Dynamic Search Ads have been used on many Google Ad Grants accounts in which the nonprofit has less of a reach, or they are targeting a specific sector which does not have an abundance of search traffic to work with. In these circumstances, Ben Givon suggests that we use all pages to attempt to broaden our reach as much as possible and lead as much quality traffic as possible to our client’s website. Furthermore, we are attempting to use the largest amount of the free Google ad spend as possible in order to promote and boost brand awareness. This leads us to the next point, Ben Givon suggests that if you have a large account that has access to a plethora of quality traffic and have nearly maxed out your grants spend already, you could be more precise and start pinpointing specific URLs that you want to use for your dynamic search ads. This is where you can obtain collective themes within your website without having to set up a specific page feed.
Google will have complete control over the page that it is directing traffic to (based on the settings you specify), in addition to all the headlines and display URL for your ads. The two areas that a marketer can adjust with a Dynamic Search Ads account are both description lines. If you are concerned about how your brand is portrayed, which headlines your target audience is exposed to, or if you need to be careful with the type of claims that are made within your ads, then you may be reluctant to use Dynamic Search Ads.
Dynamic Search Ads can boost your audience reach on the Search Network and can help you to locate new keywords that you could ultimately implement into your ad campaigns. Despite this ad format not targeting keywords, you can still examine the search terms in the reports and identify which terms from the Dynamic Search Ads campaigns have converted. Then you could add these new terms as new target keywords within the account. The next step is to check that there isn’t any repetition or overlap. Ben Givon advises that you brainstorm and set up a list of negative keywords for all the non-Dynamic Search Ads campaigns that you are running. You will want to do this because it will help to avoid any overlaps and prevent the Dynamic Search Ads campaign from damaging any other efforts in your search campaigns in the Google Ad Grants account. Consequently, you could add this list to every DSA campaigns, and then regularly return and update your target keywords list. This will ensure that the account is as efficient as possible by minimizing wasted ad spend and any potential unwanted overlap.
So, now that we have covered the first two stages in attracting more traffic from Google Ad Grants it’s time to move on to the last workaround.
Try automated bidding to avoid Cost Per Click limitations
The final workaround for your Google Ad Grants accounts is using automated bidding. Perhaps the largest drawbacks on Google Ad Grants accounts is that Google puts a limit on the maximum Cost Per Clicks when using manual bidding strategies. At present the max amount that you can bid in a Google Ad Grants account is two dollars. Anything above this threshold will be blocked because the ‘bid is too large’.
So what does this mean? Basically, it means that you must live with the CPC ceiling benchmark of two dollars. At first it feels like you have reached an immovable barrier and that the only option is to transfer these keywords to a paid account and begin paying for this list of keywords. But before you jump the gun why not try using automated bidding to bypass the CPC restriction. Within the settings page of your campaign, go to the Bidding section. By clicking on the drop-down menu, you will be able to pick from a list of other bidding options from Target CPA, Target impression share, to Maximize conversions.
If you are completely focused on gathering more traffic without paying for it, and your main aim is to make use of as much of the budget from the Google Ad Grants as possible, the Maximize clicks option could be a suitable pick for you.
On the other hand, if you have a strong account, with a good track record of positive conversion data, you could pick Target CPA or Maximize conversions. Many advertisers use automated bidding in their Google Ad Grants accounts and contingent upon the campaign specifics, and the competition that exists, the CPC totals often get more than double the amount that they would be able to set with the two dollar max CPC limit.
Utilize all your Google Ads Grant for Nonprofits!
On the off chance that Google Ads is going to give you $10,000 or more in free advertisement spend, you should attempt to make use of every last bit of it if possible to develop your nonprofit and broaden your target audience reach. So, use what you have learnt in this post and clear the hurdles that the Google Ad Grants have in place. By using these three tips you could increase the amount of quality traffic that visits your site and ultimately boost your conversion rate.