Google Ad Grant Strategy: Difference between revisions
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=See also= | |||
[[Marketing]] | |||
Revision as of 18:36, 21 April 2020
Learning resources
Google ad grant strategy goal
We need to have quality score of at least 3 on our google ads in order to be allowed to continue using google ad grants. This is because many NGOs used to general keywords and provided a bad client experience for people getting being led to irrelevant search results.
An ad grant is limited to 2 USD per click, and max 329 USD per day. 2 USD per click can be higher if the quality score is high, and if we use a conversion bidding strategy instead of a cost per click strategy.
Google ad grant strategy checklist
- have good account structure
- general campaigns are grouped into smaller ad groups. e.g. Events > STEAM Taiwan Event
- one way is to mirror the structure of the website's mennu
- relevant keywords & phrases
- landing page
- ad copy
- quality score
- bidding strategies
- conversion bidding strategy. Can bid more than 2 USD.
- click strategy. 2 USD CPC limitation.