creating google adwords campaigns and ad groups
DESCRIPTION
Step-by-step instructions for starting an Adwords Account, covering Campaigns, Ad Groups, Keywords, and Ads. Especially helpful for nonprofits in the Google Ad Grants Program.TRANSCRIPT
![Page 2: Creating Google Adwords Campaigns and Ad Groups](https://reader037.vdocuments.net/reader037/viewer/2022102701/555abe8bd8b42ab1128b49a9/html5/thumbnails/2.jpg)
About NPG
NPG specializes in creating and administering Google Ad Grants accounts for nonprofits
NPG creates customized search engine and social media marketing solutions to amplify nonprofits' missions, visions, and goals
2
![Page 3: Creating Google Adwords Campaigns and Ad Groups](https://reader037.vdocuments.net/reader037/viewer/2022102701/555abe8bd8b42ab1128b49a9/html5/thumbnails/3.jpg)
Google Was Designed by Engineers
So it’s Confusing
3
![Page 4: Creating Google Adwords Campaigns and Ad Groups](https://reader037.vdocuments.net/reader037/viewer/2022102701/555abe8bd8b42ab1128b49a9/html5/thumbnails/4.jpg)
Google for Nonprofits Programs
![Page 5: Creating Google Adwords Campaigns and Ad Groups](https://reader037.vdocuments.net/reader037/viewer/2022102701/555abe8bd8b42ab1128b49a9/html5/thumbnails/5.jpg)
5
Paid SearchPaid Search
![Page 6: Creating Google Adwords Campaigns and Ad Groups](https://reader037.vdocuments.net/reader037/viewer/2022102701/555abe8bd8b42ab1128b49a9/html5/thumbnails/6.jpg)
Why Google Ad Grants?
Reach and engage your supporters through online advertising with AdWords
With Google Ad Grants, you can: Reach donors, volunteers, and constituents
Raise awareness
Track online donations, newsletter sign-ups, and volunteer registrations
Promote your organization's website
6
![Page 7: Creating Google Adwords Campaigns and Ad Groups](https://reader037.vdocuments.net/reader037/viewer/2022102701/555abe8bd8b42ab1128b49a9/html5/thumbnails/7.jpg)
Ad Restrictions
Ads must reflect the mission of your organization and your keywords must be relevant to your programs and services
Strictly commercial advertising is not allowed If you intend to promote products or services, 100%
of the sales and/or proceeds must support your program
Your Google ads cannot link to pages that are primarily links to other websites
7
![Page 8: Creating Google Adwords Campaigns and Ad Groups](https://reader037.vdocuments.net/reader037/viewer/2022102701/555abe8bd8b42ab1128b49a9/html5/thumbnails/8.jpg)
Example of an Approved Store Page
8
![Page 9: Creating Google Adwords Campaigns and Ad Groups](https://reader037.vdocuments.net/reader037/viewer/2022102701/555abe8bd8b42ab1128b49a9/html5/thumbnails/9.jpg)
Setting Up Your First Campaign
![Page 10: Creating Google Adwords Campaigns and Ad Groups](https://reader037.vdocuments.net/reader037/viewer/2022102701/555abe8bd8b42ab1128b49a9/html5/thumbnails/10.jpg)
Setting Up Your First Campaign
![Page 11: Creating Google Adwords Campaigns and Ad Groups](https://reader037.vdocuments.net/reader037/viewer/2022102701/555abe8bd8b42ab1128b49a9/html5/thumbnails/11.jpg)
Setting Up Your First Campaign
Campaigns: Select networks and devices
• These settings indicate where on the internet your ads can appear
• Google Ad Grants accounts are only allowed to run on Google and not on the rest of the advertising network
![Page 12: Creating Google Adwords Campaigns and Ad Groups](https://reader037.vdocuments.net/reader037/viewer/2022102701/555abe8bd8b42ab1128b49a9/html5/thumbnails/12.jpg)
Setting Up Your First Campaign
![Page 13: Creating Google Adwords Campaigns and Ad Groups](https://reader037.vdocuments.net/reader037/viewer/2022102701/555abe8bd8b42ab1128b49a9/html5/thumbnails/13.jpg)
Setting Up Your First Campaign
![Page 14: Creating Google Adwords Campaigns and Ad Groups](https://reader037.vdocuments.net/reader037/viewer/2022102701/555abe8bd8b42ab1128b49a9/html5/thumbnails/14.jpg)
Setting Up Your First Campaign
Campaigns• Are where you choose your daily budget, geographic
and language targeting, and end dates for your ads
• For example, if you are a nonprofit serving people only in California, set your location targeting to just California, not the entire United States
• If you would like to segment your budget, target different geographic areas, or schedule different ads, you may want to create more than one campaign
• Are where you can create thematically related ad groups
![Page 15: Creating Google Adwords Campaigns and Ad Groups](https://reader037.vdocuments.net/reader037/viewer/2022102701/555abe8bd8b42ab1128b49a9/html5/thumbnails/15.jpg)
Setting Up Your First Campaign
![Page 16: Creating Google Adwords Campaigns and Ad Groups](https://reader037.vdocuments.net/reader037/viewer/2022102701/555abe8bd8b42ab1128b49a9/html5/thumbnails/16.jpg)
Setting Up Your First Campaign
Set your daily budget
• Google Ad Grants daily budget is $330 USD (or $10,000 per month)
• If you create more than one campaign, the total of all of your campaign budgets cannot exceed $330/day
![Page 17: Creating Google Adwords Campaigns and Ad Groups](https://reader037.vdocuments.net/reader037/viewer/2022102701/555abe8bd8b42ab1128b49a9/html5/thumbnails/17.jpg)
Setting Up Your First Campaign
![Page 18: Creating Google Adwords Campaigns and Ad Groups](https://reader037.vdocuments.net/reader037/viewer/2022102701/555abe8bd8b42ab1128b49a9/html5/thumbnails/18.jpg)
Setting Up Your First Campaign
![Page 19: Creating Google Adwords Campaigns and Ad Groups](https://reader037.vdocuments.net/reader037/viewer/2022102701/555abe8bd8b42ab1128b49a9/html5/thumbnails/19.jpg)
Setting Up Your First Ad Group
![Page 20: Creating Google Adwords Campaigns and Ad Groups](https://reader037.vdocuments.net/reader037/viewer/2022102701/555abe8bd8b42ab1128b49a9/html5/thumbnails/20.jpg)
Setting Up Your First Ad Group
Ad Groups• Will each have one theme and their own unique set of
keywords and corresponding ads
• Are where you set your cost per click (CPC) bids for your keywords.
• You can either set different CPCs for each of your keywords or just select the same CPC to apply to all keywords in your ad group
![Page 21: Creating Google Adwords Campaigns and Ad Groups](https://reader037.vdocuments.net/reader037/viewer/2022102701/555abe8bd8b42ab1128b49a9/html5/thumbnails/21.jpg)
Setting Up Your First Ad Group
Create your ads
• Write a headline and short description
• For example, if you run an animal shelter near Boston, you could write a headline like "Boston Animal Shelter" with a description like "Neglected animals in need of a home. Adopt one today."
![Page 22: Creating Google Adwords Campaigns and Ad Groups](https://reader037.vdocuments.net/reader037/viewer/2022102701/555abe8bd8b42ab1128b49a9/html5/thumbnails/22.jpg)
Setting Up Your First Ad Group
![Page 23: Creating Google Adwords Campaigns and Ad Groups](https://reader037.vdocuments.net/reader037/viewer/2022102701/555abe8bd8b42ab1128b49a9/html5/thumbnails/23.jpg)
Setting Up Your First Ad Group
![Page 24: Creating Google Adwords Campaigns and Ad Groups](https://reader037.vdocuments.net/reader037/viewer/2022102701/555abe8bd8b42ab1128b49a9/html5/thumbnails/24.jpg)
Setting Up Your First Ad Group
![Page 25: Creating Google Adwords Campaigns and Ad Groups](https://reader037.vdocuments.net/reader037/viewer/2022102701/555abe8bd8b42ab1128b49a9/html5/thumbnails/25.jpg)
Setting Up Your First Ad Group
![Page 26: Creating Google Adwords Campaigns and Ad Groups](https://reader037.vdocuments.net/reader037/viewer/2022102701/555abe8bd8b42ab1128b49a9/html5/thumbnails/26.jpg)
Setting Up Your First Ad Group
![Page 27: Creating Google Adwords Campaigns and Ad Groups](https://reader037.vdocuments.net/reader037/viewer/2022102701/555abe8bd8b42ab1128b49a9/html5/thumbnails/27.jpg)
Setting Up Your First Ad Group
![Page 28: Creating Google Adwords Campaigns and Ad Groups](https://reader037.vdocuments.net/reader037/viewer/2022102701/555abe8bd8b42ab1128b49a9/html5/thumbnails/28.jpg)
Adding Keywords
Choose keywords to match your ad
• Pick some keywords (words and/or phrases) that, when searched for on Google, can make your ad show up next to the search results
• Choose keywords that specifically describe what's mentioned in your ad, such as "Boston animal shelter," "adopt animals," and "animal adoption"
• Don't choose overly general words like "animals" or "adopt"
![Page 29: Creating Google Adwords Campaigns and Ad Groups](https://reader037.vdocuments.net/reader037/viewer/2022102701/555abe8bd8b42ab1128b49a9/html5/thumbnails/29.jpg)
Adding Keywords
![Page 30: Creating Google Adwords Campaigns and Ad Groups](https://reader037.vdocuments.net/reader037/viewer/2022102701/555abe8bd8b42ab1128b49a9/html5/thumbnails/30.jpg)
Adding Keywords
![Page 31: Creating Google Adwords Campaigns and Ad Groups](https://reader037.vdocuments.net/reader037/viewer/2022102701/555abe8bd8b42ab1128b49a9/html5/thumbnails/31.jpg)
Adding Keywords
![Page 32: Creating Google Adwords Campaigns and Ad Groups](https://reader037.vdocuments.net/reader037/viewer/2022102701/555abe8bd8b42ab1128b49a9/html5/thumbnails/32.jpg)
Adding Keywords
![Page 33: Creating Google Adwords Campaigns and Ad Groups](https://reader037.vdocuments.net/reader037/viewer/2022102701/555abe8bd8b42ab1128b49a9/html5/thumbnails/33.jpg)
Adding Keywords
![Page 34: Creating Google Adwords Campaigns and Ad Groups](https://reader037.vdocuments.net/reader037/viewer/2022102701/555abe8bd8b42ab1128b49a9/html5/thumbnails/34.jpg)
Adding Keywords
![Page 35: Creating Google Adwords Campaigns and Ad Groups](https://reader037.vdocuments.net/reader037/viewer/2022102701/555abe8bd8b42ab1128b49a9/html5/thumbnails/35.jpg)
An Example Report
![Page 36: Creating Google Adwords Campaigns and Ad Groups](https://reader037.vdocuments.net/reader037/viewer/2022102701/555abe8bd8b42ab1128b49a9/html5/thumbnails/36.jpg)
An Example Report