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P R E S E N T E D B Y :
W W W . C A U S E I N S P I R E D M E D I A . C O M
Maximizing Your Impact with
Google Ad Grants
Welcome!
Cause Inspired is a full-service digital marketing agency serving the nonprofit
sector, specializing in managing the Google Ad Grant.
We are a leading solutions provider for nonprofits looking to expand or nurture
their digital reach, With over 500 nonprofits trusting us to manage their
$120,000/year of free ad spend from Google.
Marketing Operations Lead
Senior Business Development Consultant
About our TechSoup
Partnership
We work with Techsoup to help Nonprofits:
Increase brand awareness
Promote programs and services
Solicit more volunteers
Drive traffic to their events
Foster donor relationships
All using the Google Ad Grant.
Together, we help nonprofits grow and
maintain their digital presence.
We're
Trusted
By Many You might recognize some of the
organizations we work with:
Session Structure
What is the Google Ad Grant,
and how can it help you?
Now you have the grant,
how do you keep it?
An overview of what you need
to procure it.
Ad Grants 101
1.
3. Grant Compliance
2. Getting the Grant
Maximize your digital goals
using your new Google Ads.
4. Using the Grant
What is the
Google Ad Grant?
Above is an example of a "text ad" that can be run on
the Google Search Network.
Raise awareness, attract donors, and recruit new volunteers using Google search ads.
Google Ad Grants help nonprofits share
their causes with the world.
Your Digital Presence Means
Everything
By appearing at the top of relevant searches,
you can drive:
Awareness
Volunteers
Donations
Registrations
Newsletter Sign Ups
Followers
How to Procure the
Google Ad Grant
Eligibility Requirements
Registered charitable organization in a qualifying country.
Meet the Eligibility Requirements for your specific country:
United States:
Legally recognized 501(c)(3).
Fiscally sponsored organizations ineligible for Google for Nonprofits.
Agree to the "Google for Nonprofits Additional Terms of Service."
Who's Not Eligible?
A governmental entity or organization
A hospital or healthcare organization
Charitable arms or foundations associated with
healthcare organizations are eligible.
A school, academic institution, or university
Philanthropic arms of educational organizations are
eligible.
Google has other programs for educational
institutions.
Procurment Overview
Procure the grant through an Ad Grant Certified Professional Agency OR
Google for Nonprofits (GFN) Sign Up & Verification
1.
Apply for Ad Grant through GFN
2.
The application process includes a knowledge check assessment that can verify
your technical abilities in managing a Google Ads account.
Once approved, you can start setting up your Google Ad Grant account.
If your grant is procured through Cause Inspired, we'll set up the account for you.
Keeping the Grant
in Compliance
Once You Have the Grant,
You'll Want to Keep It.
Following Google's compliance policies means you'll never have to reapply for the grant.
If you don't follow these compliance policies, your grant is at risk of being suspended.
Along with these policies, your grant must also follow standard Google Ads policies.
Keyword Compliance
Single Word
Keywords
Overly Generic
Keywords
Low Quality
Keywords
Monthly Compliance Checks
Must maintain a 5% CTR or higher
Must have valid conversion tracking (GA4)
Ad Group
Account Structure
Account Level
Campaign
Ad Group
Ad 1 Ad 1
Ad 2 Ad 2
Must have two
ad groups per
campaign.
How to Use the Ad
Grant
How Does
the Ad Grant
Account
Work?
An AI-driven, auction-style bidding system.
Set up Ads for pages on your website
1.
Enter "keywords" you want to bid on for your ads to appear.
2.
Google scans your website page and ad, and gives it a Quality Score.
3.
Google shows and ranks ads based on Bid x Quality Score.
4.
What's
Quality
Score?
How relevant is the keyword you are bidding on to
your landing page?
How relevant is the ad you wrote to your keyword?
How user-friendly is your website? Is there a good
history of users finding what they want when they visit
your website?
It determines whether or not your ad shows
up on the Search Network.
Create
Good Ads
Use keywords in your ad copy.
1.
Always have a call to action.
2.
Experiment with everything.
3.
Have great landing pages.
4.
Build Strong Campaigns
Keep your campaigns limited, and use more ad groups.
Micro-organize your ad groups to make sure your keywords are hyper-
relevant to your ads.
Use the same landing page for all ads in your ad group.
Don't forget to upload conversions so your campaigns can use
conversion-based bidding.
Why Hire a Google
Premier Partner?
Google Premier partners are verified as having the latest
Google Ads expertise.
It's the only verification of its kind to exist by Google,
for Google Ads.
So Why Cause Inspired?
Presentation are communication tools that can be
used to as demonstrations, lectures, reports, and
more. it is mostly presented before an audience.
We're pioneers in the Google Ad Grant space.
We work directly with Google and Google.org.
We value nonprofit growth and education.
Find the Right Package for you
For more information, visit:
https://page.techsoup.org/google-ad-grants-managed-services
Support Service
Empowerment
Managed Services
Level 1: Essentials
Managed Services
Level 2: Optimization
Managed Services
Level 3: Select
Grant Policy Compliance
Recommendations and
Support
How-to Articles and Videos
Expert Advice via Email
Grant Procurement
Account Build-Out
Content Recommendations
Bi-weekly Optimizations
Monthly Report
Check-In Call Every Other
Month
Grant Procurement
Account Build-Out
Content Recommendations
Bi-weekly Optimizations
Monthly Report
Monthly Strategy Call
Monthly Audit
Grant Procurement
Account Build-Out
Content Recommendations
Weekly Optimizations
Monthly Report
Weekly Strategy Calls
Monthly Audit
Advanced Keyword Research
Flexible Task Scheduling
$89 $289 $489 $1,389
Use Your Google Ad Grant
The grant can help you:
Raise Awareness
Attract Donors
Recruit New Volunteers
And so much more
Nonprofits get 10k of ad spend a month on Google.
Get started with the Google Ad Grant procurement process by visiting
google.com/grants or by talking to one of our support professionals.
THANK YOU.
Please feel free to contact us if you are interested
in any of our digital marketing services or the
Google Ad Grant.
Email: Kara.McKissack@causeinspiredmedia.com
Direct: (904) 206- 7007

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Google Ad Grants Services at TechSoup.pdf

  • 1. P R E S E N T E D B Y : W W W . C A U S E I N S P I R E D M E D I A . C O M Maximizing Your Impact with Google Ad Grants
  • 2. Welcome! Cause Inspired is a full-service digital marketing agency serving the nonprofit sector, specializing in managing the Google Ad Grant. We are a leading solutions provider for nonprofits looking to expand or nurture their digital reach, With over 500 nonprofits trusting us to manage their $120,000/year of free ad spend from Google. Marketing Operations Lead Senior Business Development Consultant
  • 3. About our TechSoup Partnership We work with Techsoup to help Nonprofits: Increase brand awareness Promote programs and services Solicit more volunteers Drive traffic to their events Foster donor relationships All using the Google Ad Grant. Together, we help nonprofits grow and maintain their digital presence.
  • 4. We're Trusted By Many You might recognize some of the organizations we work with:
  • 5. Session Structure What is the Google Ad Grant, and how can it help you? Now you have the grant, how do you keep it? An overview of what you need to procure it. Ad Grants 101 1. 3. Grant Compliance 2. Getting the Grant Maximize your digital goals using your new Google Ads. 4. Using the Grant
  • 6. What is the Google Ad Grant?
  • 7. Above is an example of a "text ad" that can be run on the Google Search Network.
  • 8. Raise awareness, attract donors, and recruit new volunteers using Google search ads. Google Ad Grants help nonprofits share their causes with the world.
  • 9. Your Digital Presence Means Everything By appearing at the top of relevant searches, you can drive: Awareness Volunteers Donations Registrations Newsletter Sign Ups Followers
  • 10. How to Procure the Google Ad Grant
  • 11. Eligibility Requirements Registered charitable organization in a qualifying country. Meet the Eligibility Requirements for your specific country: United States: Legally recognized 501(c)(3). Fiscally sponsored organizations ineligible for Google for Nonprofits. Agree to the "Google for Nonprofits Additional Terms of Service."
  • 12. Who's Not Eligible? A governmental entity or organization A hospital or healthcare organization Charitable arms or foundations associated with healthcare organizations are eligible. A school, academic institution, or university Philanthropic arms of educational organizations are eligible. Google has other programs for educational institutions.
  • 13. Procurment Overview Procure the grant through an Ad Grant Certified Professional Agency OR Google for Nonprofits (GFN) Sign Up & Verification 1. Apply for Ad Grant through GFN 2. The application process includes a knowledge check assessment that can verify your technical abilities in managing a Google Ads account. Once approved, you can start setting up your Google Ad Grant account. If your grant is procured through Cause Inspired, we'll set up the account for you.
  • 14. Keeping the Grant in Compliance
  • 15. Once You Have the Grant, You'll Want to Keep It. Following Google's compliance policies means you'll never have to reapply for the grant. If you don't follow these compliance policies, your grant is at risk of being suspended. Along with these policies, your grant must also follow standard Google Ads policies.
  • 16. Keyword Compliance Single Word Keywords Overly Generic Keywords Low Quality Keywords
  • 17. Monthly Compliance Checks Must maintain a 5% CTR or higher Must have valid conversion tracking (GA4)
  • 18. Ad Group Account Structure Account Level Campaign Ad Group Ad 1 Ad 1 Ad 2 Ad 2 Must have two ad groups per campaign.
  • 19. How to Use the Ad Grant
  • 20. How Does the Ad Grant Account Work? An AI-driven, auction-style bidding system. Set up Ads for pages on your website 1. Enter "keywords" you want to bid on for your ads to appear. 2. Google scans your website page and ad, and gives it a Quality Score. 3. Google shows and ranks ads based on Bid x Quality Score. 4.
  • 21. What's Quality Score? How relevant is the keyword you are bidding on to your landing page? How relevant is the ad you wrote to your keyword? How user-friendly is your website? Is there a good history of users finding what they want when they visit your website? It determines whether or not your ad shows up on the Search Network.
  • 22. Create Good Ads Use keywords in your ad copy. 1. Always have a call to action. 2. Experiment with everything. 3. Have great landing pages. 4.
  • 23. Build Strong Campaigns Keep your campaigns limited, and use more ad groups. Micro-organize your ad groups to make sure your keywords are hyper- relevant to your ads. Use the same landing page for all ads in your ad group. Don't forget to upload conversions so your campaigns can use conversion-based bidding.
  • 24. Why Hire a Google Premier Partner? Google Premier partners are verified as having the latest Google Ads expertise. It's the only verification of its kind to exist by Google, for Google Ads.
  • 25. So Why Cause Inspired? Presentation are communication tools that can be used to as demonstrations, lectures, reports, and more. it is mostly presented before an audience. We're pioneers in the Google Ad Grant space. We work directly with Google and Google.org. We value nonprofit growth and education.
  • 26. Find the Right Package for you For more information, visit: https://page.techsoup.org/google-ad-grants-managed-services Support Service Empowerment Managed Services Level 1: Essentials Managed Services Level 2: Optimization Managed Services Level 3: Select Grant Policy Compliance Recommendations and Support How-to Articles and Videos Expert Advice via Email Grant Procurement Account Build-Out Content Recommendations Bi-weekly Optimizations Monthly Report Check-In Call Every Other Month Grant Procurement Account Build-Out Content Recommendations Bi-weekly Optimizations Monthly Report Monthly Strategy Call Monthly Audit Grant Procurement Account Build-Out Content Recommendations Weekly Optimizations Monthly Report Weekly Strategy Calls Monthly Audit Advanced Keyword Research Flexible Task Scheduling $89 $289 $489 $1,389
  • 27. Use Your Google Ad Grant The grant can help you: Raise Awareness Attract Donors Recruit New Volunteers And so much more Nonprofits get 10k of ad spend a month on Google. Get started with the Google Ad Grant procurement process by visiting google.com/grants or by talking to one of our support professionals.
  • 28. THANK YOU. Please feel free to contact us if you are interested in any of our digital marketing services or the Google Ad Grant. Email: Kara.McKissack@causeinspiredmedia.com Direct: (904) 206- 7007