Hiring a company to help your nonprofit organization manage its free Google Ads from the Google Ad Grant program can be money well spent. Not only can a company like this help you navigate the complex world of Google Ads, they may also be able to help you craft campaigns that will be far more successful than any campaign you could craft on your own.
Unfortunately, not all companies offering Google Ad Grant management for nonprofits are created equal. Here’s what to look for as you try to find the company that is the best fit for your nonprofit:
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A Company That Helps You Meet Specific Goals
If you want your Google Ads to be effective, they need to be targeted. In other words, you have to know what types of visitors you want to attract to your website, and what you want them to do once they get there. Is your goal to attract potential supporters and have them sign up for your email list? Is it to get people to register for an upcoming event? Or maybe it’s to make more people aware of the types of services your nonprofit provides and have them contact you for service. The Google Ad Grant management company you work with should work with you to understand your nonprofit’s goals, or if you aren’t exactly sure what they are, help you pinpoint them.
Ads that are generic won’t cut it! And the only way to ensure that your Google Ads aren’t generic is to work with a company that understands your nonprofit’s specific goals and crafts ads accordingly.
A Google Ad Grant Management Company that Will Provide you With Analytics
Any legitimate company that provides Google Ad Grant Management for nonprofits should provide you with campaign results—ideally in a format you can easily understand. They should provide you with data, as well as analysis related to how your ads performed. If a campaign didn’t perform well, they should have suggestions for how it can be improved going forward.
You can reasonably expect to be updated on your campaign’s progress once a month. You shouldn’t be expected to just blindly trust that your Google Ads are doing well!
A Company That Will Answer Your Phone Calls and Emails
There are many Google Ad Grant management companies out there that would be happy to take your nonprofit’s money, but are they also there for you when you have questions about your Google Ad campaign? Ideally, you will have a specific point of contact at the company—someone who will treat you like a valued client, and not just a number. Someone who is dedicated to your nonprofit’s success—whatever that looks like for your specific organization. You can get this type of attention at both large and small companies, but it’s often easier to find at smaller companies.
Don’t be afraid to ask a lot of questions prior to hiring a company for Google Ad Grant management. The success of your campaign depends on it!