How to Teach Google to Find the Right Supporters

Google uses your conversion data to learn what a “good” visitor looks like.

If you're tracking weak conversion signals, your ads may optimize for people who are less likely to volunteer, register, donate, or take meaningful action.

In this session, we’ll break down how to set stronger conversion signals so Google can learn from the right actions and optimize toward better nonprofit outcomes.

What you'll learn:

• How Google uses conversion data to decide who sees your ads
• Why weak conversion signals can lead to lower-quality traffic
• How to choose conversions that reflect real nonprofit goals
• When to use primary vs. secondary conversions
• Common tracking mistakes that can hurt performance
• How to measure results beyond clicks, visits, and surface-level engagement

📆 Free to join. Spots are limited. Recording included.

Note: By registering for this webinar, you consent to receive communications from the presenters using the contact information you provide.

📢 About the speaker 📢

Malou De Gracia | Nonprofit Education Specialist at Getting Attention

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Malou is the Nonprofit Education Specialist at Getting Attention, where she helps nonprofits learn more about the Google Ad Grant and how to manage it effectively. With more than 20 years of experience, including more than seven years of experience in marketing and technology, Malou is well-versed in the demands of the digital era.

Prior to her work at Getting Attention, Malou was a moderator for a leading nonprofit education platform, where she planned and hosted free educational webinars on topics ranging from search engine optimization, donor engagement, fundraising tips, and more. Most recently, she worked in the mission-driven sector, advising organizations on improving their search outcomes. She brings that wealth of knowledge and deep understanding of the needs of nonprofits to her webinars for Getting Attention.

In her free time, you can find Malou collecting pottery (she'd make her own if she had the equipment!) and propagating her houseplants.