In our most recent blog post about how to market your organization’s opportunities for someone to enjoy an experience, we talked about how organizations offering classes, performance events, or other experiences can rank better/be found on Google. Nonprofit arts organizations can supplement ranking well “organically” by employing very generous paid search/Google Ads $$ available from a Google Nonprofit Ad Grant.
We’ve already written a number of blog posts about Google Nonprofit Ad Grants, and we invite you to check out this most recent Google Nonprofit Ad Grant post, which contains links to all of them, to learn why your organization might benefit for such a Grant and how they work.
How We Help Arts Nonprofits Optimize Their Google Nonprofit AD Grant
Our Boston SEO Company is currently working with a number of non-profit arts organizations to help them optimize their Google Ad Grant. So, just what does that mean?
- We make recommendations on how to structure their account, i.e., how many distinct ad campaigns within an account are needed and how many sub-campaigns (known as Google Ads ad groups) are needed.
- We write Google search ad content/copy for client’s review and approval.
- We develop and implement search term/keywords lists which will prompt the Google search ads available thru a Grant to be shown to appropriate searchers.
- We take a creative approach to this, including identifying and employing terms related to people looking for solutions to problems or ideas for local experiences or experiences at places they plan to visit for fun or for work, i.e., we walk in tourists’ and residents’ shoes.
- We work with clients to put appropriate “conversion” tracking in place.
- As part of the above, we talk about what activities non-profit organizations want site visitors/ad clickers to take on their site (known as conversions), such as signing up for an e-newsletter, buying tickets, calling, and filling out an inquiry form.
- We work collaboratively with an organization’s internal webmaster or external web developer to put appropriate tracking in place.
- The above will likely involve using Google Analytics and Google Tag Manager.
- We keep a really close eye on how an organization’s Google Ads are performing — are they generating impressions (being served up), are they generating clicks, what does the click-thru rate look like, are conversions being generated?
- We independently make small tweaks to campaigns to improve performance; we reach out to clients for approval to make larger/sizable/significant revisions.
- We provide informal (e-mail) updates on how campaigns are performing, more formal Excel, Powerpoint, and/or Google Sheet reports for sharing with nonprofit Board members, and will meet with clients monthly via video-chat services, like Zoom, to discuss Google search ads results and implications.
- As part of the above, our two teams talk about upcoming events or new website pages to which we want to drive traffic (the aforementioned may require us to set up a new campaign or ad group.)
Learn More About Our Google Nonprofit Ad Grant Services
You can learn more about our Boston digital marketing agency’s Google Nonprofit Ad Grant services, and client we’ve worked with, on our Google Nonprofit Ad Grant Services page. Our team of Boston SEO experts and Google Nonprofit Ad Grant experts is always here to help, so please don’t hesitate to reach out, or to set up a complimentary discussion about your particular nonprofit organization’s marketing challenges and opportunities.