Google Ad Grants Espresso

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In light of recent algorithm updates, our paid media team have developed a new service to help charities manage their Google Ad Grant account efficiently.

Google Ad Grants Espresso

Ad Grants Icon

In light of recent algorithm updates, our paid media team have developed a new service to help charities manage their Google Ad Grant account efficiently.

Why Espresso?

The Google Ad Grants Espresso service is our reaction to the recent changes in the Google Ad Grants scheme. Now it isn’t always possible to maximise on the value of the grants, and so a reduced cost management solution is more appropriate in many instances. We want to provide one that still makes the most of our expertise.

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Why Espresso?

The Google Ad Grants Espresso service is our reaction to the recent changes in the Google Ad Grants scheme. Now it isn’t always possible to maximise on the value of the grants, and so a reduced cost management solution is more appropriate in many instances. We want to provide one that still makes the most of our expertise.

What are Google Ad Grants?

The Google Ad Grant is a fantastic opportunity for charities to get free exposure on the Google search engine through ‘Google Ads’ (formerly known as Google AdWords). In total there is $10,000 value per month available for each charity. If fully maximised this would typically translate into over 300 clicks per day.

 

-And this is high quality relevant traffic! You’ll be targeting users who are looking for specific services or information; from donating to planning a fundraising event.

The Problem

There have been a number of changes to the Google Ad Grant scheme, most noticeably since December 2017. At first there were additional policies that charity grant accounts needed to adhere to; but the biggest impact on Google Ad Grant accounts came when the ‘quality filter’ was considerably tightened.  This has considerably reduced the value that a lot of charities are able to take from Grant accounts.

Our Solution

Providing charities with all of our automation, scripts, dashboard and bespoke reports; as well as access to an Experienced Google Ad Grant Specialist. We believe that we can keep accounts compliant, well managed and targeting the opportunities available, without having to charge a considerable rate.

 

We call this new service: Google Ad Grants – Espresso

 

We will still be able to regularly review accounts, ensure their compliancy to the new rules and provide ongoing support as needed, (including getting grant accounts re-instated with minimal fuss). We also offer either:

 

  • A short burst of time from us developing the account each month
  • or we can use our time to review changes you have made, make suggestions for improvement and generally coach you to be able to manage Google Ad Grants yourselves.

 

We are contacting clients where we have concerns that the changes to Ad Grants are preventing them from seeing enough value to justify a fully managed service. Also, we welcome the opportunity to work with new charities who may have relatively low budgets for managing Google Grant accounts, but still want to make the most of them.

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upriseUP have been specialists with grant accounts for some time and have been invited to join the Google Ad Grant Community – along with (at the time of writing this) 3 other companies in the UK, 18 in total World-wide.

 

We have also worked with over 70 Google Ad Grant accounts, and from the comparisons we have seen against accounts managed by other agencies, we believe we have the most effective methods, processes, techniques and technology (including scripts and dashboards), for getting the best out of them.

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So, what exactly are we offering?

Review Stage

For charities who haven’t already been upriseUP clients, we recommend an initial review of your Google Analytics setup and the Google Ad Grant account you are currently running. This will enable us to create a comprehensive plan for maximising on the Google Ad Grant.

 

The price for this review will be £200. If you don’t have a Google Ads account, then rather than review it we would support your charity’s application for one, which would include getting a starter campaign live.

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Optional Initial Changes

Following our review (or new account setup) we may recommend improvements or further analysis into your Google Analytics, which may be conducted by yourselves or another party.

 

Normally, however, any required fixes we should be able to make (with your consent) during the Review Stage, without requiring additional time.

 

We may also recommend that there is potential to upweight time initially, developing new Google Ads campaigns for the primary pages on the site (especially if it is a new account). This could be conducted by yourselves or by upriseUP, to get the account in good order before we transfer the account to ongoing ‘Espresso’ management.

Ongoing Espresso Management

Espresso management includes:

 

  • Checking the Google Ad Grant account adheres to the policies and regulations required through automated scripts and our expertise
  • Regularly checking account performance
  • Keeping up-to-date on all Google Ads and Google Ad Grant developments and algorithm changes and passing that knowledge across all accounts
  • Clear and comprehensive monthly reports
  • Getting any account suspensions lifted on your behalf

 

Also, charities can decide if they would rather manage the account themselves and use upriseUP to train and coach them, keep them updated on the latest Google Ad Grant changes, and advise on methodologies to continue to get the most out of their account.

 

The Management option would include:

 

  • Research, development and testing new keywords
  • Responding to requests from clients
  • Creating new campaigns/ad groups as requested, or in response to new content
  • Changes to (and optimisation of) ad copy based on results of A/B tests
  • Advising any website optimisation that would further enhance Google Ads traffic performance, such as the addition of specific keywords

 

The Coaching option would include:

 

  • We review your account and the changes you have made each month
  • We jump on a call every month to run through account performance, the last changes you have made and make suggestions for changes in the future.
  • We are available for any questions you have during the month

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