0
Sponsored by:
Introducing Google Grants and
$10,000 Per Month of Free Online
Advertising for Nonprofits
Simon Choy
Septemb...
Sponsored by:
Protecting and Preserving the
Institutional Memories of
Nonprofits Since 1993
www.cjwconsulting.com
(866) 59...
Sponsored by:Part
Of:
Coming Soon
Sponsored by:
Today’s Speakers
Hosting:
Cheri J Weissman, CJW Consulting & Services, Inc.
Assisting with chat questions:
J...
grants
An Introduction To Google Grants and $10,000
Per Month In Free Online Advertising
Introduction
Simon Choy
• Co-Founder of ConnectAd, Google
Grants management firm
• 100% application success rate
• Over $6...
Disclaimer: Grant Criteria
• US, CAN, UK, +29 other countries
(http://www.google.ca/intl/en/grants/domains.html)
• US: 501...
• What is Google Grants?
• What is pay-per-click advertising?
• Why use Google Grants?
• The application process
• How to ...
What is Google Grants
$10,000 per month in
free pay-per-click advertising
Sept Oct Nov
no end date
Google AdWords credits
Keyword List
• cancer charity
• cancer nonprofit
• cancer organization
Pay Per
Click
What are Pay-Per-Click (PPC)
Ads?
FREE
Do People Actually Click On PPC
Ads?
200 million
clicks per day
Your
Nonprofit
Website
Supporters
Donors
Volunteers
Why Use Google Grants?
3 billion
searches per day
Your
Nonprofit
Website
Consider how people look for information today
Ch...
$10,000
per month
Awareness
Fundraising
Email List
Events
Volunteers
Newsletter
or Blog
Ways To Use Google Grants
Framework For Using Google
Grants
Step 3:
Bring those searches to your website using free advertising
Step 2:
Find relevan...
Client Case Study #1
Goal: Turning free advertising into awareness
for a women’s shelter
$10,000
per
month
Awareness
Fundr...
Client Case Study #1
Result: 630% increase in crisis calls per
month
Goal: Turning free advertising into awareness
for a w...
Client Case Study #2
Goal: Turning free advertising into donations
for an autism nonprofit
$10,000
per
month
Awareness
Fun...
Client Case Study #2
Result: 26% increase in online donations
Goal: Turning free advertising into donations
for an autism ...
Client Case Study #3
Goal: Turning free advertising into emails for
a credit counseling nonprofit
$10,000
per
month
Awaren...
Client Case Study #3
Result: $5,000 monthly value in acquired
emails
Goal: Turning free advertising into emails for
a cred...
Getting
Apply To
Google
For
Nonprofit
s
Approved
Create
AdWords
Account
Enroll In
Google
Grants
Activated
[30 days]
[30 da...
Getting
Apply To
Google
Grants
Approved
Create
AdWords
Account
Submit
Account
For
Review
Activated
[30 days]
[30 days]
[ye...
Google Grants Rules
• Can only promote the one URL you’re
approved for
Can use sub-domains
Can use sub-folders
http://www....
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 pa...
Ad Auction
$2.50
$2.40
$2.30
$2.20
$2.10
$2.00
Google Grants Rules
• If you promote products or services, 100%
of proceeds must go towards your
nonprofit
• No ads for fi...
Succeeding With Google Grants
Step 1: Strategize
Step 2: Structure Campaigns
Step 3: Create Ad Groups
• 10-20 keywords per...
Thank You
Questions about Google
Grants?
Contact cdieu@connectad.ca
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Introducing Google Grants and $10,000 Per Month of Free Online Advertising for Nonprofits

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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.

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Transcript of "Introducing Google Grants and $10,000 Per Month of Free Online Advertising for Nonprofits"

  1. 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. 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. 3. Sponsored by:Part Of: Coming Soon
  4. 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. 5. grants An Introduction To Google Grants and $10,000 Per Month In Free Online Advertising
  6. 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. 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. 8. • What is Google Grants? • What is pay-per-click advertising? • Why use Google Grants? • The application process • How to succeed Agenda
  9. 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. 10. Keyword List • cancer charity • cancer nonprofit • cancer organization Pay Per Click What are Pay-Per-Click (PPC) Ads? FREE
  11. 11. Do People Actually Click On PPC Ads? 200 million clicks per day Your Nonprofit Website Supporters Donors Volunteers
  12. 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. 13. $10,000 per month Awareness Fundraising Email List Events Volunteers Newsletter or Blog Ways To Use Google Grants
  14. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 25. Ad Auction $2.50 $2.40 $2.30 $2.20 $2.10 $2.00
  26. 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. 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. 28. Thank You Questions about Google Grants? Contact cdieu@connectad.ca
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