Beginners Guide
Beginners Guide
Beginners Guide
Contents
Hello! AdWords & Google Grants Important program guidelines
I. AdWords account restrictions for Grantees II. Cost and budgeting for Grants accounts III. Length of grant
Hello!
Welcome to the Google Grants Program! Now that your AdWords account is active, you'll need to regularly monitor the performance of your campaign by logging into your account. This guide reviews how to manage your AdWords account and get the most from your ads once they are up and running. We included the information that we think will be most relevant to help you get started. Congratulations, and we hope you make the most of the free advertising!
If you were to set your campaign daily budget above $330, your account will still only be allowed $330 in traffic. Please note: Not all Google Grants account will receive enough traffic to accrue $330 in free advertising per day. Depending on the reach, size, and type of organization, some grantees will reach $330 per day in traffic, while most only use a small portion of this allocated budget.
Campaign Management. This tab is where you control your account, campaigns, Ad Groups, and keywords. The top level shows your performance information for different campaigns. Clicking on a campaign shows Ad Group performance information, and clicking on an Ad Group shows keyword performance information. Reports. This tab lets you create customized and detailed reports by keyword, ad text, account, and other variables. You can experiment by running different reports to find the ones most useful for you. Google store up to five reports in your Download Center, or you can have them automatically emailed to you. Analytics. The Analytics tab provides you with advanced tools to track your campaign results and other data. You will need to set-up a free Google Analytics account, if you would like to take advantage of this tracking tool. To learn more, visit http://www.google.com/analytics/indexu.html My Account. Use this tab to control your personal information, such as your login and user preferences. We highly recommend inviting others at your organization to your AdWords account. There should be at least one active contact at your organization for the length of the award. You can find more detailed information on navigating your account at http://services.google.com/grants/edu/account/
Your Ad Groups, keywords and ad text should be organized in a logical format for the best results
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Selecting Keywords Selecting keywords is one of the most important parts of a successful campaign. TIP: When youre creating your keyword list remember negative keywords, which will help you create more targeted ads and reach the right audience! Negative keywords can be set at the Ad Group and campaign level. You can find more information on this and decide which level works best for you at: https://adwords.google.com/support/bin/answer.py?answer=6635
Dos and Donts for account structure and campaign management Do create multiple Ad Groups per campaign group campaigns by theme, geography or goal make it easy to maintain continue refining your keywords and ad text Dont create just one Ad Group and a big list of keywords mismatch keywords in one Ad Group run dozens and dozens of keywords per Ad Group stop checking your campaign statistics
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Inactive for search keywords A keyword is marked inactive for search if it doesnt have a high enough Quality Score and cost-per-click (CPC) bid to trigger ads on Google. This means your keywords CPC bid doesnt meet the quality-based minimum bid (See diagram below). You may find that one of your keywords is marked inactive for search although no other or very few ads are appearing for a search on this particular keyword. Your quality score is specific to your account so the level of competitor bidding on any one keyword will not affect your keyword status. You will also find information on how Quality Score affects your keyword status at http://www.google.com/support/grants/bin/static.py?page=qualityscore.cs.
How can I activate an inactive keyword when CPC's are limited to a $1.00? Since your Google Grants account is limited to a $1.00 max CPC, you are unable to activate keywords whose minimum bid is above $1.00 by raising your bid. If you want to activate a keyword that is 'inactive for search', we suggest you first try optimizing your keyword, ad text, and campaign. For example, consider adding your keyword to your ad text, or changing your campaign targeting options. Please ensure that the keyword is highly targeted and relevant, as it will be difficult to reactivate general keywords through optimization.
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