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 for which you want to show your ad 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 programmes 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 organisation’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 programmes and campaigns for your organisation overall. Your marketing calendar can be a source of inspiration when creating keywords.

3. If your organisation uses Google Analytics (a free tool to understand how visitors interact with your website), take a look at 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.