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Getting $120,000 in Google Grants and How To Manage It
- 2. GETTING $120,000 IN GOOGLE GRANTS FOR ADVERTISING AND HOW TO MANAGE IT
- 3. GOOGLE NONPROFITS Google Ad Grants Google Earth Outreach YouTube Nonprofit Program
- 10. IT’S AS SIMPLE AS THAT!
- 11. GOOGLE NONPROFITS Google Ad Grants Google Earth Outreach YouTube Nonprofit Program
- 12. GOOGLE AD GRANTS ADWORDS FOR NON-PROFITS
- 13. WHAT IS GOOGLE ADWORDS? GOOGLE ADWORDS IS AN ONLINE ADVERTISING SERVICE •A program by Google that lets you manage your advertisements. •Display your ad on the Google search network. •Uses a bidding system to rank ads. •Much more
- 14. AD GRANTS FOR ADWORDS CAN HELP YOU GET YOUR MESSAGE TO THE RIGHT PEOPLE •Get your message to your target audience as they’re searching for you. Grantees report that 25.3% of their site visits come from AdWords ads.
- 15. AD GRANTS FOR ADWORDS CAN HELP YOU GENERATE DONATIONS •Grantees can solicit donations in their AdWord Ads. 27% of Google Grantees report “generating donations” as their most important metric.
- 16. AD GRANTS FOR ADWORDS CAN HELP YOU ENGAGE VOLUNTEERS AND SUPPORTERS •Recruit volunteers and engage supporters directly from your advertisements.
- 17. ELIGIBILITY FOR AD GRANTS YOU MAY BE ELIGIBLE FOR A GRANT IF: •Hold valid charity status. •Agree to nondiscrimination clauses. •Functioning website with substantial content.
- 18. CHARITY STATUS IN THE UNITED STATES •Must have 501(c)(3) status with the IRS. •Must appear in the online database.
- 19. YOU ARE NOT ELIGIBLE FOR A GRANT IF: •Government agency or organization •Hospitals or medical groups •Schools, childcare, academic institutions and universities. •Most who aren’t eligible for a grant are eligible for Google’s other nonprofit services (Google Earth Outreach and YouTube Nonprofit Program)
- 20. MAINTAINING ELIGIBILITY •Link to the one domain that was approved. •Log in monthly (recommended daily).
- 21. •Ads must be relevant. •Strictly commercial is prohibited. •Cannot link to pages whose primary purpose is to link to other pages.
- 22. Ads offering financial products: •mortgages •credit cards Donations of: •cars •boats •property
- 23. CANNOT DISPLAY GOOGLE ADSENSE ADS
- 24. MANAGING YOUR GRANT MONEY IN ADWORDS •Manage AdWords daily. •Many only spend $330 a month (out of $10,000!) •3 billion searches on Google every day! •Never submit any billing information.
- 25. CLICK THROUGH RATE Managing your Click Through Rate: 1. Create closely themed keyword groups 2. Regularly adjust your bids 3. Keep an eye on the competition’s ads
- 26. MAINTAIN LOW COST PER CLICK Google determines the amount of your cost per click based on your Quality Score, which is determined by 3 main factors, including: 1) click through rate 2) ad relevance, and 3) landing page experience
- 27. GOOGLE ADWORDS CONVERSION RATE You can maintain a high conversion rate by keeping a close watch on Adwords data. 1) Specific Keywords 2) Negative Keywords
- 28. WHAT ELSE? • Enhance your campaigns for users on Mobile Devices • Enhance your campaigns for users’ locations • Enhance your campaigns for certain times
- 29. GOOGLE ADWORDS AD GRANTS PROGRAM DETAILS BENEFITS & RESTRICTIONS: •Daily budget of $329 or roughly $10,000 per month. •Maximum CPC limit of $2. •Only keyword targeted campaigns. •Only appear on Google search results page. •Text ads only •May only promote mission based keywords.
- 30. ADWORDS EXPRESS FOR GRANTS Google can manage your account for you. •Minimal ongoing management. •Desktop and mobile devices. •Review the effectiveness on the dashboard.
- 31. ADWORDS EXPRESS FOR GRANTS REQUIREMENTS •Must already have an AdWords account. •Must be approved for Google Ad Grants.
- 32. ADWORDS EXPRESS FOR GRANTS LIMITATIONS •Loss of control. •Not able to set up keywords. •Ads may show when unwanted. •Pay for unwanted clicks. •Lowers conversion rate
- 33. GRANTSPRO •Spending cap of $40,000 per month •Separate application process.
- 34. GRANTSPRO PROGRAM DETAILS REQUIREMENTS: •Tracking at least one (meaningful) conversion. •Must hit your monthly budget. •Maintain an average CTR of 1% or higher. •How will you use your increased budget?
- 35. •Be in good standing with Google. •Authorized representative to manage account daily. •Complete an annual survey. •Must share all conversion data.
- 36. GOOGLE NONPROFITS Google Ad Grants Google Earth Outreach YouTube Nonprofit Program
- 38. GOOGLE EARTH OUTREACH MAP OUT SUCCESS FOR YOUR ORGANIZATION: • Create a custom map. • Create a Google Earth for YouTube • Publish maps to the web.
- 39. GOOGLE NONPROFITS Google Ad Grants Google Earth Outreach YouTube Nonprofit Program
- 41. YOUTUBE NONPROFIT PROGRAM TELL YOUR STORY THROUGH VIDEO •Able to solicit donations and engage viewers in a more interactive way. •Free enriched version of YouTube. •Overlay a call-to-action onto your video. •Customize your channel.
- 42. NEED HELP CHOOSING KEYWORDS? WE CAN HELP! If your nonprofit would like help with your keywords, comment below and we’ll be happy to provide suggestions.