Google Ad Grants for Not-for-Profits: Part 5: Tips & Tricks

Managing your Google Ad Grant can be tricky but if you make the most of it, your organisation will thank you for it.

Welcome to Part 5 of our Google Ad Grants for Not for Profits (NFPs). Here are some Google Ad Grant tips and tricks to help you optimise your grant.

But first, have you done your groundwork? This 5 part series takes you through the step by step process of getting the most out of the Google Ad Grants program:

Part 1: How To Apply For A Google Ad Grants Account

Part 2: A Simple Guide

Part 3: Setting Up Your Ad Grant

Part 4: Configuring Conversions

Google Ad Grants Tips and Tricks

Simplify the tagging process

The Google Tag Manager is a useful tool and will help simplify the tagging process by enabling you to simply and quickly update tags and code snippets on your site.

• Use this free web-based user interface to configure tags without altering and deploying additional code.
• Make changes and check for errors, reducing your reliance on developer support.
• Add tags anytime.
• Generates dependable data, enabling better insights and decisions.

Use best practise tracking

Google Analytics allows you to create goals and link your Analytics and Ad Grants accounts, enabling you to import Analytics goals into Google Ads. When importing goals from Analytics to Google Ads, the default category is other – choose the most appropriate category for your organisation’s needs.

Conversion Windows are adjustable, according to your organisation’s conversion cycle. Because NFPs often have 90 day conversion windows, if the conversion window has been adjusted accordingly, a Google Ads click will result in a conversion within 90 days of the first click on your ad and will be reported in Google Ads.

The Max Conversions smart bidding solution bidding solution allows you to automatically set the right bid for each auction, maximising the number of conversions within your budget. If you’d like Google Ads to focus on the more valuable conversions, select yes for Include in Conversions.

Don’t forget to add a conversion value to each conversion category, so you can easily see how much the conversion will mean to your organisation.

Trouble shooting

Here are some tips and tricks when faced with common issues within your Google Ad Grant ad campaign.

• Make sure your conversion tag is working by looking at the Tracking Status column in the Conversions section. Assess the status of the conversion by hovering over the Recording Conversions messaging symbol. If there are any issues here, follow the tips in the hint box.
• Double check that the tag is in the right place. From the Webpages section you can access a full list of tracked pages. Take a look at each page whose conversions are being recorded, using the Google Tag Assistant to check for issues.
• If everything is in order, but you’re not getting any conversions, try these tips:
  • double check that the code has been pasted into your site exactly.
  • check for other applications or plugins which may be interfering with the code.
  • remember that Google Ads remarketing sand conversion codes look similar. Make sure you’ve added the right one.
• If it seems that you’re getting too many conversions, verify that the count setting is correct by using the repeat rate:
  • Remove any doubleups: use Google Tag Manager to remove duplicate tags, making it less likely you’ll accidentally count the same conversion twice.
  • Remove tracing from popular pages. Get your website path data from Google Analytics, rather than coming from conversion tracking.

Need more help?

It can be really tricky, we get it. And that’s why we’re here! Our team is well-versed in the art of optimising Google Ad Grants and budgets of all sizes and will tweak your campaign within an inch of it’s life.

If you’d like to chat about your campaign, contact us today. We’re here to help!