OK, I get it. You don’t have the time or resources necessary to manage your Google Ad Grants more effectively. Yet, your board of directors is wondering why you can’t get more value from the $10,000 per month ad grants, when you’re only spending a fraction of the money. What’s up with that?
And to make matters more interesting, the rules for Google Ad Grants changed on January 1, 2018 to make it more challenging.
Sure, there’s a lot you can know to be truly proficient with these ad grants. (And the more you learn, the better!) For starters, just what’s needed to keep your account compliant (so you don’t lose your Ad Grants), is mostly technical. Although having a compliant account may not seem so satisfying when it’s not doing much for you, just realize that plenty of nonprofits are losing their Google Ad Grants because their accounts do not live up to the new rules. So, if you haven’t lost your ad grants, you’re in better shape than others.
But what about actually making Google Ad Grants perform more for you?
What’s one thing you can do to get more value from Google Ad Grants that’s not so technical? Continue reading “One Term That Will Boost Your Google Ad Grants Performance”
Warning! If you’re savvy with Google Ad Grants, you don’t need to read this. This article is basic stuff. But it’s written from the perspective that while speaking with nonprofits about their Ad Grants, not all really get what it is. Or more specifically, they think it’s like something else. And usually the “something else” is a more common type of ad media. So, with the intent of really ensuring a firm grounding of the basics, let’s review some fundamentals.
Different types of advertising media have unique characteristics that need to be respected to maximize performance. Google Ad Grants (part of digital advertising) is different from traditional media and if your way of thinking does not embrace how it may be best utilized, your nonprofit isn’t getting its message out to the world as effectively as it could.
OVERLY SIMPLIFIED EXAMPLES Continue reading “Other Advertising Media vs. Google Ad Grants”
These past 2 years, and especially here in 2018, have seen the most significant changes that Google has implemented for their Ad Grants program since it was established in 2003. Not all are happy with the changes. In fact, many have lost their Google Ad Grants.
But by using Google Ad Grants per their requirements, you’ll be able to continue to reap the benefits of their advertising into the future. Just manage your Google Ad Grants as if you were the one spending the money.
GOOGLE AD GRANTS MODIFICATIONS
In 2016, over Labor Day weekend, Google discontinued their “Grants Pro” program, which provided $40K/mo in Ad Grants to qualified nonprofits. (In brief, nonprofits needed to prove they were using the $10K/mo ad grants appropriately, over time, to be eligible for the $40K/mo. Hence, most nonprofits were never eligible for Grants Pro anyway).
On January 1 of 2018, Google introduced more stringent requirements to continue to receive their $10K/mo Ad Grants. And here, in the middle of 2018, many nonprofits have lost, or will be losing, their Ad Grants. But keep in mind, it’s only those nonprofits that are not maintaining compliance with Google Ad Grants rules who are at risk. Continue reading “Google Ad Grants Changes”
“Testing” your advertising represents nothing less than the difference between success and failure with Google Ad Grants.
Although your ads are the most visible part of Google Ad Grants, the “Story” and keywords are more important.
Here is the winning combination: Continue reading ““Testing” Your Way To Success With Google Ad Grants”
PPC stands for Pay-Per-Click advertising (also known as Cost-Per-Click advertising), which is a paid method of directing visitors to a website. An advertiser pays a fee every time someone clicks a PPC ad. Continue reading “How is PPC and Adwords Related to Google Ad Grants?”
The #1 error that nonprofits make when using Google Ad Grants is coincidentally one of the most common errors. Continue reading “#1 Error Using Google Ad Grants (90sec)”
Marketing is the lifeblood of any nonprofit organization. But how can you increase the effectiveness of your nonprofit’s marketing performance?
Of course there are many marketing channels available. Even if a nonprofit’s “marketing” might be as simple as the benefits of naturally occurring word-of-mouth promotion (which relies on the propagation of a story through personal contacts), there are always ways performance can be improved. For example, word-of-mouth promotion could be improved by something as simple as establishing a memorable and concise message (tag line) that supporters could readily repeat to others. Although this can be quite effective, it is limited in range and speed. Continue reading “Nonprofit Marketing Performance: First Step”
Today we’re going to talk about successful use of Google Ad Grants with the right story.
Successful use of Google Ad Grants breaks down into two main areas:
- Mechanics (the nuts and bolts of Google Ad Grants)
- Creative Strategies (includes story development, the main topic of today’s message)
“Mechanics” can be learned. In fact, the mechanics of Google Ad Grants will need to be learned to take advantage of these ongoing grants, in the same way a person would need to learn to drive a car to use it for transportation.
Having said that, it’s the “creative strategies” that will generate results. This boils down to “What will be advertised?” This is a huge topic, and it all begins with your unique, nonprofit story. Continue reading “Google Ad Grants Story Triangle”
Learning and applying the Art and Science of Google Ad Grants for fundraising and telling your story is one of the most powerful online promotional opportunities available to your nonprofit.
Google Ad Grants is for nonprofits only. Google Ad Grants provides a $10K/mo advertising budget for use on their Google Adwords platform, which is an online service that places advertisements near the list of search results. Stated another way, Google Ad Grants is the nonprofit version of AdWords, which is Google’s online advertising service and Google’s primary source of revenue. Continue reading “The Art and Science of Google Ad Grants”
Keywords with Google Ad Grants represent a fundamental foundation of online nonprofit marketing.
Keywords are not only the very foundation of Google Ad Grants, Google Adwords and Pay Per Click advertising, they are a vital aspect of Internet marketing, in general.
Keywords represent the language that you and I are using to search for things online. In fact, the term “Keyword Phrases” would be even more appropriately descriptive, since we often search with more than one single word. Continue reading “Keywords with Google Ad Grants”