Nonprofit Marketing and Google Ad Grants
The major element to pay attention to is the keyword. The cost of the keyword defines the cost-per-click of the ad, and the price of the keyword is based on an auction-like system. In other words, the cost of your target keyword is based on how frequently the keyword is searched for, who else is competing for that keyword, and how much they’re willing to pay (the average cost of a keyword is $1-2 but can reach $50+).
Who uses AdWords?
While the most prolific users of AdWords are insurance companies, mortgage and loan groups, almost any organization that is seeking revenue, donations, or increased awareness should strongly consider investing in AdWords. Whether that investment is time to learn how to use it, or utilizing some of your own funds to hire someone who does. The $10,000 monthly pool available from AdWords grant should encourage all nonprofit organizations to trial the program.
Anyone can create an AdWords account, but keep in mind that AdWords campaigns require know-how and continuous maintenance. If you don’t have a dedicated, on-staff person, consider hiring a partner who will typically charge 10% of your overall spend – if your campaign is optimized correctly, the more you spend, the more relevant traffic you get to your site, and the more goals you fulfill. It is important to have your campaign set-up properly to avoid irrelevant site traffic that can increase your bounce rate and decrease your multi-page visits.
Why include Ad Grants in my nonprofit marketing plan?
- More website traffic leads to more awareness and more transactions.
- It supports your SEO efforts, or lack thereof.
- Don’t leave money on the table.
- Compete for market share of donors, volunteers, etc.
When should I start?
“The best time to plant a tree was 20 years ago. The second best time is now.” – Chinese proverb
The longer your campaign is in effect and the longer you have a well-performing set of keywords, the healthier and more successful your campaign will be. Get going now. But make sure you put in the effort to understand what a good nonprofit marketing campaign looks like, or consider hiring someone who has already spent years perfecting the process.
How do I get started?
- See if you qualify for the program – it’s a quick and painless process: Google Nonprofits
- Determine whether or not to do it yourself or work with a partner
Have questions about nonprofit marketing or want to learn more about a partnership? Read up on a Managed Google Grant Program.