Clarity and Performance Max

In Short:

Clarity helps you understand how people are using your website so you can make it better. A better website means more people taking action, which is the ultimate goal of your Google Ad Grant.

Benefits:

• Understand user behavior - Clarity provides insights into how people interact with your website. This goes beyond just knowing how many people visit; it shows you how they use your site. 
• Identify problem areas - See where users get stuck, confused, or leave your site. This helps you pinpoint areas for improvement. 
• Improve website experience - By understanding user behavior, you can optimize your website to be more user-friendly and effective. 
• Increase conversions - A better website experience leads to more people taking the actions you want them to take (donations, sign-ups, etc.). 
• Optimize Ad Grant campaigns - Clarity helps you understand which campaigns are driving the most valuable traffic and which landing pages are performing best. This allows you to refine your campaigns for better results. 

Capabilities:

• Heatmaps - Visualize where users click, tap, and scroll on your website. This shows you what's grabbing their attention and what they're ignoring. 
• Session recordings - Watch recordings of actual user sessions to see exactly how they navigate your site. This can reveal hidden issues and opportunities for improvement. 
• Insights - Clarity uses machine learning to identify patterns and provide actionable insights into user behavior. 

How Clarity supports the Google Ad Grant and conversions:

• Improved targeting - By understanding which campaigns drive the most engaged users, you can refine your targeting to reach more of the right people. 
• Optimized landing pages - Clarity helps you identify and fix issues on your landing pages, making them more effective at converting visitors. 
• Data-driven decisions - Clarity provides data to support your decisions about website improvements and campaign optimizations. 
• Increased ROI - By improving your website and campaigns, you can get more value out of your Ad Grant and increase your overall impact.

In Short:

Performance Max campaigns are powerful tools that help you spread your message to the right people, in the right way, so you can achieve your goals and make a bigger difference. Even though it's still being improved, it's already a great way to reach more people and get better results for your cause.

Benefits:

• Increased reach - Performance Max campaigns can help you reach more people than traditional search campaigns by showing your ads across all of Google's networks, including Search, YouTube, Gmail, and more.
• Automated optimization - Performance Max campaigns leverage Google's machine learning to automatically optimize your ads across Google's networks, ensuring your message reaches the most receptive audience with the most effective ad format. By continuously testing different combinations of assets and audiences, Performance Max identifies and prioritizes the most effective approaches; maximizing your campaign's performance and impact.
• Improved targeting - Performance Max campaigns allow you to target your ads based on a variety of factors, including demographics, interests, competitors and behaviors. This helps you reach the people who are most likely to be interested in your cause or service.
• More conversions - Performance Max campaigns drive increased conversions by reaching a broader audience and targeting them more effectively. This includes the powerful capability of retargeting, allowing you to re-engage individuals who have previously interacted with your organization, maximizing the chances of conversion.

Capabilities:

• Campaign goals - You can set specific goals for your Performance Max campaigns for more precise targeting.
• Asset groups - Performance Max campaigns break free from text-only ads. Create distinct asset groups, each with its own tailored ad creatives, to reach diverse audiences and discover which formats resonate most effectively.
• Audience signals - You can provide Google with audience signals to help it understand who your ideal audience is. This helps Google to show your ads to the most relevant people.
• Retargeting - Performance Max campaigns enable you to build relationships with users who have interacted with your organization, but haven't yet taken action. By strategically re-engaging these individuals, you can reinforce your message and encourage them to convert at a later date.