Nonprofit organizations of all sizes typically have these things in common: they want to help make things better in our world and they want to grow so they can have a bigger impact than they already do.
Growing a nonprofit organization often involves some sort of marketing efforts. It’s true—marketing isn’t just for businesses. Nonprofit organizations can benefit from marketing as well. Marketing is how a nonprofit can get the word out about the good work they are doing so others can get involved, and also so the people who could benefit from the services they provide can find their organization.
Traditional marketing includes things like print advertising, radio ads, television ads, and promotional events, but many nonprofits are engaging in newer digital marketing methods. These methods can include social media marketing, search engine optimization (SEO), and running digital ads—specifically, Google Ads. Many nonprofits have taken advantage of the Google Ad Grant, which provides up to $10,000 worth of free Google Ads for qualifying nonprofits.
Once a nonprofit is approved for the Google Ad Grant, they need to actually use it effectively, which can be a challenge. Google is a somewhat complicated environment when it comes to advertising. That’s why many organizations turn to professionals for Google Ad Grant management for their nonprofits.
Google Ad Grant management for nonprofits is a paid service that companies or individuals provide to help nonprofit leaders truly benefit from the free advertising. Just because the Google Ads through the Google Ad Grant are free doesn’t mean you shouldn’t do everything you can to make sure they are effective. The ads should be bringing the right types of visitors to your nonprofit’s website—visitors who get involved, or who reach out about the services you provide.
It starts by choosing the right keywords to target in your ads. Keywords are those words and phrases that people use when searching in Google for the types of services you provide. When they type in those keywords, they are presented with your nonprofit’s Google Ad. Then, when they click on the ad, they should be taken to a page on your website with the type of information they are likely looking for. The page should be compelling and attractively laid out, so visitors are encouraged to take the next step—whatever you determine that should be (inquire about services, join your email list, etc.).
A good Google Ad Grant management person or team can help you with every step of the process—from applying for the grant, to selecting the right keywords, to creating a landing page. They can also provide you with data to show you how effective your campaign was in reaching new people. The cost for Google Ad Grant management can pay huge dividends when you work with the right company!
