Google Grants gives eligible nonprofits $10,000 per month in free online advertising to promote their organizations and causes on Google. During this webinar, you will be told everything you need to know about the program, how it can benefit your nonprofit, and the process of applying for the grant. You will also see what is required to succeed when using Google Grants.

1. Sponsored by:
Introducing Google Grants and
$10,000 Per Month of Free Online
Advertising for Nonprofits
Simon Choy
September 17, 2013
Use Twitter Hashtag #4Glearn
Part
Of:

2. Sponsored by:
Protecting and Preserving the
Institutional Memories of
Nonprofits Since 1993
www.cjwconsulting.com
(866) 598-0430
info@cjwconsulting.com
Part
Of:

3. Sponsored by:Part
Of:
Coming Soon

4. Sponsored by:
Today’s Speakers
Hosting:
Cheri J Weissman, CJW Consulting & Services, Inc.
Assisting with chat questions:
Jamie Maloney, 4Good
Part
Of:
Simon Choy
Founder
ConnectAd, Inc.

5. grants
An Introduction To Google Grants and $10,000
Per Month In Free Online Advertising

6. Introduction
Simon Choy
• Co-Founder of ConnectAd, Google
Grants management firm
• 100% application success rate
• Over $6.7 million in annual grant
funding
• 100 million+ annual ad views
• Google Certified Expert
Questions about Google
Grants?

7. Disclaimer: Grant Criteria
• US, CAN, UK, +29 other countries
(http://www.google.ca/intl/en/grants/domains.html)
• US: 501(c)(3) with EIN in Guidestar
• CAN: Income Tax Act
• UK: Charity Commission of England and Wales, the
Office of the Scottish Charity Regulator, or by the Inland
Revenue
1. You Are A Registered Charity
2. Your Nonprofit Has A Website
• Governmental entities and organizations
• Hospital or medical groups
• Schools, child-care centres, academic institutions, and
universities (philanthropic arm of educational organization
eligible)
• Political parties, political organizations, and lobbying groups
3. Specific Organizations Not Eligible

8. • What is Google Grants?
• What is pay-per-click advertising?
• Why use Google Grants?
• The application process
• How to succeed
Agenda

9. What is Google Grants
$10,000 per month in
free pay-per-click advertising
Sept Oct Nov
no end date
Google AdWords credits

10. Keyword List
• cancer charity
• cancer nonprofit
• cancer organization
Pay Per
Click
What are Pay-Per-Click (PPC)
Ads?
FREE

11. Do People Actually Click On PPC
Ads?
200 million
clicks per day
Your
Nonprofit
Website
Supporters
Donors
Volunteers

12. Why Use Google Grants?
3 billion
searches per day
Your
Nonprofit
Website
Consider how people look for information today
Charities need an online presence!

13. $10,000
per month
Awareness
Fundraising
Email List
Events
Volunteers
Newsletter
or Blog
Ways To Use Google Grants

14. Framework For Using Google
Grants
Step 3:
Bring those searches to your website using free advertising
Step 2:
Find relevant keywords that many people are searching
Step 1:
Determine website pages you want to promote

15. Client Case Study #1
Goal: Turning free advertising into awareness
for a women’s shelter
$10,000
per
month
Awareness
Fundraising
Email List
Events
Volunteers
Newsletter
or Blog

16. Client Case Study #1
Result: 630% increase in crisis calls per
month
Goal: Turning free advertising into awareness
for a women’s shelter
Step 3:
Bring those searches to your website using free advertising
Step 2:
Find relevant keywords that many people are searching
Step 1:
Determine website pages you want to promote

17. Client Case Study #2
Goal: Turning free advertising into donations
for an autism nonprofit
$10,000
per
month
Awareness
Fundraising
Email List
Events
Volunteers
Newsletter
or Blog

18. Client Case Study #2
Result: 26% increase in online donations
Goal: Turning free advertising into donations
for an autism nonprofit
Step 3:
Bring those searches to your website using free advertising
Step 2:
Find relevant keywords that many people are searching
Step 1:
Determine website pages you want to promote

19. Client Case Study #3
Goal: Turning free advertising into emails for
a credit counseling nonprofit
$10,000
per
month
Awareness
Fundraising
Email List
Events
Volunteers
Newsletter
or Blog

20. Client Case Study #3
Result: $5,000 monthly value in acquired
emails
Goal: Turning free advertising into emails for
a credit counseling nonprofit
Step 3:
Bring those searches to your website using free advertising
Step 2:
Find relevant keywords that many people are searching
Step 1:
Determine website pages you want to promote

21. Getting
Apply To
Google
For
Nonprofit
s
Approved
Create
AdWords
Account
Enroll In
Google
Grants
Activated
[30 days]
[30 days]
[yearly renewal]
grants
U.S. & U.K. Charities

22. Getting
Apply To
Google
Grants
Approved
Create
AdWords
Account
Submit
Account
For
Review
Activated
[30 days]
[30 days]
[yearly renewal]
grants
All Other Charities

23. Google Grants Rules
• Can only promote the one URL you’re
approved for
Can use sub-domains
Can use sub-folders
http://www.anything.yourcharity.com
http://www. yourcharity.com/anything

24. Google Grants Rules
• Can only bid a maximum of $2.00 per click
• CPC bid: cost-per-click or how much
you’re willing to pay per click

25. Ad Auction
$2.50
$2.40
$2.30
$2.20
$2.10
$2.00

26. Google Grants Rules
• If you promote products or services, 100%
of proceeds must go towards your
nonprofit
• No ads for financial products (mortgages,
credit cards), car, boat or property
donations

27. Succeeding With Google Grants
Step 1: Strategize
Step 2: Structure Campaigns
Step 3: Create Ad Groups
• 10-20 keywords per ad group
Step 4: Research Keywords
• High search traffic
• Low competition
• High quality score
– Optimize for long tail and match type
– Remove duplicates
– Use negative keywords
Step 5: Write Effective Ad Text
• 2-3 variations of ad text per group
Step 6: Build Landing Pages
• Engage and convert traffic
Step 7: Monitor Results and Optimize
• Google Analytics
1,000 keywords
100 ad groups
200 ads
1 per campaign
10+ hours
4 hours
per month

28. Thank You
Questions about Google
Grants?
Contact cdieu@connectad.ca