Google Grants 8211 How Non Profit Organizations Get More
Management Summary
Push fundraising with Google Grants
What is Google Grants and who is it suitable for? With the help of Google Grants, non-profit organizations (NGOs) or non-profit organizations receive an AdWords account (so-called Grants account) and can advertise on Google for free. For this purpose, Google provides NGOs that comply with the Google Grants guidelines with a monthly AdWords advertising budget of approximately USD 10,000.00. With this budget, non-profit organizations can promote fundraising on the Internet (Online Fundraising).
For more information, see the following video from Google:
http://www.youtube.com/watch?v=IuDoyPW9ArA
What is the challenge with Google Grants?
Google provides each nonprofit organization with the same monthly AdWords budget of approximately USD 10,000.00, which is divided into a daily budget of USD 329.00. All Google Grants participants can set the same maximum bid price of $2.00 for their bids in their AdWords account. The free AdWords advertising may only be displayed via keyword-related text ads in Google search. This means that no image or rich media ads can be played. Furthermore, no display network or remarketing campaigns are possible in the Grants account. The requirements are therefore identical for all non-profits.
The online fundraising competition is getting tougher!
If you want to be at the forefront for the most sought-after keywords such as “donate” or “donation deductibility”, you need a highly optimized account with a high quality factor, otherwise your own ad will run and appear without a chance. If you look at the ad rank (ad position in the search results), it is made up of your bid and the quality of ads, keywords and your website. The challenge with Google Grants lies in the best possible use of the advertising budget and high quality in order to stand out from other NGOs and competitors with appropriate strategies.
How do you best use Google Grants?
It is important to have a good structure in your AdWords account. Once the basics have been laid, you need to group keywords using suitable ad groups and address your target group with appropriately worded advertisements. The landing pages in your ads should, as far as possible, meet the expectations raised so that searchers can find the information they want and take appropriate actions on your website.
A relevant landing page is a prerequisite
The professional non-profit organizations in this area not only work with a landing page, but also use their own pages, depending on the campaign topic and focus, which optimally meet the potential donor and guide them to conversion (the donation). In summary, the quality of your Google Grants AdWords account must be in line with your website.
Is your Google Grants account not performing as expected?
We would be happy to analyze your Google Grants account for you and support you in optimizing it as well as targeting it to your target group, so that you benefit from online fundraising.
Speak to us, we will be happy to help you get even more out of your grants account!
