Google AdWords Grants for Non-Profit Organisations

Getting Involved with Google

Although non-profit organisations may target separate issues, they have 3 things in common:

• To raise awareness

• To increase donations

• To have more volunteers

In order for non-profits to achieve these goals, they need to be promoted and known throughout their community. This is where Google Ad Grants come in. Google are now offering grants to eligible charities the help them to increase their online visibility and raise awareness for their cause. Following a short and simple application process, your non-profit can benefit from $10,000 (£7,250) per month to spend on an AdWords campaign. If the campaign is run efficiently, you will potentially be seen by thousands of new potential customers each month. The more regularly your Ads appear, the more people are made aware of you.

Google have a few stipulations of course. They set a maximum cost-per-click (CPC) of $2 (£1.45) which means that you may not be able to compete for some of the higher value (most popular) keywords, therefore some thorough keyword research will be required to uncover groups of less-frequently used search terms (keywords). They also do not allow you to be found under searches for your competitors (a common AdWords tactic). However, this grant means that used wisely, it can help you to achieve your objectives and save your resources for what is most important - making a difference.

Many non-profit organisations like yours have seen great success from the Google Ad Grant programme, resulting in more exposure for their non-profit.

“Over 20,000 visits to our website within the last year (92% of which were new visitors) purely through Google AdWords”
– The Chance Theatre

“Google Ad Grants has helped us reach thousands of supporters around the country, helping us effect change through awareness”
– The Fred Hollows Foundation

Eligibility

To be eligible for Google Ad Grants, you must:

• Hold valid charity status

• Abide by Google’s guidelines

• Have an active website with significant content

Government entities and organisations, hospitals and medical groups, schools, academic institutions and universities are not eligible for Google for Non-profits, but philanthropic arms of educational institutions are eligible.

Securing the Grant

Google's requirement regarding the quality of your organisation’s website means you will need to have a comprehensive and user-friendly website with clear, concise content and sufficient information about your organisation and its mission. It should also function to a high standard, eg. work well on mobile devices.

If you are interested in the Google Adwords Grant but think your website may not be of the standard required, Big Red can help you with this too. We can work in partnership with you to design and develop a site that will appeal to your new online visitors – and increase conversions (eg. donations, enquiries, online sales).

Guarantee the Best Results

Once you’ve received this grant, it can be difficult to know how and how and where to apply it to get the best results. You want to ensure that this money is being used effectively, and that you are drawing in as much traffic as possible. If you are not familiar with Adwords it can be quite daunting tool to use and steep learning curve that could potentially use up a lot of your time, not to mention energy. You don’t want to receive your grant and then throw that money out the window.

Working with Big Red Digital removes this risk. As a certified Google Adwords partner, we can make the most of your grant. For a reasonable monthly management fee, we can also help to drive organic (non-paid) traffic into your website, increase your conversion rate and, most importantly, raise awareness for your cause.

We will manage and optimise your campaign on an ongoing basis, sharing access with you and reporting on progress. Our weekly work may involve:

• running analysis on click rates and keyword quality

• adjusting click budgets at keyword and campaign level

• researching and adding new keywords

• removing keywords or ads that are not performing well

• removing irrelevant search terms

• creating new ads that to increase the flow of traffic to your website

All performance data will be shared with you, guaranteeing that you are always in the loop. Our job is to get the most from your budget and to be there to support you as a digital partner.

The Next Step?

Lets discuss how Big Red can help, just send us a few details and we'll take it from there...