Optimize Your Google Ads to Reach Giving Season Goals

Getting Started

First, ensure you have visibility into the unique value of each donation or purchase. Integrate Blackbaud Luminate Online with Google Analytics and import ecommerce goals directly into your Google Ads Account. 

You can measure how much Ad Grants contribute to your fundraising efforts by tracking the unique values of each conversion, such as one-time donations or event ticket purchases. 

This integration guide walks you through the quick and simple set-up process. If you use Blackbaud Luminate Online to process donations on your website, this guide will help you install transaction-specific conversion value trackings for each donation you receive. This tracking helps you have a more accurate sense of how many donation dollars your Ad Grants account helps you raise.

Optimize Your Google Ads

Next, implement these best practices to optimize your Google Ads for the Giving Season: 

• Capitalize on how people search to give: We’ve noticed that it’s common to see people search for “best X nonprofit”, “X nonprofit to donate to” - be sure to build out keywords and variations to capture this behavior

• Create donation focused ad copy: Warm up audiences by asking them to donate in headline 2 of the ad creative and send users to a high quality donation page. Ensure your donation landing pages tie in to the ad creative for the best conversion rates.  

• Tighten up your tracking: Push to have dynamic conversion value tracking set up to record transaction-specific (or dynamic) values on your website.

• Maximize conversions with a value bidding strategy: Once you’ve enabled conversion tracking, you can leverage conversion-based bidding to find more potential donors. Bid over the manual bid limit of $2 by enabling “Maximize Conversions”. Maximize conversions combined with dynamic purchase amounts helps find the right user at the right time and scale donations.

• Supercharge your success with paid search ads: During key moments, investing in paid Google ads increases visibility for your most critical or competitive search terms - and allows you to remarket to warm donor leads you captured through the Ad Grant. 

We’re Here to Help

Hear directly from the experts at Google in this recorded training: Google Ad Grants x Luminate Online = Multiply Your Outreach.

In this training, experts on the Grants team at Google explain how easy it is to track Google Ad campaign outcomes with Blackbaud Luminate Online fundraising tools. We also review the simple process of integrating Blackbaud Luminate Online with Google Analytics.

If your organization requires further assistance with the integration, Blackbaud is here to help. Please contact your Customer Success Manager or Account Executive directly to engage Blackbaud’s Services team.