Royal Museums Greenwich

There are currently over 5.6 billion Google searches each day. Google Advertising gives you the opportunity to reach this audience, but can often be costly, especially for non-profits with limited budgets. This is where the Google Ads Grant comes into play. But, while the Google Grant is a valuable opportunity for many non profits, the process can prove to be too challenging for most in house teams.

Peter Marriot, Paid Media Manager at Digital Visitor says: “The application process is long and complex and, once you’ve qualified, the really tricky part is maintaining it. Violations of Grant guidelines will mean removal from the program permanently. Spending the full Grant amount is also a challenge. Restrictions on CPC, daily budget and the inability to use Search Partners or the Display Network mean that some will have a hard time finding a way to spend the $10,000 per month. Many Google Grant members under-spend their budget, with an average recipient spending only $330 a month.”

In order to overcome these challenges with the RMG Google Grant account, the Paid Media team worked on restructuring and rebuilding the account to work in line with Google’s best practice Alpha Beta Gamma structure. This is an established approach used to maximise efficiency and budget.

Once the account was rebuilt, our Paid Media and Content teams worked together to make recommendations for new content on site to grow audiences who may be searching for information on topics relating to RMG.