GOOGLE GRANTS
Presented by
Rachel Fournier
Lawton Gallagher Group
About Me
• Working in online marketing for over 6 years.
• Currently head the online marketing department at
Lawton Gallagher
• Prior to LG, held the position of Director of Paid
Search Services at Oneupweb
About Google Grants
Part of the Google for Nonprofits Program
In-kind advertising program awarding free Adwords
advertising to select nonprofit organizations.
The online advertising account (adwords account) can be
used it in a variety of ways, including general outreach,
fundraising activities, and recruitment of volunteers.
What is Adwords?
Adwords is Google’s advertising program where
Organizations/businesses/nonprofits can create and run
ads on Google’s search results pages.
Adwords ads are displayed along with search results when
someone searches Google using one of your campaign’s
keywords.
What to Expect from Google Adwords
Google Grants awards an advertising grant within Google Adwords.
Adwords is an online self-managed advertising program.
Your organization will build its own Adwords account by creating
and monitoring text ads that run on Google.
You create ads and choose keywords, which are words or phrases
related to your organization.
When people search on Google using one of your keywords, your
ad may appear next to the search results and people can click on your
ad and go to your website.
Benefits of Google Adwords
You are speaking/advertising to an audience interested in
your organization because you’ve created a relevant ad
and chosen relevant keywords.
The value of the advertising your organization receive
will be dependent upon the performance of your ads in
the program.
Some variables that may affect your account’s
performance include how many times people search on
the keywords you choose and whether searchers click on
your organization’s ads.
A grantee can get up to $10,000 dollars a month worth of
advertising on Goolge.com
Program Requirements
You must have a website and your ads must link to a page on
your website.
The keywords you target must be relevant to your programs and
services
Your website cannot display revenue generating ads.
The on-going, active management of your advertising campaign
is your organization’s responsibility once your account is active.
Who is eligible to apply?
Organizations must have current 501(c)(3) status
Must be headquartered in the United States
Nonprofits need to share the philosophy of community service
to help the world in areas such as science and technology,
education, global public health, the environment, youth advocacy
and the arts.
Who is not eligible?
Governmental entities and organizations
Programs requiring membership such as clubs,
sports teams, alumni, etc..
Websites participating in Google AdSense program
Grantee Requirements & Responsibilities
A contact at your organization must build your Google Grants
Adwords account and be responsible for your Adwords
advertising account at all times.
Your active participation is required, and this includes
building your Google Grants Adwords account, regularly
logging into the Adwords system, and ensuring your Google
ads and keywords are relevant, accurate, and timely.
Active Management Means:
Build Adwords Account
Be responsive to email requests from Google
Log in monthly to review campaign performance
Make updates as appropriate
Should you not login to your account for three consecutive months or
prove unresponsive to email requests from google, your account will
be subject to automatic pausing or cancellation without notification.
Grantee Adwords Ad Requirements
Your ads must link only to the URL included in your application.
Your ads must reflect the mission of your organization.
Strictly commercial advertising is not allowed. If you intend to
promote products or services, 100% of sales/proceeds must
support your program.
Grant Duration
As long as your organization is actively managing the account,
Adhering to program guidelines, and making the most of the award,
You can continue to remain in the Google Grants program.
There is no set end date for your grant.
Goolge does reserve the right to terminate your organization’s
participation in the Google Grants program for any reason without
notice at anytime.
Budget
As a Google Grants recipient, you will be able to participate in Adwords,
receiving up to $10,000 per month in free advertising.
However, you should be aware of a few important budget constraints
on your advertising campaign:
The maximum cost-per-click (CPC) that a Google Grantee is able to
choose is $1.00 and some keywords may not be available to you at
this amount.
Your organization will not actually be charged for each click on your ads.
This cost-per-click (CPC) is simply the bid for your keyword in the
Adwords auction.
Your monthly "ad spend" will be capped at $10,000.
Again note that you will not be charged for clicks on your ads,
up to $10,000 per month.
The "ad spend" is simply how much your organization would have paid
if you were not receiving the Google Grant; it is essentially
the value of the grant.
Keep in mind that some organizations may have solid
Adwords campaigns, but not accrue close to $10,000 per month
in their account.
The ad spend for each organization will vary based on your
organization's reach / audience (local versus international),
area of focus (rare diseases versus breast cancer), and other factors.
Writing an Effective Adwords Ad
Character limitations
Title 25
Line 1 30
Line 2 30
Clear call to action
Use keyword in title or ad copy
Generating Keywords
Highly Relevant
Targeted Terms
Search Volume
Google Adwords Keyword Tool
https://adwords.google.com/o/Targeting/Explorer?__u=1000000000&__c=1000000000&ideaRequestType=KEYW
ORD_IDEAS#search.none
Apply for the Google for Nonprofits Program
Online Application
Google.com/nonprofits
https://google-for-nonprofits.appspot.com/application