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Online Advertising

Google Ads Grant:
  • As a not-for-profit organization, TRCA receives monthly in-kind Google Ads support that can be used the same way as Google search advertising.
  • Search advertising is effective for reaching people who are actively searching for what you offer.
  • The grant-based search ads have limitations: they appear below the paid ads, and in some cases may not show at all. Grant ads are most effective for high-volume searches for which there is little competition.
  • Certain performance requirements under the grant may also limit the effectiveness of search ads, particularly where the communication objective is awareness-based.
  • Communications, Marketing and Events staff will determine the suitability of initiatives for the Google Ads Grant program and will design and set up the search ad campaigns.
Google Ads (paid):
  • The types of advertising available include search, display, and YouTube.
  • If paid search ads are running, these same ads cannot run under the Google Ads grant.
  • Remarketing is available for display ads in order to target people who have visited specific TRCA web pages.
  • Display ads are most effective for raising awareness within specific audiences, whereas search ads are best for reaching people who are actively searching for what you are offering.
  • Communications, Marketing and Events will design and set up campaigns based on the program/project marketing objectives and available budget.
Social Media Ads:
  • Advertising on Facebook, Instagram, or LinkedIn is particularly effective at reaching people within specific demographics and interests. Remarketing is also available.
  • Communications, Marketing and Events will design and set up campaigns based on the program/project marketing objectives and available budget.
Key Considerations:
  • Web pages that are linked to ads must be optimized for the ad campaign. In some instances, a new landing page will be created specifically for the campaign.
  • A combination of search, display, remarketing, YouTube and social advertising can be effective for some campaigns, depending on the objectives and targeting.
  • Increasingly, machine learning and other AI tools are being made available for online advertising. This can change the way creative and targeting strategies are managed.