Google Grants Account Creation Guide Manual de usuario

1 Google Grants Account Creation Guide Congratulations on being accepted into the Google Grants program! Weʼve created this guid

10 Optional Worksheet: Build your own successful ad group Using the template below, fill in your organization's information to see how you would

11 people looking for exactly what we had to offer so that we could ensure that we had a strong click through rate (CTR) and quality score. To finish

12 Chapter 3: From Goals To Campaigns Identify advertising goals Before you start building your campaigns, itʼs important to think about your goals

13 An in-depth example: Letʼs explore how the San Francisco Kids Club, a youth services organization, might respond to our questions. What does your

14 Worksheet 1: Organizational needs assessment Design your advertising plan by answering some questions about your needs. 1) What does your organ

15 Translate your advertising goals into campaigns Once youʼve identified the goals for your AdWords campaigns, itʼs time to put your plan into actio

16 Worksheet 2: Turning goals into campaigns Different organizations have different needs. With AdWords, youʼll be able to create the number of cam

17 Create ad groups within each campaign Ad groups let you organize your campaigns into more narrow segments. Each ad group should have one common th

18 Worksheet 3: Creating ad groups Create at least three ad groups for one of your campaigns. Ad Group 1 Name: ___________________________________

19 Chapter Four: Picking the Right Keywords Keywords are the fuel for your AdWords account. They set the entire advertising process in motion. If us

2 Table of Contents Chapter One….…………………... Overview Chapter Two………... Account Anatomy Chapter Three……... From Goals To Ca

20 Step 2: Regroup Next, scan your initial brainstorm list and ask yourself some basic questions. Which keywords express the same concepts? Which key

21 Step 3: Refine Get your erasers or red pens out; itʼs time to refine your keyword list. Cut from your list keywords that are too generic, irrelev

22 All of the queries above are related to breast cancer, and are therefore possible triggers for an ad group using the keyword breast cancer. Howeve

23 Negative Matching Use a hyphen: -teddy If your broad match keyword is bears and you don't want your ad to show for teddy bears, add the nega

24 Worksheet 2: Pick the right keywords Build an effective keyword list for the campaign you worked on in Chapter 1. Step 1: Brainstorm List any k

25 Chapter Five: How To Write Ads Ads are the face of your AdWords account. They are the only part of your account that Google users will ever get to

26 Worksheet 3: Create targeted ads Ad Text: Ads using Latin characters can contain, including spaces, 25 characters for the title, 70 characters fo

27 Chapter Six: Putting It All Together Nice work - youʼve created the essential parts of an AdWords campaign. Now itʼs time to put them all togethe

28 3. Select your login email address and password for AdWords. You'll be able to specify the login details that you'd like to use for you

29 5. Verify your email address and continue. 6. Click “Create your first campaign.”

3 Chapter One: Overview Whatʼs Google Grants? Google Grants is a program is designed to help organizations grow and increase their positive impact

30 7. Rename your campaign. Select the geographic area you would like to target (be as specific as possible). Choose the language you would like to

31 8. Opt out of “Search partners” and the “Content network”. 9. Designate a daily budget of no more than $329 USD (less if you plan to have mor

32 10. Ignore the advanced settings. Click “Save and continue.” 11. Create your first ad (you can use one of the ads you created previously in this

33 12. Enter only the keywords that youʼd like to have trigger the ad you just created. Enter a bid of $1 USD. Please do not use the automatic keywor

34 14. Click “Set up billing later” and do not enter billing information. Congratulations! You have successfully created your first campaign, ad gro

35 Chapter Seven: Submitting Your Account Youʼve put together your AdWords account, now itʼs time to make sure that your account is ready before you

36 How to submit your account for activation: Once youʼre able to check all of the statements in the Account Submission Checklist, youʼre ready to su

4 How does my Grant work? Once your account is approved, the Google Grants team will provide your AdWords account with a budget of $330 USD per day

5 Four helpful hints before getting started: In some ways receiving a Google Grant is like receiving a vehicle – it is a lot more useful if you lear

6 Chapter Two: Account Anatomy Google AdWords accounts consist of three main parts: the account, campaigns within the account, and ad groups within

7 Your ad groups: o Will each have one theme and their own unique set of keywords and corresponding ads. o Are where you set your cost per click (

8 An ad group success story In the exercise below, read about how a fictional Grantee created an ad group that performed very well. You'll notic

9 we created two ads for our Nutcracker ad group. As you can see, these two ads were directly connected to our keywords. Because both of these ads