Google Ad Grants Nonprofit Guide - Manual (Page 11)

Creation Guide
Ad Groups and Keywords
1. Create an Ad Group - Keep
stuff together that belongs
together.
Base your ad groups on sections
or categories that appear on
your website.
2. Choose your Keywords - Help
your audience find you.
Think about how someone may
be searching for your nonprofit
and create different iterations of
each phrase.
Once you have chosen the settings of your campaign, you will build out its structure. Take the time
to think about how your ad groups can mirror your nonprofit’s marketing goals. Each ad group
should be centered around a different theme or service and contain keywords that represent the
corresponding theme.
TIP: Enter your landing page and let the AdWords system help you organize your campaign and provide
keyword ideas.