free google ads for non profits
Hey, good morning! Today we're coming live from Green Bay, Wisconsin. Actually, we're not. We're sitting in Plano, Texas. But Green Bay is my team! We're playing Detroit tomorrow. Go Green Bay! So, today our topic is how to set up Google Ads in 2021, specifically using Google for Nonprofits. This is being brought to you by Cash Data Consulting LLC. My name is Kashif Mockel. 2020 is coming to an end. We have 19 days left, so let's stick with it and get there.
You may not have heard of Google Ads. If you haven't, my favorite explanation for that is from my former student who said Google Ad is a slot machine. In a way, it really is. You keep feeding it and it's going to push out ads. But what is Google Ads? It's an advertising platform from Google. This is also known as PPC advertising. PPC simply means pay per click. What does that really mean? It simply means that if you set up Google Ads, Google will only charge you when a potential user clicks on the ad. In other words, the ads are shown for free. If your ad is shown 100 times, 98 times you're really getting a free ad.
In case you're wondering how to get to Google Ads, this is the link right here. It's ads.google.com. You can certainly read about it. It's very powerful and a lot of companies use it very successfully.
Today, we're going to do a quick demo using Google Ads, but we're going to focus on a nonprofit. We've been working with nonprofits for about five to six years. This is part of our community service. Let me show you this wonderful website. This is called Ferguson Road Initiative. They are based in East Dallas. You can read about them. They have been operating for maybe 10 to 20 years. They do a lot of wonderful programs in the community. Connect with them and tell them that Cash sent you. We will be focusing on a Google for Nonprofit campaign, which we're going to talk about in a minute.
So, what is Google for Nonprofits? This is an awesome program that offers charitable organizations like yours free access to G Suite. That would mean things like Google Docs, using Gmail for work, and more. But the one that I'm going to talk about today is Ad Grants. Are you sitting down? You get $10,000 a month in free ads. How cool is that? If you do the math, you get approximately $333 a day in free ads. You should definitely look into that. You also get a YouTube Nonprofit Program. There are other things related to Google Earth and Maps. You can certainly Google Google for Nonprofits to find out more about it.
If you need help with this, if you're a nonprofit and you need help working on some of this, contact us. We have been doing this for a number of years. We even put together a page that focuses on this. If you go to our website, Cash Data Consulting, click on the SEO dropdown, and you should see Google for Nonprofits. Check it out and if you get to the website, you can get to this page as well.
Let's do a quick crash course on Google Ads. Google Ads has following components. At the top level, you have the campaign. This is where you control how much you want to spend in a day. For this grant, we can spend up to $333 a day. Ad group is where you focus on your product or service. Today, we're going to be building ads for a specific page that's focused on their year-end giving. The keywords and the actual ads work together. The keywords are the ones that people will type into the search, and when that happens, your ads will get triggered.
There are other important components tied to Google Ads, like quality score, ad extensions, keyword planner, ad diagnostics, and more. You can read more about the Google account ad structure on our website. This explains it well.
Let's move forward and I'll show you their campaign. I believe I have it up and running here. Here it is. This is the NTGD campaign. They have been running for a while, but notice the big spike on September 14th. This was North Texas Giving Day and their ad was shown 3400 times for free. They did not pay anything because they applied for a grant through the Google for Nonprofit program. If you're a nonprofit and need help with that, please contact us.
Now, let's create a new campaign. We're going to go to the campaign level. We're going to click on the plus button and create a new campaign. The objective of this campaign is to drive traffic to a particular page on the website. We're going to focus on the search network, which means the ads will get triggered when people search on Google.
That's a quick crash course on Google Ads. I hope you found it helpful. If you have any questions, feel free to reach out to us. We're here to help.
The Ultimate Guide to the Google Ad Grant (2019)
Welcome back! In today's video, we're going to discuss the ultimate guide to Google Ad Grants. If your nonprofit has a Google Ad Grant, this video is for you. If you don't have a Google Ad Grant, check out this video to learn how to get started. Today, I'm going to share some tips to help your account perform at its best and allow you to spend more. I've helped nonprofits spend over $2.5 million, so I have some best practices to share with you. I've also been in your shoes, working in a nonprofit and self-teaching myself how to manage the ad grant. I wish I had a video like this to help me maximize the grant's effectiveness. Managing the Google Ad Grant program is even more challenging today, so I'm excited to share these tips with you. Let's start with a shocking statistic. Google reported that Google Ad Grant recipients only spend about $300 of their ad grant on average every month. This is not a lot of money, and many nonprofits get defeated because they can't spend much and don't see results. If your nonprofit has the grant but hasn't been able to spend even half of it, comment below if you want to spend more. At the Digital Marketing Academy for Nonprofits, we help nonprofits spend $7,500 out of their $10,000 ad grant on average. Now let's jump into the tips.
1. Account Structure:
- Structure your ad grant account with broad campaigns and related ad groups.
- Make sure your account structure mirrors your website navigation.
- Be as specific as possible with keywords and phrases within each ad group.
2. Landing Pages:
- Use keyword research to find the most relevant keywords and phrases for your nonprofit.
- Incorporate these keywords and phrases into your landing page's URL, title, headings, meta description, and on-page copy.
- Ensure a good user experience by providing content that matches the keywords and phrases people are searching for.
3. Ad Copy:
- Include keywords and phrases from your research in your ad copy.
- Create at least three variations of your ads to incorporate different keywords and phrases.
- Use our guide with two tricks to increase your click-through rates and manage your quality score.
4. Quality Score:
- Aim for a quality score of three or more to avoid account suspension.
- Leverage keywords in ad groups, ad copy, and landing pages to improve quality score.
- Set up automated rules to receive emails when keywords have a low quality score.
By following these tips, you can manage your Google Ad Grant more effectively and maximize its impact. Remember to continuously monitor and optimize your account for the best results. Good luck with your ad grant journey!
$10,000 in Free Google Ads for Nonprofits
In this article, we will discuss the Google Ad Grants program and how it can benefit non-profit organizations. We will explore the importance of conversions and insights gained through the program, as well as the distinction between the Google Ad Grants program and traditional paid advertising. Additionally, we will provide an example of a non-profit organization that successfully utilized the program to increase awareness and funding.
Google Ad Grants Program:
- The Google Ad Grants program offers $10,000 per month in free advertising for eligible non-profit organizations.
- Currently, there are approximately 20,000 non-profits across 50 countries participating in the program.
- Despite the available funding, many organizations only utilize a fraction of the grant, averaging between $400 and $500 per month.
- The focus of the program should be on conversions, rather than how much is spent.
- Conversions occur when someone clicks on an ad and takes a desired action, such as making a donation or attending an event.
- Insights gained through the program can inform marketing strategies and improve conversions across various platforms.
Google Ad Grants vs. Traditional Advertising:
- Google Ad Grants are active search ads, where users actively search for specific information.
- Traditional advertising, such as TV ads and social media ads, are passive interruption ads.
- The Google Ad Grants program provides specific and valuable insights into user behavior and preferences.
- Non-profit organizations can use the Google Ad Grants program for awareness and branding, while traditional paid ads are more effective for display, video, and remarketing.
Case Study: North County Cancer Fitness
- North County Cancer Fitness is a local non-profit organization that leveraged the Google Ad Grants program.
- After initial struggles with setting up the program, they hired a knowledgeable individual who significantly improved their results.
- Within 30 days, their weekly spending increased to $2,760 and monthly spending reached $11,040.
- The organization saw a substantial increase in website traffic, as demonstrated by Google Analytics data.
- Currently, they are spending $3,300 per week and $13,200 per month, exceeding the $10,000 monthly grant limit.
The Google Ad Grants program offers a valuable opportunity for non-profit organizations to increase awareness, raise funds, and improve conversions. By utilizing the insights gained through the program, organizations can refine their marketing strategies and better engage with their target audience. While the grant program has its limitations, paid advertising can be used in conjunction to further enhance results. The case study of North County Cancer Fitness demonstrates the potential success that can be achieved through the program.
Google Grants gives non-profits $10,000 A MONTH in FREE advertising!
Music: Hey, welcome to Echo Conversations! Here with me is Rob Bettis, who is a Google partner. That's correct. What does that mean? Yeah, so I'm certified in both Google Ads and Analytics, have been for about 10 years. And as a part of that certification, I become a Google partner, which means I have a certain level of training that requires to manage accounts. Yeah, and so today, because I have you, the partner here with me, we're gonna talk about Google Grants specifically for nonprofits. This is the system that Google has set up for nonprofits. Sure, and I've heard it's $10,000, free Google ad money. Mm-hmm, that is offered. That's right, yeah. So the Google Grants program is something Google offers to nonprofits who want to advertise on the Google Ads Network. And if you apply and if you're accepted, then you get a myriad of benefits, including a free subscription to the G Suite, which used to be called Google Apps. And you also get a credit for free advertising on the Google Ads Network, and it's currently $10,000 a month is what that grant is for. I'm so glad to have this conversation with you because you're super knowledgeable about this, and I feel like most ministries and nonprofits that I have talked to know this exists, but I think there's a lot of skepticism and a lot of misinformation about exactly what is offered. Is this real? It feels kind of like Google, the big bad big brother kind of thing. Could this be a trick or something? So I want to either confirm or set the record straight for Google with this. So yeah, so is it, let's just jump right in and I'll play the part of the skeptic. Okay, so $10,000. Yep, seems like a lot for Google to give me. Is it really like actually, you know how, like, there's credit card bonus miles, how that's not actually a mile, right? So is this like that or is this like real $10,000? So yes and no. It is $10,000, that is what the grant is for, and there are limitations for how you can spend that $10,000. And I would say as a result of those limitations, for most advertisers from those nonprofits, it's somewhat unrealistic to think that you'd actually spend the full 10k. I've managed accounts for national and international nonprofits using the grant before, and even they have a hard time maxing out the full grant, interesting, and meeting all the performance requirements that Google places upon the account. But it is, you know, for many nonprofits, it's still a tremendous amount of free advertising, yeah, hey ministries, nonprofits, free, you know, your talk, our language, which is why it's super enticing and it's a really interesting concept. Yeah, so again, skeptical, it feels really hard, I think, for a lot of guys who, again, ministries, the heart is just to reach people, but now I've got to figure out, like, when I look at Google Analytics, man, it's overwhelming, it feels really hard. Is it hard? So, yeah, that's a big question. It will be true stuff, but it feels really intimidating, let me say that. It feels intimidating if it's new and it's not something you're familiar with. There's a lot of verbage and a lot of tools that you know most ministries probably don't need otherwise experience. So although there's the free advertising dollars floating out there, I think for most ministries, it's worth weighing the cost, be it time or financial, to get someone to kind of put that to work for you or to put that to work for yourself. So some knowledge of analytics is good, and certainly a good knowledge of Google Ads is also helpful. Yeah, but that's not to say someone couldn't spend some time learning the basic skills and do it themselves. The good thing is you're playing with house money, right? So like if it's not the most efficient account, yeah, it's okay. And but you also have this opportunity. And so for a lot of bigger ministries, it might be worth spending the money to get someone to manage that account for you because the cost of management is still gonna be insignificant over the total value of the free ads you're getting. Yeah, sure, sure. Okay, so I'm interested. You've piqued my interest. I've laid my skepticism aside temporarily. That's right. Am I eligible? Like, who's eligible for this? Are they just handing this out to anybody? I think, you know, anybody, probably not, but I would say most ministries are probably eligible for it. There's an application process. You have to prove that you're a 501(c)(3). You have to prove or confirm, if you will, what your organization does and what its intent is. So, of course, there's limitations. If you're promoting violence, they're not gonna allow you in the program, some things like that, that most reasonable people would understand. But if you're just kind of a normal ministry doing service work, there's a high likelihood you'll be accepted. Yeah, I think I read somewhere it's they try to focus on the service part of that. So, like, that's specifically kind of what they're, I saw that language. We were sure, service was a big part of that. Yeah, it's a big piece of what it, you know, they want to make sure the ads that you're advertising to relate directly to what it is, the good that you're providing. Okay, there's a connection there. There are over 35,000 nonprofit organizations already in the program, just to give you a sense of the size. It's pretty significant, nice. So, eligibility requirements, yeah, they're hoops to kind of jump through. What's the, I know there's an application. Yep, there is an application process, and that's probably the hardest part, getting the administrative pieces of your 501(c)(3) certificate and proof that you are who you say you are, that sort of thing is a bit cumbersome to get started for most folks. But once you are accepted, there are some requirements to stay in the program, and there have been some significant changes in the Google Grants Program back in March of 2018. And so some of those changes, some of these requirements to stay in, there's certain performance the account has to perform at a certain level for you to maintain your grant status. You also have to check the account periodically in order to continue keeping it in good standing. You have to structure the account in a certain way in order to adhere to Google best practices, which just happens to be a requirement of the program. So it makes sense. They're not erroneous requirements or kind of things that Google wants you to do to be a good steward of the money that they're donating. But I think one thing that is really helpful when we think about this is like, what's Google's deal? Why are they doing this? Yeah, that's a great question. And I think to put it in context, one of the requirements of the program is that there's a bid cap of how much you can bid for the traffic that you're targeting with the ads. If you're not familiar, yeah, where like, yeah, that's great, yeah. A little with Google ad network, when you do a search result on google.com, you get two types of results. You get paid results and you get organic results. As an advertiser, there's really not a direct way to influence the organic results. That's Google's algorithm doing its magic behind the scenes. But the paid results are influenceable, and there's really kind of an auction that takes place that decides which ads show based on who's bidding on them, not purely just who has the highest bid, but the quality of their ads, the historical performance, and some other metrics. So they're all text ads. Google offers different types of ads, but the grant program is limited purely to text. Yeah, when they call their search network, I think, I mean, most people are familiar that when you search for anything, the first, usually, I think it's like three kind of changes, yep, do five, but usually I feel like there's three or so ads that, and it's delineated, it says ad or sponsored or something that probably also changes. Yeah, I feel like I'm always being AB tested. It's always changing, but, uh, yeah. So the first few, and that's what you're talking about. Yeah, under the search bar before the organic searches, usually what I end up clicking on is more organic, but you can influence those top few ads. That's what you're, that's what you're banking on here, that's correct, yeah. So it really gives a small organization an opportunity to show up first for certain results, the power, yeah, that's, that's awesome. I mean, that's a nice opportunity. You're also putting your brand in front of people who are searching for the types of services or organizations, you know, whatever category
Google Ad Grants Limitations
If your nonprofit is looking to attract more donations or wants to build more awareness for a specific cause, but you might be limited on your marketing budget, Google Ad grants is here for you. This program by Google can give nonprofits, if they meet certain eligibility requirements, up to ten thousand dollars of free ad spend every single month. But with anything free comes a price. There are certain limitations or criteria components that you must meet in order to keep receiving this money. In this week's video, I'm gonna show you what those limitations are and what criteria you need to meet in order to keep getting the free ad spend.
Limitation 1: Search Network only
The first limitation with Google Ad grants is that you can only use the search Network. Other campaigns like display or video are not allowed. Google will not allow you to fill out the necessary information for these campaigns. So, search network is the only option we have.
Limitation 2: Text-based ads and keyword targeting only
Google clearly states that your ads will be entirely text-based and all campaigns have to be keyword targeted. No videos or images are allowed.
Limitation 3: Cannot exclude IP addresses
You cannot exclude any IP addresses within a Google Ad grants account. Advertisers cannot block out the IPs, which can be frustrating for advertisers who want to limit their spend and only target specific users.
Limitation 4: Maximum CPC of $2
You can only hit a maximum cost per click (CPC) of $2. If your nonprofit is in a highly competitive space, you may not get the exposure you're expecting to achieve.
Limitation 5: Cannot add audiences
You cannot add audiences, even though it is part of the search Network and still targeting keywords. Google will reject any audiences you try to add.
Additional limitations announced in January 2018:
Google announced new criteria that would affect anyone running Google ad grant accounts. Single-word keywords are not allowed unless they are in line with your nonprofit's mission or your own brand name. Keywords with a quality score lower than two are also not allowed. You must maintain a 5% click-through rate account-wide, or your account can be suspended.
Despite these limitations, it is still worth applying for a Google Ad grants account if your nonprofit is eligible. Free ad spend is better than no free ads. Just keep in mind that you won't be able to run a full robust paid campaign with all the available options. But with careful planning and targeting, you can still make the most out of this program to attract donations and build awareness for your cause.
How to Get Free Google Advertising for Nonprofits using Google's AdWord Grant
Hi, I'm Susan from digital marketing agency upriseUP. In this video, I'm going to talk to you about Google Ad Grants - what they are, how to get one, and why they're so important. Google currently gives charities up to $40,000 a month to spend on search engine advertising on Google. That's essentially free money to send people to your website. Charities that are new to the scheme can spend up to $10,000 a month, which is $330 a day.
Getting a Google Ad Grant:
To sign up for a Google Grant, you need to be a registered charity. Sign up to TT exchange, which you may already be registered with since they provide discounted software for charities. Then, create your Google AdWords account and sign up for your Google Ad Grant. It may sound like a lot of steps, but it should be relatively painless. Google reserves the right to turn down charities for any reason, but in our experience, this is really rare. They say it takes 30 days to hear back, but it can be much quicker. In fact, the whole process can take two weeks from start to finish.
Benefits of Google Ad Grants:
1. They're effective: There is nothing more effective than being in front of a person at the exact time they are searching for your product or service. Imagine someone looking to volunteer for a charity, and your ad is one of the first to appear. What a fantastic opportunity to engage that person with a well-written ad so they click through to your website to find out more about your charity.
2. Highly targeted ads: With highly targeted ads, you can ensure that all your traffic is really relevant. That $330 a day can equate to over 350 web visits a day.
3. Free advertising: Google Ad Grants provide free money to send people to your website. It's free advertising for your charity, and it doesn't get better than that.
Google Ad Grants are a fantastic resource for charities. They're a no-brainer because it's free money to send people to your website. While they do have some restrictions, they're a fantastic place to start. We love Google Ad Grants and know how to get the best out of them. If you'd like more information or help with your application, please do get in contact. Thank you for watching, and look out for the next video in our digital marketing series.
Free Nonprofit Webinar: Google Ad Grants 101 - $10K/Month In Free Ads
Be here in August as we transition to fall and so you know, a very important time of year for nonprofits, of course. So this is a good time to explore the Google Ad Grant opportunity if you've never heard about it before or if you have, definitely a good time to take it to the next step and implement it within your organization.
My name is David and joining me today is my colleague Ilya. We're going to discuss Google Ad Grants 101 and how to grow your nonprofit's online presence with $10,000 a month in free ads.
Before we get started, turn on our webcams. We'll have our webcams on throughout the webinar. Hello everyone, as you can see, we're actual humans here today to teach the webinar. We speak to nonprofits all the time and we understand your concerns. This is why we're qualified to teach the webinar.
Just to run through, we're a Toronto-based digital marketing agency that works exclusively with nonprofits. We've been managing the Google Ad Grant for over 10 years and we're a Google certified professional. We're one of 45 companies worldwide and one of two in Canada certified for this work. We've worked with many nonprofits and generated and managed a lot of free marketing.
Now, let's go over the criteria for the Google Ad Grant. There are three basic criteria. First, you need to be a registered nonprofit in one of the 50+ countries that Google has for eligibility. You also need to be registered with TechSoup as a nonprofit, which validates your existence and operations.
Second, your nonprofit needs to have a website that is owned by the organization. It should be of high quality, with no broken links, good page load speed, good content, good landing pages, and good call to actions.
Third, make sure you're not one of the following nonprofits: government entities, organizations, hospital medical groups, schools, academic institutions, or universities. However, philanthropic arms of these institutions are eligible for the grant.
Now that we know who's eligible, let's clarify what the Google Ad Grant is. It provides $10,000 per month in free Google Ads credits. This is not a one-time or yearly grant, but a monthly credit. The grant can only be used for Google Ads and not for other expenses.
To reiterate, you won't be charged extra for the Google Ad Grant. If you spend the maximum amount, your ads will stop running until the next day. The grant is averaged out per day over the course of a month.
Now that we understand the grant, let's move on to pay per click advertising.