You will find out with GTM! This useful tool will also help Google see that you are getting hard ROIs. Having this information will make Google like your site and show your ads more often than others.
How should I expect my account to do over a long period of time?
The longer an account is under our management, the more time we have to create new ads and keywords for that account. The more ads and keywords we create, the more people will see your ads and click on them. We also have more time to hone your account for optimal click-through-rates and overall account performance. It takes time and hard work to reach an account’s full potential and as we collaborating with our clients, the potential is limitless!