How To Improve Your Google Grant
A few facts about Google Grants.
Google gives away $10,000 per month to nonprofit organizations (501c3’s). Unfortunately nonprofits who use Google Grants on average only spend about $330 of the $10,000 per month; this means about 97% of the grant money is not used. But we think that those kinds of mistakes can be avoided and we've listed a few ways on how you can improve your Google Grant.
Have a focused ad group.
Having a themed ad group improves your CTR and allows you to align your keywords to your landing page. As a result by using a focused ad group (15-30 similar keywords) you will efficiently have a better chance of targeting users.
Create relevant landing pages.
Directing traffic to a landing page is more effective than directing traffic to your homepage. This is because advertisements leading to a targeted landing page have had a higher conversion rate and more visibility. When leading users to your landing page make sure the information you are giving is relevant (especially to your headline) and that it grabs their attention. If you can achieve this you will be able to capture their information.
The design of your landing page is extremely important as well. Make sure to remove your navigation bar, header, footer, and keep the forms short.
Short forms = high conversions.
When users get to the landing page, make sure your forms are short. For instance, ask for their name, last name, email, and phone; we recommend having no more than four fields. Does this mean you should always ask these four questions? Not necessarily, as sometimes you can get away with just asking for two things: name and email.
For example, if your nonprofit is collecting used books, then you can ask users for their name, phone, email, and type of book being donated. Once you receive their information you can give them a call or sending an email breaking down the steps for the book donation. Avoid using the landing page as the place to explain the donation process; this creates a landing page that very few will read.
If your nonprofit is collecting email subscribers, then just ask for their full name and email. You can even take it a step further by asking for their zip code, which can use to find out what time zone they're coming from in order to email them at a more effective time.
Track conversions, not clicks.
In order for your nonprofit to best use its Google Grant, you should be tracking your conversions instead of clicks on your ads. Conversions are defined as each time a user completes a desired call to action, such as subscribing or donating. Tracking clicks alone is not efficient because a visitor may casually come across your website, but leave without performing any actions. This means that nothing profitable or desirable happened to further your nonprofit. Conversions are the way to go.