Google Ads

Google Ads (formerly Adwords) is Google’s advertising platform that allows nonprofits to create targeted campaigns and reach more potential donors and supporters. Through Google’s advertising ecosystem, nonprofits can run paid search ads, display ads, and YouTube advertising. To evaluate the success of these campaigns (e.g., increased donation revenue), accurate tracking is essential. The direct integration of Google Ads with GA4 facilitates this. After verifying their nonprofit status, organizations can also access the Google Ad Grants program, which provides accredited charities with up to $10,000 USD in free ad credits per month. Managing Google Ads campaigns requires regular maitenance and performance optimization, including refining keywords, budgets, and ad groups (see Media Spend).