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Google Ads 101: Increase Your Nonprofit’s Presence With $10,000 a month Of Ads

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This slidedeck is from a webinar hosted by TechSoup Canada featuring Simon and Lily of ConnectAd. They will help you understand how to register, access & use your Google Ads account to grow your nonprofit’s online presence. They'll show you how Google Ads can help your nonprofit connect to and engage with donors, volunteers, and supporters.

You will learn:
- How the Google Ads Grant can be useful to nonprofits
- How to apply for your Google Ads Grant account
- Step by step how to create your first campaign inside your Google Ads Grant account

The webinar is for beginners looking to learn how to access & use the main features of Google Ads. To see the webinar recording and other resources please visit http://bit.ly/GoogleAdsWebinar

Note that you must be a registered nonprofit in Canada to be eligible for Google Ad Grants. To apply for Google Suite for Nonprofits please visit http://bit.ly/2UGtfbw

Published in: Government & Nonprofit
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Google Ads 101: Increase Your Nonprofit’s Presence With $10,000 a month Of Ads

  1. 1. How to Get & Use $10,000 per Month Of FREE Google Advertising Presenter: Simon & Lily from ConnectAd GOOGLE GRANTS
  2. 2. About The Topic Expert • We are ConnectAd, a Google Grants management firm • Worked with 300+ nonprofits • 100% success rate for applications • Generate $10 million in free marketing every year • 500 million+ ad views annually • Google Ad Grants Certified Professionals L I L Y S H A D D I C K S I M O N C H O Y
  3. 3. What We Will Cover Today I. Go o gl e Gr a n t s Cr i t e r i a II. Wh a t Is Go o gl e Gr a n t s? III. Wh at Is Pay -Pe r -Cl i c k Adve r t i sing? IV. Pr o b l e m s Go o gl e Gr a n t s Ca n So l ve V. Go o gl e Gr a n t s Appl ic a t ion Pr o c e ss VI. Ho w To Cr e a t e Y our Fi r st Go o gl e Ads Ca m pa i gn
  4. 4. A. Main Criteria #1 B. Main Criteria #2 C. Main Criteria #3 I. Google Grants Criteria 1. Grant Criteria 2. About GG 3. About PPC 4. Grant Uses 5. Applying 6. First Campaign
  5. 5. I. Google Grants Criteria A. Grant Criteria #1  YOU ARE A VALID CHARITY OR NONPROFIT  Registered with TechSoup Canada as a nonprofit 1. Grant Criteria 2. About GG 3. About PPC 4. Grant Uses 5. Applying 6. First Campaign
  6. 6. I. Google Grants Criteria B. Grant Criteria #2  YOUR NONPROFIT HAS A WEBSITE 1. Grant Criteria 2. About GG 3. About PPC 4. Grant Uses 5. Applying 6. First Campaign
  7. 7. I. Google Grants Criteria C. Grant Criteria #3  Governmental entities & organizations  Hospital or medical groups  Schools, child-care centres, academic institutions, & universities (philanthropic arms are eligible)  YOU ARE NOT ONE OF THE FOLLOWING NONPROFITS 1. Grant Criteria 2. About GG 3. About PPC 4. Grant Uses 5. Applying 6. First Campaign
  8. 8. A. What Is Google Grants? II. What Is Google Grants 1. Grant Criteria 2. About GG 3. About PPC 4. Grant Uses 5. Applying 6. First Campaign
  9. 9. $10,000 per month In free Google Ads II. What Is Google Grants? A. What Is Google Grants 1. Grant Criteria 2. About GG 3. About PPC 4. Grant Uses 5. Applying 6. First Campaign
  10. 10. $10,000 per year $10,000 one time II. What Is Google Grants? A. What Is Google Grants 1. Grant Criteria 2. About GG 3. About PPC 4. Grant Uses 5. Applying 6. First Campaign
  11. 11. $10,000 per month I n f r e e G o o g l e A d s II. What Is Google Grants? A. What Is Google Grants M O N T H 1 Google Ads Credits Note: If you spend the maximum amount, your ads stop running. You’re NEVER charged by Google for anything. M O N T H 2 M O N T H 3 N O E N D D A T E $120,000 per year I n f r e e G o o g l e A d s 1. Grant Criteria 2. About GG 3. About PPC 4. Grant Uses 5. Applying 6. First Campaign
  12. 12. A. What Are Pay-Per-Click (PPC) Ads? B. Do People Actually Click On PPC Ads? III. What Is Pay-Per-Click Advertising? 1. Grant Criteria 2. About GG 3. About PPC 4. Grant Uses 5. Applying 6. First Campaign
  13. 13. III. What Is Pay-Per-Click Advertising? A. What Are Pay-Per-Click (PPC) Ads? PA ID A D S PAY-PE R -CLI CK A D S O RGA N IC LISTIN GS
  14. 14. KEYWORD LIST III. What Is Pay-Per-Click Advertising? A. What Are Pay-Per-Click (PPC) Ads? D o n a t e u s e d c l o t h i n g D o n a t e u s e d g o o d s D o n a t i o n b o x e s
  15. 15. III. What Is Pay-Per-Click Advertising? A. What Are Pay-Per-Click (PPC) Ads?
  16. 16. III. What Is Pay-Per-Click Advertising? B. Do People Actually Click On PPC Ads? 300 M ILLION+ CLICKS PER DAY YOUR NONPROFIT WEBSITE SUPPORTERS DONORS CUSTOMERS
  17. 17. A. Problems Google Grants Can Solve B. Client Case Study #1 C. Client Case Study #2 D. Client Case Study #3 E. How To Use Google Grants IV. Problems Google Grants Can Solve 1. Grant Criteria 2. About GG 3. About PPC 4. Grant Uses 5. Applying 6. First Campaign
  18. 18. IV. Problems Google Grants Can Solve A. Problems Google Grants Can Solve W h a t P r o b l e m s C a n $ 1 0 , 0 0 0 P e r M o n t h I n F r e e A d v e r t i s i n g S o l v e F o r N o n p r o f i t s ? WE NEED TO INCREASE AWARENESS promote to people looking for your brand, cause, or content WE NEED TO IMPROVE EVENT ATTENDANCE promote to people looking for things to do WE NEED TO SELL MORE OF OUR PRODUCT/SERVICE promote to people looking to buy your product WE NEED TO GET MORE DONATIONS promote to people looking to donate WE NEED TO GROW OUR EMAIL LIST promote to people looking for a certain resource Problem Solution 1. Grant Criteria 2. About GG 3. About PPC 4. Grant Uses 5. Applying 6. First Campaign
  19. 19. IV. Problems Google Grants Can Solve B. Client Case Study #1 - Awareness Case • The Redwood Women’s Shelter Problem • Abused women were not aware about their shelter and the help they provided Solution • Use free advertising to promote on keywords like: “women’s shelter” “shelter for women” “help from abuse” Result • 630% increase in crisis calls per month
  20. 20. STEP 1: Pick or build a landing page IV. Problems Google Grants Can Solve B. Client Case Study #1 - Awareness
  21. 21. IV. Problems Google Grants Can Solve B. Client Case Study #1 - Awareness STEP 2: Find relevant keywords with many searches
  22. 22. IV. Problems Google Grants Can Solve B. Client Case Study #1 - Awareness STEP 3: Drive those searches to your landing page using free Google ads
  23. 23. IV. Problems Google Grants Can Solve B. Client Case Study #1 - Awareness STEP 3: Drive those searches to your landing page using free Google ads
  24. 24. IV. Problems Google Grants Can Solve B. Client Case Study #1 - Awareness Case • The Redwood Women’s Shelter Problem • Abused women were not aware about their shelter and the help they provided Solution • Use free advertising to promote on keywords like: “women’s shelter” “shelter for women” Result • 630% increase in crisis calls per month
  25. 25. IV. Problems Google Grants Can Solve C. Client Case Study #2 – Selling Case • SF Playhouse Problem • Need to sell more of their show tickets Solution • Use free advertising to promote on keywords like: “playhouse theatre” “broadway musicals” “stage shows” Result • $4,600 in ticket sales per month directly from free Google ads
  26. 26. IV. Problems Google Grants Can Solve C. Client Case Study #2 – Selling STEP 1: Pick or build a landing page
  27. 27. IV. Problems Google Grants Can Solve C. Client Case Study #2 – Selling STEP 2: Find relevant keywords with many searches
  28. 28. IV. Problems Google Grants Can Solve C. Client Case Study #2 – Selling STEP 3: Drive those searches to your landing page using free Google ads
  29. 29. IV. Problems Google Grants Can Solve C. Client Case Study #2 – Selling STEP 3: Drive those searches to your landing page using free Google ads
  30. 30. IV. Problems Google Grants Can Solve C. Client Case Study #2 – Selling Case • SF Playhouse Problem • Need to sell more of their show tickets Solution • Use free advertising to promote on keywords like: “playhouse theatre” “broadway musicals” Result • $4,600 in ticket sales per month directly from free Google ads
  31. 31. IV. Problems Google Grants Can Solve D. Client Case Study #3 - Email List Building Case • Save The Redwoods Problem • Build their email list to increase their support base for preserving Redwood forests Solution • Use free advertising to promote on keywords like: “redwood trees” “sequoia trees” “giant sequoias” Result • 400 emails per month directly from free Google ads
  32. 32. IV. Problems Google Grants Can Solve D. Client Case Study #3 - Email List Building STEP 1: Pick or build a landing page
  33. 33. IV. Problems Google Grants Can Solve D. Client Case Study #3 - Email List Building STEP 2: Find relevant keywords with many searches
  34. 34. IV. Problems Google Grants Can Solve D. Client Case Study #3 - Email List Building STEP 3: Drive those searches to your landing page using free Google ads
  35. 35. IV. Problems Google Grants Can Solve D. Client Case Study #3 - Email List Building STEP 3: Drive those searches to your landing page using free Google ads
  36. 36. IV. Problems Google Grants Can Solve D. Client Case Study #3 - Email List Building Case • Save The Redwoods Problem • Build their email list to increase their support base for preserving Redwood forests Solution • Use free advertising to promote on keywords like: “redwood trees” “sequoia trees” Result • 400 emails per month directly from free Google ads
  37. 37. IV. How To Use Free Advertising E. Framework For Understanding How To Use Google Grants STEP 4: B r i n g t h o s e s e a r c h e s t o y o u r w e b s i t e u s i n g f r e e G o o g l e a d s STEP 3: F i n d k e y w o r d s r e l e v a n t t o t h a t p a g e w i t h m a n y s e a r c h e s STEP 2: P i c k o r b u i l d a l a n d i n g p a g e t h a t s o l v e s i t STEP 1: D e t e r m i n e t h e c h a l l e n g e s y o u r n o n p r o f i t h a s 1. Grant Criteria 2. About GG 3. About PPC 4. Grant Uses 5. Applying 6. First Campaign
  38. 38. A. GETTING GOOGLE GRANTS V. Google Grants Criteria 1. Grant Criteria 2. About GG 3. About PPC 4. Grant Uses 5. Applying 6. First Campaign
  39. 39. V. Google Grants Criteria A. Getting Google Grants Get Your Techsoup Token Apply for Google For Nonprofits Create a Google Ads Account Submit Pre-Qualification Survey Setup Google Ads Account Enroll in Google Ad Grants ~14 days ads.google.com google.com/nonprofits 1. Grant Criteria 2. About GG 3. About PPC 4. Grant Uses 5. Applying 6. First Campaign
  40. 40. Step-By-Step Process VI. How To Create Your First Google Ads Campaign 1. Grant Criteria 2. About GG 3. About PPC 4. Grant Uses 5. Application 6. First Campaign
  41. 41. VI. How To Create Your First Google Ads Campaign A. Step By Step Process  Step 1: Strategize  Step 2: Structure Campaigns  Step 3: Research Keywords  Relevant with high search traffic  Good quality score (optimize for long tail & match type, remove duplicates, use negative keywords)  Step 4: Organize Into Ad Groups  Don’t put all keywords into 1 group  1-10 keywords per group 1. Grant Criteria 2. About GG 3. About PPC 4. Grant Uses 5. Application 6. First Campaign
  42. 42. VI. How To Succeed With Google Grants Ad group #1 “donation box” “donate furniture” “what to do with used clothing” Find Local Donation Boxes Use Our Free Locator Tool www.yourwebsite.org Help save lives just by donating your used goods. Learn how to donate here. Ad Group Keyword Ad Text A. Succeeding With Google Grants 1. Grant Criteria 2. About GG 3. About PPC 4. Grant Uses 5. Application 6. First Campaign
  43. 43. VI. How To Succeed With Google Grants Ad group #1 “donation box” Find Local Donation Boxes Use Our Free Locator Tool www.yourwebsite.org Help save lives just by donating your used goods. Learn how to donate here. Ad group #2 “donate furniture” Donate Your Used Furniture Schedule A Free Pick Up www.yourwebsite.org Don’t send your furniture to the landfill. We’ll pick up your used furniture for free. Schedule a time. Ad group #3 “what to do with used clothing” Running Out Of Closet Space? Donate Your Used Clothing To Charity www.yourwebsite.org We sell your used clothing to directly fund nonprofit programs. Find donation options here. Ad Group Keyword Ad Text A. Succeeding With Google Grants 1. Grant Criteria 2. About GG 3. About PPC 4. Grant Uses 5. Application 6. First Campaign
  44. 44. VI. How To Succeed With Google Grants  Step 1: Strategize  Step 2: Structure Campaigns  Step 3: Research Keywords  Relevant with high search traffic  Good quality score (optimize for long tail & match type, remove duplicates, use negative keywords)  Step 4: Organize Into Ad Groups  Don’t put all keywords into 1 group  1-10 keywords per group  Step 5: Write Effective Ad Text  2-3 variations of relevant ad text per group  Step 6: Build Landing Pages  Engage and convert traffic  Step 7: Monitor Results and Optimize  Maintain program standards  Google Analytics conversion tracking A. Succeeding With Google Grants 1. Grant Criteria 2. About GG 3. About PPC 4. Grant Uses 5. Application 6. First Campaign
  45. 45. A Bit About Us Google Grants Management Service Team of experts at ConnectAd fully manage the grant on your behalf to get 3x more impact on average
  46. 46. Questions? Thank You!

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