Ok, I confess that I am biased, and perhaps even have a fascination with Google Ad Grants (the geek in me), but for the life of me I rarely understand when someone from a nonprofit says, “We don’t want/need a Google Ad Grant”, or “It doesn’t work for our organization”. There is small percentage of 501c3 organizations that their structure is not conducive to using an ad grant, a very small percentage.
Therefore, when I hear responses like that and what I’ve learned through experience is that these statements are based on,
- A lack of understanding of what an ad campaign can do,
- A lack of understand of ‘how’ to make them effective,
- Finally, they don’t understand the value and power of digital marketing.
However, and unfortunately, we also learned that many of these same organizations have never applied for the grant because they made assumptions about what they do and who they are for, therefore never gained the understanding they need. The bottom line is nonprofit organizations are required, and need public interest, engagement, and support to stay alive. Google Ad Grants have benefited nonprofits since 2003 by increasing overall awareness and fundraising initiatives – especially individual donors. Ad campaigns can build exposure by reaching new people searching for your focus area online. Almost everyone – yes, everyone (that’s a lot of people) at some point in their life has done an online search and Google being the #1 search engine, the potential is enormous.
So, let’s talk about what really might be holding back nonprofits from utilizing and taking advantage of a Google Ad Grant which by the way provides $10,000 per month in free ads. Make sure you also peek at the blog Is Fundraising Your #1 Challenge?
UNDERSTANDING WHAT IT DOES
First unless you are an ad manager or digital marketing strategist you probably never learned the technical aspects of digital ads, and that’s OK. However, look at any of the data reports on the rise of digital fundraising to understand implementing an ad campaign can be an asset for your organization.
The power of Search Ads allows you to reach people already interested in the work your organization is doing. In addition, because they are prescreened (targeted), it becomes easier to ENGAGE them IN your work, to get them to SUPPORT your efforts, and to make them a LOYAL follower. Search ads are targeted in two ways, focus area (keywords) and geographically (local or national).
UNDERSTANDING HOW TO MAKE THEM EFFECTIVE
Too often when an organization states ad grants don’t work is not because of the ad campaign but because the organization’s internal systems were not created to be effective. Google Ad Grant implementation often is a dose of reality because the process itself scrutinizes your systems and functionality, They are looking for items technically your organization’s website should already have in place.
That is essential because ad grant campaigns are required to link back to your website. So you need to plan where you send them. It is important NOT to send them to a generic home page with a ton of options. These are real people performing Google searches, clicking your ad, wanting to find specific information. If the user feels lost, angry, or frustrated—that’s a reflection on your brand. Remember in this digital society there is a 2 click rule. They need to be directed to a landing page that is focused and effective which means using basic marketing strategies, tools, and systems. Does your organization already have high-quality landing pages built out?
IMPLEMENTATION
Now let’s address one topic not mentioned – overwhelm. Just looking at the Google Ad grant process and requirements, can, and often does, send people into overwhelm. Don’t let it. We feel learning all the new technical jargon and skills which takes time to master, is not the best use of your time or your staff’s expertise. We want you to gain the maximum results and the best way to achieve that is with ad management. So while Google Ad Grants are free, allotting a small portion of your marketing budget can bring a huge return on investment.
Check out The Philantrepreneur Foundation’s GAG KICK START PROGRAM where you will find support and services for all aspects of the ad grant, from application, website optimization, and ongoing ad management.
ADDITIONAL RESOURCES
#philantrepreneurfoundation
#10kfreemoney
#googleadgrant
#grantsfornonprofits
