Unless you’ve been living under a rock, you know that Google Search has changed dramatically with the introduction of AI. The “AI Overview” now appears at the top of many Google search results, and if you’re like most people, you may not even scroll past it if it provides a satisfactory answer to your query.
Because of this shift, nonprofits that use the Google Ad Grant to advertise on Google have seen a steady decline in click-through traffic to their websites—in some cases, as much as a 50% decrease. This is especially significant for nonprofits that have relied heavily on website traffic generated by Google Ads.
If you’ve been managing your nonprofit’s Google Ad Grant account on your own and want to continue benefiting from the program, but don’t know how, it may be time to invest in support from a nonprofit marketing agency like Beeline that specializes in Google Ad Grant management. Here’s why:
You Need Someone Who Is Optimizing Your Ads
While managing our clients’ Google Ad Grant campaigns, we’ve seen some ads perform exceptionally well, even after the introduction of AI Overviews. We’ve also seen some campaigns fall flat. The truth is that online advertising involves a great deal of testing and refinement, and anyone who tells you otherwise isn’t being completely honest.
The key to success with Google Ads is optimization. Optimization is the process of refining a campaign based on performance data to maximize results.
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You need someone who is continually using data to improve your nonprofit’s Google Ads strategy, and that’s one of the things we do best at Beeline. Through our Google Ad Grant management services, we carefully monitor each campaign’s performance and make strategic adjustments to keywords, headlines, calls to action, audience targeting, and other elements to steadily improve results for our nonprofit clients.
You Need Someone Who Is Tracking Changes in Google Ads
Last year, Google made Performance Max (PMax) campaigns available to nonprofits that use the Google Ad Grant. These campaigns allow nonprofits to improve audience targeting and run multiple ad formats rather than being limited to text ads.
The average nonprofit leader probably has no idea this change even happened. They’re busy focusing on a million other priorities. At our nonprofit marketing agency, however, staying on top of changes in the digital marketing landscape—especially changes related to Google—is part of our job.
When things change, we know about it. More importantly, we adjust our clients’ marketing strategies to take advantage of those changes.
You Need Someone to Tell You When It’s Time to Move On
Even though we consider ourselves Google Ads experts, we can’t predict the future of the Google Ad Grant program. Google has been known to make sudden and surprising changes. At some point, Google could decide to end the Google Ad Grant program altogether or make changes that significantly reduce its value for nonprofits.
If the day comes when running Google Ads no longer makes sense for our nonprofit clients, we’ll be the first to tell them. That day may come soon, or it may not come for many years. Either way, when it does, we’ll help our clients identify and implement alternative marketing strategies that support their growth goals. Are you looking for a nonprofit marketing agency that can provide Google Ad Grant management or other marketing services? We’d love to talk with you. Reach out or schedule your free consultation today.
