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In case you haven’t heard, Google wants to give you free advertising.
In fact, Google has given away hundreds of millions of dollars in free advertising to qualifying nonprofits through their Google Ad Grants program. While the grant is worth up to $10,000 a month in free ads, the average organization only manages to use about $300 a month. The Google Ad Grants ads are free, but there are some limitations:
- The ads must reflect the mission of the organization and not be too commercial.
- You can only bid up to $2 per keyword.
- Google will only allow maximum spend of $329/day.
- Ads can be text only.
The program is available to 501(c)(3) nonprofits, but not all organizations qualify. Excluded categories include educational, academic, childcare, government and healthcare institutions. If your application is approved, you’ll submit an initial AdWords campaign for review and approval.
Once you get to the point where you’re ready to write your text ads, here are five tips to get you going in the right direction.
- Increased engagement with web content (like articles or videos)
- Email newsletter signups
- Event registration
- Volunteer recruitment
New visitors may not head straight to your Donate Now button, but that’s okay. Simply raising awareness is a legitimate goal.
- Look at your site’s Google Analytics for organic search keyword phrases.
- Define negative keywords in your campaign. This helps keep your ads in front of the right audience. For example, if you don’t want to display ads to married people, you could make the term “married” a negative keyword.
- Use geographic terms that describe your area.
- Include misspellings of your nonprofit’s name.
- Google’s quality score for your ads depends in part on how closely the landing page matches the ad. A higher quality score means higher positions for your ads.
- Visitors who came from an ad typically intend to do something. Landing pages are optimized for action.
If your nonprofit has not yet applied for the Google for Nonprofits program and taken advantage off all the perks and benefits of membership—including the $10,000 worth of advertising—now’s the time. Learn more about all your organization can receive with this free eBook, How Your Nonprofit Can Get $10,000 a Month from Google.