About the clinic

Google Grant Ads are one of the most valuable digital marketing channels available to non-profits: when used properly, they deliver highly engaged visitors, and generate leads and donations, with the cost of the advertising completely covered by Google.

Many charities struggle to make the most of their Google Grant, and so are missing out on an extremely valuable channel. Google Grant Ads can be resourced by most charities with the right training and support: once the key concepts are understood, it takes just a couple of hours work per month to keep a Google Grant account performing.

This workshop will cover the key concepts needed to manage Google Grant Ads in a time efficient way, will include practical work to get each attendee’s Google Grant Ads account in shape, will focus on getting a return on investment, and will provide a clear roadmap and support for keeping the account compliant and delivering a return well into the future. This workshop will also include aftercare – each attendee will get an hour of aftercare from Jean O’Brien, who will review their account and make recommendations.

Outcomes

• Attendees will learn a time-efficient technique for managing their Google Grant Ads account
• Attendees will learn how to keep their Ads account compliant with Google’s rules for Grant accounts, and will receive support materials for their compliance checks
• They will also learn how to optimise accounts for performance and get a strong return on investment
• During the masterclass, attendees will develop a keyword plan and a campaign plan for their organisation and publish campaigns to their account
• Attendees will receive templates and documentation for support with their ongoing work with Google Ads
• One hour per attendee of aftercare support will be provided

Agenda

Attendees will receive

• Multiple planning documents and templates for use in their work
• 1 hour per attendee of post-masterclass consultancy – Jean will review your Google Grant Ad account and make recommendations
• Free access to online training materials to use as a future refresher on the course content

Who’s it suitable for?

Any digital marketer, campaigner or fundraiser who would like to add Google Ads to their skillset

Organisations with a Google Grant Ad account that fits any of the following descriptions:

• A new account that hasn’t yet been fully set up with Ad campaigns
• An account that’s struggling to perform under Google’s new rules
• An account that has been suspended or cancelled due to low performance
• An account that is not bringing in traffic or return on investment

What you will need

• Access to your organisation’s Google Grant Ad account and permission to make changes – NB – this is crucial! Attendees of this masterclass will be doing practical work on their accounts during this masterclass
• A laptop with access to Google Drive
• Familiarity with working with spreadsheets

Pre event preparation

Attendees will be asked to complete a short survey to establish their level of familiarity with Google Ads, and also to get a sense of their current challenges with Google Ads.