Chris Middings
Founder & President, NPG
cmiddings@gmail.com

1
About NPG
 NPG specializes in creating and
administering Google Ad Grants
accounts for nonprofits
 NPG creates customize...
Google Was Designed by
Engineers
 So it’s Confusing

3
Google Was Designed by
Engineers
 So it’s Confusing

4
Google for Nonprofits
Program

5
Google for Nonprofits
Products

6
Google for Nonprofits
Products
 Google Apps for Nonprofits
− Free version
 YouTube for Nonprofits

− Premium branding ca...
Google for Nonprofits
Products
One Today
­

A mobile app that helps you
fundraise
Google for Nonprofits
Products
Google Ad Grants
Google Was Designed by
Engineers
 So it’s Confusing

10
What is Google Ad Grants?
 The nonprofit edition of AdWords,
Google's online advertising tool
 Empowers nonprofit organi...
About Google Ad Grants
 Google Ad Grantees receive a grant for
free AdWords advertising on
Google.com
 Grantees build an...
Paid Search
Paid Search

13
Why Google Ad Grants?
 Reach and engage your supporters through
online advertising with AdWords
 With Google Ad Grants, ...
Google Was Designed by
Engineers
 So it’s Confusing

15
What is Google AdWords?
 You create ads and choose keywords (words or
phrases related to your organization)
 When people...
Are You Eligible?
 To be eligible for the Google for Nonprofits program,
organizations must
− Hold current 501(c)(3) stat...
Eligibility Restrictions
 The following organizations are not eligible for
Google for Nonprofits:
− Governmental entities...
Applying for a Google Ad Grant
Step 1
 Getting a Google Ad Grant is a 4 Step
Process:

1)Join Google for Nonprofits Progr...
Google for Nonprofits
To Join Google Ad Grants, you first
have to sign up for Google for
Nonprofits
Step 1: Join Google for
Nonprofits Program
Create a Google Account
http://www.google.com/nonprofits/
Step 1: Join Google for
Nonprofits Program
Step 1: Join Google for
Nonprofits Program
Step 1: Join Google for
Nonprofits Program
Step 1: Join Google for
Nonprofits Program
Step 1: Join Google for
Nonprofits Program
Step 1: Join Google for
Nonprofits Program
Step 1: Join Google for
Nonprofits Program
Applying for a Google Ad Grant
Step 2
 Getting a Google Ad Grant is a 4 Step
Process:
1) Join Google for Nonprofits Progr...
Google Was Designed by
Engineers
 So it’s Confusing

30
Step 2:
Enroll in Google Ad Grants
 Once approved, click on Product enrollments:

31
Step 2:
Enroll in Google Ad Grants
 Click on Google Ad Grants:

32
Step 2:
Enroll in Google Ad Grants
 This part is very confusing – it does not take 2-4 hours to create
your Google Ad Gra...
Step 2:
Enroll in Google Ad Grants

34
Step 2:
Enroll in Google Ad Grants

35
Google for Nonprofits
Programs
To Join Google Ad Grants, you first
have to sign up for Google AdWords
Applying for a Google Ad Grant
Step 3
 Getting a Google Ad Grant is a 4 Step
Process:
1) Join Google for Nonprofits Progr...
Step 3:
Create an AdWords Account
 Open a new browser window

− http://adwords.google.com/um/Signup/Home
− Choose Country...
Step 3:
Create an AdWords Account
 Now your AdWords account has been
created
− Sign in to your AdWords account:

39
Step 3:
Create an AdWords Account
 Create at least one campaign with keywords
and at least one ad:

40
Step 3:
Create an AdWords Account
 Create at least one campaign with keywords
and at least one ad:

41
Step 3:
Create an AdWords Account
 Copy your account number:

42
Applying for a Google Ad Grant
Step 4
 Getting a Google Ad Grant is a 4 Step
Process:
1) Join Google for Nonprofits Progr...
Step 4: Apply your AdWords
Account number to your Google
Ad Grant
 Go back to your Google Ad Grant application,
check the...
Step 4: Apply your AdWords
Account number to your Google
Ad Grant
 Describe how your organization will use
AdWords
 Clic...
Step 4: Apply your AdWords
Account number to your Google
Ad Grant
 Your Status will now be “Received”

46
Step 4: Apply your AdWords
Account number to your Google
Ad Grant
 It takes Google up to 60 days to approve

− NPG client...
Applying for a Google Ad Grant
 Once approved, please contact NPG

− We'll help you set up your AdWords account and start...
Applying for a Google Ad Grant
 A Warning

− If you decide to set up your AdWords account yourself,
don't ever put in you...
AdWords Restrictions
 Daily budget of $330 ($10,000 per month)

− If you exceed $330/day, you will not be charged
− Your ...
Google Ad Grants Criteria
 You must have a website

− Your ads must link to a page on your website

 The keywords you ta...
Active Engagement
 Grantees are required to be actively engaged in the
program
− Actively manage their AdWords accounts
−...
Ad Restrictions
 Ads must reflect the mission of your organization and
your keywords must be relevant to your programs
an...
Example of an
Approved Store Page

54
URL Restrictions
 Your ads must only link to the website URL that is
included in your application
 If your organization'...
Chris Middings
Founder & President, NPG
cmiddings@gmail.com

56
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Applying for Google Ad Grants and Google for Nonprofits

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Step by step instructions for signing up for Google Ad Grants and Google for Nonprofits.

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Transcript of "Applying for Google Ad Grants and Google for Nonprofits"

  1. 1. Chris Middings Founder & President, NPG cmiddings@gmail.com 1
  2. 2. About NPG  NPG specializes in creating and administering Google Ad Grants accounts for nonprofits  NPG creates customized search engine and social media marketing solutions to amplify nonprofits' missions, visions, and goals 2
  3. 3. Google Was Designed by Engineers  So it’s Confusing 3
  4. 4. Google Was Designed by Engineers  So it’s Confusing 4
  5. 5. Google for Nonprofits Program 5
  6. 6. Google for Nonprofits Products 6
  7. 7. Google for Nonprofits Products  Google Apps for Nonprofits − Free version  YouTube for Nonprofits − Premium branding capabilities on YouTube − Increased uploading capacity − The ability to select custom thumbnail images − Call-to-action overlay on your videos  Google Earth Outreach Grants − Free licensing for Google Earth Pro and Maps API for Business 7
  8. 8. Google for Nonprofits Products One Today ­ A mobile app that helps you fundraise
  9. 9. Google for Nonprofits Products Google Ad Grants
  10. 10. Google Was Designed by Engineers  So it’s Confusing 10
  11. 11. What is Google Ad Grants?  The nonprofit edition of AdWords, Google's online advertising tool  Empowers nonprofit organizations, through $10,000 per month of in-kind AdWords™ advertising  Allows nonprofits to promote their missions and initiatives on Google.com 11
  12. 12. About Google Ad Grants  Google Ad Grantees receive a grant for free AdWords advertising on Google.com  Grantees build and manage their own AdWords accounts just like paying advertisers 12
  13. 13. Paid Search Paid Search 13
  14. 14. Why Google Ad Grants?  Reach and engage your supporters through online advertising with AdWords  With Google Ad Grants, you can: − Reach donors, volunteers, and constituents − Raise awareness − Track online donations, newsletter sign-ups, and volunteer registrations − Promote your organization's website 14
  15. 15. Google Was Designed by Engineers  So it’s Confusing 15
  16. 16. What is Google AdWords?  You create ads and choose keywords (words or phrases related to your organization)  When people search on Google.com using one of your keywords, your ad appears next to the search results − You're advertising to an audience that's already interested in you  You attract supporters − People can simply click your ad to donate to your organization or learn more about you 16
  17. 17. Are You Eligible?  To be eligible for the Google for Nonprofits program, organizations must − Hold current 501(c)(3) status, as determined by the U.S. Internal Revenue Service; and − Acknowledge and agree to the application's required certifications regarding nondiscrimination and donation receipt and use 17
  18. 18. Eligibility Restrictions  The following organizations are not eligible for Google for Nonprofits: − Governmental entities and organizations − Hospitals and health care organizations − Schools, childcare centers, academic institutions, and universities (philanthropic arms of educational organizations are eligible)  To learn more about Google's programs for educational institutions, visit Google in Education 18
  19. 19. Applying for a Google Ad Grant Step 1  Getting a Google Ad Grant is a 4 Step Process: 1)Join Google for Nonprofits Program 2) Enroll in Google Ad Grants 3) Create an AdWords Account 4) Apply your AdWords Account number to your Google Ad Grant 19
  20. 20. Google for Nonprofits To Join Google Ad Grants, you first have to sign up for Google for Nonprofits
  21. 21. Step 1: Join Google for Nonprofits Program Create a Google Account http://www.google.com/nonprofits/
  22. 22. Step 1: Join Google for Nonprofits Program
  23. 23. Step 1: Join Google for Nonprofits Program
  24. 24. Step 1: Join Google for Nonprofits Program
  25. 25. Step 1: Join Google for Nonprofits Program
  26. 26. Step 1: Join Google for Nonprofits Program
  27. 27. Step 1: Join Google for Nonprofits Program
  28. 28. Step 1: Join Google for Nonprofits Program
  29. 29. Applying for a Google Ad Grant Step 2  Getting a Google Ad Grant is a 4 Step Process: 1) Join Google for Nonprofits Program 2)Enroll in Google Ad Grants 3) Create an AdWords Account 4) Apply your AdWords Account number to your Google Ad Grant 29
  30. 30. Google Was Designed by Engineers  So it’s Confusing 30
  31. 31. Step 2: Enroll in Google Ad Grants  Once approved, click on Product enrollments: 31
  32. 32. Step 2: Enroll in Google Ad Grants  Click on Google Ad Grants: 32
  33. 33. Step 2: Enroll in Google Ad Grants  This part is very confusing – it does not take 2-4 hours to create your Google Ad Grants account − The 2-4 hours Google is referring to comes later, when you build your AdWords account (NPG can help!) − The step you are taking right now only takes a few minutes 33
  34. 34. Step 2: Enroll in Google Ad Grants 34
  35. 35. Step 2: Enroll in Google Ad Grants 35
  36. 36. Google for Nonprofits Programs To Join Google Ad Grants, you first have to sign up for Google AdWords
  37. 37. Applying for a Google Ad Grant Step 3  Getting a Google Ad Grant is a 4 Step Process: 1) Join Google for Nonprofits Program 2) Enroll in Google Ad Grants 3)Create an AdWords Account 4) Apply your AdWords Account number to your Google Ad Grant 37
  38. 38. Step 3: Create an AdWords Account  Open a new browser window − http://adwords.google.com/um/Signup/Home − Choose Country, Time Zone, and Currency (USD only) 38
  39. 39. Step 3: Create an AdWords Account  Now your AdWords account has been created − Sign in to your AdWords account: 39
  40. 40. Step 3: Create an AdWords Account  Create at least one campaign with keywords and at least one ad: 40
  41. 41. Step 3: Create an AdWords Account  Create at least one campaign with keywords and at least one ad: 41
  42. 42. Step 3: Create an AdWords Account  Copy your account number: 42
  43. 43. Applying for a Google Ad Grant Step 4  Getting a Google Ad Grant is a 4 Step Process: 1) Join Google for Nonprofits Program 2) Enroll in Google Ad Grants 3) Create an AdWords Account 4)Apply your AdWords Account number to your Google Ad Grant 43
  44. 44. Step 4: Apply your AdWords Account number to your Google Ad Grant  Go back to your Google Ad Grant application, check the boxes, and paste in your AdWords account number 44
  45. 45. Step 4: Apply your AdWords Account number to your Google Ad Grant  Describe how your organization will use AdWords  Click Enroll: 45
  46. 46. Step 4: Apply your AdWords Account number to your Google Ad Grant  Your Status will now be “Received” 46
  47. 47. Step 4: Apply your AdWords Account number to your Google Ad Grant  It takes Google up to 60 days to approve − NPG clients have reported back approval in as little as 2 days, but that is not typical − Once Approved, you'll receive an email, and your status will change to Approved: 47
  48. 48. Applying for a Google Ad Grant  Once approved, please contact NPG − We'll help you set up your AdWords account and start driving paid (but free!) traffic to your website  Most nonprofits see paid traffic become the #1 source of traffic to their website  Unlike organic search, you pick which keywords lead to which landing pages − − − − − Donations Volunteers Education Newsletter Sign-ups Any other goal! 48
  49. 49. Applying for a Google Ad Grant  A Warning − If you decide to set up your AdWords account yourself, don't ever put in your credit card information  You'll be prompted to do this every time you create a campaign  If you make this mistake, your account will switch to paid and can't go back to being free  If you find yourself in this situation, please contact us − While we can't change your account back, we can export your account and import it into a new, free account so you can get restarted 49
  50. 50. AdWords Restrictions  Daily budget of $330 ($10,000 per month) − If you exceed $330/day, you will not be charged − Your ads just stop showing up      Maximum cost-per-click of $2.00 Only keyword-targeted campaigns Only appear on Google.com Only text ads Run for as long as the organization remains actively engaged with their Grants AdWords account 50
  51. 51. Google Ad Grants Criteria  You must have a website − Your ads must link to a page on your website  The keywords you target must be relevant to your program and services  Your website cannot display revenue-generating ads, (such as Google AdSense) or affiliate advertising links  The management of your advertising campaign is your organization's responsibility − You can use an outside agency to manage 51
  52. 52. Active Engagement  Grantees are required to be actively engaged in the program − Actively manage their AdWords accounts − Be responsive to email requests from Google  Log in at least monthly − If you don't log in for 3 consecutive months or prove unresponsive to email requests, your account will be subject to cancellation without notification 52
  53. 53. Ad Restrictions  Ads must reflect the mission of your organization and your keywords must be relevant to your programs and services  Strictly commercial advertising is not allowed − If you intend to promote products or services, 100% of the sales and/or proceeds must support your program  Your Google ads cannot link to pages that are primarily links to other websites 53
  54. 54. Example of an Approved Store Page 54
  55. 55. URL Restrictions  Your ads must only link to the website URL that is included in your application  If your organization's URL changes or you develop additional URLs for your organization that direct to the main organization's site, you may add these to your account at any time without written approval from Google 55
  56. 56. Chris Middings Founder & President, NPG cmiddings@gmail.com 56
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