Give Back Nation Nonprofit Programs & Services

Branding & Storytelling - Nonprofit Websites - Online Fundraising - Nonprofit CRM

Removing Barriers To Give - Engagement - Unlimited Coaching & Support Membership

Google Ad Grant Management - Social Media Management - Brand Activation

Grant Writing - Auctions - Peer To Peer Fundraising - Events

Since 2011, the Give Back Nation Ad Grant Manager Team has been helping thousands of nonprofits maximize the Google Ad Grant opportunity.

Your Website's Impact On The Google Ad Grant

General Overview

The quality of your Google Ad Grant is primarily determined by the quality of your website and keywords on each page. In order for your Google Ads to be successful, having high search volume keywords on each page of your website is crucial. If people get to your website right now and don’t get involved or give, new traffic won’t either. If people love engaging your content now, the new people we help send you through the Ad Grant will probably also love your content as well. You can learn more about how people engage your website through Google Analytics, which is completely free.

Another free tool is Google’s keyword planner which can help you find highly searched words that you may want to add on your website. Adding these keywords as plain text to relevant pages will allow your Google Ads Grant to better rank for them. The speed and quality of your website is also important for engaging new people who are unfamiliar with your organization. Your website is the first point of contact for most Google Ads users, so first impressions are key and could make or break whether a user immediately bounces or becomes a more permanent supporter. Included below are some common tips towards creating a customer friendly website.

1. Start with a clear navigation bar.

a. Include your logo in the navigation bar with a link to your homepage.

b. Include your most important call to action in the top right of your nav bar.

2. Use casual language with quality keywords.

3. Speak in a way that new people who may not be as familiar with who you are and what you do can understand it.

4. Provide relevant information quickly and towards the top of your page.

5. Create unique pages for specific topics/services.

a. If you provide more than one service, you may want a landing page which highlights all the services, but it’s important each service has its own page so we can uniquely target users to those individual service pages.

6. Use high-quality pictures/videos to help tell your story. a. You don’t want blurry images telling your story. Use images that capture attention and help people navigate through your website more clearly.

7. Get the most out of your video content. a. Wherever you have videos, you may want to consider adding transcription text under the videos so that we can use the keywords in the video to help target more users to your website.

8. Make it easy for visitors to convert.

a. Have easy to find forms for things like your newsletter or contact us page. Also make sure that all of your forms point to unique thank you pages, so that you can also set up goal tracking in analytics.

b. Use a simple and straightforward web layout.

9. Don’t leave dead ends.

a. When you have content on a page, make sure there are call-to-actions and don’t leave someone wondering how they should engage you or your content. This might include buttons, links to redirect users to, a completable form, video, etc.

b. Give users a clear path to engage your content and let them know where you want them to go

Loading Speed

Loading speed is immensely important in providing users the best site experience. With attention spans significantly low in the current climate, it can only take a few seconds of loading to lose a user.

Alternatively, sites and landing pages that load quickly will typically receive more traffic and have better conversion rates. Consider utilizing PageSpeed Insights to test your website loading speeds, and aim for 2-3 seconds of loading ideally.

Layout & Content

Google Ads is an excellent resource to help get new users to your website, but for the best results, it is important to have a website designed to encourage these users to engage with you. Here are a number of tips and tricks that can be incorporated to create a high-performing website, guiding new users to desirable actions starting from Google Ads.

There are a plethora of website layout options available. Your website should be uniquely customized to cater to your organization, its needs, and the impact you make, with quality in mind. Included below are examples of a few quality websites for reference.

Approved Domains for Advertising

As long as we are adhering to Google’s compliance guidelines and website policies, ads can be built for any page within an approved domain of your grant account. Included below are a number of examples of what qualifies as an approved domain and what does not. Please don’t hesitate to reach out if you are in need of clarity on the pages that can and cannot be used for advertising.

Have questions? We are here to help!

As a nonprofit serving nonprofits since 2006, Give Back Nation provides complimentary brainstorming calls for nonprofits to learn more, provide feedback and see what opportunities might exist to help maximize the fundraising ecosystem, increase success, expand impact and more!