In the previous installment of the Google Grant series, How to Choose the Best Keywords for Your Google Grant, you learned how to research specific phrases or keywords that you can use for your Google ad. In this post, you’ll learn the importance of utilizing or modifying those keywords so that you can get the most out of your $2 bid limit.
Google Grant has a maximum bid of $2 per click. There will be some keywords that will be out of reach because of this. Some keywords can be auctioned off to as high as $10 per click so you really need to use your creativity and practicality when bidding for keywords.
To Get the Best Possible Keyword for $2 or Less,Use These Tips:
- Have an exhaustive list of possible keywords that you can use and prioritize them by their level of importance. Remember, go for keywords that have a good number of monthly searches with low competitors, you can research these by using the AdWords Keyword tool.
- Find keywords that have a high quality score. Higher ranking keywords cost less comparatively than lower ranking keywords, so having a higher score can help you to be competitive with bids that are over $2. Keywords that are relevant to your landing page will have a higher quality score than those that aren’t.
- Being geographically specific can help you rank higher during keyword auctions. You can use the name of your town or city and avoid using your entire state for keywords. It will also help greatly if you bid on keywords that has words that describe what your organization represents and events and activities that you do (e.g., “adoption fair for abused dogs in Amarillo”)
- Use keyword modifiers when bidding. There are three main match types for keywords when searched on Google: Exact, Phrase and Broad. However, there is another type called Broad Match Modifier. These match types essentially provides flexibility for the visibility for your ad. For exact match types, your ad will only be shown when an exact phrase is used.
- For phrase match, your ad will show when a part of the phrase is searched for (e.g., for the phrase “donate to charity” your ad can show on results that says “how to donate to charity”, “donate charity”, etc.). For road, ads are shown in related variations and similar phrases (e.g., for the word “charity” it can be shown on searches using “bake sale for charity”, “charity for dogs”, etc.). With broad match modifier, you can specify the required keywords in a phrase that need to be searched in order for your ad to appear.
Always remember to check your keyword research tools before bidding on AdWords. It will greatly help you to avoid keywords that will not help your campaign.
Up next in the series is Successful Ad Writing for Your Google Grant.