Logan Mastrianna (Digital Tabby)

When Bob Ross paints a picture he makes BIG broad strokes to lay the foundation. Only once that's done will he get to work on the happy little trees. We manage the Google Ad Grant the same way and always start with broad strokes until we're consistently maxing out the full $10k

Can you explain your nonprofit's mission to a goldfish? In 2015, Time reported on a study that suggested the average attention span was 8 seconds (and things haven't gotten better).

Are you marketing for metrics...or impact? It's easy to obsess over cost per click and open rates. But the real problem most nonprofits face isn't a bad CTR or other individual metrics. It's that not enough people know who you are, what you do, and how they can help.

Create content that answers questions your audience searches for, then promote with your Google Ad Grant. Write how-to guides, educational articles, lists and resources related to your mission. Each piece becomes a new entry point to discover your nonprofit.

When it comes to the Google Ad Grant...when do you need to create a new landing page? Ask yourself: "If someone lands on my current landing page, will they know within 2 seconds that they're in the right place?" If the answer is no...then you need a new landing page.

Your nonprofit's Google Ad Grant account isn't spending because you removed conversions from your website. This happens more often than you'd think. If your grant spend suddenly tanks, check your conversion tracking first.

If you're running Meta ads for your nonprofit, don't optimize for traffic. Meta will send you traffic that won't convert. Nonprofits choose this to avoid conversion tracking setup, but you're setting campaigns up to fail before they start. Set up proper tracking instead.

Do you understand keyword intent and why it matters for your Google Ad Grant? 👇

This doesn't have to be complicated. Pick one to three of the MOST valuable actions someone can take on your website and ask yourself how often it occurred last month. The answer is either a number...or it's "I don't know". There really isn't any in-between.

That's why EVERY campaign we run always starts with conversion tracking so we can measure what's actually happening. It doesn't matter what paid media platform we're using, where traffic is going or anything else- we ALWAYS have a conversion to track.

"What gets measured, gets managed" - Peter Drucker Simply the act of measuring will lead to better results. If you've ever tracked what you eat, or paid close attention to your spending then you know this is true.

You need both clear messaging and strong creative to get results. Clear creative + clear messaging = strong return on ad spend.

✔️ Second, the donation ask is super clear. In this case, it's crowd funding for veterinary care so it's VERY easy for people to understand why they should donate and the impact their dollars will make.

We generated $19,821 in donations in December with $8.3k ad spend. That's a 2.38x return on ad spend. We utilized Performance Max for this specific client (and yes we've excluded brand traffic AND checked to make sure that's not what's driving results).

When nonprofits come to me VERY frustrated (or outright angry) with the Google Ad Grant...it's often because they're trying to achieve a goal that it's just not designed to do. Sorta like hammering a nail with a screwdriver.

Have you considered your nonprofit's main Call To Action (CTA)? 🤔 Just having a simple "Get Updates" or "Learn More" is rarely enough. Instead, check out what nonprofits like Austin Pets Alive! are doing with pop ups. Now THAT'S a strong call to action! 😎

Most nonprofits create too many Google Ad Grant campaigns without strategy. Only create new campaigns for different audiences or locations. Location targeting and conversion goals are set at campaign level. Creating random campaigns just to organize keywords hurts performance.