Hey, non-profits, did you know that Google will give you $10,000 every month to spend on advertising your organization through Google’s AdWords platform? It’s true. My name is Don Seckler, I’m the CEO and Chief Strategist at Peak Inbound Marketing, and I’m going to walk you through how to get started with Google Ad Grants so you can get some free advertising for your nonprofit organization.
Apply To Google For Nonprofits
The first step is you have to apply to Google for non-profits. Here’s the URL, https://www.google.com/nonprofits/, check it out. The process is relatively straightforward.
Google Ad Grants Requirements
So yes, it’s true. Google will give you $10,000 a month in free AdWords advertising through its Google Ad Grants program, but there are some requirements, and these requirements have to be maintained on an ongoing basis.
Must Be A 501(c)(3) With A Live Website
So the first one is that you are a valid not-for-profit organization, you have documentation as such. You must have a live website with substantial content.
You Need At Least Two Ad Groups With At Least Two Ads Each
Now, when you get to the advertising portion in your Google AdWords account, you need at least two ad groups. ad groups are Google’s way of organizing your ad account. So you might have ad groups for different purposes like one ad group could be for fundraising efforts, and another ad group could be for people who would use your charity and benefit from it, so to get that participation going.
So you must have two of those ad groups, and each one of the ad groups has to have at least two ads in it. It’s a very small number. Generally, when we do ad groups for people, they have a lot more ads so we can test and see what works best, trying to get some results that we know are better than what we’ve had in the past. So we test and we see what works best. So that’s one of the bare minimum requirements.
You Must Use Negative Keywords In Your Google Ad Grants Adwords Account
Some of the other requirements, you have to be using negative keywords, which means that when those keywords show up, your ad is not shown. So for example, if you had a non-profit organization around cancer research, but you’re not looking to hire people, you would maybe wanna use jobs as a negative keyword. And that way, when somebody includes the word jobs in their search, they won’t show your ad. So you’re getting a more targeted person, somebody who’s either looking to donate or use your services.
You Must Use Geo-targeting
You also have to use geo-targeting. Now, this makes sense especially if you are a local charity. Here in New Jersey, you could be servicing a couple of counties like Morris County and Sussex County. So you wanna use that geo-targeting, that’s a requirement.
You Must Use Site Link Extensions
So you also must use site link extensions on your ads. That’s another requirement. So site link extensions are basically links to the deeper parts of your website.
You Must Set Up Conversion Goals
You’ve also gotta set up conversion goals. Conversion actions can be a lot of different things. It could be a signup to a form, it could be a click on a phone number, or it could be signing up for an email newsletter, or there’s a lot of different types of conversion actions that you can ask people to take. So Google wants to know that you’re tracking those. So you wanna set up those conversion goals and make sure that they’re reflecting in your AdWords account.
Must Maintain a 5% Click-Through Rate
The big, big, big requirement is that you have to maintain a 5% click-through. This is a high click-through, but with proper attention to the account, it can be obtained, and you must maintain that click-through rate on the account. That doesn’t mean that every individual keyword has to have a 5% click-through rate, but your account, as a whole, for the month, must maintain that 5% click-through rate.
Regular Account Optimization Is Required
And then the last requirement is that you have regular account optimization. That means that somebody’s logging into the account, making tweaks, making changes, adding those negative keywords, changing the ads, maybe turning keywords on or off, or adding new keywords, just, they wanna know that somebody is looking at the account and trying to optimize it for peak performance. If you do let the account go dormant and you’re not checking into it, they will shut it down.
So, I think it’s worth it to invest some time or hire somebody [chuckle] like Peak Inbound Marketing to manage your Google Ad Grants account. After all, it’s $10,000 worth of free digital advertising. So we can work on these with you and walk you through the steps to get started. If you’d like to reach out, please do so. My phone number is 973-770-4668, and it’s PeakInboundMarketing.com. So I hope this information has helped you. Thanks for watching and we’ll see you next time.