Google Grants Account Creation Guide

Google Grants Account Creation Guide
Google Grants Account Creation Guide
Congratulations on being accepted into the Google Grants program! Weʼve
created this guide to provide you with the information and tools that you need to
make the most of your Google Grants account.
Because Google Grants is a self-managed program, we ask that you use this
guide to become familiar with AdWords prior to creating your account. That way,
youʼll be well equipped to create a successful account.
Getting your account set up is just a few steps away: First, read this guide and
complete the worksheets inside. Next, build your account using what youʼve
learned. Use the account submission checklist to make sure everythingʼs in
order, and then submit your account to our team. Upon approval youʼll be
advertising for free with AdWords.
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Table of Contents
Chapter One….…………………........... Overview
Chapter Two………................. Account Anatomy
Chapter Three……... From Goals To Campaigns
Chapter Four..………………... Picking Keywords
Chapter Five.……………... Writing Targeted Ads
Chapter Six..……………... Putting It All Together
Chapter Seven..……… Submitting Your Account
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Chapter One: Overview
Whatʼs Google Grants?
Google Grants is a program is designed to help organizations grow and increase
their positive impact by providing them with free advertising on Google.com.
Because youʼve received a Google Grant, your organization has the opportunity
to create and maintain your own Google AdWords account – free of charge.
Whatʼs Google AdWords?
Google AdWords is an online advertising program where AdWords ads are
displayed alongside search results on Google.com. When you create an
AdWords ad to run on Google, you choose the keywords for which you would like
your ad to appear.
The pricing for AdWords is cost-per-click (CPC), meaning that advertisers select
how much theyʼre willing to pay for a click to their ad, and are only charged when
a click occurs.
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How does my Grant work?
Once your account is approved, the Google Grants team will provide your
AdWords account with a budget of $330 USD per day to pay for your advertising.
Using this allowance, youʼll be able to place CPC bids of up to one U.S. dollar per
keyword. When interested users click on your ad, weʼll deduct the cost of those
clicks from your overall daily budget. If you receive enough clicks in one day to
reach your $330 USD limit, your ads will temporarily stop showing until the next
day, when your daily budget is replenished.
IMPORTANT NOTE:
There is no cost to you or your organization for participation in the Google
Grants program. Please ensure that you do not enter any billing information,
such as a credit or debit card number, into your AdWords account. Doing so
may result in your credit card being charged and we are unable to issue refunds.
Please also note that while you do not need to enter billing information, you will
need to select USD as your currency regardless of what country you are in.
Selecting a different currency will not allow us to activate your account as a
Google Grants account.
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Four helpful hints before getting started:
In some ways receiving a Google Grant is like receiving a vehicle – it is a lot
more useful if you learn how to operate and maintain it. To make the most of your
Google Grants account, begin with these four points:
1. Make time. Set aside the necessary time to create (4 – 12 hours) and
monitor (1-2 hours a month) your account. Itʼll help if others in your
organization understand the work you are doing and the time you will
need.
2. Become familiar with AdWords. Learn how the AdWords auction-based
advertising system works by completing the exercises in this guide and
visiting our Help Center at: www.google.com/support/grants
3. Build a strong foundation. Follow the Google Grants policies and
guidelines (found on our website) and the best practices outlined in this
guide when creating your account. Be sure to consult the account
submission checklist for a final review.
4. Take advantage of the available support resources. Google Grants is
a self-managed program, meaning the control of your account is in your
hands. While we are unable to provide phone or email support, this guide
and the tools below will provide you with the information youʼll need to
manage your account.
•
•
Google Grants Help Center
Google Grants user-to-user forum
Tip: A quick and easy way to find answers to your questions is to use – you
guessed it – Google. If you find yourself stumped, try a specific search on Google
such as “Google Grants duration of grant” or “Google AdWords how do I log in”.
The search results will often lead you right to the answer you need within the
Google Grants Help Center.
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Chapter Two: Account Anatomy
Google AdWords accounts consist of three main parts: the account, campaigns within
the account, and ad groups within each campaign.
Each part of an AdWords account has its own unique features.
Your account:
o Is associated with a unique email address, password, and Customer ID.
o Has an overall daily budget of $330. It is impossible to exceed this limit and youʼll
never be charged for any spend in your account once itʼs activated.
Note: Your account will contain features, such as the ability to create site-targeted campaigns. Please
ignore these features; they are not available within the Google Grants program.
Your campaigns:
o Are where you choose your daily budget, geographic and language targeting, and
end dates for your ads. If you would like to segment your budget, target different
geographic areas, or schedule different ads, you may want to create more than
one campaign. .
o Are where you can create thematically related ad groups.
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Your ad groups:
o Will each have one theme and their own unique set of keywords and
corresponding ads.
o Are where you set your cost per click (CPC) bids for your keywords. You can
either set different CPCs for each of your keywords or just select the same CPC to
apply to all keywords in your ad group.
Tip: See at an example of the thought process and building blocks to create a highperforming ad group by reading the Ad Group Success Story on the following page. Then
create your own story of success before moving on to design the structure of your
account.
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An ad group success story
In the exercise below, read about how a fictional Grantee created an ad group that
performed very well. You'll notice underlined portions that you'll be able to fill in with your
organization's specifics on the next page. By completing this exercise, you'll be able to
see how your own organization can also build very successful ad groups.
The Melrose Ballet created a highly successful ad group that resulted in qualified traffic to
their website. We asked them to share their story with us, and hereʼs what they had to
say: “We had a variety of offerings we wanted to advertise, so we decided to start by
focusing on one theme. To start, we decided to target people wanting to see the
performance of The Nutcracker in Melrose, Minnesota. Therefore, the theme we picked
for our ad group was Nutcracker tickets. Next we thought, ʻIf we wanted to see The
Nutcracker weʼd search on Google by typing in Nutcracker tickets.ʼ We also thought that
other Google users of this same mindset would search for Nutcracker tickets by typing in
The Nutcracker, ballet tickets, tickets to the Nutcracker, or Nutcracker ballet. As you can
see, all of these searches had one thing in common - they were all different ways of
searching for Nutcracker tickets. At this point we knew we had a number of good
keywords for our Nutcracker ad group.
It then occurred to us that there might be other users who were searching on Google for
an opportunity to perform in The Nutcracker and that these users might type in
Nutcracker auditions to find what they were looking for. We knew that our ad, geared
towards selling Nutcracker tickets wouldnʼt be what these users were looking for. We
decided to add auditions as a negative keyword* in our account so that our ad would only
show to people looking for exactly what we had to offer so that we could ensure that we
had a strong click through rate (CTR) and Quality Score. To finish building our account,
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we created two ads for our Nutcracker ad group.
The Nutcracker in Melrose
See this Holiday Classic.
Performed by The Melrose Ballet
www.MelroseBallet.org
Nutcracker in Melrose
The Melrose Ballet Performs
The Nutcracker. Buy Tickets Now.
www.MelroseBallet.org
As you can see, these two ads were directly connected to our keywords. Because both of
these ads spoke directly to our target audienceʼs needs, they clicked on them, bringing
us excellent ticket sales and sold-out performances.
* Negative keywords: You can create negative keywords by preceding an unwanted keyword with a
hyphen. This technique works to limit the display of your ad on searches that don't apply to your
organization and is covered in greater depth later in this guide.
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Optional Worksheet: Build your own successful ad group
Using the template below, fill in your organization's information to see how you would
build your first ad group.
_____________ (insert the name of your organization here) created a highly successful ad
group that resulted in qualified traffic to their website. We asked them to share their story
with us, and hereʼs what they had to say: “We had a variety of offerings we wanted to
advertise, so we decided to start by focusing on one theme. To start, we decided to
target ______________ (target audience), in _____________ (specific geographic area).
Therefore, the theme we picked for our ad group was ____________ (specific service
offering).
Next we thought “if we wanted ______________ (specific client need) we would
search on Google by typing in ___________ (relevant search query or relevant keyword).” We
also thought that other Google users of this same mindset would search for
___________ (same service offering) by typing in ___________ (keyword) or ___________
(keyword)
or ___________ (keyword) or ___________ (keyword). As you can see, all of these
searches had one thing in common - they were all different ways of searching for
___________ (same service offering). At this point we knew we had a number of good
keywords for our ad group.
It then occurred to us that there might be others who were searching on Google for
___________ (slightly unrelated service offering) and that they might type in _________
(unrelated keyword)
and ________ (related keyword) to find what they were looking for. We
knew that our ad, geared towards ________________ (initial service offering) would not be
exactly what they were looking for which is why we decided to add ___________
(unrelated keyword)
as a negative keyword in our account so that our ad would only show to
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people looking for exactly what we had to offer so that we could ensure that we had a
strong click through rate (CTR) and quality score. To finish building our account, we
created two ads for our _____________ (theme) ad group.
_________________
_________________
_________________
www.__________.org
_________________
_________________
_________________
www.__________.org
As you can see, these two ads were directly connected to our keywords. Because both of
these ads spoke directly to our target audienceʼs needs, they clicked on them, bringing
us ______________ and _____________.
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Chapter 3: From Goals To Campaigns
Identify advertising goals
Before you start building your campaigns, itʼs important to think about your goals and
develop a plan for your AdWords advertising to turn these goals into campaigns.
Ask yourself the following questions to get a better picture of how you should set up your
account to maximize your AdWords success.
The Google Grantee needs assessment:
o What does your organization offer?
o What do you want to achieve with your
advertising?
o Whoʼs your main audience?
o Where do you provide services?
Tip: Review the example on the next page and then use Worksheet 1 on the page that
follows to complete your own needs assessment.
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An in-depth example:
Letʼs explore how the San Francisco Kids Club, a youth services organization, might
respond to our questions.
What does your organization offer?
Tip: Use your website as a guide to all the services your organization offers.
1. Educational Assistance
a. Homework assistance
b. Academic Tutoring
i. Math
ii. English/Reading
iii. Science
2. Arts Programming
a. Classes
i. Visual Art Class
ii. Creative Writing Class
iii. Acting Class
3. Sports, Fitness and Recreation Opportunities
a. Citywide Sports Leagues
i. Basketball
ii. Football
iii. Soccer
What do you want to achieve with your advertising?
1. Get more youth involved in our programs
2. Recruit volunteers to help run our programs
3. Increase attendance at our fundraising events (such as our golf
tournament)
Whoʼs your core audience?
1. San Francisco parents
2. San Francisco youth
3. San Francisco residents interested in volunteering
Where do you provide services?
San Francisco, California
Tip: Complete your own needs assessment on the next page.
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Worksheet 1: Organizational needs assessment
Design your advertising plan by answering some questions about your needs.
1) What does your organization offer that people searching on Google could
benefit from?
e.g. Math tutoring, free lesson plans, volunteer opportunities, etc.
1. ________________________
3. ________________________
2. ________________________
4. ________________________
2) What does your organization need that people searching on Google could
provide?
e.g. Clothes, volunteer support, etc. (Try to engage constituents before requesting
donations)
1. ________________________
3. ________________________
2. ________________________
4. ________________________
3) Who do you want to target?
e.g. Children interested in homework help, parents interested in parenting resources, etc.
(Be specific, and keep in mind that you may need different ads for benefactors and
beneficiaries.)
1. ________________________
3. ________________________
2. ________________________
4. ________________________
4) Where do you provide services?
e.g. Your city, state, nationwide, etc. (This depends on the scope of your organization)
1. ________________________
3. ________________________
2. ________________________
4. ________________________
Tip: Answers to questions 1 and 2 can provide themes for ad groups or campaigns.
Answers to question 3 show you groups that may benefit from different ads or ad groups.
Answers to question 4 show you what your geo-targeting settings might be.
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Translate your advertising goals into campaigns
Once youʼve identified the goals for your AdWords campaigns, itʼs time to put your plan
into action. We recommend structuring each campaign around just one goal, such as
recruiting volunteers.
Remember to keep your audience in mind:
• Target only the locations where you offer services.
• Target the language in which your ads are written.
• If you have an international audience, separate your campaigns by country.
• Give each campaign an appropriate name, such as its goal. This makes tracking
and editing your campaigns much easier later on.
Example Campaign Goals:
1. Recruit more youth into our art program
2. Recruit more youth into our sports program
3. Recruit more youth into our school program
Tip: Translate your organizationʼs goals into campaigns on Worksheet 2 found on the
next page.
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Worksheet 2: Turning goals into campaigns
Different organizations have different needs. With AdWords, youʼll be able to create the
number of campaigns and ad groups that your organization requires. If you have just a
few offerings or goals, you can probably just create one campaign. However, if you have
a number of offerings or goals, youʼll likely need multiple campaigns.
Start by naming your first campaign(s) and by listing the goal associated with each
campaign. If you are only going to have one campaign, you can skip to step 3.
Campaign # 1 Name: _____________________________________________________
Campaign Goal: _________________________________________________________
Campaign # 2 Name: _____________________________________________________
Campaign Goal: _________________________________________________________
Campaign # 3 Name: _____________________________________________________
Campaign Goal: _________________________________________________________
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Create ad groups within each campaign
Ad groups let you organize your campaigns into more narrow segments. Each ad group
should have one common theme such as a single product or service that you offer.
Having specific ad groups allows you to pair the most appropriate ad with corresponding
keywords. Your organization will have its own needs, so create as many ad groups as
you need per campaign. Remember: More specific ad groups tend to perform better than
general ones.
Example:
Campaign - Arts Recruitment
Ad Group - Acting class
Ad Group - National fine arts contest/art show
Ad Group - National photography contest
Campaign – Sports Recruitment
Ad Group - Basketball
Ad Group - Football
Ad Group - Soccer
Campaign - School Recruitment
Ad Group - Math tutoring
Ad Group - English/Reading tutoring
Ad Group - Science tutoring
IMPORTANT NOTE:
Avoid lumping all of your keywords into one ad group. Accounts with multiple
keyword themes in one ad group will not be approved. Creating specific ad
groups for your various keyword themes will make your ads more relevant and
enhance your accountʼs performance.
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Worksheet 3: Creating ad groups
Create at least three ad groups for one of your campaigns.
Ad Group 1 Name: _______________________________________________________
Ad Group 1 Theme: ______________________________________________________
Ad Group 2 Name: _______________________________________________________
Ad Group 2 Theme: ______________________________________________________
Ad Group 3 Name: _______________________________________________________
Ad Group 3 Theme: ______________________________________________________
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Chapter Four: Picking the Right Keywords
Keywords are the fuel for your AdWords account. They set the entire advertising process
in motion. If users are looking for your service, theyʼll find you more quickly if youʼve
chosen the right keywords for each of your ad groups.
Once you have decided on campaigns and ad groups itʼs time to select keywords. There
are three basic steps to building the right keyword list: Brainstorm, Regroup, and Refine.
Itʼs best to start with a small and very specific group of keywords. You can always add
more keywords later.
Step 1: Brainstorm
Put yourself in their shoes. Ask yourself which keywords (word combinations and
phrases) you would type into the Google search box to find the programs and services
related to your first ad group.
Example:
This is a keyword brainstorm, but note that many of the keywords listed below would not
be useful keywords. This is a general list of initial ideas for keywords, many of which will
be deleted in the editing process. Later weʼll show you how to best refine this list.
Acting classes
Directing
Acting lessons
How to direct
Free acting classes
Musicals
Community Theatre
Play writing
Community Theater
Broadway shows
Auditions
Improvisational acting
Acting
Improvisational theater
Learning how to act
Comedic improvisation
Acting school
Plays
Tip: Conduct searches on Google for the keywords you are considering. Make note of
both the search and ad results you see, particularly when the results are unrelated to the
services you offer. These keywords will likely need to be refined or made more specific.
This will also help you gain an understanding of the competition you may face for the
keywords youʼre considering.
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Step 2: Regroup
Next, scan your initial brainstorm list and ask yourself some basic questions. Which
keywords express the same concepts? Which keywords donʼt fit thematically with the
others? This will help you group your keywords by topic. Each of these topics is going to
be an ad group, with specific ads.
Some topics may be very broad, like acting or plays. In these cases, you may need to
further divide your keywords into more specific groups, like acting classes or
Shakespeareʼs plays. For example, place keywords relating to acting classes in one ad
group, and keywords relating to playwriting, auditioning or directing in other ad groups.
Because youʼre grouping your keywords into specific topics, itʼll be easy for you to write
ads that closely correspond to your keywords.
Example:
Campaign: Arts Recruitment
Ad Group: Acting Classes
Possible keyword groupings:
Acting ad group:
Directing ad group:
Acting classes
Directing
Acting lessons
How to direct
Free acting classes
Acting
Miscellaneous ad group:
Learning how to act
Musicals
Acting school
Play writing
Broadway shows
Improvisation ad group:
Community Theatre
Improvisational Acting
Community Theater
Improvisational theater
Auditions
Comedic improvisation
Plays
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Step 3: Refine
Get your erasers or red pens out; itʼs time to refine your keyword list. Cut from your list
keywords that are too generic, irrelevant or obscure. Two- and three-word keyword
phrases usually work best.
This part is trickier than it seems. You may think that a keyword is relevant thematically,
but ask yourself: Could this keyword be used to search for anything other than what
I am offering? If the answer is yes, you may have a keyword that is too general or needs
to be accompanied by a negative keyword.
Delete Duplicates
Did you know that your account will only be able to show one ad at a time for any given
search that occurs on Google? This means that each keyword you select should only
appear within your account once, in only one ad group. The only exception to this rule is
for ad groups that are targeting different geographic locations.
Remember that more specific phrases typically perform better than general keywords.
And a short, well-targeted list of words is much better than a long list of general
keywords.
Use keyword matching options for greater effectiveness
Broad Matching
Keyword: breast cancer
If you enter your keyword without any formatting, the AdWords program keyword default
is broad match. For example, if your keyword were breast cancer, your ad would show
when a Google search includes the term breast cancer, regardless of other search terms
used or the order in which they were entered. Your ads will also automatically show for
expanded matches, including plurals and relevant variations.
Broad match keywords can work very well when the keywords are specific to your
organization. For example, here are search queries that might display an ad targeted to
the broad match keyword breast cancer:
breast cancer information
cancer of the breast treatment
cancer support breast removal
cancer of the breast in men
support groups breast cancer
breast cancer symptoms
self breast exam to detect cancer
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All of the queries above are related to breast cancer, and are therefore possible triggers
for an ad group using the keyword breast cancer. However, the broad match default
doesn't work well for general keywords that may be included in searches unrelated to
your organization, as in the next example.
Keyword: bears
An organization devoted to saving endangered bears should avoid the general keyword
bears. Here are search queries that might display an ad targeted to the broad match
keyword bears:
chicago bears
berenstain bears video
collectible teddy bears
bad news bears dvd
bear photographs
None of the searches listed above are relevant to the organization, yet they all include
the keyword bear. Keywords such as protect bears and endangered bears would be a
better option for the broad match default.
Phrase Matching
Use quotes: "breast cancer"
If your keyword was "breast cancer", your ad would show when the term breast cancer is
included in a search in that specific order. For example, your ad would show for breast
cancer information, but not for cancer of breast information.
You can specify keywords as phrase matching by surrounding your keyword in quotes. In
the broad match queries shown above, note that only the following searches would
trigger the ad when breast cancer is entered as a phrase-matched keyword:
breast cancer information
support groups breast cancer
breast cancer symptoms
Exact Matching
Use square brackets: [breast cancer]
If your keyword was [breast cancer], your ad would only show for searches on the exact
term breast cancer. Your ad would not show if breast cancer research or breast cancers
were searched.
You can specify keywords as exact match by surrounding your keyword in square
brackets. This technique works well for singular keywords, keywords that are general or
keywords that might have more than one meaning to a Google searcher.
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Negative Matching
Use a hyphen: -teddy
If your broad match keyword is bears and you don't want your ad to show for teddy
bears, add the negative keyword -teddy.
You can specify keywords as negative matching by preceding an unwanted keyword with
a hyphen. This technique works to limit the display of your ad on broad match searches
that don't apply to your organization. For example, if our endangered bear organization
wanted to run on the broad-match keyword bear, the following negative keywords should
be listed to avoid showing on unrelated queries:
-chicago
-berenstain
-bad news
-teddy
-claw
Example:
Let's look at our final keywords and the match types that we have chosen for the acting
ad group we created.
Keywords for acting ad group:
“Acting classes”
“Acting lessons”
Free acting classes
Free acting lessons
Kids acting classes
Youth acting classes
“Acting class”
[Acting]
Learning how to act
- Film
- Commercial
- Colleges
- Monologues
- Movie
- Television
- Jobs
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Worksheet 2: Pick the right keywords
Build an effective keyword list for the campaign you worked on in Chapter 1.
Step 1: Brainstorm
List any keywords that a user looking for your services would type into the Google search
box.
Step 2: Regroup
Separate your keywords into different ad groups, ensuring that there is only one theme
per ad group.
Theme:
Theme:
Theme:
Step 3: Refine
Cut any irrelevant, unclear, duplicate, or generic keywords from the list above. Then, use
keyword matching to achieve more precise targeting and improve ad performance.
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Chapter Five: How To Write Ads
Ads are the face of your AdWords account. They are the only part of your account that
Google users will ever get to see and they are the userʼs first impression of what you
have to offer. When someone enters a search query on Google and scans the search
results, your ad text will be your only line of communication to help them decide whether
to click to your website.
Ads that convince people to click on them are clear, specific and compelling. To be
successful, your ads must convince your audience that you have what theyʼre looking for.
To see which of your messages resonate with customers, write three or four ads and run
them simultaneously. Next, you will want to check in on their performance. The ads with
the highest click-through rates (CTR) are your top performers. Once you know which of
your ads work, you can rewrite poorly performing ads to test new strategies.
Your ad consists of three parts:
Headline
Description
Description
URL
Step 1: Create your headline
The best headlines relate directly to the keywords being searched; this makes an ad
seem especially relevant to the searcherʼs interests. So itʼs a good idea to include one of
your keywords in your headline.
Step 2: Develop your description text
The description should convey both key details and benefits of your service or
organization. It should also include a call to action such as “find out more” or “volunteer
today.” Try to keep your message as direct as you can.
Step 3: Choose your display and destination URLs
Your display URL (the web address users see when they view your ad) must have the
same domain as your destination URL (the webpage where users land when they click
your ad). For example you could have www.google.com as your display URL and
www.google.com/grants as your destination URL because they both share the same
domain.
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Worksheet 3: Create targeted ads
Ad Text:
Ads using Latin characters can contain, including spaces, 25 characters for the title, 70
characters for the ad text and 35 characters for a display URL. If you create ads using
non-Latin characters, please be aware that the character limit may vary.
Display URL:
If your display URL is too long, you may consider using a shortened version of your URL,
such as your homepage. The display URL should have the same domain (such as
example.com) as your landing page.
Tip: Whenever possible, take users to the exact page they need on your site instead of
your general home page. Also, use the template below to write your first two ad texts.
Write two sample ads for one of the ad groups you created in Chapter 1. Try to include
keywords in your headlines, descriptive ad text, and specific destination URLs.
Sample Ad 1:
__ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ (25 characters)
__ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ (35 characters)
__ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ (35 characters)
__ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ (35 characters)
Sample Ad 2:
__ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ (25 characters)
__ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ (35 characters)
__ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ (35 characters)
__ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ (35 characters)
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Chapter Six: Putting It All Together
Nice work - youʼve created the essential parts of an AdWords campaign. Now itʼs time to
put them all together in your AdWords account. Just follow the steps on the following
pages. If you already have an AdWords account, you will need to create a new account
for the Google Grants program. You will create your account through the same process
as our paying advertisers, although you will follow slightly different steps. Please be sure
to thoroughly read and follow the instructions below.
IMPORTANT NOTE:
Please do not enter payment information, such as a credit or debit card number, into
your Google Grants AdWords account at any time despite automated messages you
may receive from our system. If you input credit card information, you will be financially
responsible for any charges that accrue on your credit card.
Step 1: Creating an AdWords account shell
Hereʼs how:
1. Go to https://adwords.google.com, and select ʻStart Now.ʼ
2. Choose Standard Edition, not Starter Edition.
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3. Select your login email address and password for AdWords. You'll be able to specify
the login details that you'd like to use for your account. We recommend using an
email address that is associated with your organization's domain.
Once you enter the details for your new AdWords login, a verification email will
be sent to your chosen email address. Remember, do not submit any payment
information. Simply verify the account by clicking on the link provided and
following the steps outlined. After you do this you can sign into AdWords using
the email address and password you specified.
If during this process you receive the error message ʻuser already exists,ʼ please
visit our help center at www.google.com/adwords/help and search for ʻuser
already exists.ʼ There youʼll find the steps to remedy the problem.
4. Choose USD as your currency (regardless of your country). Note that the currency
cannot be changed once it is set and Google Grants accounts can only use USD.
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5. Verify your email address and continue.
6. Click “Create your first campaign.”
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7. Rename your campaign. Select the geographic area you would like to target (be as
specific as possible). Choose the language you would like to use for your first
campaign. Leave the demographic unchanged.
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8. Opt out of “Search partners” and the “Content network”.
IMPORTANT NOTE:
Having your account opted into more than Google search at the time of activation may
cause technical difficulties which will require that you create an entirely new account.
9. Designate a daily budget of no more than $329 USD (less if you plan to have more
than one campaign) and choose manual bidding, not automatic bidding.
Reminder: As part of the Google Grants program, you are not paying for
AdWords advertising. By entering CPCs and a daily budget, our system will be
able to display your ads.
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10. Ignore the advanced settings. Click “Save and continue.”
11. Create your first ad (you can use one of the ads you created previously in this guide)
and click “Save and continue.”
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12. Enter only the keywords that youʼd like to have trigger the ad you just created. Enter a
bid of $1 USD. Please do not use the automatic keyword suggestions provided by our
system, rather, use the keywords you developed for your organization's needs. Use
the advanced option match types as needed.
13. Enter negative keywords for words that you would like to use to prevent your ad from
showing. Click “Save.”
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14. Click “Set up billing later” and do not enter billing information.
Congratulations! You have successfully created your first campaign, ad group, ad and set
of keywords.
Note: Within 7 days, you will receive an automated email with the subject line 'Activating
Your Google AdWords Account.' This email will ask you to enter your credit card in order
to activate your account. Ignore this automated message as well, because Google
Grants accounts can only be activated by the Google Grants team after they have been
reviewed and approved.
Please review the Google AdWords Terms & Conditions at:
https://adwords.google.com/select/tsandcsfinder.
Step 2: Create more campaigns, ad groups, ads and
keywords for your account
Hereʼs how:
1. Visit our Help Center at: www.google.com/support/grants
2. Click on the “Campaigns and Ad Groups” link within the Help Center
3. Use the appropriate Help Center article as needed
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Chapter Seven: Submitting Your Account
Youʼve put together your AdWords account, now itʼs time to make sure that your account
is ready before you submit your account for review. Please follow the checklist below and
submit when youʼve completed all of the steps.
Account Settings Checklist:
___ All of the daily budgets in my account combined add up to no more than $329 USD.
___ I have only created keyword targeted campaigns (no placement targeting).
___ I have set my geo-targeting as specifically as possible.
___ I have opted out of the search or content network and am only targeting Google.com.
___ All of my keyword bids are set to $1 USD or less.
___ I have not submitted my credit card information to the AdWords system.
Account Structure Checklist:
___ I have not lumped all of my keywords into one ad group.
___ I have 2-3 ads for every ad group I have created.
___ I have only one keyword theme within each ad group I have created.
___ Each keyword is in my account only once.
___ I have separated my keywords into different ad groups according to theme.
Ad Text Checklist:
___ All of my ads include a call to action within the ad text (e.g. 'Donate Now', etc.).
___ There is a strong correlation between my ads and the keywords that trigger them.
Keywords Checklist:
___ I have used negative keywords to prevent my ad from showing on searches that do
not pertain to the services I offer (e.g. buying, order, shipping, etc.).
___ I have not included any keywords that are too general when used alone (e.g. help,
community, poverty, Africa, New York, donations, donate, children, poor, violence, etc).
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How to submit your account for activation:
Once youʼre able to check all of the statements in the Account Submission
Checklist, youʼre ready to submit your account!
Please note that it is very important that you follow the account submission
checklist closely for three reasons:
1. Accounts that require edits will be disapproved and sent back with
revision requests.
2. Accounts with major policy violations may have their Google Grant
award revoked.
3. Abiding by all of the account creation guidelines expedites the activation
process, allowing your ads to start showing as quickly as possible.
To complete the setup process, please submit your account online via this web form:
http://services.google.com/googlegrants/accountcreation
Once we receive your submission, we'll review your account and contact you as soon as
your review is complete.
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