Looking for advice on how to elevate your Adwords campaign to the next level? With a little heavy lifting upfront and some ongoing maintenance, I’ll show you how to rise above your competitors’ listings and attract new prospects you didn’t even know existed.
Let’s start with keyword selection. When identifying keywords to target, a common mistake is to focus on words that your website already ranks well for in organic search results, like the name of your organization. Instead, think of new potential audiences that might be interested in your organization and write down a few key search terms for each. Then, enter each of these terms into a free keyword suggestion tool, like the one that comes with Google Adwords, to identify additional related terms. You will soon have hundreds of words added to your list.
Many are unaware that they can assign different ‘match types’ to keywords and end up using only the default broad matching. Broad matching shows your ad even when your keywords make up only a portion of someone’s search. This leads to more impressions. Exact matching only shows an ad when a search term matches it exactly. Because Google gives preference to exact matches over broad matches, you should use these for keywords that you value highly. Bidding more for these exact match phrases will also help. Make sure to also set your high-value terms to broad matching. That way your ad will also be displayed for longer terms you may not have thought of. Later, when you analyze your keyword search reporting results, you can determine which of these longer terms were valuable and place them in their own exact matching bucket to give them more weight.
Another common mistake is lumping keywords into a single ad group. Instead, create multiple ad groups where each one represents a unique audience. Place similar keywords in each and incorporate the ones you value the most into the ads because they will appear bolded and draw more attention. Also make sure to create multiple ads which are fairly different from one another. Google can rotate them and tell you which one is getting better results. Afterwards you can modify the winning ad to get even better returns.
Finally, many non-profits use Google Grants to run their campaigns. This generous program provides non-profits with up to $300 per day in free ads which should be more than enough to meet your needs. It’s easy to apply and Google will usually give you the OK. Just make sure to leave yourself enough time because it can take up to 6 months to hear back.