Last week, Kristie Mun of Google Grants and Brett Meyer of NTEN (the Nonprofit Technology Network) graciously shared insights into what the program is and best practices for how to take advantage of this free adverting program for non-profits. If you missed the webinar, watch a recording of it here. Be sure to visit the Google Grants website for additional details and program application form.
Here are a few of the highlights:
- If you’re a qualified non-profit-- a 501(c)(3) in good standing that is not religiously or politically oriented, has less than 50 percent of its funding from commercial operations, and a few other reasonable restrictions—then you can get up to $10,000 per month in free Google AdWords budget to use to promote your organization.
- Most non-profits spend only a few hundred dollars a month, as there are perhaps not that many people searching for their particular cause in the area that they serve. For example, maybe they are a local animal shelter, as opposed to a national cause such as breast cancer awareness.
- The program normally awards grants quarterly—however, there is such high demand that there is a waiting period of several months as Google catches up.
- Once you’re in the program, there is no need to re-apply each year. You just have to actively manage your campaigns.
- Don’t bid on generic keywords such as “nonprofit” or “donate”—find specific terms that are highly relevant to your organization. Bidding on such broad terms will hurt your campaigns, evidenced by a low Quality Score that you can see at the keyword level.
- Make sure that you include all common variations of your keywords—for example, non-profit can be “nonprofit” (no space) and “non profit” (with a space). These are separate keywords, as are singulars and plurals.
- BlitzLocal is happy to provide pro bono support to qualified non-profits. We select a few every month to assist with their Google Grants. Contact email@example.com to apply.
- This interactive webinar showcased the new ReadyTalk Web Meeting 6 platform—live presentations by multiple presenters, audience polling, chat features, recording & media player functinality—among many other cool features. Participants received a free 30 day trial of the platform. Contact firstname.lastname@example.org if you missed out.
Next month, stay tuned for our special guests from Facebook as we cover Facebook for Non-Profits-- sign up here before it fills up. Registration is free but space is limited.
About the author: Dennis Yu is CEO of BlitzLocal, an ad agency specializing in local online marketing and Google Grants management.