Google Grants Help for Haïti - One month after

Wednesday, February 17, 2010 | 12:41 PM


Many of the non-profits in the Google Grants program are still taking part in the relief efforts in response to the Haïti Earthquake. In order to provide them with more effective support, many Google Grants volunteers got involved and offered up some helpful tips for managing the increase in traffic.

Across countries, these volunteers helped more than 60 organizations by implementing Haiti support campaigns with customized optimizations. A few of the organizations involved included the Red Cross, Save the Children, Direct Relief, Habitat for Humanity, Unicef, CARE, Plan, Oxfam and many others.

Traffic increased significantly for these organizations, and help from Google Grants volunteers allowed them to leverage their Grants AdWords accounts to raise funds, recruit volunteers and reach their objectives.

We'd like to share a few of the most useful AdWords tips for any organization involved in relief efforts so that you can help your organization effectively manage your campaigns in similar situations.

Disaster campaign tips:

- Build a new targeted campaign for the disaster with keywords and ads which include the name of the disaster and point them to a targeted landing page about the disaster

- Pause all other active campaigns to concentrate budget on the new disaster campaign

- Contact the Grants team for disaster related support, citing "Disaster relief" as the subject of your request

- Check back to see which ads are converting best and driving the most traffic to your disaster related pages

- Take note of the types of landing page content that drives the most action from your constituents for future campaigns

- Reallocate budget to other campaigns when disaster traffic stabilizes

Yves Taquet, Dublin AdWords Team