We offer grantees educational resources such as the Beginner's Guide and the Google Grants Help Center. We recommend referring to these resources whenever you have questions, but also wanted to share some frequently asked questions that we have been receiving from prospective grantees and newbies.
1. Does our organization already have to be established and with a developed reputation in order to be eligible for Google Grants?
No. Do not hesitate to make full use of this program just because your organization is new. Although your organization's success and reputation are of great value, we also support newly established organizations with a passion for charity. However, please be aware that we ask your organization to have a charity status in your country. (In the U.S., for example, 501(c)(3) status is required.) You can refer to our program guidelines for detailed information around eligibility requirements.
2. We do not have in-depth knowledge of Google AdWords. Should we hire an advertising agency to manage our account?
AdWords is developed to be a self-service product, and with our online resources you should be able to get started comfortably. As a participant in the Google Grants program, we require you to be responsive to our email requests and log in to your account monthly (if not more often) to review campaign performance and improve your account, tasks that do not require you to hire an agency.
3. Within our organization we have multiple projects with different goals. Can we have multiple AdWords accounts to manage these projects independently?
At this time, each organization may only have a single AdWords account. However, your organization can have multiple campaigns within your account, with each campaign focused on a distinct goal or project.
4. Can Google sponsor events organized by our organization, or other aspects of our business?
Monitoring your AdWords account performance allows you to make informed optimization decisions and is an important part of managing a successful account. AdWords provides many easy-to-use free tools that Grantees should take advantage of on a regular basis. Check out a few tips on tracking your account performance below.
Check Account Statistics
You can view your account statistics at the campaign, ad group and keyword levels. These metrics are all good indicators of how well your campaign is performing. Account statistics include clicks, impressions, CTR (clickthrough rate), average CPC (cost-per-click) and average position.
There are several things you will want to consider when reviewing these statistics and evaluating how well your campaigns are performing:
Create Custom Alerts
An easy way to identify changes in your account is to create custom alerts for metrics you want to measure. Once you create an alert and specify the parameters of what you want to monitor, you will be automatically notified when certain changes occur within your campaigns and ad groups. Learn more about creating custom alerts at the AdWords Help Center.
Run Reports Regularly
You can create reports that tell you exactly what statistics you want to know at the campaign, ad group and keyword level. These reports are available through the Report Center and the Campaigns tab. You can view the reports directly in your account or download them in a variety of common formats. You also have the ability to schedule reports to be sent to you via email automatically.
Check out the following reports:
Use Google Analytics
Google Analytics is a free tool that can help you identify how people found your site, how they explored it and how you can enhance visitor experience. For more details on how to use Google Analytics please check out our past blog post.