The fundamental pillar of Google Ads campaigns are keywords.
Keywords are the way to decide in which Google searches you want to show each specific ad.
Most nonprofits focus on fairly obvious keywords that have low volume and/or a lot of competition. This limits a lot the results of their campaigns.
If you have a bad selection of keywords, you will not get great results from Google Ad Grants, no matter how much you optimize everything else (campaign settings, ads, landing pages...).
A good keyword list is not only useful for Google Ads, but also for your whole marketing strategy. Creating great content about these topics (keywords) you can obtain several benefits:
If you go into the details of each campaign from the table, you will see that we give you examples of keywords, divided into several general concepts.
It's not a complete list of all the keywords you can use. We just give some general ideas, as inspiration.
Then you should think about which of those concepts and keywords have potential for your organization and expand the list of keywords.
To expand that list, you can start simply by thinking of other variants and related words. You can ask the workers, partners and/or volunteers of your organization to participate in this “brainstorming”.
Then you can use the Google Ads Keyword Planner. Select the option "Discover new keywords" and then the option **"**START WITH KEYWORDS". Enter the keywords that you have previously collected (maximum 10 each time) and the tool will recommend other related keywords.
After this you should already have a fairly extensive list of keywords.
This tool will also give you an estimate of the volume of searches (the first column, where it says "Avg. Monthly searches") and competition for each keyword.