We want to thank all thousands of nonprofits, schools, civic groups, and others attending our bi-weekly webinars. Candidly, we never expected the webinar series to be such a resounding success! However, what this tells us is there’s a lot of energy and desire for information. The social good sector brims with ideas and programs to do good for our communities across the U.S. And, we intend to give you everything needed for success. This week, we’re exploring Google for nonprofits. But, in case you want to refer to some of our recent articles, check them out below.
- Social Media Analytics for Nonprofits
- Storytelling Through Digital Marketing
- Social Media Ads: Campaigns for Nonprofits (Part 1)
- Social Media Ad Campaigns for Fundraisers (Part 2)
In each of the articles, you get a FREE webinar recording, a PDF deck, and much more. So, check out the posts, and now let’s get started on Google for nonprofits. For this week’s FREE Google for Nonprofits content, download everything through Dropbox.
What Are Grants for Nonprofit Google Ads
As you know, Google is the largest search engine in the world. Because of it, Google has immense power. One way Google tries to be a force for good is by offering grants for Google Ads. When a nonprofit applies for a grant, it could get up to $10,000 in in-kind advertising—every month! Talk about a great way to promote your cause in your community!
When nonprofits obtain grants for Google Ads, it makes it even easier to promote fantastic campaigns. Nevertheless, every business and social good organization should consider advertising on Google because it’s the search engine of choice for the planet. Essentially, when you do Google Ads, you increase your visibility, fundraising dollars, and volunteer-base. When you advertise on Google, you have the chance to scale up your mission and work by obtaining additional support and resources.
How to Know If You’re Eligible for In-Kind Advertisement
If you haven’t yet had the chance to apply for a Google grant, take a look to see if you’re eligible. You’ll have to check for a Google for nonprofits grant by seeing if the group is based in a country where it is available. Moreover, you will want to ensure you comply with their other eligibility requirements.
Provided you are eligible, you have to apply for a Google for Nonprofits account. Once that account gets approved, you will have to submit the eligibility form. That form is located on the Ad Grants activation page in your account. Next, you confirm that you submitted the completed form, and then you await Google reviewing your application. If they approve you, you’re on your way with in-kind advertising support. But, again, even if you don’t qualify, you should consider spending on Google Ads.
Tips for Nonprofits Doing Google Ads
When you download our content for the Google for Nonprofits webinar, you’ll see a PDF. Make sure to look at page 7, where you’ll learn how to create a campaign. But, also see page 8, which will show you exactly how to set up an ad group and keywords. Further, in the PDF, you’ll see some of the following tips for nonprofits, but there’s many more in the deck, so be sure to check it out.
1. Keyword Research for Google is Essential
Remember, algorithms help power the digital age. Because of it, technology has brought a lot of science to the art of marketing. And that means that keyword research is a vital component for Google Ads. In short, you want the right keywords for your audience when they search. But don’t worry! Google makes it easy with a robust Keyword Planner. For additional keyword research, Moz and Answer the Public are excellent for SEO and social search listening.
2. Prepare a Negative Keyword List
When you prepare your keyword list for your Google Ads, also craft a negative keyword list. This process is an essential step. Negative keywords are where you don’t want your ad to show. It’s vital to do it because it eliminates your ad from searches by people who are not interested in your work or programs.
3. Measure the Conversions for Your Google Ads
The digital age has taken a lot of the guesswork out of almost everything we do! And, as we know, ROI is essential. When using Google for nonprofit ads, you want to make sure your campaign converts and drives people to your site. Therefore, you must create a bidding strategy that converts people to take you up on your call to action to sign up for your emails, newsletter, volunteer opportunity, or donate.
4. Make Sure You Optimize Your Landing Pages
When doing Google Ads, if you want to direct people to particular landing pages, you have to ensure that everything is aligned and optimized. In other words, the copy and the object of the landing pages and the Google Ads have to match each other, as do the keywords. It is a vital step because when people click into your Google Ads, you want to make sure that they get what they expected when they clicked. And, make it a point to send people to your best-performing pages, such as your donation, events, or sign-up pages.
There’s so much to know about Google for nonprofits! We hope we gave you a high-level view of what you need to know. For more detailed information, make sure to download the FREE webinar information, including the videos, audio files, and PDF deck.
Finally, as we approach Giving Tuesday, if you happen to be a nonprofit that’s female-led or supports women’s causes, look at our new Funds4Women program!
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