Google Ad Grants

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Explains the Ad Google Grants program for nonprofit organizations. …

Explains the Ad Google Grants program for nonprofit organizations.

The nonprofit edition of AdWords™ (Google's online advertising tool), Google Ad Grants empower nonprofit organizations through $10,000 per month of in-kind AdWords advertising. Nonprofits can promote their missions and initiatives on Google.com:
-Reach donors, volunteers, and constituents
-Raise awareness
-Track online donations, newsletter sign-ups, and volunteer registrations
-Promote your organization's website

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  • 1. Chris MiddingsFounder & President, NPG@NPGVT@cmiddings 1
  • 2. About NPGn NPG specializes in creating and administering Google Grants accounts for nonprofitsn NPG creates customized search engine and social media marketing solutions to amplify nonprofits missions, visions, and goals 2
  • 3. What is Google Grants?n The nonprofit edition of AdWords, Googles online advertising tooln Empowers nonprofit organizations, through $10,000 per month of in-kind AdWords™ advertisingn Allows nonprofits to promote their missions and initiatives on Google.com 3
  • 4. Why Google Grants?n Reach and engage your supporters through online advertising with AdWordsn With Google Grants, you can: – Reach donors, volunteers, and constituents – Raise awareness – Track online donations, newsletter sign-ups, and volunteer registrations – Promote your organizations website 4
  • 5. About Google Grantsn Google Grantees receive a grant for free AdWords advertising on Google.comn Grantees build and manage their own AdWords accounts just like paying advertisers 5
  • 6. What is Google AdWords?n You create ads and choose keywords (words or phrases related to your organization)n When people search on Google.com using one of your keywords, your ad appears next to the search results – Youre advertising to an audience thats already interested in youn You attract supporters – People can simply click your ad to donate to your organization or learn more about you 6
  • 7. AdWords Restrictionsn Daily budget of $330 – Equivalent to $10,000 per monthn Maximum cost-per-click of $2.00n Only keyword-targeted campaignsn Only appear on Google.comn Only text adsn Run for as long as the organization remains actively engaged with their Grants AdWords account 7
  • 8. Google Grants Criterian You must have a website – Your ads must link to a page on your websiten The keywords you target must be relevant to your program and servicesn Your website cannot display revenue-generating ads, (such as Google AdSense) or affiliate advertising linksn The management of your advertising campaign is your organizations responsibility – You can use an outside agency to manage 8
  • 9. Active Engagementn Grantees are required to be actively engaged in the program – Actively manage their AdWords accounts – Be responsive to email requests from Googlen Log in at least monthly – If you dont log in for 3 consecutive months or prove unresponsive to email requests, your account will be subject to cancellation without notification 9
  • 10. Ad Restrictionsn Ads must reflect the mission of your organization and your keywords must be relevant to your programs and servicesn Strictly commercial advertising is not allowed – If you intend to promote products or services, 100% of the sales and/or proceeds must support your programn Your Google ads cannot link to pages that are primarily links to other websites 10
  • 11. URL Restrictionsn Your ads must only link to the website URL that is included in your applicationn If your organizations URL changes or you develop additional URLs for your organization that direct to the main organizations site, you may add these to your account at any time without written approval from Google 11
  • 12. Google for NonprofitsAdditional Programsn Google Apps for Nonprofits – Free versionn YouTube for Nonprofits – Premium branding capabilities on YouTube – Increased uploading capacity – The ability to select custom thumbnail images – Call-to-action overlay on your videosn Google Earth Outreach Grants – Free licensing for Google Earth Pro and Maps API for Businessn 12
  • 13. Are You Eligible?n 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 applications required certifications regarding nondiscrimination and donation receipt and use 13
  • 14. Eligibility Restrictionsn 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 Googles programs for educational institutions, visit Google in Education 14
  • 15. Chris MiddingsFounder & President, NPG@NPGVT@cmiddings 15