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/
13. 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
14. 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.
15. AD GRANTS FOR ADWORDS CAN HELP YOU
GENERATE DONATIONS
•Grantees can solicit donations in
their AdWord Ads.
27% of Google Grantees report
“generating donations” as their
most important metric.
16. AD GRANTS FOR ADWORDS CAN HELP YOU
ENGAGE VOLUNTEERS AND
SUPPORTERS
•Recruit volunteers and engage
supporters directly from your
advertisements.
17. ELIGIBILITY FOR AD GRANTS
YOU MAY BE ELIGIBLE FOR A GRANT IF:
•Hold valid charity status.
•Agree to nondiscrimination clauses.
•Functioning website with substantial content.
18. CHARITY STATUS IN THE UNITED STATES
•Must have 501(c)(3) status with
the IRS.
•Must appear in the online
database.
19. 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)
24. 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.
25. 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
26. 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
27. 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
28. WHAT ELSE?
• Enhance your campaigns for users on Mobile Devices
• Enhance your campaigns for users’ locations
• Enhance your campaigns for certain times
29. GOOGLE ADWORDS AD GRANTS
PROGRAM DETAILS
BENEFITS & RESTRICTIONS:
•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.
30. ADWORDS EXPRESS FOR GRANTS
Google can manage your account for you.
•Minimal ongoing management.
•Desktop and mobile devices.
•Review the effectiveness on the dashboard.
31. ADWORDS EXPRESS FOR GRANTS
REQUIREMENTS
•Must already have an
AdWords account.
•Must be approved for
Google Ad Grants.
32. ADWORDS EXPRESS FOR GRANTS
LIMITATIONS
•Loss of control.
•Not able to set up keywords.
•Ads may show when unwanted.
•Pay for unwanted clicks.
•Lowers conversion rate
34. GRANTSPRO PROGRAM DETAILS
REQUIREMENTS:
•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?
35. •Be in good standing with Google.
•Authorized representative to
manage account daily.
•Complete an annual survey.
•Must share all conversion data.
41. YOUTUBE NONPROFIT PROGRAM
TELL YOUR STORY THROUGH
VIDEO
•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.
42. NEED HELP CHOOSING KEYWORDS?
WE CAN HELP!
If your nonprofit would like help with your
keywords, comment below and we’ll be
happy to provide suggestions.
