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Drive change with online Advertising: Google Ad Grants

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Mohita Mathur, Google-Give Team, Google
More than 14,000 organizations are using Google Ad Grants globally to drive change using online advertising. This program provides eligible nonprofits – ranging in scope and focus from healthcare to arts and culture – with free grants of Google Adwords advertising to at- tract volunteers and supporters online.

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Drive change with online Advertising: Google Ad Grants

  1. 1. An Introduction to Google's in-kind Advertising for Nonprofits By Mohita Mathur, Google-Give Team Google Ad Grants
  2. 2. Introduction To Google Ad Grants
  3. 3. Google Confidential and ProprietaryGoogle Confidential and Proprietary Google Ad Grants in a Glance Mission: drive change by connecting nonprofits with the world through online advertising ● Launched in 2003 ● Live in 34 countries and regions ● Currently supports over 14K Grantees globally ● Helps promotes causes ranging from: ● Education ● Public & Societal Benefit ● Environment & Animals ● Arts & Culture ● Human Services ● Youth Development ● Volunteerism ● Health
  4. 4. Google Confidential and ProprietaryGoogle Confidential and Proprietary What is Google Ad Grants? Your Nonprofit www.YourNonprofit.org Imagine your ad here right when a user is searching for your cause. Google Ad Grants provides eligible nonprofits with free advertising via the Google AdWords program.
  5. 5. Google Confidential and ProprietaryGoogle Confidential and Proprietary How do Google Ad Grants Ads Work? Google Ad Grants ads are free AdWords ads that run on Google search. 1. You create your ads and choose keywords related to your cause 2. Your ad appears beside relevant search results on Google 3. You attract new audiences to your website Your Nonprofit www.YourNonprofit.org Imagine your ad here right when a user is searching for your cause. The user interested in your cause clicks on your ad and is taken to your website A user searches on a keyword: "animal shelter"
  6. 6. Program Details & Eligibility
  7. 7. Google Confidential and ProprietaryGoogle Confidential and Proprietary Program Details Nonprofits in the Google Ad Grants program receive: ● Up to $10K in free advertising a month ($329/day) ● Text ads shown on Google search results ● CPC bid cap of $2.00 USD ● No expiration date: ads are eligible to show as long as the Ad Grantee actively manages their AdWords account (must log in monthly) and follows our guidelines
  8. 8. Google Confidential and ProprietaryGoogle Confidential and Proprietary Program Eligibility Eligible Organizations Definition for charity status for India Organisations must be charitable institutions that are either Registered Societies, Public Charitable Trusts or companies under Section 25 of the Companies Act 1956, each as provided for under the Income Tax Act, 1961 to be considered for this programme. Ineligible Organizations ● Governmental entities and organizations ● Hospitals and healthcare organizations ● Schools, childcare centers, academic institutions and universities o note: philanthropic arms of educational organizations are eligible Google Ad Grantee Requirements: ● Actively manage the AdWords account by logging in at least once a month ● Ads and keywords must reflect the mission of the approved organization ● Website cannot display Google Adsense or affiliate advertising ads
  9. 9. Google Confidential and ProprietaryGoogle Confidential and Proprietary How do I apply? http://www.google.co.in/grants/apply.html Application steps: Create your Google Ad Grants AdWords account by following the instructions on the Account Creation Guide: • Please ensure that you select USD as your currency, regardless of country. • Do NOT submit credit card information. • Your campaign must only direct to the ONE non-profit website URL listed in this application and must have mission-based (not commercial) ads and keywords. • Write an essay on how your organisation plans to utilise AdWords to drive social impact. • Submit your proof of charity status and your AdWords Customer ID in the application form provided below.
  10. 10. Managing Your Google Ad Grants Account
  11. 11. Google Confidential and ProprietaryGoogle Confidential and Proprietary Set Campaign Goals Identify your campaign goals before creating your campaign ● Why do you want to show ads online for your organization? ● What actions do you want users to do once on your website? o Make a donation? o Sign up for a newsletter? o Register to volunteer? ● Is your main goal branding, acquiring a new audience, etc?
  12. 12. Google Confidential and ProprietaryGoogle Confidential and Proprietary Optimize Your Account Structure ● With a well-structured account, you can easily see which campaigns, keywords and ads are performing well, and which need adjusting ● Mirror your account after your website
  13. 13. Google Confidential and ProprietaryGoogle Confidential and Proprietary Ad Group Best Practices Ad Group: Youth Camp Volunteer Keywords: youth camp volunteer volunteer at youth camp youth camp volunteering need youth camp volunteer ● Create multiple tightly themed ad groups that focus on specific themes or services ● Each ad group should contain specific keyword lists that relate directly to the associated ad texts
  14. 14. Google Confidential and ProprietaryGoogle Confidential and Proprietary Keyword Best Practices ● Add synonyms of existing keywords ● Add plural and singular variations of keywords ● Remove duplicate keywords to prevent them from competing with one another ● Create a negative keyword list to filter out irrelevant traffic ● Consider using different keyword match types ● Use multi-word keywords that are specific and targeted
  15. 15. Google Confidential and ProprietaryGoogle Confidential and Proprietary Ad Text Best Practices ● Use keywords in the ad title: keywords will appear in bold in ads ● Your ads should reflect the theme of the ad group ● Use call-to-actions, such as 'Donate online' or 'Sign Up to Volunteer' ● Ren several ads per ad group to test out which perform best ● Send users to a targeted landing page Remember! Your ads must be mission-based and reflect the not-for-profit mission of your organization. Ads cannot be commercial or direct to a URL that isn't associated with the approved organization.
  16. 16. Google Confidential and ProprietaryGoogle Confidential and Proprietary Sample Ad Group Do's & Don'ts Volunteer in China Help disadvantaged children in China. Learn more here! www.VolunteerOrg.org Volunteer Abroad Help disadvantaged children. Learn more here! www. VolunteerOrg.org A unified theme allows for more tailored ads Generic Creative Tailored Creative Sample Campaign: Volunteer in Asia
  17. 17. Thank You!

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