Google Grants Ongoing Management Guide Manuel d'utilisateur

Google Grants Ongoing Management Guide Congratulations on creating your Google Grants account! Weʼre glad to have you as part of the pr

10 The Keyword Performance Report While there are several approaches you can take to best manage your account, we ask that you run a Keyword Perform

11 Then follow the instructions in the AdWords Help Center entry on scheduling Keyword Performance reports; you can search the AdWords Help Center fo

12 How to analyze the data: Once you receive the report, there are several ways to assess the data and use that information to improve the performanc

13 2. Sort by CTR Next, let's sort the CTR column so that it's in descending order. As you may know, CTR refers to the percentage of people

14 3. Sort by Impressions Lastly, let's sort the Impression column so that it is in descending order. Impressions refer to the number of times y

15 The Search Query Report Once youʼve used the Keyword Performance report to polish your current keywords, you can consider further refining and ex

16 How to analyze the data You will see the queries sorted by broad, exact, and phrase match options. We suggest you look at the broad and phrase ma

17 The Ad Performance Report If you have more than one ad text per ad group (which we highly encourage), itʼs a good idea to analyze the performance

18 How to analyze the data Sort ad variation(s) by CTR Examine your ads that have a CTR that is above 1%. How do these ads differ from your ads with

19 Intermediate Management: Conversion Tracking Googleʼs free Conversion Tracking tool allows advertisers to gain more insight into which ads and k

2 Table of Contents Chapter One... How to Use This Guide Chapter Two... Account Overview Chapter Three...

20 Conversion Tracking Reports Once you have the Conversion Tracking code installed, youʼll be able to see conversion data on the Campaign tab of you

21 How to analyze conversion tracking data Sort by cost per conversion You can then either view the e-Report or download it to an Excel sheet. Once

22 Sort by conversions You can also use the conversion data to view terms by the number of conversions theyʼve generated. To do so, you can sort the

23 Advanced Management: Analytics Google Analytics is a free tool that shows you how people found your site, how they explored it, and how you can e

24 Appendix Google Grants Guidelines AdWords account restrictions for Grantees When navigating your Google Grants account, note that the AdWords

25 Daily budget limit Google Grants accounts have a monthly limit of $10,000, which is equivalent to roughly $330 per day max. This means that we wil

26 Additional Help Making keyword and ad text changes offline Now that your account is active, you should be reviewing account statistics and maki

3 How to Use This Guide This guide is a tool to help non-profits of all sizes achieve their advertising goals. To provide the most appropriate infor

4 Account Overview Learning to navigate your account and understanding the data presented to you are the first steps to effectively managing your

5 Reporting: This tab provides additional information and tools for managing your online presence. Within the Reporting tab, you can access the

6 Understanding account statistics By now, you may be looking around in your account at all the information available, but having trouble understand

7 Avg. CPC: Although youʼre not charged for any clicks you receive in your Google Grants AdWords account, the ʻAvg. CPCʼ column refers to the averag

8 Enabling the Quality Score column The ʻQuality Scoreʼ column displays your keywordsʼ Quality Score to help you monitor their performance. This co

9 Basic Management: Using Reports In the next few pages, weʼll walk you through how to schedule the Keyword Performance report and how to use this d