Google for Nonprofits Products
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
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
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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
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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
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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
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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
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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
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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
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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
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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
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20. Google for Nonprofits
To Join Google Ad Grants, you first
have to sign up for Google for
Nonprofits
21. Create a Google Account
http://www.google.com/nonprofits/
Step 1: Join Google for
Nonprofits Program
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
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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
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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
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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)
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39. Step 3:
Create an AdWords Account
Now your AdWords account has been
created
− Sign in to your AdWords account:
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40. Step 3:
Create an AdWords Account
Create at least one campaign with keywords
and at least one ad:
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41. Step 3:
Create an AdWords Account
Create at least one campaign with keywords
and at least one ad:
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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
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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
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45. Step 4: Apply your AdWords
Account number to your Google
Ad Grant
Describe how your organization will use
AdWords
Click Enroll:
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46. Step 4: Apply your AdWords
Account number to your Google
Ad Grant
Your Status will now be “Received”
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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:
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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. 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
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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
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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
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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
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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
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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
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