General ideas
What to mention first
There are different options:
Put first what the user has searched (title and description)
Search: "why are bees dying"
Search: “zakat calculator”
Put the name of the organization first
Generally recommended only for well-known organizations or brand searches
Search: "donation"
Tell a story (not exactly what the user has searched)
Search: “donation africa”
Hooks
Show urgency
Show figures
Benefits for users vs. Benefits for society
Include benefits for the user
Highlight benefits for the user and for society
Format
Capitalize all words (“Capitalized Case”)
Short ads
Short phrases
Visible URL with relevant keywords
Ad extensions
Ad extensions are a very useful addition to the main text of your ad. There are different types of extensions and many possibilities to use each one, so there are dozens of variants that you can try.
If you use “Smart Bidding” and you have the conversion tracking well configured, you can activate many different extensions at the same time and Google will test them all to see which ones give more conversions (and it will start showing the extensions with better results more often).
We recommend you to have a clear idea of what you want to achieve with the extensions, not just add a bunch of extensions almost “at random” and expect the automatic system to do "magic".
Sitelinks to show key pages with different topics
In Charity: water they take advantage of the sitelinks to show their financial data, a book that their director has written, the “The Spring” program (recurring donors) and a page with more details of their work.
Sitelinks to show various options to help
Sitelinks to show different programs or initiatives of the organization
Sitelinks adapted to the search (all with the same topic/keyword)
Extensions of several types simultaneously
In the 2 examples below they use 3 different types of extensions:
- Call extension
- Sitelink extension
- Price extension
Structured snippets extension showing locations
Structured snippets showing searched keywords
Search: effects global warming
General ideas
Highlight social impact
Include trust info
Highlight unique advantages of the organization
Highlight advantages of the product or tool
Hooks
Include a personal touch (“you can”)
Mention a donation amount
They give a figure to highlight that large donations are not necessary ("Give Just $10 A Month")
Calls to action
Show contact phone (as a call extension and/or in the ad text)
Show donation as a product (price extension)
Give various options to help (as sitelink extensions and/or in the ad text)
General ideas
Talk about the organization in information searches
Search: “measles outbreak”
Search: “facts ethiopia”
Search: “cool facts cheetahs”
Give answers to the search in the ad itself
Format the title as a question
Hooks
Use words like "free"
Use intrigue
Use shocking figures
Highlight photos and videos
Show trust info
Use an original or controversial approach
Calls to action
Highlight the newsletter
Highlight social media
Highlight quizs/tests
Highlight downloads
