Maximize Google Grants for Non-Profits

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Google Grants provides $10,000 monthly free advertising to qualifying 501(c)3 non profit organizations. It is easy to apply for the grant, but there is a catch - you can only bid on phrases that cost $1 CPC or less.

This presentation will describe some of the strategy and techniques which will help you to get the most out of your Google Grant and qualify for an extension to $40,000 monthly.

Presented by Eric Werner of Northridge Interactive at the 2009 Bridge to Integrated Marketing and Fundraising Conference.

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Maximize Google Grants for Non-Profits

  1. 1. Maximize Google Grants For Non Profits
  2. 2. <ul><li>Google Grant - YouthAids.org </li></ul><ul><li>500 – 100 Visitors Monthly to 18,000 – 20,000 </li></ul><ul><li>Qualified for Additional Funds </li></ul><ul><li>Improved CTR & User Metrics </li></ul>Google Grants
  3. 3. <ul><li>Fundraising </li></ul><ul><li>Recruiting </li></ul><ul><li>Outreach </li></ul><ul><li>Maximize Google Grant </li></ul><ul><li>What Does It Mean? </li></ul>Google Grants
  4. 4. Google Grants <ul><li>Use All Funds </li></ul><ul><li>Qualify to Receive More </li></ul><ul><li>Maximize Visitor Quality </li></ul><ul><li>Convert Visitors </li></ul><ul><li>Develop Intelligence </li></ul><ul><li>Support Initiatives </li></ul><ul><li>Maximize the Grant </li></ul><ul><li>What Does It Mean? </li></ul>Most Qualifying Nonprofits are Using Less Than Half of their Grant!
  5. 5. Google Grants <ul><li>Mission </li></ul><ul><li>Audience </li></ul><ul><li>Sample Ad </li></ul><ul><li>Sample Keywords </li></ul><ul><li>http://services.google.com/googlegrants/application </li></ul><ul><li>Applying For The Google Grant </li></ul>  There is no set end date for your grant and no need to re-apply at any time.
  6. 6. Google Grants <ul><li>Commercial Non-Profits </li></ul><ul><li>Credit Counseling </li></ul><ul><li>Membership Benefits (Networking, Alumni, etc.) </li></ul><ul><li>Who Does Not Belong? </li></ul><ul><li>Portals and Directories </li></ul><ul><li>Political/Lobbying Content </li></ul><ul><li>Religious Content </li></ul><ul><li>Google AdSense </li></ul><ul><li>Car/Boat/Real Estate Donation </li></ul><ul><li>Entirely Fee-Based Programs. </li></ul>
  7. 7. <ul><li>User Behavior Metrics </li></ul><ul><li>Conversion Goals </li></ul><ul><li>Maximize Visitor Value </li></ul>Google Grants
  8. 8. <ul><li>Define Desired Action </li></ul><ul><li>Create Thank You Page </li></ul><ul><li>Set Thank You Page as Goal in Google Analytics </li></ul><ul><li>Easy To Track Goals With Google Analytics </li></ul>Google Grants
  9. 9. <ul><li>Marketing Personas </li></ul><ul><li>Keyword Research </li></ul><ul><li>Match Types </li></ul><ul><li>Search Taxonomy </li></ul><ul><li>Targeting </li></ul>Google Grants
  10. 10. Google Grants
  11. 11. Google Grants
  12. 12. Google Grants <ul><li>Match Visitor’s Intention </li></ul><ul><li>Clear Value Propositions </li></ul><ul><li>Use Keywords in Title </li></ul><ul><li>Always Be Testing </li></ul><ul><li>Attract Them With </li></ul><ul><li>Great Ad Copy! </li></ul>
  13. 13. Google Grants <ul><li>Mandatory Monthly </li></ul><ul><li>CTR </li></ul><ul><li>Conversion Tracking </li></ul><ul><li>Keyword Expansion </li></ul><ul><li>Ongoing Monthly </li></ul><ul><li>Management </li></ul>It’s a Lot of Work!
  14. 14. Google Grants
  15. 15. Google Grants
  16. 16. Google Grants Quality Score for 1 Keyword Affects The Entire Account
  17. 17. Google Grants <ul><li>Blog Posts </li></ul><ul><li>Videos </li></ul><ul><li>Contests </li></ul><ul><li>Other Websites (w/ permission) </li></ul><ul><li>Get Creative – Support Various Initiatives </li></ul>
  18. 18. Google Grants <ul><li>Use Existing Budget </li></ul><ul><li>Use Google Analytics </li></ul><ul><li>Submit Online Application </li></ul><ul><li>http://services.google.com/googlegrants/addlsrvcs </li></ul><ul><li>Qualify To Receive Even More! </li></ul>  Demonstrate effective use of Adwords budget at or above $9,000 for at least 3 consecutive months. To qualify for $40,000 monthly grant.
  19. 19. Google Grants <ul><li>Contact: </li></ul><ul><li>Eric Werner </li></ul><ul><li>Interactive Marketing Specialist </li></ul><ul><li>[email_address] </li></ul><ul><li>Direct: 404.754.5694 </li></ul>

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