Google Ads, Grants, and the Importance of “Conversion” 

When:
October 25, 2019 @ 8:00 am – 9:00 am
2019-10-25T08:00:00-05:00
2019-10-25T09:00:00-05:00
Where:
Mayo Civic Center
30 Civic Center Dr SE
Rochester
MN 55904
Contact:
Shannon McCarville

This presentation is part of the Minnesota Council of Nonprofits Annual Conference. Registration is required to attend.

Google Grants provides up to $10,000 each month for nonprofit organizations to spend advertising in Google search. Most nonprofits don’t use the free grant, or don’t know that “conversions goals” are required to really get the attention of new potential supporters. This session will review pre- and post- Google Ads data for a smaller charity, and show how a measured goal (donation made, newsletter sign-up, advocacy action taken) can impact the overall ads program for reaching new audiences. This session will focus more on the process of selecting ad campaign words (using tools such as Google Keyword Planner), looking out for the “quality penalty” imposed by Google for ads which don’t generate clicks, and higher per-click eligibility rewards for meeting quality measures.
Steve Boland, managing partner, Next in Nonprofits

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