The Google Grant allows non-profit organisations to run search ads on Google with a budget of up to $10k per month donated by Google. Google Ads are an excellent channel for reaching and converting a warm audience, as searchers have high interest and intent.
| Framework | Metrics |
|---|---|
| Size of audience | Impressions |
| Engaged audience | CTR (click through rate) |
| Engagement on site - in Google Analytics | |
| Results | Conversions, conversion rate, average value |
Other useful metrics
| Metric | Why? |
|---|---|
| Amount of Grant spent | Shows how much of the $10k Grant budget per month is being spent. It can be very difficult for small organisations to spend the entire Grant, and it’s a much less valuable measurement than CTR and conversions, so should not be a priority. |
| Cost per conversion | Only relevant with advanced use of Google Grant Ads. Useful for organisations getting good results from their Google Ad Grant and spending the entire Grant budget - allows you to allocate budget to the campaigns delivering the most conversions. |