- Click the click the create button
, then select Campaign.
- Choose “Create a campaign without a goal’s guidance” as your campaign objective.
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Under “Select a campaign type,” select Performance Max or Search.
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Select the goals most closely aligned to the action you want users to take when they see your ad, for example Website visits or Phone calls.
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Enter a campaign name. A campaign name can remind you what the campaign is about. For example, "Drive donations" or "Recruit volunteers."
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Under "Bidding," select whether you'd like to focus on conversions, conversion value, or clicks (Search campaign only).
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Under "Locations," select the relevant locations to show your ads, by selecting Enter another location and entering the name of a city or region in the search box.
, then select Campaign.Learn more about choosing locations
Use specific geo-targeting to show ads in locations where users will find your nonprofit's information and services useful.
If you primarily serve your local community, your ads should be shown only in your town or local area, such as food banks and houses of worship.
If you are an organization that has different services locally and nationally, separate campaigns by geographic area to ensure that users can benefit from your services in their geographic location.
If you would like to brand your organization in a wider geographic area, such as a museum that would like visitors from across the country to visit, one campaign may be geo-targeted widely that indicate your service and city name, such as 'art museums in Toronto', while most of your campaigns would show ads in the Toronto area.
If you do humanitarian relief in Nepal but your primary online goal is to raise donations and your donors are in the United States, show your ads in the the US.
Rarely is it relevant to show ads worldwide.
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Under "Languages," select the languages you want to write and show your ads in.
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Search campaign
Under "Networks," deselect the check boxes for Include Google search partners and Include Google Display Network.Under "Automatically created assets," select "On" if you'd like help generating ideas for potential headlines and descriptions from your landing page.Next you'll create your first Ad group. Get keyword, headline, and description suggestions from your landing page.
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Ask yourself which keywords – word combinations and phrases – you would type into the Google search box to find your organization's programs and services. Your keywords must reflect your nonprofit’s programs and services. Using generic keywords such as "news," "video," or "children" isn't allowed because they're not relevant enough for a good user experience.
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Write 3-5 compelling ads per ad group that are relevant to the keywords in that ad group. The ads will rotate and prioritize the ads that are performing better than others in the ad group.
Short, non-repetitive sentences work best. Avoid uncommon acronyms and abbreviations. Identify the unique aspects of your organization and service, such as "Check our free book database to find books your preschooler will love" or "Volunteer to read to kids in your community today."
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Under "Sitelinks," Enter at least 2 unique text sitelinks. Sitelinks take people to specific pages on your site (not your homepage), such as your calendar of events, one of several programs, or your donate page. When someone clicks on your sitelinks, they skip right to what they want. Two sitelinks with different URLs are required, but you may create as many as make sense for your organization.
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Performance Max campaign
Under "Asset generation," provide your organization's website if you'd like help generating ideas for potential asset headlines and descriptions from your landing page.
Under brand guidelines, input your organization name under "Business name." Your Performance Max campaigns use Google AI to infer key brand elements using your final URL. You’ll be able to review the brand information Google creates, then you can fine-tune your brand guidelines based on your brand and campaign goals. Learn more About brand guidelines.
Next, you'll create your first Asset group. Note that Ad Grants Performance Max campaigns will only appear on Google Search. If applicable, add your organization's phone number.
- Add up to 15 headlines, 5 long headlines, one short description, and 4 long descriptions.
- Under "Sitelinks," enter at least 2 unique text sitelinks. Sitelinks take people to specific pages on your site (not your homepage), such as your calendar of events, one of several programs, or your donate page. When someone clicks on your sitelinks, they skip right to what they want. Two sitelinks with different URLs are required, but you may create as many as make sense for your organization.
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Audience signals allow you to add audience suggestions that help Google Ads automation optimize for your selected goals. Although adding audience signals is optional, using audience signals can help you accelerate and guide Google AI on the ideal way to optimize your campaign.
Remember that Performance Max campaigns may show ads to relevant audiences outside of your signals if they have a strong likelihood of converting to help you meet your performance goals. Learn more about how to Build audience signals.
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Under "Budget," set a custom daily budget of 329 USD or less. You'll have 329 USD per day to use across all of your campaigns.
- Review your campaign and ensure everything looks correct before clicking Publish campaign.