Google Grants Q/A Session with Fundly, True North Consulting, and Google. Learn how to get $10k/mo. in Google AdWords through the Google Grants Program.

2. Dan has worked in the nonprofit technology sector or over 8 years. He’s held executive roles
with Blackbaud, Sage, and Fundly. Dan has supported many of the largest nonprofit
organizations in the US (small and medium sized nonprofits too) helping them improve
annual, major and planned giving, membership activity, and organizational change to meet
donor demands. Dan currently sits on the board of the Atlanta Charitable Society.
As a Google AdWords Qualified Individual in all five disciplines as well as Google Analytics,
and a Google Partner, Brad pretty much lives, eats and breathes search, display and
YouTube advertising. He has in-depth experience having managed, built, and/or repaired
more than 500 Google AdWords campaigns. As a Google Partner, Brad was awarded the title
of Google AdWords All-Star, and spent three days in Mountain View, CA on the Google
campus at the AdWords All-Star Summit.
Joseph is a Seton Hall University Masters student in South Orange, New Jersey. He is the founder of the
Dreamscape Foundation, a 501(c)(3) nonprofit organization dedicated to improving the lives of people
who are struggling with diseases and disabilities. Joseph serves on the Google Marketing Solutions team
as a Small Medium Business strategist. He has consulted with 165 SMBs in maximizing their ROI and
marketing spend with Google Adwords.
Panel

3. 3Fundly Confidential
----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------
$10k/mo Text Ads
1% Guidestar One Domain
$2 Google Search
Google Grants
$329/day spend
Cost Per Click
Max
No Affiliate network
Ads
Limited to Search
Marketing
Must Maintain CTR
Threshold
Make sure your 990
is uploaded
Only use your main
domain

4. 4
Remaining Qualified
Gov’t, Hospitals, Schools, Childcare Services are Ineligible

5. 5
You are trying to get the word out about
your organization. You might be a start
up or a community based organization
with local programs and services.
Keyword selection can help to get you
started and build your prospect list.
Target Uses
• Increase newsletter subscribers
• Program service requests
• General Brand Awareness
A mid sized organization may have an
online engagement manager or digital
specialist. Content that builds brand
equity is key. A relationship with an
agency to manage your grant returns
value.
Target Uses
• Advocacy / Petition Sign Up
• Crowdfunding and Peer to Peer
• Event Signups
Enterprising organizations need to be
strategic in the way they obtain web
traffic. There should be a symbiotic
relationship between
fundraising/marketing/agency. The goal
is to get to the Google Grants Pro level.
Target Uses
• Monetary Donations
• Landing Page Conversion
• In Kind Donations (non car, boat)
Micro Small/Medium Large
Who Uses Google Grants
Only about 10-15% of nonprofits...
<$1M Revenues $1M-$20M Revenues $20M+ Revenues

6. 6
300 Million+ AdWords Clicks Per Day
,

7. 7
Placement
CPC Bid
(The amount you bid on the keyword)
Quality Score
An assessment that Google assigns
your keywords. How relevant your
keyword is to your ad text and the
landing page you are promoting.
• Where you show up in Ad placement
depends on Google’s Auction
Platform algorithm
• Are your keywords relevant to your
content?

8. 8

9. 9
Campaigns
,
You can run as many
campaigns as you need
with different CTAs

10. 10
Ad Groups
,

11. 11
Keywords
,

12. 12
Google Analytics
,

13. • St. Johns Volunteers 13
Summary
Many searches are being seen for Duluth and related keywords, but
because the website was new and didn’t have very good domain
authority, traffic from organic results was low. Using Google Grants and
well places social media—including blogs, traffic to the website increased
dramatically, as did App downloads.
Challenge: Drive traffic to a new website and increase
app downloads from Google Play + Apple Store
Result: Using well constructed Ad groups with all ad
extensions, new visitors to the website increased and
app downloads to the search campaign increased and
were attributed to the text ads
Nonprofit Example

14. • St. Johns Volunteers 14
Summary
Charities underestimate the importance of tracking volunteer signups
and creating a list of people to support the mission. AdWords ensured
the website was SEO friendly and tightened up the mission statement
Challenge: Lack of an audience (500 contact list size)
and not many supporters. Looking to drive event
signups and increase donations
Result: Conversion tracking and newsletter signups
produced 25,000 new contacts in 9 months.
Nonprofit Example

15. 15
Landing Page – Donations/Newsletters
,

16. 16
Landing Page – Volunteer Sign Up
,

17. 17
Landing Page – Domain Issue?
,

18. 18
Landing Page – How You Got Here
,

19. 19
Do you have a project manager or someone skilled enough
to develop keyword strategy and execute important
changes to your Grants account?
1
Assign a Project Manager
What action are you trying to drive? Common CTAs include
Donation Pages, Newsletter Signups, Learn More, Volunteer. A
good CTA tells the searcher exactly what we would like them to
do: click on our text ad and visit our landing page/website.
Research Call to Actions
Good campaigns will be built around well constructed Ad Groups
that have common keyword themes and include text ads that are
highly relevant to the keywords contained in the ad group. ..
Construct Ad Groups and Campaigns
Campaign Optimization
The use of additional ad channels such as social media,
blogs, YouTube, and retargeting will increase the reach
and frequency of your advertising message. You should
not only be locked into Search Marketing.
Omni Channel Advertising
2
3
4
5
Grants Launch Plan
Setting up for Success
Once the campaign has been launched, the campaign manager
uses the search terms report and KPIs to increase relevant
impressions, optimize the click thru rate and maximize conversions.

20. • Monthly spend
designated to
nonprofit orgs.
• Uses the AdWords
interface to bid on
keywords
• A platform designed
to help you analyze
web traffic ranking
and keyword
research
• Subscription offering
• Understand
constituent behavior
and website
performance
• Built to work with Ad
Grants
• Landing Page
Template Builder
• A way to “convert”
for events,
newsletter signups,
advocacy
Products
Ingredients for Search Marketing

21. Google AdGrants Application
Keyword Research
Ad Group and Campaign Creation
Website Performance Report
Managed Services
Ad Group Optimization
Register to Win