Holiday services, on the page and in search

Plan the page and ads early

Holidays are a time when people search for a service to attend. Grantkeeper drafts a holiday services page from your schedule, and builds a paused campaign with an ad group per kind of search, such as “christmas eve service [town]” or “easter sunrise service [town],” with sitelinks to service times and directions. A Spanish service gets its own ad group, keywords and page.

Build it three to four weeks ahead so there is time for your read-through and Google's ad review. Switch it on in Google Ads when the page is live. Grantkeeper sets a TickTick reminder to pause the campaign the day after the last service.

Fictional example: a church with Christmas Eve services at 4, 7 and 11 pm and a Spanish service on Christmas Day gets English ad groups for each kind of search and one Spanish group, a page that lists all four services with childcare at 4 pm, and a reminder to pause everything on December 26.

Keep audiences out of it

Google treats religious belief as a sensitive interest, and its policy says advertiser-curated audiences, such as Customer Match lists or your data segments, can't be used when promoting places of worship. The campaign reaches people through keywords and location. Grantkeeper does not upload member, visitor or attendance lists to Google Ads.

Ads stick to facts a visitor can use: the time, the place, the language, and whether children's care is offered. Those facts have to match the page, and both have to change if the schedule does.

If a service fills up or a time moves, tell Grantkeeper. It updates the page draft, drafts corrected ads as paused, and pauses the ads that no longer fit.

After the season, the paused campaign stays in your account as a starting point for next year. The after-event review works for holiday services too.