Google Grants for Nonprofits provides up to $40,000 per month of free advertising on Google search results to eligible nonprofits. To qualify, organizations must be based in a eligible country and have nonprofit status. The grant dollars can be used to bid on keywords and pay per click advertising. Recipients set up AdWords campaigns by applying for Google for Nonprofits, applying for Google Ad Grants, and creating an AdWords account without credit card information. Campaigns, ad groups, and ads are then developed and optimized to measure success through impressions, click through rates, and goal completions.

1. Google Grants for Nonprofits

2. In Attendance Today
Autumn Rose
Manager, Analytics
Michael Shoag
Managing Director

3. We are Forum One
750
Influential
Clients
100%
Mission-
driven
2000
Successful
Projects
Open
Source Since
1996

4. What’s your experience with Adwords?

5. ● Introductions
● What is Adwords?
● How to Apply
● How to use Adwords Effectively
● Measuring Success
● Maintaining Your Campaigns
Agenda

8. Google grants give nonprofits $10,000 a
month of free advertising on
Google search results.
Get up to $40,000 if you use it well.

9. Who is Eligible?
● Based in one of 50 eligible countries
● Most 501(c)3 orgs (or similar if not US based)
● Have a website

10. Who is not Eligible?
● For profit organizations
● Government entities
● Hospitals & medical groups
● Schools
● Childcare centers
● Universities

11. What can you buy with your grant dollars?

12. Bid on Keywords and Pay per Click (PPC)

13. What do you get for your grant dollar?
$463.05 Orange County Accident Attorney
$274.47 MBA online Classes
$ 2.09 Environmental News
$ 1.08 Nutritional Values of Foods
$ 0.93 Environment Information
$ 0.26 Environment Newsletter

14. What do you get for your grant dollar?
$463.05 Orange County Accident Attorney
$274.47 MBA online Classes
$ 2.09 Environmental News
$ 1.08 Nutritional Values of Foods
$ 0.93 Environment Information
$ 0.26 Environment Newsletter

15. Display order
is based on
bid, relevance,
and click
through rate
(CTR)
How do I come out on top?

16. How to Get Started
Step 1: Apply to Google for Nonprofits
Step 2: Apply for Google Ad Grants
Step 3: Start your AdWords Campaigns

17. How to Get Started
Step 1: Join Google for Nonprofits
● Employer ID (EIN)
● Certify nonprofit status
● Agree to non-discrimination clauses
● Org name, address, phone, website URL
● Mission statement
● Your contact info

18. How to Get Started
Step 2: Apply for Google Ad Grants
● How you will use AdWords to make an impact
● Create a sample ad campaign
● Include your Google AdWords Account Number
● Await a decision (up to 60 days)
● If rejected - figure out why and try again

19. How to Get Started
Step 3: Create a AdWords Account
BUT DON’T PUT IN CREDIT CARD INFO
● Daily budget of $330/day
● Maximum cost per click (CPC) $2.00
● Ads only on Google.com
● Only text ads

20. Anatomy of Google AdWords Campaigns
Campaign
Ad Group 1 Ad Group 2
KWKWKW
Ad 1
Ad 2
Ad 3
Ad 4
Ad 5
Ad 6
Ad 7
Ad 8
KW
Ad 1
Ad 2
Ad 3
Ad 4
Ad 5
KWKWKW

21. Setting up a Campaign
Campaign
● Target each campaign to a
specific outcome
● Set up “Goals” to measure
success

22. Setting up an Ad Group
Campaign
Ad Group 1
● Target a specific topic
(e.g. environment, food, forests)

23. Creating Ads
●
Ad Group 1
Ad 1
Ad 2
Ad 3
Ad 4
Campaign
● Create different versions
of the same ad - Test!
● Know the rules
● Use dynamic keyword
insertion

24. Know the Rules of the Game
● Number of characters per line
● No ! in titles
● No “Sale Sale Sale”
● Must use your root URL
● Don’t ask for money
● Don’t sell things
● Don’t advertise on your landing page
● No popup ads on your landing page

25. Go for the Long-Tailed Keywords
Cheaper!
● Wildlife
● Elephants
● Observe Elephants
● Observe Elephants in Zambia
KW KW KWKW
More Effective!

26. Types of Keywords
Match type Special symbol Example keyword Example searches
Broad match
include misspellings, synonyms, related
searches, and other relevant variations
none deforestation in china Logging forests in East Asia
Broad match modifier
contain the modified term (or close
variations, but not synonyms), in any order
+keyword +deforestation
+china
Chinese Deforestation by
Chopsticks
Phrase match
are a phrase, and close variations of that
phrase
"keyword" "deforestation in china" UN resolutions on deforestation
in china
Exact match
are an exact term and close variations of
that exact term
[keyword] [deforestation in china] deforestation in china
Negative match
are searches without the term
-keyword -ecosystem Ecological impact of
deforestation in china

27. Types of Keywords
Broad Match
“Phrase Match”
[Exact Match]
-Negative

29. Optimize!

30. Measuring Ads
● Number of impressions
● Click through rates
● Goal completions
● On-site behavior
THEN: Evolve or retire your campaigns

31. Adwords Traffic in Google Analytics

32. A/B Testing
Create similar ads. Test them!

33. A/B Testing
Create two nearly identical ads. Which is better?

34. Dynamic Keyword Insertion (DKI)
“Environment News”“Food & Agriculture In the News”

35. Dynamic Keyword Insertion Fail

36. Maintenance
● At start, login daily to make adjustments.
● Long term, log in on a monthly to retire
ineffective ads.
● Create new campaigns quarterly to promote
newest content.

37. THANK YOU!
Autumn Rose
arose@forumone.com
Mike Shoag
mshoag@forumone.com