Should Your Small Charity Get Training and Take On Google Ad Management In-House?

Small charities sometimes look to take on management of their Google Ad Grant in-house. Here we take a look at some of the advantages and disadvantages of this approach.

Ad Grant Training

So, you’re part of a small charity, juggling about a hundred things at once, and someone has uttered the words “Google Ad Grant” into the mix. Cue the questions: What is it? How does it work? Can we manage it ourselves? Before you dive headfirst into the whirlwind of keywords, campaigns, and metrics, let’s unpack the pros and cons of managing the Google Ad Grant in-house.

Benefits of Managing your Google Ad Grant in-house

1. Cost Savings

Training your team to manage the Ad Grant in-house can save you the expense of hiring an agency. And let’s face it, every penny matters when you’re operating on a shoestring budget. Think of it as the DIY approach – sure, it takes effort, but the financial payoff can be worth it.

2. Deeper Understanding of Digital Marketing

Learning to manage the Google Ad Grant isn’t just about running campaigns; it’s a crash course in digital marketing. Your team will gain skills in keyword research, ad creation, and analytics – skills that could spill over into other areas of your charity’s work.

3. Immediate Control

When your team is in charge, you can pivot campaigns quickly without waiting for an external agency. Got a new fundraising appeal or an upcoming event? No problem – your team can get ads up and running in no time.

4. Tailored Approach

Who knows your charity better than you do? Managing the grant in-house allows you to craft campaigns that are perfectly aligned with your goals, audience, and unique voice.

The Downsides of Managing your Google Ad Grant in-house

1. Steep Learning Curve

Let’s not sugar-coat it: managing the Google Ad Grant can feel like learning to drive a manual car on a steep hill. From understanding eligibility requirements to mastering compliance rules and getting your head around keyword match types, there’s a lot to learn.

2. Time-Consuming

Between setting up campaigns, monitoring performance, and optimising ads, managing the Ad Grant can eat up precious hours. If your team is already stretched thin, this could be a dealbreaker. This usually offsets any potential “saving” that might be made by not working with an external partner, as most charities are paying their team to work and managing the Ad Grant takes time. The question is whether that time could be better spent focused on other activity.

3. Risk of Suspension

Google Ad Grants come with a lot of rules. Break one, even unintentionally, and your account could be suspended. Training can help mitigate this risk, but let’s be honest, nobody wants to be the one responsible for hitting the pause button on your charity’s ads.

4. Results May Vary

Without the experience of a specialist, your campaigns might not deliver the results you hope for. It’s a bit like baking bread for the first time – it might turn out great, or it might collapse into a doughy mess.

5. Less Access to Early Beta’s and other Opportunities

As an Ad Grant Certified Professional agency, Digital Ninjas benefits from a direct line of support from the Google In-Kind team. This often opens up early access to Beta’s, trials and sometimes additional budget for our partners.

Things to Consider

  • Who’s Taking the Reins?
    Do you have someone on the team who’s keen to learn and comfortable with numbers, analytics, and a bit of creativity? The success of in-house management hinges on having the right person (or people) for the job.
  • Budget for Training
    Investing in proper training is non-negotiable. Look for courses or workshops specifically tailored to charities. Yes, it’s an upfront cost, but it’s an investment in long-term success. Digital Ninjas operate a cost-effective self-serve training option and also provides bespoke training solutions that are tailored to your organisation and team.
  • Ongoing Support
    Even with training, you might hit the occasional roadblock. Make sure there’s a plan for ongoing learning or access to experts if needed. A one-off workshop might not cut it for long-term success.

To In-House or Externalise?

Taking on Google Ad Grant training in-house can be an empowering move for your charity. It gives you control, saves money, and builds valuable skills. But it’s not a decision to take lightly. Consider your team’s capacity, willingness to learn, and the potential pitfalls before you dive in.

That said, having a skilled team member dedicate time to managing the Ad Grant can be a huge opportunity cost for some organisations where the potential wins from other channels may present a bigger reward based on time invested. Being an Ad Grant Certified Professional, we’re slightly biased, but we’d always recommend fully understanding the value you’d get by partnering with a certified agency as opposed to going it alone.

And if you do decide to give it a go? Don’t forget to celebrate your wins – whether it’s crafting your first campaign or finally understanding what a “quality score” is. Good luck, and may your clicks be many and your CPCs low!