The primary function of the Google Ad Grant is to generate traffic to your website. By presenting ads for your nonprofit within a Google search, your organization will be introduced to a brand new audience. With smart grant management, this will translate into more visitors to your website and hopefully increase donations, newsletter sign-ups, and other valuable conversions.
You might be thinking “Why wouldn’t we benefit from additional web traffic?” There’s no doubt that your organization would benefit, but answering this question requires a more specific consideration. While traffic is certainly good, it’s only useful if you can turn that traffic into something valuable for your organization. This means you should think about what you want out of the Google Ad Grant and create a strategy to reach your goals.
First, you need to think about what you want visitors to do when they visit your website. Starting off, this should be a realistic and achievable goal. After all, it’s much easier to get email signups than donations from first-time visitors. The success of your Google Ad Grant can be measured by whether you meet these goals.
Second, think about how you can easily guide visitors to take your desired action. This should involve thinking hard about the landing pages you have attached to your Google Ads. A landing page is appropriately named: it’s the page a user “lands” on when they click on an ad and visit your site. One of the best things you can do to get the most of your Google Ad Grant is to optimize your landing pages. Using high-quality content, concise language, and effective Calls To Action, visitors will be more inclined to meet your desired goals.
Effective use of the Google Ad Grant requires constant consideration of questions like these. As a powerful marketing tool, you’ll benefit from making web design decisions with the Grant in mind. Optimizing various parts of your website for the Ad Grant will help you make the most of it while making your content more accessible to new and returning users.