How is PPC and Adwords Related to Google Ad Grants? (2min)

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.

When you search for something online, you’ll often see paid ads at the top and bottom of the search results page. Whenever you click on a Google search ad, an advertiser is paying Google for your click, and Google directs you to the advertiser’s website.

Google Adwords is a popular Pay-Per-Click service, although there are others. (And BTW, Adwords also offers other types of online advertising models in addition to PPC, but that’s beyond the scope of this video).

The point is that advertisers pay Google, or other PPC providers, when people click on their online ads.

What’s most important to you is that nonprofits have a particularly powerful PPC opportunity available to them called Google Ad Grants, which provides a free monthly advertising budget from Google, using Google Adwords.

To be clear, Google Ad Grants is a scaled down version of Adwords.

In brief, Google Ad Grants is a $10K/month, online, Pay-Per-Click advertising budget. And as long as you use the service per their guidelines, it gets renewed month after month and year after year.

Of course, what you advertise is a critical factor, but for the purpose of this video, Google Ad Grants is a tremendous PPC opportunity to get your nonprofit message out to the world.