This week's speaker recap from the Google Grants Workshop is courtesy of The Elder Wisdom Circle. The Elder Wisdom Circle is an online inter-generational program connecting young people seeking advice on life with seniors ages 60-100 with wisdom to share. Doug Meckelson, founder of the EWC, had the following to say when asked to share tips and best practices for achieving success in the Google Grants program:
Take time to learn about your account, how it works, what tools are available. When we first started I would log-in multiple times each day to tweak and adjust.
Look at your ads from the visitor point of view: is your ad is enticing them to click? Does the page they land on and the content they see after clicking on your ad make sense? Just having someone click into your site is not the end goal, creating some form of action usually is.
Negative keywords are invaluable. We do not offer any type of medical, tax, legal or investment advice and early on we burned up quite a bit of resources dealing with advice-seekers we could not help.
The message is pretty simple and that is to take the time to understand how things work. In the end this one little tool allowed us to reach the correct audience.
You can also check out all of the other recordings from the Google Grants Workshop on our YouTube channel. Also, feel free to share your own experiences using these and other best practices on the Google Grants User Forum.