Create ad groups with keywords

1. Under "Set up ad groups," enter a name for your ad group. An ad group shows the same ads for a closely related set of keywords. For example, each exhibit in a museum would likely merit its own ad group so the ad references that exhibit.

2. Enter or paste keywords. Keywords are closely related to search terms that people search for on Google and are often more than a single word, so add multiple phrases that you want to show your ad for if someone types it into google.com. For example, "where to donate clothing" and "memberships to environmental clubs."

Learn more about Ad Grants keyword policy

Your keywords must reflect your nonprofit’s programs and services. Using generic keywords such as "news," "video," or "children" isn't allowed because they're not relevant enough for a good user experience.

You can identify relevant and mission-based keywords from a variety of sources:

1. Start with your organization’s website. Take a look at the various sections and pages. It may be helpful to mirror your keywords and campaigns after the various pages of your website.

2. Think about your upcoming planned programs and campaigns for your organization overall. Your marketing calendar can be a source of inspiration when creating keywords.

3. If your organization uses Google Analytics (a free tool to understand how visitors interact with your website), check out your site referral paths to identify current search terms that drive traffic or actions on your site. Then you can add them as keywords.

4. Google trends is a free tool that lets you see what the world is searching for by region, topic, or timeline. You can use Google Trends to identify significant jumps in search traffic that might be relevant to your cause or mission.

3. Click +New ad group.

4. Repeat steps 1 - 2 to add at least 2 ad groups, each with a set of closely related keywords.

5. Click Save and continue.