Feathr's integration with the Google Ad Grant program allows you to connect your existing Google Ad Grant account to your Feathr account. Using this integration, you can create, manage, and edit Google Ad Grant campaigns in Feathr. You can also combine Google Ad Grant campaigns into Feathr Projects, Flights, and Reports, giving you a full view of all your marketing efforts in a single platform.
This article will demonstrate how to create and publish a Google Ad Grant Campaign in Feathr.
If this is your first time creating a Google Ad Grant Campaign, we suggest reading our best practices article prior to publishing a campaign.
Before Creating a Campaign
Before you can create a Google Ad Grant Campaign in Feathr, you must integrate your existing Google Ad Grant account with your Feathr account. Follow the instructions in this article to integrate your accounts.
Once your Google account is integrated with Feathr, you can launch a Google Ads Grant Campaign.
Step-by-Step Guide
Begin by navigating to a Project where you'd like your Google Ad Grant Campaign to reside. Click +Create at the top right of the window, and select Google Ad Campaign. This will open the Campaign Wizard, which guides you through each step of the campaign.
In step one, you are prompted for some basic information. The website field is your landing page URL. This is where people will land when they click your ads. Campaign name is for your internal records only. Business name (25-character limit) ensures your ads also appear in search results when someone Googles your business directly, even if the business name is not one of your targeted search terms.
Step two is where you choose the geographic targeting of your campaign. This will limit the display of your text ads to search results in the geographic areas you choose. That allows you to target your audience appropriately and ensure your ad budget goes farther.
You can choose a specific address, or a zip code, city, or region.
Step three is where you make selections and review Google Search keywords and ads.
The Keywords you select are important. These terms are going to relate your organization to words that potential audience members search on Google.
Start with mission-specific, high-intent phrases. Think about the specific language someone would type if they already knew they wanted what you offer, not broad topic words.
Avoid single, generic words. Broad, one-word keywords like "education" or "health" tend to attract low-intent traffic and can hurt your click-through rate.
Think in terms of what your organization actually offers. Group your keywords around your real programs, services, or calls to action, such as specific event names, program titles, service types, or donation actions, rather than generic terms related to your broader cause area.
You should select a keyword matching type that best suits your needs. Short definitions of each type are listed below.
Broad Match
No punctuation needed, just the keyword itself. This is the widest match type, showing your ad on searches Google considers related, even if they share no words with your keyword.
Phrase Match
Shows your ad on searches that include the meaning of your keyword, plus close variations like misspellings, plurals, and synonyms, as long as the words appear in your keyword's order without other words breaking them up.
Exact Match
The most restrictive of the three, showing your ad on searches with the same meaning as your keyword plus close variants. Despite the name, it's no longer limited to only the exact words typed.
Next is to include your Sitelinks. Sitelinks are additional clickable links that can appear underneath your main ad, each with its own short headline and its own destination URL. They give a person more than one place to click within the same ad, letting them jump directly to a related page without needing to navigate your main destination page first.
Then each ad group requires 3 Headlines and 2 Descriptions. Google will display your ads with these rotated headlines and descriptions automatically. You should mix up your wording for each ad group, creating variety and avoiding banner blindness when the same user qualifies to view your ads multiple times.
The Final URL is the actual destination page a person lands on when they click your ad's main headline. Every ad has one Final URL, and it should point to the specific page most relevant to that ad's keywords and messaging, such as a donation page, an event registration page, or a program details page.
Follow the on-screen prompt in step four to create a goal directly in your Google account. Google does not allow third party integrations to generate new goals, but once a goal is created in your Google account, it will be selectable and trackable in Feathr. Goals are essential for accurate conversion tracking. Google offers lots of information about goals in their own documentation.
In the fifth step you will select the run dates and budget for your campaign. First, select the amount of time you'd like to run your campaign (using the calendar tool). The Feathr Campaign Wizard will suggest a daily budget based on the calculated volume of your keyword themes and the length of your campaign. You may use the suggested budget or enter your own.
The final step, step six, summarizes the choices you've made as you've gone through the Wizard. Read over them carefully, and if you're ready, click Publish. You may also save the drafted campaign to return later.