Managing Google Ad Grants is an art and science. At its core, it’s a technology platform that presents small text ads to people searching online with Google. The ads are only presented to the specific individuals who are using keywords related to the ads. For example, someone searching for red shoes, would see ads related to red shoes, as well as the organic, non-ads that have to do with red shoes. That’s an over-simplification, but it does outline the key advertising process.
Yet, to be more factual, a better description would need to include important nuances, such as the fact that not all ads may be shown for any given search, even if the keywords are perfectly matched, since other advertisers also have ads they want displayed at the same time. It’s a competitive process. And to make things more interesting, even if there were no competition, some ads might still not be shown, if Google deems them to be low quality. In other words, someone could be searching for red shoes, and even if there are only a few advertisers, Google might show only the best ad, even though they have space to run more ads (especially for any business that elects to bid less, or pay less, for the keywords).
In the commercial world, since businesses are paying to show the ads related to the keywords (more accurately, they are paying for people to click on ads related to specific keywords), those who are paying for the keywords will only run them for some amount of time if the ads are not profitable. So, there’s a self-selection process. If the ads don’t make money, the business will stop paying for them or will continue to do the necessary work to improve the ads. (Technically, the ads themselves are only part of the process. There is important work in managing the keywords and other factors related to the ads).
On the other hand, in the nonprofit world, there has been a tendency for nonprofits to continue to run low-quality ads indefinitely — since Google was footing the bill.
That changed in 2018.Read More »What Does It Take To Learn Google Ad Grants Management?