Google Grants Ongoing Management Guide - Manual (Page 3)

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How to Use This Guide
This guide is a tool to help non-profits of all sizes achieve their advertising goals.
To provide the most appropriate information for various organizations, weʼve
broken this guide into three levels of account management: Basic, Intermediate,
and Advanced.
We start with the Account Overview section to provide a refresher on account
statistics.
The Basic Management section will then show you how to schedule regular
Keyword Performance reports and use the data to make improvements to your
campaigns on a monthly basis.
The Intermediate Management section (optional) is for grantees that would like
to evaluate the success of their campaigns based on specific online goals (for
example, which keyword is fueling the greatest number of newsletter signups).
Youʼll learn how to implement Google Conversion Tracking, which enables you to
identify which keywords and ads are leading to the valuable actions taken on
your site.
The Advanced Management section (optional) is for grantees that are
considering using Google Analytics. If youʼre looking for further insight into how
users interact with your site and how they find your site, you may want to
consider implementing Google Analytics. Weʼve included a quiz in this section to
help you decide if Google Analytics is for you.
IMPORTANT NOTE:
As a Google Grants recipient you are highly encouraged to schedule monthly
Keyword Performance reports. Per Google Grants guidelines you are required to
log in and manage your account at least once per month. Failure to log in for
three consecutive months may result in your account being automatically
canceled or paused. This policy is meant to promote your active involvement
in your account performance. All of the mandatory account management
information can be found on pages 4-14 of this guide.