- 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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Performance Max campaigns are the best option to use when you have specific conversion goals. For example, driving online donations, volunteer signups, and others. Performance Max campaigns are designed to be easy to launch, and when your campaign is live, it'll be optimized by Google AI to drive the best performance possible.
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Search campaigns are the best option to use when you have more general goals, such as driving traffic to your website, as you can show your ads to people actively searching for your organization and your services.
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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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Performance Max campaign
Note: Ad Grants Performance Max campaigns can appear on eligible Google Search inventory and Google Maps placements. Google Maps placements are accessed by setting up location assets with an associated Business Profile. Learn more about listing your nonprofit on maps.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.
Tips for creating your Performance Max campaigns- Add up to 15 headlines, 5 long headlines, one short description, and 4 long descriptions. Providing multiple headlines and descriptions will help Google use the assets you provided to test different combinations to find your highest performing ads.
- 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're interested in. Two sitelinks with different URLs are required, but you may create as many as make sense for your organization.
- Add audience signals 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.
As you get up and running, Google AI will take the inputs you provided during setup to create impactful campaigns customized to your organization.
You may notice in the initial period that your bid strategy status is set as learning. As such, in the initial stages, your Performance Max campaign will undergo a learning period for Google AI to optimize its performance based on the provided inputs. During this time, the AI continuously analyzes data and refines its approach to deliver the best possible campaign outcomes for you.
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Search campaign
Under "Networks," deselect the check boxes for Include Google search partners and Include Google Display Network as Ad Grants Search campaigns are only eligible for eligible Search inventory.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.
Tips for creating your Search campaigns
- Ask yourself which keywords – word combinations and phrases – you would type into the Google search box to find your organization's programs and services. Note: 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.
- Be sure to include at least one of your keywords in your headlines, and create headlines that are relevant to the keywords you’re targeting.
- 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."
- 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're interested in. Note: Two sitelinks with different URLs are required, but you may create as many as make sense for your organization.
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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.
