5 Steps for Managing Your Church’s Google Adwords Grant

Getting the word out about your church's missions can be challenging, but it can become much easier with advertising. The Google AdWords for churches program provides a monthly budget of $10,000 for your church to use for advertisements.

On top of this, Google offers up to $500 to help cover the costs of setting up a Google AdWords account. This means your church can get up and running quickly and easily.

To make the most out of this great opportunity, here are the five steps for managing your church's Google AdWords grant:

Understand the Target Audience

It's vital that you understand your target audience. Remember, you're not targeting random people; you're targeting people actively looking for a church to attend.

A target audience is a group of people who share similar characteristics. Churches usually target nonbelievers and unchurched believers in their locality. Your ads should be targeted toward this audience. 

Quick Tip: Don't use keywords that are "churchy" because you are aiming to attract people who either have no knowledge or are still learning about Bible and local church lingo.

Write a Great Ad

When your target audience has been identified, the next step is to write an attractive and compelling ad.

Using keywords is a great way to increase the click-through rate of your ad. Using relevant keywords will also help attract new people to your website. An ad that is appealing to your customers will also increase your click-through rates, or the number of times visitors actually click from your ad to your site.

Quick Tip: Using a good headline is important because it's the first thing your customer will read. They'll probably click the back button if they don't like the headline.

Create an Effective Landing Page

After you've written a great ad, it's time to work on your landing page. Your landing page needs to be a page on your website relevant to the ad you've written.

Usability is a key factor in landing page results. If your landing page isn't easy to use, you're probably losing customers.

Quick Tip: Use a CTA (call to action). For example, if you're trying to get an email address, you could use the words: "Enter your email address to receive free weekly devotionals and Bible study guides."

If you want people to sign up for a newsletter, you could use the words: "Sign up for a free newsletter and receive free videos for new believers."

You can also maximize events like Advent or Lent and release free content, as people are usually more open to spiritual or religious content at these times. 

Optimize Your AdWords Campaign

You have to optimize your AdWords campaign so that your ads perform well. You'll know your ads are performing well if your click-through rate and your conversion rate are high.

Another way to optimize your campaign is by using negative keywords. Negative keywords help you narrow down your audience and save money. You can find negative keywords on the Keywords tab.

Quick Tip: Start by creating a campaign for each ad group. This will help you keep track of your progress. Keep in mind that you want to spend the most money on the most profitable keywords.

Determine Your Budget

For most churches, the biggest issue is usually determining how much money to spend. Just remember that if you know your target audience and get to know them, you'll have an easier time with this.

Quick Tip: Remember that Google AdWords is a pay-per-click program. This means that you only have to pay when your ad is clicked. Moreover, knowing your audience makes it easier to determine how much money to spend for a better outcome.



Conclusion

It can be very fruitful if you take your time to manage your AdWords grant effectively. Remember that you're not trying to attract just anyone; you're trying to attract people actively looking for a church to attend.

At Faithworks Marketing, we can help you design effective Google ads for churches and manage your website for you.  Our services are specialized for NGOs and churches across the country to assist them in attracting more visitors and members. Contact us today for a free no-obligation consultation.