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In this session, you will construct an ad campaign that aligns with your digital marketing strategy, utilizing the campaign framework you developed earlier to engage donors, volunteers, and the communities you serve. Start by heading over to ads.google.com to access the Google Ads platform. Here, you will initiate a new campaign. Initially, you’ll find yourself in Smart Mode, which is designed to simplify the process of getting your ads up and running swiftly with minimal ongoing maintenance. However, remember that you have the option to switch to Expert mode at a later stage if needed. Begin by selecting the type of campaign that corresponds with your first marketing objective. This choice is critical as it tailors your approach to effectively achieve this particular goal. Next, you’ll need to describe your organization. This is a crucial step as it helps in directing your ads to the appropriate audience. Provide your organization’s name and website URL.
The next important step is to implement location targeting for your campaign. Location targeting is a powerful tool that allows your ads to be seen by people in specific areas, ideally where your organization operates or provides services. This strategy is especially effective in connecting with local individuals who can readily support your work. Specify your location to ensure your ads reach potential supporters in your vicinity. Following this, focus on adding keyword themes to your campaign. Keyword themes are essential as they resonate with the search phrases people use on Google. They play a pivotal role in ensuring that your ads appear on search result pages. To enhance the visibility of your ads, compile a comprehensive list of keyword themes. Think about the words and phrases you would use to search for your organization’s programs and services on Google and list down similar or related terms. Your keyword themes should be specific and contain at least two words. Don’t hesitate to record a variety of terms, even if they convey similar meanings, as different phrasings can broaden the appeal of your ads. Consider both specialized terms used in your field and simpler, more common terms that laypeople might use. After your campaign is live, you’ll have the opportunity to assess which keyword themes are most effective, based on the search phrases people used to find your ad. Now, it’s your turn to take action: Navigate to ads.google.com, create a new Smart campaign, input your business name and website, set your target location, and carefully select and add keyword themes.