- 1.Google Grants & Beyond: Secrets to SuccessAustin Buckley
Account Manager, Search & Advertising RedEngine Digital
Twitter: @redengineFollow the Conversation: Twitter: #digitalday
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2. What is Google Grants? Google Ad Grants is the nonprofit
edition of AdWords, Google's online advertising tool. To be
eligible for Google Grants, your org must: Hold current and valid
charity status, as determined by your country. (U.S. 501(c)(3))
Agree to Grants required certifications regarding nondiscrimination
and donation receipt and use. Have a functioning website with
substantial content. (Your ads will be limited to the URL you
submit for review.) 3. What is Google Grants? Who is not eligible
for Google Grants? Governmental entities and organizations
Hospitals and medical groups Schools, childcare centers, academic
institutions and universities 4. Why Do I Care? FREE MONEY. (TO
CHANGE YOUR LIFE.) 5. Maintaining Grants Eligibility Your ads must
link only to the single nonprofit website URL that was approved in
the application. You are required to actively manage the AdWords
account by logging in monthly. Your ads must reflect the mission of
the approved nonprofit organization and your keywords must be
relevant to the nonprofits programs and services. Strictly
commercial advertising is not allowed through this program. 100% of
sales/proceeds must support your program. 6. Maintaining Grants
Eligibility Your Google ads cannot link to pages that are primarily
links to other websites. Ads offering financial products (such as
mortgages or credit cards) or those requesting car, boat or
property donations and related keywords are not allowed. Your
website cannot display Google AdSense ads or affiliate advertising
links while participating in Google Ad Grants. 7. Google Grants
Features A daily budget set to approx. $330 USD, which is
equivalent to about $10,000 per month A maximum cost-per-click
(CPC) limit of $2.00 USD Only run keyword-targeted campaigns Only
run search-based text ads appearing on Google.com. (No display
advertising, etc.) Grants ads will always display below paid ads
when bidding on the same keywords 8. Google Grants Extras Included
in your Google Grants membership: YouTube for Nonprofits Integrate
Donate button with your YouTube channel so users can donate
directly from your videos Call-to-action overlays allow viewers to
click through to your site Google Apps for Nonprofits Gmail,
Calendar, Drive, etc. Google Earth Outreach Grants Free licensing
for Google Earth Pro and Maps API for Business. One Today by Google
(app) Android app available in US; users can donate $1 per day to
different nonprofits 9. How Do I Apply?
http://www.google.com/nonprofits/ Click Join the Program and fill
out application 10. Maximizing Google Grants Value Use your full
budget Its free money thats not coming back tomorrowspend it! When
budget is maxed, find whats converting and ensure its not limited
by budget. 11. Maximizing Google Grants Value Find overlooked or
over-searched keywords. Overlookedkeywords that nobody else is
bidding on. Try the long taile.g., donate to the Human Fund, Human
Fund Festivus giving in addition to Human Fund 12. Maximizing
Google Grants Value Over-searchedkeywords that get too many
clicks/too few conversions to bid on in Paid, but might still
return in Grants. Qumar Refugee Crisis is all over the news and
related keywords search volume is spiking. Too much volume and too
little ROAS to bid on in Paid, but might be able to get some
conversions for free through Grants 13. Maximizing Google Grants
Value Supplement your paid ad accounts with Grants. Experiment with
keywords/campaigns of dubious ROAS value. Audition campaigns before
trying them in paid accounts. Bid on keywords with high volumeor
low competition. Bid on low-value (ROAS-wise) but important (e.g.
for branding) keywords. Use Grants to get in front of people who
might not otherwise see your content; use engagement/lead
generation asks to get them onto your mailing list, etc.into top of
funnel. 14. Example (Client X) Daily SEM Visits: Aug-Sept 2013
1400120010008006004002000Paid OnlyAll 15. Example (Client X) Daily
SEM Revenue: Aug-Sept 2013
$3,500.00$3,000.00$2,500.00$2,000.00$1,500.00$1,000.00$500.00$0.00Paid
OnlyAll 16. Other Resources http://googlegrants.blogspot.com/
Google Grants blog https://support.google.com/nonprofits/
https://support.google.com/grants/ Google Support for Nonprofits
and Grants http://productforums.google.com/forum/#!forum/g rants
Google Grants help forum 17. Thank You!Got Questions?Contact
RedEngine Digital!: Facebook: www.facebook.com/redenginedigital
Twitter: @redengine Email: [email protected] Phone:
703-556-8489