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Course Summary
Google’s AI Overviews are fundamentally changing how paid advertising appears in search results. As AI-generated summaries increasingly dominate the top of search pages, understanding how ads operate within the new search ecosystem is critical for nonprofits managing Google Ad Grants and paid search campaigns alike.
This practical pre-recorded webinar explores the evolving landscape of paid search in an AI-first world. Designed for nonprofit marketers, digital strategists, and Ad Grant managers, this session will equip you with the knowledge to adapt your advertising strategies as Google continues rolling out AI-powered search experiences
Key Learnings
- How Google Ads appear within AI Overviews
- The dynamics between organic visibility, AI summaries, and paid placements
- Real examples of how AI Overviews are impacting nonprofit ad performance
- Practical strategies for optimizing Ad Grant campaigns
- User behavior when ads appear alongside AI-generated content
- How to adjust bidding, targeting, and ad copy for this new search landscape
Instructor
Matt Caplan
Senior Advertising Manager
As an Advertising Manager at Whole Whale, Matt leverages his expertise in digital marketing and project management to help social impact organizations maximize their online presence. With a keen eye for emerging technologies and storytelling trends, Matt crafts innovative strategies that drive measurable results for organizations striving to make a difference. His approach combines data-driven insights with creative problem-solving, ensuring each of his clients receives tailored solutions that align with their unique goals and values.
Matt has successfully managed numerous digital campaigns, generating positive return on ad spend (ROAS) and increasing engagement across all major platforms such as Meta, LinkedIn, and Google. His work has helped various social impact organizations achieve significant milestones, from boosting donor acquisition to amplifying action for critical causes. Matt has spearheaded multiple campaigns across various social impact sectors, resulting in positive returns, consistently improving campaign results YoY. In addition to his ads work, Matt also owns the internal maintenance of the Whole Whale website.
Before joining Whole Whale, Matt honed his skills at Epic, where he played a crucial role in issuing the nationwide recommendations during the COVID-19 pandemic. His entrepreneurial spirit also led him to found Biscuits n Groovy, a digital music company that empowered artists to expand their online presence and build loyal fanbases.
When he’s not immersed in the digital world, Matt can be found on the tennis court, behind the keys of a piano, or attempting to win the affection of his cat, Sandy, who remains unimpressed by his growing collection of rec sports participation trophies.