Sep 27, 2023
No clic, no impression, no spend on Google Grant
Hello
I've been running a Google Grant campaign since March 2023 and it hasn't recorded any performance since it was launched.
I've tried several bidding strategies but nothing works. I first started by maximizing conversions but Google support told me to switch to maximizing clicks. That didn't work either, so I switched back to maximizing conversions 5 days ago and still nothing: no or very few clicks, very few impressions, no conversions...
My ads are "good" and I use the keywords that appear on my landing pages.
Targeting: limited to 6 cities in which the organization operates, but which still represents a volume of over 8 million inhabitants in Quebec.
My keywords are broad queries. I had tried phrase match but it was even worse in terms of performance, so I switched back to broad query.
And google grant support only responds by e-mail with generic answers that don't correspond to my situation.
In the meantime, I created two other campaigns in August, thinking they would help boost overall performance, but that didn't help either.
The budgets are therefore distributed as follows:
- Campaign 1: since March 2023: $233 / day
- Campaign 2: since August 2023: $50 / day
- Campaign 3: since August 2023: $50 / day
I really don't know what to do! Really need your help here..
Thank you !
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Original Poster Nina HEUTTE marked this as an answer
Different locations can be a good reason for a separate campaign; also, different language, or different conversion goals. That's because those settings only exist at campaign level. However, ad groups for different subjects can often be bundled in the same campaign. Don't create too many campaigns, or there won't be enough conversions for each one to power the machine learning.
Those keywords generally look like relevant choices for those landing pages, but this is a very difficult type of organization to advertise. You will inevitably face competition for those keywords, that will be difficult if not impossible to overcome in an Ad Grant. CPC will be expensive. CTR is likely to be low. Impressions will be difficult to get, so promote wider topics. The competition will be coming, not just from other nonprofits, but probably mostly from businesses with deep pockets to pay for ads.
I've run ads for a nonprofit for small business mentoring and startups and business financing. It was hard work to get results, and required a paid account as well as an Ad Grant. The account was very much at the mercy of outside factors and trends beyond our control. There are a few Google Ads policies around finance that you are likely to run into. Not saying you can't make it work, just that this won't be easy.
Try Dynamic Search Ads (DSA). They can be useful on new and under-performing Ad Grants, provided the website is well built with plenty of good content. They are quick and easy to set up. See https://support.google.com/google-ads/answer/2471185. DSA are useful for discovering which search terms and landing pages Google thinks can get traffic. DSA can sometimes go off-message with the ad text so longer-term try to replace them with standard ads.
Original Poster Nina HEUTTE marked this as an answer
All Replies (2)
If you have set up conversion tracking, Max conversions would be the correct strategy. Bear in mind that support rarely understand how Ad Grants work and will be guessing, usually wrongly. Using max clicks would prevent you getting many impressions because you'd be stuck on a uselessly low $2 bid.
If you haven't set up conversion tracking, then make that your #1 priority.
There is barely any Google Ads support any more, not for businesses or nonprofits. It's an appalling move by Google to remove support, but we're stuck with it.
Use a mix of broad, phrase and exact, whichever make most sense.
Set each campaign's budget to $329 to give them the best chance at getting traffic.
Do you really need multiple campaigns? What's the rationale for separating them, rather than putting all ad groups in a single campaign?
Could you give some examples of keywords you expect to get clicks?
What's the website address?
Sep 29, 2023
Thanks for you answer !
I have set up conversions since day one when I started my campaigns.
I changed the budgets 2 days ago as you recommended and all my campaigns are now with the "maximise conversions" bid strategy.
Yes I need to have several campaigns because they deal with different subjects in different locations.
Here are some examples of keywords I expect to get clicks (this is for a french client so the keywords are in french sorry about that) :
Campaign 1 : https://www.delagglo.ca/fr/services/croissance/accompagnement-en-virage-numerique
- Industrie 4.0
- virage numérique
- transformation numérique
Campaign 2 : https://www.delagglo.ca/fr/services/croissance/accompagnement-en-developpement-durable
- développement durable
- accompagnement développement durable
- développement durable entreprise
Campaign 3 : https://www.delagglo.ca/fr/services/accelerateur-del
- incubateur entreprise
- démarrage entreprise
- financement startup
- accompagnement startup
- coaching d'affaires
- coach entrepreneur
Different locations can be a good reason for a separate campaign; also, different language, or different conversion goals. That's because those settings only exist at campaign level. However, ad groups for different subjects can often be bundled in the same campaign. Don't create too many campaigns, or there won't be enough conversions for each one to power the machine learning.
Those keywords generally look like relevant choices for those landing pages, but this is a very difficult type of organization to advertise. You will inevitably face competition for those keywords, that will be difficult if not impossible to overcome in an Ad Grant. CPC will be expensive. CTR is likely to be low. Impressions will be difficult to get, so promote wider topics. The competition will be coming, not just from other nonprofits, but probably mostly from businesses with deep pockets to pay for ads.
I've run ads for a nonprofit for small business mentoring and startups and business financing. It was hard work to get results, and required a paid account as well as an Ad Grant. The account was very much at the mercy of outside factors and trends beyond our control. There are a few Google Ads policies around finance that you are likely to run into. Not saying you can't make it work, just that this won't be easy.
Try Dynamic Search Ads (DSA). They can be useful on new and under-performing Ad Grants, provided the website is well built with plenty of good content. They are quick and easy to set up. See https://support.google.com/google-ads/answer/2471185. DSA are useful for discovering which search terms and landing pages Google thinks can get traffic. DSA can sometimes go off-message with the ad text so longer-term try to replace them with standard ads.
Original Poster Nina HEUTTE marked this as an answer
Oct 3, 2023
It's also interesting to get feedback on your own experience, it's good to know and makes you feel less alone :)
I'd like to ask you one last question about the budget : I'd noticed that Google was giving $10,000 US for the google grant account. But with a budget of $329 US per campaign, that's more like $10,000 US per campaign. Is this a budget per campaign that Google is giving us?
Thank you again !
Original Poster Nina HEUTTE marked this as an answer