The inevitable switch from Google AdWords to the new Google Ads is here; since October 18th 2018 the new Google Ads experience has fully replaced Google AdWords. This is the third in a series of three posts on the new Google Ads with a focus on utilizing Google’s dynamic ad features. The other posts focus on 4 tips and tricks in Google Ads and outlining campaign creation, reporting and optimization in Google Ads. If you’re unfamiliar with Google Ads we recommend you read both of those posts, which will get you up to speed in no time.
Here at Stikky Media we have a great relationship with the Google Ads team, and one of the perks is that we get calls from the team whenever new features are rolled out. We got one such call when Google AdWords switched over to Google Ads, and as well as getting the rundown on the new Google Ads experience we also received a few great tips that we thought you’d want to know about. Keep in mind a couple of these tips are only available in the new Google Ads interface, so before you read on make sure you’ve switched to the new Google Ads Experience, and if you’re not sure click that link to learn how to tell the difference between the two.
And the top four Google Ads optimization tips for 2018 are (drumroll please):
Here at Stikky Media we’re big fans of adopting new technology (read: colossal geeks) and, given that we have several PPC clients using Google Ads, we’ve had quite a bit of time to play in the new interface.
Overall, the changes made from AdWords to the new Google Ads interface in 2018 have been welcomed, right down to the name: as we shift more attention away from traditional, text-based searches and use features such as re-marketing more, we see that we’re often not paying attention to keywords at all, at least not in the traditional sense.
If you haven’t yet delved into the wild world of the new Google Ads experience yourself, here’s a quick rundown on what to expect, from creating a campaign and setting a bid strategy to reporting and optimizing.
Google Grants can bring greater visibility to your organization, resulting in more subscriptions, more service involvement, and a wider awareness of your organization’s brand and message. This happens because Google Grants will display your organization’s ads at the top or bottom of the search results page when people search for terms that relate to your organization.
“…it has helped us reach thousands of supporters around the country, helping us effect change through awareness.” – Ping Lo, The Fred Hollows Foundation
Insights into Your Analytics
Google Grants gives you access to in-depth analytics tools. The more you know about how people are coming to and using your website, the better you can adjust your approach to connect with those people. Analytics will show you which pages are performing well and which are confusing.
Profound and Simple
Even if you are new to Google Grants it is easy to launch effective campaigns, with custom messages crafted specifically for your nonprofit organization. Google Grants offers a range of methods to create campaigns, from Google Grants Express that will automatically manage your ads for you, to a more traditional Adwords approach where you have total control.
Google Grants Success Story: Make a Difference (MAD)
The mission for Make a Difference (MAD) was to increase awareness of children in orphanages and street shelters. MAD was established in 2006, and has operations in 23 cities in India. The organization is based out of Bangalore, India and empowers children to discover their true strengths and unleash their full potential. MAD provides creative learning spaces for these children and works to improve the quality of their education and career opportunities.
To reach their goals, MAD used Google Grants to recruit passionate volunteers that can make a one-year commitment to the organization, raise awareness, drive online donations, and identify and prioritize locations for international expansion.
Google Grants had a tremendous impact on MAD’s growth. Data showed which cities and countries had the highest interest in MAD, and the organization used the data to identify where they should expand. In addition, it allowed them to build a network of volunteers that they would not have been able to reach through traditional methods. In the end, approximately 30% of their website traffic came from their new efforts.