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How online ads actually work.
Very simplified TLDR: you visit a news site. They load an ad network and tell it "put ads here, here and here".
The ad network now tells 300 companies (seriously, look at the details of some cookie consent dialogs) that you visited that news site so they can bid for the right to shove an ad in your face.
One of them goes "I know this guy, they're an easy mark for scams according to my tracking, I'll pay you 0.3 cents to shove this ad in their face". Someone else yells "I know this guy, he looked at toasters last week, I want to pay 0.2 cents to show him toaster ads just in case he hasn't bought one yet."
The others bid less, so that scam ad gets shoved in your face.
That's extremely simplified of course. https://en.wikipedia.org/wiki/Real-time_bidding has a bit more of an explanation.
And how you're tracked online. I've worked on Google ads accounts every day for a decade and I don't see you,the user, and your data.
I just click "female, 50+, likes home decor, uses a phone" and then a little business I work with bids 10% extra on you because they think you might be interested in their new autumn wreaths they're super proud of, and Google think you fit that box I ticked.
And that's advanced marketing for most businesses. Most businesses won't even get into the audience side of things and they'll stick to keywords: they'll show you an ad because you searched for "autumn home decor" and that's all.
Google take advantage of most advertisers by saying "let us be in charge of your keywords, and how much money you spend, our AI is smarter than you and you don't have time!"And most businesses just use the automatic stuff because they don't understand it, and it's true, they don't have time... so then Google takes your "autumn wreath" keyword and shows your ads to someone looking for "Christmas trees", because they're both seasons and they're both plant related, right?
And then the small business gets charged $1 by Google to show their autumnal page to someone who wasn't interested and left right away.
My job is to help these businesses actually make an advertising account that doesn't fall for all these little bear traps that Google sets all over their ads interface. They weren't there 7 years ago, but things have been getting worse and worse. Including third party sales companies like regalix, hired by Google to constantly call you and telling you to trust the automation and spend more.
I'm managing a Google ad campaign for a non profit with a budget of a few hundred dollars a month. I came up with some keywords but have been using their automated stuff too. If you could suggest one thing I can do to improve what would it be?
Has the nonprofit applied for the Google Ad grant? Worth looking into it, if not.
Definitely this, but it does limit your targeting options. But it's not so bad if your sole goal is brand awareness, as it's all paid for you.