Ad Grants expert account creation guide

Create a campaign

  1. Once conversion tracking is set up , go to the “Campaigns” tab on the left.

  2. On the "Campaigns" page, click +New campaign.

  3. Under “Select the goal that would make this campaign successful to you,” click Create a campaign without a goal’s guidance.

  4. Under “Select a campaign type,” click Search.

  5. Under “Select the results you want to get from this campaign,” select the goals most closely aligned to the action you want users to take when they see your ad.

    • If you select Website visits, enter your website.

    • If you select Phone calls, enter your phone number.

    • If you select App downloads, enter your app’s platform and name.

  6. Click Continue.

  7. Enter a campaign name.  A campaign name can remind you what the campaign is about. For example, "Drive donations" or "Recruit volunteers."

  8. Under "Networks," deselect the checkboxes for Include Google search partners and Include Google Display Network.

  9. Under "Locations," select the relevant locations to show your ads, by selecting Enter another location and entering the name of a city or region in the search box.

Learn more about choosing locations

Use specific geo-targeting to show ads in locations where users will find your nonprofit's information and services useful.

If you primarily serve your local community, your ads should be shown only in your town or local area, such as food banks and houses of worship.  

If you are an organization that has different services locally and nationally, separate campaigns by geographic area to ensure that users can benefit from your services in their geographic location.

If you would like to brand your organization in a wider geographic area, such as a museum that would like visitors from across the country to visit, one campaign may be geo-targeted widely that indicate your service and city name, such as 'art museums in Toronto', while most of your campaigns would show ads in the Toronto area.  

If you do humanitarian relief in Nepal but your primary online goal is to raise donations and your donors are in the United States, show your ads in the the US.

Rarely is it relevant to show ads worldwide.

  1. Under "Languages," select the languages you want to write and show your ads in.

  2. Under "Budget," enter 329 USD or less. You'll have 329 USD per day to use across all of your campaigns.

  3. Under "Bidding," click select a bid strategy directly. Under “Select your bid strategy,” select Maximize conversions, Target CPA, or Target ROAS bidding in the drop-down menu.

Learn more about Ad Grants bidding

Any additional campaigns created in your account must use one of the following bidding strategies: Maximize conversions, Target CPA, or Target ROAS. Learn more.

  1. Under "Sitelink extensions," click the down arrow next to "Add additional links to your ad."

  2. Click +New sitelink extension.

  3. Enter at least 2 unique text sitelinks. Sitelinks take people to specific pages on your site (not your homepage), such as your calendar of events, one of several programs, or your donate page. When someone clicks on your sitelinks, they skip right to what they want. Two sitelinks with different URLs are required, but you may create as many as make sense for your organization. Click Add sitelink to add more sitelinks.

  4. Click Save.
  5. Click Save and continue to start creating ad groups.



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