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Learn how Google for Non-Profits can benefit your organization through Google Grants for AdWords, Google Earth Outreach, YouTube NonProfit Program and more! For more detailed information from this live presentations, see http://www.royalladv.com/blog/google-for-non-profits/
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GETTING $120,000 IN GOOGLE GRANTS FOR ADVERTISING
AND HOW TO MANAGE IT
GOOGLE NONPROFITS
Google Ad Grants
Google Earth Outreach
YouTube Nonprofit Program
APPLICATION PROCESS
IT’S AS SIMPLE AS THAT!
GOOGLE NONPROFITS
Google Ad Grants
Google Earth Outreach
YouTube Nonprofit Program
GOOGLE AD GRANTSADWORDS FOR NON-PROFITS
WHAT IS GOOGLE ADWORDS?
GOOGLE ADWORDS IS AN ONLINE ADVERTISING SERVICE
•A program by Google that lets you manage your
advertisements.
•Display your ad on the Google search network.
•Uses a bidding system to rank ads.
•Much more
AD GRANTS FOR ADWORDS CAN HELP YOU
GET YOUR MESSAGE TO THE RIGHT PEOPLE
•Get your message to your target audience as they’re searching for you.
Grantees report that 25.3% of their site visits come from AdWords ads.
GENERATE DONATIONS
•Grantees can solicit donations in
their AdWord Ads.
27% of Google Grantees report
“generating donations” as their
most important metric.
AD GRANTS FOR ADWORDS CAN HELP YOU
ENGAGE VOLUNTEERS AND SUPPORTERS
•Recruit volunteers and engage
supporters directly from your
advertisements.
AD GRANTS FOR ADWORDS CAN HELP YOU
YOU MAY BE ELIGIBLE FOR A GRANT IF:
ELIGIBILITY FOR AD GRANTS
•Hold valid charity status.
•Agree to nondiscrimination clauses.
•Functioning website with substantial content.
CHARITY STATUS IN THE UNITED STATES
•Must have 501(c)(3) status with
the IRS.
•Must appear in the online
database.
YOU ARE NOT ELIGIBLE FOR A GRANT IF:
•Government agency or organization
•Hospitals or medical groups
•Schools, childcare, academic institutions and universities.
•Most who aren’t eligible for a grant are eligible for Google’s other
nonprofit services (Google Earth Outreach and YouTube Nonprofit
Program)
MAINTAINING ELIGIBILITY
•Link to the one domain that
was approved.
•Log in monthly
(recommended daily).
•Ads must be relevant.
•Strictly commercial is prohibited.
•Cannot link to pages whose primary
purpose is to link to other pages.
Ads offering financial products:
•mortgages
•credit cards
Donations of:
•cars
•boats
•property
CANNOT DISPLAY GOOGLE ADSENSE ADS
MANAGING YOUR GRANT MONEY IN ADWORDS
•Manage AdWords daily.
•Many only spend $330 a month (out of
$10,000!)
•3 billion searches on Google every day!
•Never submit any billing information.
CLICK THROUGH RATE
Managing your Click Through Rate:
1. Create closely themed keyword groups
2. Regularly adjust your bids
3. Keep an eye on the competition’s ads
MAINTAIN LOW COST PER CLICK
Google determines the amount of your
cost per click based on your Quality
Score, which is determined by 3 main
factors, including:
1) click through rate
2) ad relevance, and
3) landing page experience
GOOGLE ADWORDS CONVERSION RATE
You can maintain a high conversion rate by keeping a close
watch on Adwords data.
1) Specific Keywords
2) Negative Keywords
WHAT ELSE?
• Enhance your campaigns for users on Mobile
Devices
• Enhance your campaigns for users’ locations
• Enhance your campaigns for certain times
BENEFITS & RESTRICTIONS:
GOOGLE ADWORDS AD GRANTS
PROGRAM DETAILS
•Daily budget of $329 or roughly $10,000 per month.
•Maximum CPC limit of $2.
•Only keyword targeted campaigns.
•Only appear on Google search results page.
•Text ads only
•May only promote mission based keywords.
ADWORDS EXPRESS FOR GRANTS
Google can manage your account for you.
•Minimal ongoing management.
•Desktop and mobile devices.
•Review the effectiveness on the dashboard.
ADWORDS EXPRESS FOR GRANTS
•Must already have an
AdWords account.
•Must be approved for Google
Ad Grants.
REQUIREMENTS
ADWORDS EXPRESS FOR GRANTS
•Loss of control.
•Not able to set up keywords.
•Ads may show when unwanted.
•Pay for unwanted clicks.
•Lowers conversion rate
LIMITATIONS
GRANTSPRO
•Spending cap of $40,000
per month
•Separate application
process.
REQUIREMENTS:
GRANTSPRO PROGRAM DETAILS
•Tracking at least one (meaningful) conversion.
•Must hit your monthly budget.
•Maintain an average CTR of 1% or higher.
•How will you use your increased budget?
•Be in good standing with Google.
•Authorized representative to
manage account daily.
•Complete an annual survey.
•Must share all conversion data.
GOOGLE NONPROFITS
Google Ad Grants
Google Earth Outreach
YouTube Nonprofit Program
GOOGLE EARTH OUTREACH
MAP OUT SUCCESS FOR YOUR ORGANIZATION:
GOOGLE EARTH OUTREACH
•Create a custom map.
•Create a Google Earth for YouTube
•Publish maps to the web.
Google Ad Grants
Google Earth Outreach
YouTube Nonprofit Program
GOOGLE NONPROFITS
YOUTUBE NONPROFITPROGRAM
TELL YOUR STORY THROUGH VIDEO
YOUTUBE NONPROFIT PROGRAM
•Able to solicit donations and engage viewers in a more interactive
way.
•Free enriched version of YouTube.
•Overlay a call-to-action onto your video.
•Customize your channel.
NEED HELP CHOOSING KEYWORDS?
If your nonprofit would like help with your keywords, comment below and we’ll be
happy to provide suggestions.
WE CAN HELP!