Using Google Ad Extensions With Google Ad Grants
Using Google Ad extensions with Google Ad Grants can highlight your ads and provides them additional screen real estate which can help increase the likelihood that someone will click on the ads and also pushes other competing ads and organic search results lower down the page out of the site of the web searcher. In addition, Ad extensions gives key information to those that view the ads. Thus it is a very good idea for advertisers to use Google Ad extensions to the extent possible.
Google Ad extensions have been shown to improve the clickthrough rate or your ads and highlight you value proposition or provide other information that you want to convey. A higher clickthrough rate in turn leads to a better Quality Score which leads to you ad being in a higher position on the page which is very important if you want them to get the maximum amount of attention.
Having a higher clickthrough rate by using Google Ad Extensions is also very important for nonprofits and charities because it helps ensure that their clickthrough rate is high enough to keep you qualified for the Google Ad Grants program. Currently for a nonprofit to stay in the Google Ad Grants program they need to at least a 5% clickthrough rate for your ads. This can be very tough for a nonprofit managing their own ads to achieve, but Google Ad Extensions is a key way for nonprofits to get their clickthrough rate about 5% so they are not suspended from the Google Ad Grants program. Another good method is for nonprofits to hire Grant Republic to optimize and manage their Google Ads.
The most commonly used type of ad extensions are sitelink extensions which show links to various pages of your website. These can highlight various resources on your website and let searchers easily find what on your website they are looking for. They also greatly expand your ad and the screen real estate that it covers which makes the ads stand out. Nonprofits should use sitelink extension on all their ads.
You can also use location extensions, which shows your address, call extensions which show a contact phone number and make it easy for individuals to call you, and message extensions to allow people to text you. These three extension types can encourage people to contact your organization and have a clear implied call to action associated with them.
Most nonprofits are likely not ready to implement message extensions. Location extensions typically only make sense to use for local nonprofits that have a specific geographic footprint such as those that provide program services in person, such as a local Humane Society. Call extensions however are a great addition for pretty much any organization and are an easy way to get calls and better response rates from ads. What is more, for most organizations a call may be more valuable than someone clicking to their website, but these two actions cost the same so a sitelink action gets good contacts at an affordable price.
For a more explicit call to action, you can use ads you can use price extensions showing what you charge, promotion extensions, which list a current promotion, and callout extensions which can highlight key attributes of your service. Some of these are not geared towards nonprofits, however callout extensions can be very powerful and we encourage all organizations to always use callout extensions.
This was a brief overview of how Google Ad Extensions can help a nonprofit or charity be more effective in your Google Ad Grants or paid Google Ads accounts. You should try Using Google Ad Extensions With Google Ad Grants and see how they affect your clickthrough rates and conversions in practice. In most cases having more extensions will improve these, but you can find what your results are by running experiments and approaching your advertising scientifically.
We here at Grant Republic specialize in helping nonprofits optimize and manage their paid Google Ads and their Google Ad Grants accounts. We would be happy to talk with you and discuss how we can help your organization.