Use Your $120,000 in Free Advertising
Seriously, do it.
It’s far too much value to pass up – $10,000 per month in free AdWords for qualifying nonprofits. Applications may take up to six months, but this gives you time to come up with what to do with your new $120,000 advertising budget. If you’re worried about your eligibility or application, LeadPup is happy to help you apply.
Understand the caveats to your grant money
- $2 maximum Cost-per-Click Bid
- $329 maximum daily spend (this is how you get to $10,000 per month)
- Text ads only
- Keyword targeting only
- Your ads are shown after all other paid bids (it’s Google’s remnant advertising)
- You may only drive traffic to one domain
The trick (or opportunity), is figuring out how to work around these restrictions and the competition to take full advantage of your grant.
How To Use Your Google Grant Effectively: 3 To-dos, 1 Not-to-do
There are countless ways to take advantage of your Google Grant, and being such a valuable and accessible medium, nonprofits have come up with a bevy of creative uses. We encourage you to think creatively about how this AdWords spend can work for your organization. That said…
Here are the simplest ways to put your grant to work:
1. Target Core Keywords
This is where most organizations start, and it is a fine place to begin. If you can reach your audience by bidding on some simple keywords relating to your organization – do it! This may be particularly useful for locally-focused organizations. A search for “animal shelter Omaha” ought to return your Omaha animal shelter. Start by researching a few keywords in the Google Keyword Planner. This will tell you how many times per month that keyword string is searched, as well as Google’s suggested bid. Keep in mind that your bid is limited to $2 (at least to spend with your grant), and that search volume traffic is still one click away from actually clicking on your link. The average AdWords click-through-rate is about 2%. Nonetheless, your Google Grant can help you ensure that anyone who is looking for your organization (or at least close) easily finds it.
2. Promote Events
Nervous about attendance at an upcoming fundraising event? Plug in all the relevant information on your event into your keyword targeting. You will have to contend with a lot of other local traffic, especially in big cities, but if you’re diligent, you can achieve impressive visibility. Specific targeting can help you work below your $2 minimums. Remember, because you’re using a free advertising medium, just one attendee pays off the whole campaign.
3. Advertise Product/Services
As long as the proceeds go entirely to your cause, Google Adwords are a great way to sell your services. Competitors may buy up all the obvious keywords, but this just means you have to be even more clever with your $2 bid. Chances are, your competition isn’t spending $10k/mo. on AdWords. Think of your offering as broadly as possible. This helps you capture any of the non-obvious searches. For example, we once helped a nonprofit co-working space use their grant by expanding their keywords to include “library” and “continuing ed.” related searches (they offered technical skills classes too). This was especially effective when paired with local targeting too. Imagine all of the various use-cases for your product/service, and do some keyword targeting around these. This will help you find pockets of high-traffic searches within your $2 bid.
DO NOT: Ask for Donations
Google Grant ads are not the right time or place for donation asks.
While AdWords is a fantastic advertising medium, it is important to remember that you are working with Google’s remnant inventory. Your maximum Cost-per-Click bid is $2 and your ad will be shown after all paid ads. Think of it like this – you may not be able to advertise during halftime of the Superbowl, but you can get your ads into as many Seinfeld reruns as you want. As a result, you will not be able to reach people who are in-market to make a donation RIGHT NOW. The good news is most donations happen after education and cultivation anyways, not a search and subsequent click.
This is also what makes AUDIENCE GROWTH the #1 most effective use for your grant.
Interested in Learning More?
- Why Audience Growth is the best use for your grant
- How recent changes to the Google Grants program could affect you
- More Google Grant best practices to use for your nonprofit
Join Our Webinar, Thurs. 4/27 at 11AM MST
You should know about some recent, significant changes to the Google Ad Grants Program and how they could affect your organization.
We will also divulge emerging best practices, having managed countless successful Google Grant campaigns, to help you put your FULL Google Grant to work, and see REAL RESULTS.
Join LeadPup and the Google Grant Guru, Jeff Yin, for an in-depth review of recent changes to the Google Grant program, and the essentials for using a Google Ad Grant to drive real change.
In this one-hour webinar, we will cover
- Why EVERY nonprofit should be taking advantage of this FREE MONEY from Google.
- Will the $40,000/month Google GrantsPro ever come back? What if I’m already on a GrantsPro?
- Do I need to signup for Google for Nonprofits? And what about AdWords Express?
- How to avoid unexpectedly having your AdGrant suspended.
- How a Google Grant can drive over 5,000 website views per month.
- Why you should NOT be asking for donations with your grant. And what you should be doing instead…..
- Effective ways to make sure you’re spending your full Google Grant, every month.
- The basics of testing and optimizing your AdWords campaigns.
Who Should Attend:
Anyone responsible for their organization’s Google Grant campaigns.
Marketing Directors, Media Managers, Digital Strategists, Creative Directors, Dirs. of Communications