Do You Really Need to Hire a Google Ad Grants Agency?
Google Ad Grants Agency
If you are reading this, you are probably a non-profit organization who just recently received the good news of qualifying to receive the Google Ad Grants program, and you are now trying to figure out how to make use of the free $10,000 in monthly ads. As I will discuss in another blog post, you surely do it on your own, the question is if you have the time and patience to:
- Setup and configure your Ad Grants campaign
- Write good ads with high ad scores
- Learn to make use of the different tools to increase CTR (Click Through Rate), such as using responsive ads and snippets.
- Research and choose the right keywords for each ad
- Configure the best structure of Campaigns, Ad Groups and Ads
- Handle your Google Ads Management tasks on a daily basis (monitor, adjust, edit and create new ads to maximize performance)
- Address and fix Ad Grants compliance issues, which are more strict than a normal Google Ads Campaign Policies
If you do have the time, patience and skills to handle all the above, with a bit of trial and error you will eventually understand the principles of creating a successful Google Ads campaign and will be able to capitalize on your monthly Ad Grants budget. However, in most cases, unless your non-profit organization employs in-house online marketing specialist, you probably don’t have the availability to deal with everything involved with the Ad Grants Management, and may prefer to outsource this job to an experienced Google Ad Grants Agency.
Should You Hire a Google Ads Agency Specializing In Ad Grants Campaigns?
While some agencies offering Google Ads management services are also able to help with Ad Grants campaigns, it is more recommended to choose someone who focuses a and experienced with Ad Grants campaigns, for a couple of reasons:
- Rates – The industry’s average agency fee for Google Ads management is around 5%-10% of the monthly campaign budget, and if the agency is not taking into account or offering a special plan for the non-profit organizations who receive fee ads, this can be a bit pricey and not something any charity would be willing to spend.
- Experience – Managing a Google Ads campaign is different from Google Ad Grants, as there are multiple unique requirements you need to comply with in order to remain eligible and keep your campaign active, such as maintaining a much higher CTR, setting up conversion tracking and other tools to ensure an optimal use of your budget.
