Keyword research is a key part of any nonprofit’s marketing strategy, especially when leveraging Google Ad Grants. With $10,000 in monthly ad credits, Google Ad Grants can help your nonprofit connect with more people and improve online visibility.
In this guide, we will explore 10 essential tips to help you refine your keyword strategy and boost your digital marketing efforts.
Keyword Research Tips for Google Ad Grants
Tip 1: Understand Your Audience and Their Search Behavior
Understanding your audience’s needs and search behavior is vital, for this:
- Create audience personas to identify their interests and search habits.
- Use this insight to target long-tail keywords that match their specific search intent, like “affordable housing support in Chicago” instead of just “housing support.” This approach boosts visibility and ensures your ads reach the right people.
- focus on comprehensive keyword analysis and long tail keywords that align with your audience’s search intent.
Tip 2: Utilize Google Keyword Planner
Google Keyword Planner is a free tool that helps uncover related and long-tail keywords that your target audience is searching for. This free resource provides crucial data on search volume and keyword difficulty, helping you craft an effective digital marketing strategy.
Always remember to explore various combinations and phrases to identify opportunities that align with your mission.
Tip 3: Explore Long-Tail Keywords
Long-tail keywords are longer, more specific phrases that often have higher click-through rates.
Instead of broad terms like “volunteer opportunities,” use phrases like “weekend animal shelter volunteer jobs in America.” This attracts users with specific intentions, increasing the chances of meaningful engagement.
If you’re looking for expert recommendations on avoiding mistakes and leveraging long-tail keywords effectively, visit our blog on Avoiding Common Google Ad Grants Mistakes.
Tip 4: Consider Geographic Targeting
Geographic targeting is a powerful tool for non-profit marketing when using Google Ad Grants. Focusing your ads on specific cities, states, countries, or regions ensures your message reaches the most relevant audience. This approach is required for Google Ad Grant accounts.
For example, use “free tutoring programs in New York” to connect with local users looking for your services.
Proper geo-targeting enhances your digital marketing strategy by:
- Maximizing ad spend efficiency
- Improving click-through rates
- Increasing conversion potential
Remember, your mission may have a global reach, but your resources might be local. Use Google Keyword Planner to research location-specific keywords, combining them with long-tail keywords for optimal search engine optimization.
For tips on campaign setup and targeting, check out our guide on Google Ad Grants initial setup and configuration.
Tip 5: Analyze Competitor Keywords
Make sure to study your competitors’ keywords to understand their strategy. However, be cautious not to use competitor brand names as keywords in your Google Ad Grants account. These accounts don’t allow keywords with a quality score of 1 or 2, which often applies to competitor terms.
Instead, focus on less competitive keywords that align with your organization’s mission. For more difficult keywords, consider using a paid account alongside your Ad Grant.
Tip 6: Use Google Trends to Identify Trending Topic
Google Trends helps you identify trending topics that aren’t adequately covered on your site. This ultimately gives you a competitive edge in your digital marketing strategy.
Focus on recent trends, particularly those from the past day or two. This will allow you to tap into timely, relevant discussions that your audience is actively searching for.
Consider Google Trends as your search radar, helping you uncover valuable emerging interests in your field.
Need help discovering the latest trends? Ad Grants Genie is here to help.
Tip 7: Involve Your Volunteers in Keyword Brainstorming
Your volunteers are often deeply connected to your organisation’s mission and can offer unique insights into the language used by your target audience.
Organise regular brainstorming sessions where volunteers can share their experiences and suggest keywords related to your activities. By tapping into their diverse perspectives, you’ll discover new opportunities for promotion and enhance your keyword analysis efforts.
Tip 8: Regularly Review and Update Your Keyword List
Keeping your keyword strategy fresh is crucial for non-profit marketing success. Best practice suggests reviewing and updating your keyword lists every 3-6 months.
Don’t wait for a full review to make changes, though. Whenever significant industry shifts occur, revisit your list promptly..
Tip 9: Track and Analyze Keyword Performance
Google Ad Grants offers powerful tools to measure specific actions like donations and event registrations. The Ad Grants Policy Compliance Guide provides valuable optimization tips and troubleshooting steps for conversion tracking.
To maintain compliance and improve your search engine optimization efforts:
- Avoid overly-generic keywords.
- Focus on long tail keywords that are more than two words long.
- Regularly review your keyword analysis to identify top performers and areas for improvement.
Tip 10: Consider Using Negative Keywords
Negative keywords prevent your ads from showing up for irrelevant searches, saving ad spend and improving performance.
However, be cautious when managing paused keywords. Unpausing automatically paused keywords without careful consideration may lead to account suspension. It’s crucial to regularly review and refine your keyword analysis, including both positive and negative keywords.
By implementing these keyword research tips, you’ll be well-equipped to maximise your Google Ad Grant and boost your nonprofit’s online visibility. Effective keyword research is an ongoing process that requires regular refinement. With the right approach and tools, you can utilize the power of Google Ad Grants to amplify your mission and make a lasting impact in your community.
For more information, book a call with us to get started today.
