 So, welcome to the webinar on Google Ad Grants for Non-profits. I think we did an introductory session on the Google for Non-profits program in October, which was very well received and I was told it was very useful for NGOs. And so we decided to take a deep dive into one of Google for Non-profits programs best used and most useful benefits, which is the Google Ad Grant for NGOs. So in my experience of working with NGOs, at Shikha Marketing for Non-profits, I've seen that a lot of NGOs have access to the Google Ad Grant, but very few actually use it effectively or know how to use it effectively. So what happens is they have this wonderful benefit, access to a $10,000 worth of free ad search advertising on Google, but then they don't end up using it. So I thought that this would be a great opportunity for my NGO colleagues and clients to understand the program more deeply from someone who is an in-house expert at Google itself, to answer all of your queries and finally get you started and help you get rid of that mind block that is stopping you from using this great program. So to help us today, we have with us Sakshi Yadav, who is a search specialist at Google India. She worked with some of the largest clients of Google across the world and helped them use Google search advertising effectively. And apart from that, she's also very passionate to help non-profits with her expertise and experience. And so I think she's a perfect fit for today's session. So thank you so much, Sakshi, for joining us. We're so happy and grateful to have you with us today. Thank you so much, Mayura. Thank you. Once again, before we get started, I'd like to request you all to please mute your microphones and please take off your videos. So before I begin, let me quickly introduce our host today, which is NetSquared. So NetSquared is a program of tech for, it's a tech for good program from TechSoup. So it's a global network of events that happens across the world in 129 cities. And this particular session is being hosted by the NetSquared Bengaluru chapter, which I organized. So like I said, NetSquared is present in 128 cities across the world. And all of them are run voluntarily for the benefit of non-profits. And in India, both NetSquared and TechSoup are represented by the NASCARM Foundation. So I think it's time to let Sakshi take over and take us through a deep dive into the Google Adgrants program. Over to you, Sakshi. Thank you, Mayura. Let me present my screen. Let me stop sharing this. Cool. Is my screen visible? Yeah. It is. Awesome. Cool. So good evening, everyone. Thank you so much for taking out time to attend this session and being present here. I am going to talk about two things here. First is, and this is also because I get asked this a lot, what is an ideal account setup or what are the key components we should be looking at while we set up a search account. And the second part is the Adgrants program. What it is, how you can sign up for it and what are the guidelines you need to take care of to ensure that it runs smoothly and there are no policy violations. Okay. So we go into the first part, which is the once you have a search account with you, once you have an Adgrants account with you, what are some best practices and structures that you can use to set up that account. So if you look at like how a Google account looks like is like you have an account and then in that you will have campaigns. So these will be search campaigns and each campaign will then have individual ad groups. It can have as many as like thousand ad groups, but as part of Adgrants, it needs to have at least two ad groups. And then each ad group will have a set of keywords and a set of ad copies. So if your account is structured, well, like if you have proper campaigns in your account and you can have campaigns like either it can be as for your website structure. So if you're supposed website has some five different tabs or five sections, so therefore you can have like one campaign for each section and your ad groups can also need to be then themed. So suppose one section on your website is donation. So you can create one donation campaign. Then in the ad group, maybe you have like healthcare donation or donation for education or donation for maybe operations or maybe books donation. So for each of those individual theme, you need to have a separate ad group and then each ad group will contain keywords related to that theme and the corresponding ad copies. So this is how a search account would look like campaigns, ad groups and then keywords and ad copies. Now, if we go into each of these individually, campaign is where your major settings will happen. So your settings like languages, location settings, bidding strategies, etc, they all get decided at a campaign level. Your daily budget also gets set at a campaign level. So therefore you need to have and that also means that your branded campaigns should be separate and unbranded campaigns should be separate. If you want to run a campaign for seasonality, those campaigns should be separate because at a campaign level, you can control budgets and impressions. So that's where campaign is think of from that perspective that if you want to assign a separate budget to something or if something is a very major big section on your website or a big goal for your organization, have a separate campaign for that. Ad group is what contains the ads and keywords and it's used to organize the keywords. So your ad group, one ad group, if it contains suppose 10 keywords and three ad copies, those ad copies will apply to all your keywords and because, excuse me, so because your ad copies apply to all your keywords, you need to ensure that your ad groups are properly themed. So ad groups, it needs to be like if one ad group is suppose about volunteering, so but volunteering is again a very big topic. So if you have suppose teacher volunteers and teachers also suppose like maths teacher volunteering, so create one separate ad group for it because your keywords need to be on one theme and similarly your ad copies need to talk about the same theme itself. Ideally, we recommend that don't try to club too many themes in an ad group because then you also have quality score issues and CPC issues, etc. Keywords is what, then when we come to keywords is the main targeting method for search. So you can set bids at a keyword level and keywords will decide where all your ads will show up on the search page. So depending on what kind of keywords you are using, keywords can be like there are four match types that exist right now on Google search, broad, modified broad, phrase and exact and depending on what match type you are using, what kind of keywords you are using your ad copy will appear on the Google search page. Now when we come to the creative creators is the ads that we talked about. So your ads and keywords are part of your ad group. So when we look at, we talked about the ad campaign ad group keyword. Now we are talking about the ad copy part of it. In ads, normally we ensure that there should be at least three types of ads present in your account. First is ETS and I'm sure everybody knows about the expanded text ads. So I'll not spend time on that. But there are two new types of ads, which one is responsive search ads, which will launch typing one or two years ago by Google. And one is the dynamic search ads. And this is something that I've seen not a lot of NGOs leverage in their accounts. So that's why we are talking about it here. Ensure that all your, in your account, there's at least one DSA ad group or campaign that's there because DSA, which is dynamic search ads, they ensure that whatever queries you are not capturing through your keywords, you will be able to capture through DSAs. So in DSAs, and there's a lot of material available, what are DSAs? And how do they step by step guidelines available on how to implement them? But essentially what DSAs do is you don't need to put in keywords, you don't need to put in headlines, and you don't need to provide specific URLs. You just provide broad categories and intent like this is what I want to target. And the system will automatically show up ads for those particular ad queries on the Google search page and will pick up landing page from your website along with it. So DSA is very, very automated. It doesn't require a lot of manual intervention. You set it up once and you can let it run for two weeks, three weeks at a time. On the other hand, responsive search ads is where you provide like 15 description lines and four headlines. And then depending on the keywords in the account and what is being searched, system will create an ad copy from these headlines and description lines and show an ad. So both the best practices that you're each ad group should have at least one RSA and your account should have at least one DSA ad group or campaign to ensure that all the relevant queries are being captured by the account. And then we have some best practices here for that you can have in your ad copies, like use the keywords that are most popular, use them in your ad copies, and the ad should reflect the theme of that group. Like if the theme is maths teachers looking for volunteers for teaching maths, the ad copy should also reflect that theme. And you should use call to actions like sign up now or volunteer by clicking here or learn more something on those lines. And of course you can run multiple ads. You can have as many RSAs or DSS you want in a campaign or an ad group. And then depending on the performance, you can either pause some and let some other run or you can modify those ad copies depending on the performance that you see. Then the one, now we have talked about the campaign, the ad group, keywords and ads. One major, apart from these, this one very major thing that we always tell our advertisers to focus on which is smart bidding. So smart bidding is the automated bidding strategies which Google provides. It takes into account whatever conversions that you have set up. So suppose you have one, two, three, some 10 conversions in the account. It ensures that depending on which smart bidding strategy you're choosing, it will ensure that it tries to maximize the performance. So suppose if you have a maximized conversion setup, it will ensure that whatever you are tracking as conversions, your budget goes into maximizing those conversions. But one thing with smart, two, three best practices with smart bidding is that always before you set up smart bidding, think about what you want to achieve. Is it a conversion? Is it clicks? Or is it just trying to get more and more impressions? Or is it maybe like a conversion value? So like if you have donations that you want to get from ad grants, is it a amount, a particular dollar amount or a rupees amount that you want to get from that? So it's a ROI based bidding. Then of course, theming is important. And this we talked about like when you create the ad groups, then need to be on one team, one ad group, one team. And this helps with smart bidding also. And of course, it will help with your quality score as well. And of course, the third part is the third best practices that track whatever you are tracking as conversions is very important. If your conversions are not set up properly, or if they're not being imported properly, or if it's incomplete, or if you're not tracking all the conversions that are important for you, smart bidding can't do much there then. So your conversion tracking needs to be set up properly, and you need to measure and report what really matters to you. And then let the smart bidding handle the manual part, the setting of bids, and ensuring that the performance is best there. Now we come to the ad grants part of it. And I have also compiled a few guidelines and policies that we have for ad grants. So first of all, and I'm sure everybody knows what's ad grants, it's ad grants provides access to around like, I think $10,000 USD per month to show up ads on Google.com. And this is provided only for search text ads and can be used to raise awareness or drive brand awareness or website views, website traffic, or even sales or donations, et cetera. And basically reach out to people who either need your help or who can help your organization in the town. If you want to apply for ad grants, we have, and this is a link, and we can share this later as well, you can go to Google for nonprofits at this link, and you can enroll for ad grants. For different countries, there are different links, and we have those here as well. And once you're approved and you are enrolled for ad grants, then there are instructions and you can go and select whichever, if you want to select ad grants, or there are a few other Google for nonprofits program, you can go and select one of those as well. These are a few of the policies, and I know these are quite a lot, policies that we need to keep in mind. First of all, the geo targeting requirement, like if my NGO is focused only on India, then I should be targeting, in my campaigns, I should only target India and not like whole of the world or maybe like 15 other countries. So the location targeting needs to be accurate. From a campaign perspective, there should be at least two active ad groups per campaign, which should be themed properly. And each ad group should contain at least two active text ads and two cycling extensions. And in terms of keywords, no keyword should have a quality score of one or two, which should not be less than three. Then in terms of efficiency, 5% CTR, monthly average CTR of the account should be at least 5% and should not drop below that. In terms of the survey, so there's an annual survey that gets sent out via product notification, and I think through email as well, and you need to fill it out. And the fifth part is conversion tracking. So conversion tracking, and this we talked about previously also, it needs to be accurate, it needs to be correct, and it should not be very, very high level, like it should not be something like you're just tracking a homepage, or maybe you're tracking something like 30 seconds spent on the website. So that's a very high level conversion, and it doesn't really benefit anybody. So Google won't, this policy is in place because we want to ensure that the conversions that are being tracked, they are helpful for the NGO. And you are able to get the best out of the system because depending on what you are tracking, you'll use the smart bidding strategies that we have, and try to maximize those conversions. So if your conversions are not proper, or if they are not correct, or if you don't value those conversions, smart bidding strategies can't really help you there, and the performance of the account will decline then. All of these policies, these are, if you, I think if you miss out on them, you would get a warning, and you get in through email, and the email will tell you the next steps as well, and how you can improve the performance or improve whatever has been missed out. But yes, if I think if there are a couple of misses, then it does lead to suspension of the accounts as well. So one great way to track is, and very automated way to do is go to this dashboard, and we can share the link later as well. Ad grants review dashboard. It is created in Data Studio. I took a screenshot, and because I don't have an attached account, that's why it's blank. But if you use your email ID to view this dashboard, it will show you all the related policies or guidelines that are there, and how many of those are being followed in your account, and which are not being followed. So using this dashboard, and using the various links that you have, you can also see like, if out of the 10 different policies, if your account is not compliant to maybe like three of them, you can go ahead and view which three are being missed, and then go and make the changes in the account. And there are resources available also in the same dashboard, which will tell you like, if suppose you need help with something, you don't understand what it means. It will, the support page will tell you how to go about it as well. So that's it. And over to you, Mayura. Thank you, Sakshi. That was very quick and pretty technical. So I do hope that, you know, NGOs get some understanding out of it, but although it's technical, it's also extremely relevant and important for them to understand these aspects to run their Google AdGrant accounts well and effectively. So although this is to the audience, although some of you who are not familiar with Google search advertising may have found it very technical, but I encourage you to look at this as a start point and a reference that you can get back to at any point in time while you're trying to learn how to run the account. And you don't have anybody to help you with these guidelines to get back to this video and watch what Sakshi has said. Do go through the free resources available on how to run Google search ads, how to run the Google AdGrant account. Sakshi and I were having a chat just before the webinar and she told me there are enough resources available for free on YouTube that you can go through and learn to run your own Google AdGrant account if you could spend enough time and give it some of your focus and time, I'm sure it's not very difficult. So then again, run through this webinar material and you will find it extremely useful. I guarantee you that. So now for those of you who are technically challenged and not so technically challenged, I would ask Sakshi some questions to help you understand more about how to leverage this wonderful benefit that Google for nonprofits brings to nonprofits across the world. So I'm gonna ask her questions about how to use it and what to use it for and how to make the best use of it. So Sakshi, let's get started. So here's the first question for you. Although you've covered it briefly in your presentation, what are some of the most effective ways that an NGO can use the Google AdGrant? Is it fundraising? Is it volunteering? Is it to promote product sales? What are some of the most effective ways that you've seen NGOs use the AdGrant for? Thanks, Mayura. I think, so in my experience, I have seen as many as like 11 different goals being tracked and the account being used for 11 different things. And all of those things, like some of them were around donation and fundraising. Some of them were around volunteering. Some of them were around seasonal campaigns or seasonal events, which a lot of NGOs hold. But I would always recommend that try to have a goal in mind that you want to achieve. And the goal should not really be just getting people to the website and just getting people to see what the NGO is about. Because that's more of like a YouTube thing to do, like create brand awareness and getting people to know what the NGO is for. Try to have a concrete goal in mind and track it through Google AdWords. Or if you want to import it from analytics, that's also fine. But without a goal, it becomes very messy. Like I've seen accounts where the theming is not proper or like entire sections of the websites are missed because the focus, entire focus is on just raising funds. So fundraising is of course, like you can use ad grants to do fundraising and we have a case study also like from SOS who use ad grants for that purpose, but it can help you with a lot of different other things as well. Right. So what you're saying is it doesn't matter what the purpose is, what matters is you have to be very clear in what your goal is, why you're using the ad grant, what are you advertising for and what would you like to achieve and who would you like to target through your ads? So as long as you have clarity on these aspects, whatever your purpose is, the ads are going to be successful. Yeah. That's right. That's true, yeah. Okay. So now for the NGO audience who want to run their own ad grant accounts, what kind of skill sets do they need to manage the ad grant successfully? I think, so I would say like from my perspective, when I joined Google, I had no idea about how the search works. Like I just knew that, okay, Google search is something because I used to use it, but the whole background like in the back and like what all happens, how the ads show up, what is a campaign, what is the keyword, I had no idea. But I have realized that it, and we were even Mayura and I were talking about it, that upfront it looks very intimidating that it's maybe very technical, but I would recommend that maybe spend like one hour just looking at the interface, just clicking on different things and what those things are, just exploring the interface. Within one hour, when you get a hang of different screens, then there are, and we can share those support articles with you also. Like Google has a lot of support articles like how to set up your first campaign, how to look for different keywords or what kind of bidding strategies you should use. So use those articles and once you have like your first campaign running, that will give you a lot of confidence also that okay, this can be done. And of course, like a lot of help is available and you can definitely reach out to like, and I know like one of my NGO also does this, they have volunteers, digital marketing volunteers, who help them out. So if you have such a volunteer, learn along with them. If somebody is monitoring your account right now, setting up your accounts right now, learn along with them. It's very easy to learn. And once you have learned, there are a lot of, like now Google has a lot of tools in place like there's OptiScore and there are bidding strategies which ensure that you don't need to do everything on your own. So a lot of manual work has gone away. You don't need to sit and keep changing the bids on your own. You don't need to worry, okay, maybe I missed out the cycling in that ad group. The system will take care of it and show you that these are the OptiScore will show you, these are the gaps, these are the things, more things you can do with your account. Bidding strategies will ensure that you don't need to look at the campaigns running every day. If you don't have time, you don't need to do that. So it's become, a lot of it has become automated and it's become more user friendly and more written help and video helps are now available. So definitely I would say, at least try and set up that first campaign. I think the first thing is always a roadblock and the mental block in the head. Once that's done, I think it would be a much smooth sailing after that, hopefully. Great, that's very encouraging actually to know that you went from not knowing anything about search ads to becoming a global expert in five years. I'm sure, if NGO professionals spent a few months, at least they'd be able to run their own accounts. So Sakshi's answer in short is, you don't need any special skill sets. All you have to do is spend some time. If you know how to use Facebook and Google search, I'm sure you can pick up how to use Google Adcrans account, right? So I think Pradeep has prompted saying he has a question. Pradeep, and this is for everybody else as well. We'll take up your questions at the end of this session. The last 20 minutes is going to be to take audience questions. So kindly wait and we'll take your questions. Okay, so another basic question for Sakshi. This is again for the benefit of the NGO professionals who don't necessarily know how to run search ads. So what kind of online ads can you run using the Google Adgrant account? So where will these ads appear? Okay, so right now we can run only text ads, no images and no videos, and they appear on Google search page, the search result page that is there. And on the top would be the paying advertisers and below that the Adgrant account will appear and below that would be your organic search results. And all the keywords, and because it's a search only text only ads, it needs to be keyword targeted. Right, okay. So now one other basic question before we move on to more technical questions. Most nonprofits find it very tricky to maintain their eligibility. So I've had this experience myself. I've had nightmares while managing my first Google Adgrant account for a nonprofit. I got suspended thrice to understand why it was suspended and apparently it was because of some campaigns that were run earlier. So it can get messy, right? So getting the eligibility is fairly easier and starting to use your account is also easy once you get the hang of how to run search ads, but then maintaining your eligibility is another thing altogether. So most of them find it really difficult so they don't know what's right or what's the right thing to do, what should be avoided. So can you tell us a little about the best practices and the guidelines they should follow to make sure that their grant account doesn't get suspended? So I would say there are a couple of guidelines and I understand like it's difficult to keep a track and keep an eye on each one of them. But yes, Google does send out regular emails and notifications if some guideline is being missed. So do keep an eye on that as well. Plus there's this dashboard and I will ping it here in the chat as well. This dashboard you can use for... So if you use this dashboard with the email ID with which you created the account, you will be able to see for that account which policies are being met and which are being missed right now. But yes, I think Google doesn't do a lot of changes in policy so it's not something you have to relearn every month or every few months. But yes, like quality score or CTR or things like location, theming, et cetera. Those things we do need to take care of and I think after this meeting, I can share probably with Mayura, I'll share a couple of links which list down all the policies that we have, support pages along with the link to the dashboard as well. Okay, great. But have you seen any common reasons why grant accounts get suspended? What are the top three reasons why they get suspended? I think one I would say is missing the survey, the annual survey that comes. I've seen a lot of queries where people have missed the survey and then the account got suspended. Another thing would be like if you ask me CTR and that's a little tricky because it's account level CTR and it's for the whole month. So how do you keep a track of it? Those are I think the top two reasons. I've seen quality score. I've seen like a lot of people manage on their own like with auto setting up automated rules. We ensure that quality, like as soon as quality score goes below three, it gets paused automatically. But yeah, CTR and ad grant service, something which sometimes people miss out on. Okay, great. That's helpful. So please type your questions in the chat feature and I'll take them up later with the section. Okay, so can you tell us a little about negative keywords? So that seems to be another elephant in the room, right? You're struggling a lot with them. They end up using words they're not supposed to and account gets suspended. So can you tell us a little about that? Definitely. I think so whenever you are using broad match or broad modified match keywords, it's imperative that you use negative keywords along with that because even though like broad match keywords ensure you get a lot of reach, sometimes you will also reach queries which are not relevant to your account. So using negative keywords, it will help you exclude search terms from your campaigns and it will help focus your keywords only, your ads only on those keywords and queries which are most relevant to your customers. So use search term report to get those negative keywords and you can add those keywords as negative at ad group level, campaign level or account level. You can add them as I would recommend personally like I recommend mostly to add them as either exact match or phrase match only because if you add a broad negative keyword, it will restrict a lot of maybe relevant traffic as well. So to give you an example and this recently happened with one of my clients that they had an ad group which they were using to raise funds and it started showing up on queries like how to do fundraising, which is not relevant to the, even though the query contains fundraising but it's not relevant to their business. So that's why like what we did was that the first month we monitored the ad group and the campaign closely. We looked at the search term report every few days like five, six days and it depends on the traffic that you're getting. If you get a lot of traffic, you'll need to monitor it maybe more regularly and then whichever keywords you think are not relevant, keep adding them as negatives and this will also help to ensure that the quality score of your remaining keywords doesn't dip. So it helps improve the performance as well and ensure that the quality score doesn't go down. Great, okay. So now let's talk about the application of these ads and let's start with bringing more traffic to the website. So can you tell us a little about how to best use your ad grant to increase traffic to your site, any tips that you have and also if you can share a success story of an NGO that's done it by. So I would say like personally and the first time I started working with the NGO that this was the first question I got that we don't get a lot of traffic and I'll say the same thing that I told them that traffic should not matter to you from an ad grant's account, what should matter is conversions. If you're tracking the right thing, if you're tracking it properly and accurately, you should, your entire focus should be on getting those maximum conversions or conversion value for your business. So even if you get like maybe a thousand clicks in a day, that's perfectly fine. It doesn't really matter. If your conversions are good and whatever and it's not just that you track one thing, you can track 10 things. And for those 10 things, you can have 10 different campaigns. But conversions is what we should focus on including microconversions, which are like something like a sign up, sign up for a newsletter. So that's a smaller conversion, but it's useful for your business because this person maybe will go ahead and give donation or do volunteering with the NGO. So that's also important. So track everything that's relevant for you and to give you an example, like there's a NGO called Maker Difference and they got around 30,000 volunteer signups through AdGrants program and 30% of their overall website traffic comes through AdGrants. So of course, like if you're doing the, if you're catching the right people who have the right intent, but website traffic will go up on its own. But yes, the first and foremost focus should be on conversion. And that's why we also recommend when it comes to bidding strategies, you focus on maximized conversions or target CP or target OS. Okay, great. So let's talk about fundraising then. So can you tell us some suggestions on how to use the AdGrants to support your fundraising efforts? Because I've seen that while NGOs who use AdGrants successfully, they managed to do other things like getting volunteer signups, et cetera, but fundraising seems to be very tricky. So any expert suggestions you have? Makes sense. So I would recommend two, three things. One is on the technique, one is on the AdGrants site and one is on the website, like the actual landing pages. On the AdGrants site first, be very specific about the keywords and the ad copies. Like it should not be just that you're asking for donation. It should be like why we are asking and maybe something also like where this donation will be used. Like if it's, is it for a particular cause, then call it out in the ad copy. It should not be just like give us more money or something, give us more donations. It should not be as generic as that. And also your ad copies should contain your NGO's name also, which we call branded ad copies. So that also lends credibility. On the landing page site, when you redirect the user, so somebody clicks on the ad, now they land on your website. So that page should be relevant. That page should not be just fill out your details and then click submit and you make the donation. That page also should talk about the cause and what kind of donation is required and how the donation will be used. Plus what I've also seen works is that on your website, like if the person is on any page, the donation page or the volunteer tab or the donation button should always be accessible from each and every page of your website. So even if I go, if I land on the website, but I'm now started browsing the website, I'm jumping between sections. But if I want to come back to the donation page with one click, I should be able to come back to that page. So ensuring that the user doesn't have to search for it, that helps a lot and reduces the user journey. Got it. So I guess the role of copy is extremely, extremely important, especially because these are text ads. There is no visual to capture the attention of the user. It's just your words. So it has to be very relevant and not very generic is what you said. It shouldn't just say donate now or donate to our cause, but it should be more captivating copy. And what you also said is your website landing page should also follow all the fundraising best practices. So the effectiveness of your landing page matters probably more than the ad that brought the user in, right? So I think that's very useful for the NGOs. Thanks, Akshay. So now let's talk about NGOs that also sell products, you know, to raise funds for their cause. So Google search ads are, I mean, search ads are very relevant for product selling, but how about Google ad grant, you know, text ads? How effective are they for, you know, for selling products that the NGO does on their own website or probably anywhere else? So right now, like in ad grants, ads can only be shown as text ads. So shopping ads are not allowed. So no visual or the shopping bar that comes on that ad grants can't show ads there. And that is something like if you want to utilize, you'll have to do it on your own. But yes, ad grants can be, that text space can be used for selling of products as well. And what, again, I have seen works is making it more theme-based and targeting themes. So suppose like if you have a Diwali festival coming up and there's a Diwali meal and there are products that are getting sold there. So again, then ensuring that we are first capturing those keywords and then our creatives talk about what we want to sell. So if suppose like the Diwali meal is there and your ad copy just talks about that, we have the hours, et cetera, but that is not sufficient. It should have a call to action that maybe it has like dates. So you can put in dates that between these dates at this place, Diwali meal will be held. And it can then talk about the, if it's an online thing, it can also be like, it's an online sale that's going on. So be specific in the creatives. Ensure that there's call to action in the creative. Like you're asking the user to do something. It's not just sending out information about your event or your angel. It should ask the user to take an action then and there. And site links are a great way to show multiple landing pages in the same ad. So, you know, like headline is clickable. Similarly, each site link is clickable. So if you have two, three, five different products, like best selling products, you can have as your site links if they have different pages. So utilize those as well. Got it. So Sakshi, I have another question which is related to this. Some NGOs sell products say on Amazon to raise funds. So can your text ads also link to your Amazon product page or should it only link to your own website where there is information about these products? So in ad grants, it should go only to your own landing page. And from there, if you want, you can redirect people to Amazon. Got it. Yeah. That's a limitation that your product sales ads can only lead to your own website where you should have information about the. Okay, got it. So we spoke about a lot of different use cases. But could you also share one success story of an NGO that has done fundraising successfully in India with the Ad Grants account? Sure. So we have, and everybody would know this, we have SOS villages and they have an Ad Grants account with us and they raise around monthly around 40,000. The recent case study that I saw, they have been raising around 40,000 rupees per month through their Ad Grants account. Okay, great. Okay. And that is just one part, like as we, as I said, like a lot of NGOs track multiple conversions. So fundraising, fundraising is one part that they use their account for. Okay, great. Thank you, Sakshi. Now I'll take questions from the audience. There are lots of questions that I see here. So I'll take them up one by one. So Pradip, if you haven't typed your question, please type it in the chat feature and I'll take it up, please. There's a question from Ramya says, how are keyword bidding strategies different from a normal ad account? And I mean, how are keyword bidding strategies different in a normal ad account and a grant account? Okay, so as you know, in the Ad Grants account, there is a limitation that you can't set a CPC above $2. But with keyword, with bidding strategies like maximize conversions, TCP and TROAS, that $2 limitation can be removed. So if you use like maximize conversions that $2 limitation is no longer there and your ads can show up at a higher CPC as well. So that is one major difference. But essentially the performance and the way strategy works in both accounts it's same. Okay, so Teja has a question. Is remarketing, is the remarketing option available for Google Ad Grants account? Not as of now, not as of. Okay, so this is Radhika's question. Does Google reserve a number of slots for paid search before it shows the Ad Grants searches? It means in Google search. So, no, I don't think there's a reservation or a particular allotment that in each query that happens, these slots would be reserved. I think it depends first of all, and this is true for a normal auction as well, that how relevant your ad copies and your keyword is to the query that is being asked. That will also, and what kind of bid you have applied there. So that will play a very big role on whether the ad shows up or not. Plus if the auction is already very competitive and all the paid slots are filled. So then the system takes a call which ads to show and whether Ad Grants ads will show or not. But I don't think there's any kind of reservation for that these particular slots would be for Ad Grants ads. So Fiona's question is, Niva Foundation works with women facing violence. And often we get stuck or are flagged because of the words used in this space. So any input if this will affect us using this? Technically challenged team. So I am not sure what this is about, but I'm assuming like if your lot of keywords or ad copies are getting flagged, if that is the question then, you can of course challenge that. If the system, sometimes it's automatically flagged, system picks up keywords and it flags if those keywords appear in your account. You can of course challenge that and submit it for a human review. Otherwise I would say, there are limitations to, yes, there are limitations and this is because I also work with pharma clients. So there are limitations to what we can show as ad text and what we can't show. I would recommend maybe going through the sensitive subjects guidelines, what are sensitive subjects and what we can say in a sensitive subject and what we can't say and adhering to those guidelines. And I understand your issues because I have like so many pharma clients and this is a very big issue that ads get, like sometimes entire account gets disapproved because maybe it's a policy thing or we forgot to apply a certificate and I know it's kind of frustrating. But yes, I think if you think it's an issue and the system has made a mistake, submit it, resummit it for a review or if you think that this is coming up again and again and the same thing is getting flagged and whatever you see in the, because every time it gets disapproved you will also see the reason as to why and it will give you link to relevant pages as well which you can be. But yes, there are policies in place for paid advertisers as well that this is what we will show and this is what we can't show and these policies vary by different countries. So maybe go through a sensitive subject guidelines and see if maybe there's something that we are bringing up again and again which is not allowed, maybe because of government or because of Google policies, et cetera. And we, there's, I think if it's a policy thing there's not really much that we'll be able to do. So I think NGOs that work in the domestic violence or drug abuse phase might face these issues because these are, I think, a lot of words that are sensitive and not allowed to be used. So I guess her answer is you need to go through the manual verification process and talk to the Google team. So Mangal, your question is not very clear. So may I request you to type the whole question again? Anuradha has a question. What are the mistakes usually made by NGOs in general and avoiding which they can take more benefits to the Google Ad grants? Okay. Yeah. Sorry, Mahira, please go ahead. So I think this is a very relevant question and this is, I think would be helpful for everybody as well. The first common mistake that I normally see is that the theming is not proper. So like ad groups are not themed properly. So the same ad group will contain donations as well and volunteering as well and ICC as well and CSR activities as well. And then there are maybe like five different ad groups but ads are cross-appearing in each of them because either two broad keywords are used or the negatives are not used properly. So theming is very, very important because if your theming is not proper, you can't have proper creatives as well. And if your theming is not proper and creatives are also not proper, then your keywords quality score will start declining. And then that will be a guideline and policy thing. So just to avoid that, always ensure that theming is proper. Secondly, what I've seen is conversions. Normally everybody focuses on fundraising and the smaller conversions or micro conversions get sidetracked. So it's definitely okay to focus on fundraising but if there are other aspects of your business which are important for you, you can use ad grants to maximize or advertise for those as well and ensure that you get maximum returns there. If you have like maybe two or three different actions and if you value them differently, you can always use target rewards. So with the target rewards bidding strategy, you can assign different values to each of your conversion. And then the system depending on the value will give that much importance to each conversion. So conversion tracking, it needs to be proper. It needs to be accurate. And it needs to ensure that whatever we value is getting trapped in the system. So these are the two main things I always say for engineers to focus on because I think that's where it's easier to get keywords and write ad copies and get it running in the first go. But if you have to get the maximum benefit out of it and ensure that the performance is good, et cetera, these are the two things I think everybody should focus on. Okay, thank you. That was a very useful question, Anuradha and thanks for your answer. So Pradeep's question is here, is there any minimum spend required to claim the Google Ad Grants? Is there a minimum spend required? So I think there's a, for Ad Grants Pro account, there are some guidelines that like each month you have to maintain this much spend. I don't think for the normal accounts, there's any such guideline. But I can look it up and share it with Mayuradha if I find anything. But I don't think there's any such guideline for the normal account. The reason by that is Ad Grants Pro account allows NGOs access to 40,000 USD of pre-ads, right? And the regular Ad Grants account allows you $10,000 worth. Yeah. So this is only applicable to the pro account and not to the normal account. Yes. Okay, so Sagar has a question. I'm aware that only text ads are allowed, but can YouTube channel links or video link ads be run? So the landing page, and this is similar to the Amazon question, the landing page needs to be your business page. It should not be, the user should not be taken to any other page which is not like part of your domain. Okay. So Pradeep has a question. What if you want to use both display ads and text ads? So I think what he means is, can you run regular display ads using non-grant account along with text ads using the grant account? Definitely. So I think if you, apart from Ad Grants, like if we don't look at Ad Grants right now, if you want to run video ads, display ads or local campaigns, et cetera, you can definitely do that. There are no restrictions there, but in Ad Grants specifically, yes, it needs to be only text ads. Okay. Okay, there's one last question. What is the difference between text ads and responsive search ads? How will it affect my campaigns? So that's a great question. So text ads are static ads. So you put in description lines and headlines and whenever that query comes up, the system will show that ad to the user. The responsive search ads have an automated component. So they are more dynamic in nature. So what happens is you put in 15 description lines and four headlines. And then depending on what kind of query is coming up, the system will create an ad on its own. So it will pick two, three headlines and it will pick one or two description lines and create an ad copy and send it in the auction. So that's the difference here. That text ad is something which will not change. The system will not touch it at all. Responsive search ads get created. The actual ad will get created depending on the auction it is going into. And therefore it's because the system has an input here, the system will also ensure that the best possible ad copy goes out there. So we have seen that with responsive search ads, we see up to five to 10% clicks uplift as well. So and that is because maybe with your current ad copies, if because of quality score or whatever reason, if you're not able to show up in the auctions right now, if you have responsive search ads instead, the system, because now it can create an ad copy on its own and it will create the best possible variation, you will start showing up in maybe like five to 10% more auctions and therefore get those many more clicks. Great. So responses search ads seem to be a better option to opt for rather than just static text ads. Yeah. So the best practices, and this I think answers the next question also, the best practices that each ad group that you have, have at least one RSA and two ETAs in there. So that is the best practice. And of course, you can always experiment with them. You can have like maybe 10 RSAs as well. And then if you see, okay, this description line has four performance, I'll pause it, but the minimum that we recommend is at least one RSA and two ETAs in each ad group. So that's the minimum. Okay, great. So I think this answers Teja's next question, which was how many responsive ads can be run in a campaign and how many text ads. So I hope all of your queries have been answered. So thanks again for joining us. And let's all thank Sakshi together for her time and sharing her expertise with us so generously. It was great hosting this session, Sakshi. I really enjoyed it. And I'm sure the NGOs found it extremely useful. It's very rare for us to directly talk to somebody from Google to answer all of our questions like this. Thank you so much. Thanks everyone for joining us. And thank you again, Sakshi. See you again at our next webinar. Thank you. Thank you so much, Mayura. Thank you. And it's really nice to talk to everybody here. And thank you for giving me this awesome opportunity. Thank you so much, everyone. Thank you. Bye, everyone. Bye, Sakshi. Bye. Bye.