Managing your church’s Google AdWords grant might seem impossible at first. After all, how are you suddenly supposed to spend $10,000 per month on effective ads?
The good thing is it’s not that difficult. While it does take some getting used to at first, it’s more about knowing your target audience than anything else.
The best thing to do is sit down and carefully create a strategy to start with. Change it as needed as you learn more about what does and doesn’t work.
1. Use Geo-Targeting
Step one is to always use geo-targeting. In fact, geo-targeting is a requirement for anyone using a Google AdWords grant. The idea is to ensure your ads are only being run to people who are in the same area as your church. After all, it’d be a waste for someone in California to see ads for a church that’s in Virginia. You’d get a better click-through rate if your ads are shown to people in your general area versus people all over the world.
2. Create Themed Campaigns
Google recommends creating themed ad groups and campaigns. For instance, instead of just creating a general campaign for ministry, you might create a group of campaigns that target different keywords, such as ministry for men, ministry for teens and so on.
Plus, organizing your account like this helps you better see which types of ads are performing best in different areas. You could organize different goals into separate groups, such as boosting membership, increasing donations, gaining more volunteers and more.
3. Create Multiple Ads Per Campaign
You’re not restricted to a single ad per campaign. In fact, it’s best to create multiple ads per campaign and let them rotate. By having multiple ads, you’re more likely to appeal to more viewers. While one ad might not perform well, two others might help you get the results you were hoping for.
Try to create at least three or four ads that clearly state the purpose. For instance, one ad for your church’s after school ministry might say “Volunteers needed. Help teens down the right path. Learn more at (church name).”
4. Use More Specific Keywords
A general keyword might reach the wrong people. The last thing you want is to use up your daily budget on ads that miss your target audience completely. For instance, “church” is way too general. Instead, a keyword might be “church” along with your city. Instead of “ministry,” your keyword might be “teen ministry” to ensure only parents and teens see the ads.
5. Learn More About Your Conversions
With Google Ads, you’re able to track what happens when someone clicks one of your ads. It’s not enabled by default, but it’s highly recommended to enable this tracking option. This is valuable information to ensure your ads are performing the way you want. For instance, if you have three ads that rotate in a campaign, do you know which is the most effective?
By tracking what happens, you might see that ads 1 and 3 only have a 10% conversion rate while the ad 2 has a 65% conversion rate. By knowing this, you’re able to structure your other ads to be more similar to ad 2.
6. Know Your Audience
Who is your target audience? It’s a nice thought to target everyone, but you have to be picky. If your church markets to 100 people, but only 10 of those are actually a good fit for your church or your church goals, you’re wasting your ad credits marketing to the other 90.
Take the time to learn more about the people you’re marketing to. Talk to your members. Talk to the unchurched in your area. Find out what the people you’re targeting are most interested in and passionate about. By catering ads to your audience, you’ll have far more success.
7. Know Your Goals And Market Those
Finally, know your specific and practical church goals. It’s hard to create any type of marketing strategy when you don’t have specific goals in mind. By being specific, you’re able to make the most out of your Google AdWords grant. For instance, if dwindling membership numbers are a concern, your first major campaign should revolve around gaining more members. Perhaps you have a church filled with members, but donations are still down. Set a goal to increase donations by a set percentage each month via your free ad credits.
While it all sounds complicated, you don’t have to do it alone. Google allows third-parties to help churches manage their Google AdWords grant accounts. Let our expert team help your church make the most out of your ads today.