Nonprofit Webinar: Google Ad Grants 101 – With $10K/Month In Free Ads

 

 

FYI: You must be a registered nonprofit (501c3 if based in the US) to be eligible for Google Grants. *Government entities, hospitals & schools are not eligible*.

Nonprofits! Would you benefit from boosting your online awareness, raising more money, or getting more event attendees? You can achieve all that and more through the Google Ad Grant: a program that gives nonprofits $10,000 PER month in free advertising. Yes, you read that right.

This information-packed webinar is led by David Ries and Ilia Khairetdinov of ConnectAd, an Ad Grants Certified Professional company. They’ll tell you everything you need to know about the program, how it can benefit your nonprofit, and the actual process of applying for the grant.

 

 

0:00
Be here in August as we transition to fall. And so, you know, a very important time of year for non-profits, of course. So this is a good time to explore the Google Ad grant opportunity, if you've never heard about it before.
0:11
Or if you have definitely a good time to take it to the next step and implement it within your organization. My name is David and joining me today is my colleague, Ilia. We're going to discuss Google Ad Grants 101, the Grow Your Nonprofit's Online presence with $10000 a month in free ads.
0:28
So, just before we get started, turn on our webcams. we'll have our webcams on throughout the Webinar in our respective portions. Hello, everyone. So, you can see we're actual humans here today to teach the webinar.
0:43
And I think that's important, especially in these webinars, to show you that, you know, we're here, We speak to non-profits all the time, we understand your concerns, and so this is why we're qualified to teach the webinar.
0:53
So just to run through, as you can see on the screen, we're a Toronto based Digital Marketing Agency. We work exclusively with non-profits. We've done so since 2010, so been managing the Google Ad Grants for over 10 years now as well as these other stats on the page where a Google Certified Professionals or 1 of 45 companies worldwide. And 1 of 2 in Canada certified for the work that we've done.
1:16
And some of that work you can see here in terms of how many non-profits we've worked with and how much free marketing we generate and manage each year.
1:24
So I'm going to start us off and then Elliot will be back on towards towards later.
1:30
And then we'll, we'll switch back and forth in an interactive format.
1:34
Like Marcela Mentioned we have a Q&A at the end. So, please feel free to put your questions throughout, but we won't be taking the time to answer them until we're done with the webinar.
1:43
The webinar itself, as you can see here, this is our agenda for today, including the Q and A, We're going to go over the criteria, no, real basic understanding of the Google Ad Grants, discuss how it integrates with pay per click advertising, It's something that you may hear of PPC or pay per click, and we just want to make sure that you really understand what it means, and what it is. Once you leave the webinar, we'll go through problems that the grant can solve for you, including several case studies with real non-profits and real results, the application process itself, and then to finalize how to succeed with Google Grants. As you can imagine, this is just 101. So this is very introductory, but will point you in the right direction. Like I said before, whether or not you've used it before, or heard of it before. Or, now you're actually ready to make it work with your organization.
2:31
So the first step in the process is to understand, of course, who's eligible for the Google Ad grants. So there's three basic criteria, and we're going to go through each one, very simple. And then, we'll make sure that everyone understands it at the end.
2:44
So criteria, number one, you need to be a registered non-profit. And so this means you're registered in 150 plus countries that Google has in terms of the eligibility for the Google Ad grants. And you need to be registered with TechSoup as a non-profit.
2:57
For those not familiar, TechSoup is a platform with free resources, and discounted both hardware and software for non-profit organizations.
3:06
And what TechSoup does is validates your existence and operations as a non-profit, and gives that information to Google. So Google for non-profits, and the Google Ad Grant program can then verify that you are indeed an operating non-profit, Your website, and your operations matches what you say you do, and therefore, you should be eligible for the grant.
3:27
Grant criteria number to Your non-profit has a website. The seem might seem very obvious to many of you, and it should be, but this website needs to be owned by the non-profit which means that it needs to be tied directly to your non-profit organization.
3:40
That's usually a dot org. It could be a dot com and some, some cases. But the key here that it's your own website, Along with that, it needs to be of somewhat of a high quality. You know, we can't go through individual eligibility and website quality for everybody in attendance today. This is why we offer the free consult opportunity after the webinar. But the quality of the website will really affect not only your eligibility, but the performance of the ads, what does that mean? Not broken links. Good page, load speed, good content, good landing pages, good call to actions, but as you can imagine, a comprehensive look at the user journey to make sure that the ad grant is going to perform successfully, Right? And so if you don't have a good website right now, once again, reach out to us. We'd be happy to do a free audit for you, but that might warrant waiting longer down the road before you apply. If you do have a website and it's good work in quality. Then you've satisfied criteria hashtag two.
4:35
criteria. Number three, it's a little bit of an inverse. You want to make sure you're not one of the following non-profits. And I'll clarify in a second, government, entities, organizations, hospital, medical groups, as well as schools, academic institutions, and universities. What does that mean? Well, first and foremost, this means the actual institution itself, such as a hospital or a university With that said, As you can see, in parentheses, the philanthropic arms are indeed eligible.
5:02
That means that if it's an individually registered philanthropic arm for a hospital, or a university such as a foundation, they would be individually eligible for the ... grant.
5:12
And then as far as these other categories, hospital, medical groups and schools, This does not refer to a medical based non-profit, such as a cancer research non-profit.
5:22
It is not referring to a tutoring organization, right, With an education mission, this is referring to the institution itself.
5:28
Once again, we can't handle individual eligibility right here on the webinar, or even in the Q&A, So feel free to reach out if there's any gray area, and we can point you in the right direction. But if you do have gray area, our professional recommendation is to apply for Google for non-profits. And if you are approved for that, you will be eligible for the grant. So moving right along now, that we know who's eligible, and that the grant is, just to clarify, it is not merit based. There's not a limited number of grants that Google gives out, so if you satisfy those three eligibility criteria, you will be eligible for the grant part, stop. So what is the Google grants, right? Like I said, some of you, and this is very common in the non-profit world, you know, it's been on the radar. Maybe a little bit over here. Well, it's time to actually really understand what it is, so you can communicate the value to the rest of your team. The Google Ad grant is $10000 per month in free Google Ads.
6:22
It is not $10000 per year, and is not $10,000.01 time.
6:27
So to re-iterate, it's $10000 per month in free Google Ads.
6:31
So what does that mean? What does that look like? Exactly? So let's quantify it a little bit more So. It is not coming in the form of cash or any other form of currency. It is in the form of Google Ads credits, only as illustrated by these poker chips here, You can imagine at 10000 credit dollars of credits in month, 110000 dollars to 10000 dollars a month three: no end date insight, as long as you meet Google's program. Criteria and compliance on an ongoing basis. Which we'll touch upon later in the session right. And just to clarify also, there is no rollover. So, if you spend 8000 in month one, the remaining 2000 do not rollover to month two. And also there's no ... for not spending the full amount. That's not the goal of the grant. The goal is to use this free budget strategically, and creatively to drive traffic and conversions to your website.
7:20
The goal is not just to spend it, just for the sake of spending. A few other notes here, if you ever spend the maximum amount, your ads will stop running.
7:29
Meaning that if you spend the maximum amount today on a Wednesday, your ads will stop running until tomorrow, right? So any idea that you would be charged extra for Google ad grants is completely false, right? So I just want to clarify. Because many non-profit organizations have actually expressed that to us and end up not pursuing the ad grant because of misinformation.
7:50
So to repeat, there's no way that you'll be charged by the Google Ad Grant Program at any time.
7:56
How does it work? Because the 10 K is actually averaged out per day over the course of a month. So $330 give or take. Of course. And so if you spend that 330 max on a day the ads pause and then the next day they'll keep going. You don't need to do anything else. You don't need to re-activate them manually. It just simply protects your ads from overspending. And therefore you won't be charged. And the number three, the $10000 a month cannot be used for anything else other than the ads. So it cannot be used for business expenses. Other marketing, expenses, hiring an agency to manage the ad grant for you. It can only be used on the ads themselves.
8:33
So before we go into the next section of pay per click advertising, or to run our first poll of the day, I'm just gonna ask, just to clarify that everyone's on the same page. How much is Google Grants worth?
8:46
We really labor this point because, like I said, non-profits who don't have the full understanding of it, will not be able to communicate the value if they don't understand what the true amount is each and every month.
8:57
So we'll give it a couple couple of seconds, or over half the room has voted so far, looking good.
9:04
Let's see if we could break a record.
9:07
Spoke too soon.
9:09
So 75%, and then I'll close once again, this is so you understand exactly what it means because any misinformation will lead you down an incorrect road.
9:18
So with over 75% of the room.
9:24
So you can see 96% of you had it correct, $10000 per month. And the other 4% incorrect. So it's $10000 per month, which means it would be $120,000 per year, and then all time, as many years as you use it.
9:39
Once again, this is to make sure you understand how valuable and how effective the grid can be. So then I'll turn it over to Elliot, who's going to discuss how Pay per click advertising correlates to the Google Ad Grants to the spend, the relevancy. And, you know, really, do people actually click on these ads, which is a common question from Organizations. We talk to you all the time.
9:59
Great, Thank you so much, David. So, yeah, you know, to really understand the value of the Google Ad Grants, we have to really look into what is pay per click advertising. And in this case, we're going to be talking about Google search ads. So, you know, when you go into Google and you search something, sometimes you see advertisements popup. There's a big question as to whether people click on the ads and we're going to address that and as to how you can make your ads more effective so people will click on them. So, if we go to the next slide here, what we really want to do is labor. The point much like David did, about the 10000 is that search is really a two-way street, right? Just just as an example. I'm going to give you, let's say I want to purchase a basketball, right, So we need to think about what the person is going to do before they actually even type anything into the search bar, Right? I want to purchase a basketball, so I will search by basketball, basketball information to where to buy a basketball things, things of that nature now, that's from my perspective now. Let's think about it from the advertisers respect.
10:54
They start to know that when someone searches, those words, they have some sort of intent to purchase a basketball, right. So for the advertiser, it's really important that he puts a relevant ad in front of me. Let's say, I was searching for a basketball and I got an advertisement for snow pants, right? That wouldn't really make too much sense. It's bad for everybody, It's bad for me, because I was actually looking for a basketball.
11:14
It's bad for the advertiser because it's extremely unlikely that. While searching for a basketball, I will purchase snow pants. And it's bad for Google, because their entire business model is about matching people to what it is that they're searching. So it's extremely important this relevancy piece, right. It's very important to put a relevant ad in front of the person. Otherwise, they're just going to be no action. It wouldn't really make any sense.
11:36
So, now that we have a little bit better understanding of the functions of search, we really want to talk about what pay per click ads. So here, you see a standard Google search. In this case, you see Donate Food in San Francisco. At the top. What we really want to point you to is the big differences between the paid ads and the organic listings. So the paid ads actually appear above the organic listings. So, the first thing that the user sees when they search something now and below you have the organic listings, AKA how people, how Google matches it, again, based on those keywords. Now, the big thing here is that pay per click, ads are exactly what they sound like. They are pay per click, In this case, the pay actually comes out of that $330 budget that David talked about that as daily for the Google Ad grants. So it's not a pay per show. what you're actually paying for is to have somebody come to your website. And the way that these ads can trigger is, again, based on relevancy. This is a topic that you'll hear me speak about a lot, and you hear David Re-iterate.
12:35
And this is because it's extremely important, right? So, in this case, if you take a look at the keyword, somebody typed and donate food in San Francisco now, If we go back to my previous example, we have to think about what the person thought about before they actually typed in those keywords. Right. So the mentality of someone saying, donate food in San Francisco, you can make a few different inferences based off of that, they're likely interested in donating food. Right? And more, specifically, in San Francisco, so, let's say you are a food bank in San Francisco or shelter, or anything of that nature, What you would want to do is actually show your ad to this person, because they are showing the intent to support your organization. The thing here is, is that they do not know about your specific organization. They are simply searching to donate food.
13:21
Now, the keyword list on the left-hand side are examples of what might trigger your ad, Right? So when someone searches something specific, you want your ad to come up. And that's the entire purpose of the Google ad grant, right Now, That's really only the first step.
13:35
The next step is after somebody clicks on that ad, right? So pay per click. What you will do is you will lead them to a landing page. Now, you'll hear David talk about this topic a little bit more, but in some, a landing page is a page on your website where you want somebody to take a very specific action. It's not your homepage, right? It's not an about us page. It's a page where you want someone to take action.
13:56
In this case, if you look at this page, you'll be able to see that Donate Now button, help us fight hunger during ..., right? Really pressing topic, of course.
14:05
Know, a lot of support has been given by the community during Covert 19. But let's say you search Donate Food in San Francisco, and you clicked on that ad. When you get to this page, it's very, very clear what you want the person to do. So what we really like to do is think about things as a little bit of a journey, right From the thought process to the word that they typed into the ad that they see to clicking it to then getting to the landing page. And most importantly, I know David talked about Spend is taking some sort of action, right? At the end of the day, $10000 is simply a tool to get people to take action on your website.
14:38
So now we have a little bit of better understanding of what pay per click ads are. These events, the next page. Now, do people actually click on paper, pay per click ads? The thing is that a lot of people have this interpretation of advertising as invasive, but this is exactly why I love search advertising. Because what it is is directly relevant to what you searched.
14:58
Another way to put it would be that you are putting your Ads in front of people who already want your products and services, but don't know about you.
15:07
That's really the way to think about it. It's people who are already searching. It's there's no point of putting an ad about a food bank in front of let's say someone who's searching about theaters in the area. Right? And just from a statistics perspective, there is over 300 million clicks per day.
15:23
What you're trying to do is, out of these 300 million clicks, find your supporters, your donors, your customers, advocates, volunteers, other areas that your organization finds interesting, and bring them to your website. That's the entire point of the ads, is not to just spend the money, but bring them to your website, so that they are able to take some sort of action.
15:43
All right.
15:44
Now that we understand a little bit about the mechanics, what we want to go through is the kinds of problems that the Google Ad Grants can solve, and then run you through some case studies. You know, we're speaking a lot about an theory, but what you want to do is show you in practice, how it actually works and what the results of that is.
16:03
So on the next slide here you will be able to see the kinds of problems that the Agra consult. So, we're just gonna go over a little bit of an overview, and then we're going to take a little poll about what is most important to you. So, again, these are not the only problems that the Google Grant can solve, but it is a bucket that we have definitely seen, right. So, needed to increase awareness, You want more people to see your brand, your mission, your organization, see the great work that you do. Google Ad Grants phenomenon for that, improving event attendance, whether that's in person or on webinars, such as this, zoom, whatever it may be. That is another phenomenal way that, to use the ad grants, Selling more of your product or service, if that's what your non-profit does, it's, again, a great tool, because you'll be able to directly match it, get more donations, and something that we've seen a lot more is growing your e-mail list. Because then you can market to these people, and they can be converted into active users of your, within your organization, right?
16:58
So now, we're going to do a quick poll. If you had the Google Ad grants today, what is the number one problem you would like to tackle using the Google Ad Grants?
17:09
We'll give you a little bit of time to do that. There's no right or wrong answer throughout the case studies that we showcase. You'll be able to see tidbits of all of these to show you how effective it is. But I just want to get a sense of the room and how things are going.
17:24
Perfect. We'll stop. At about 75% people answered. We're just getting there.
17:33
Wonderful.
17:35
Thank you so much, David. So what problem has got the Google Grants all for you? So this is great. We see awareness donations, and actually selling is quite a little bit higher than what we're used to seeing, which is great. It is the Google Grant is great for advertising products and services that have monetary ties them are free or unkind, whatever it may be. ... is great because of the intent. The awareness piece is is always great to see. The ... grant is so great about getting more people to your website, getting people more knowledgeable about your organization. And, of course, as we understand how non-profits work, as we exclusively work with them, donations is definitely something that's front of mind. That's great.
18:14
What we'll do is we'll take you through some case studies. So this is an organization that we work with called San Francisco Martin Food Bank. You might recognize them from our example a little bit earlier, right? So darn coven the need for their services, was greater now than ever. And they were looking for emergency fund raising. So that they could feed people within their community.
18:32
I'm going to run you through some steps about how we think about incorporating something like a Google Ad Grants campaign. So, step one, pick or build a landing page. As I mentioned before, landing page has to be something worth specific call to action, whether it's food donations or other things. It has to be very catered towards a specific audience. So in this case, like you saw before, it's about food donations. So, we're gonna use this landing page. This is where we want people to end up from our ads, right? We're working backwards a little bit from the moment that I showed you before. Now, the next step is to find the relevant keywords. As we mentioned before, certain keywords that are search will trigger your ads. What's important is to find the right keywords that have extreme relevancy to what you have on your website. Google has very sophisticated algorithms about seeing, you know, what is your quality score. Essentially, what that means is, how likely is the person who search something and clicked on your ad, able to find what they initially searched for.
19:28
So that's an important quality. Again, if you want donations to a food bank, you wouldn't want to put your eyes on front of someone looking to buy a basketball, right. It's all about relevancy In this case. This is something called the Keyword Planner. It's a tool within the Google ad grant and, and also regular Google Ads, We can kind of see the average monthly searches. Because the basis of search advertising, it's putting ads in front of people already searching something. It's not an invasive, and it's actually helping the people who are searching it if done in a proper and systematic way.
19:57
So that's that's step two.
19:59
Step three, drive those searches to the page as you can see at the top, Donate food in San Francisco. So when someone thinks about that, then, types in the word, what happens is it's your ad becomes triggered. So then it shows up here, you can see the ad, ad, text, the link to your organization. You can see it highlighted in, green there, Donate, San Francisco Martin Food Bank, right? It's above the organic listings. So it's actually the first thing that the person seats. So, the goal is to show your ad to people that have intent. Then, once the person clicks on your ad, what happens is they get brought back to this landing page now on this landing page. David, go into this a little bit more later. But you use Analytics and tracking tools to see, OK, how often did somebody search something then? Click on the ad that actually take the action that we wanted them to take, right? That's an extremely important part that they will cover a little bit more in depth. But finally, you will take them to this page, Right? And San Francisco Martin Food Bank through these kinds of campaigns is able to raise thousands and thousands of dollars.
20:57
Both monetary donations and in kind donations on a monthly basis, right, $10000 a month is quite a significant amount, when it comes to advertising. And leveraging that budget, in order to get what your organization wants, is really the tools tool that we want to use. So here, in this case, we're going to be talking about Volunteer Toronto. So I've taken you a little bit through the steps. So we're going a little bit faster, this time, Volunteer Toronto, as an organization, of course, here in Toronto, that has volunteers for a variety of purposes.
21:25
But, of course, there's coven 19 That was more pressing than ever, right?
21:29
So again, step one, pick or build a landing page.
21:32
You can see, again, most important to the take out of this, is: it's very clear what the action you want the person to take on your website is here. ..., volunteer response team, right? It's very clear evidence that there's some content there.
21:45
Great. So now we've got to think about, OK, well, what someone's search that if they landed on here, it would be likely to convert. Brian conversion just means taking the action.
21:55
So we'll be looking at the keywords, again, using the Keyword Planner, Volunteer Opportunities, Toronto, Volunteer, Toronto, Volunteer Work, Toronto.
22:02
You know, this is just a small sample of the amount of keywords that are used, but we want to showcase the fact that the average monthly searches you're really looking for is something that actually has search volume Because you want your ads to be triggered more often so that people can come to your website more often while balancing that with relevancy.
22:20
So when someone searches something like Volunteer Toronto, what happens is your ad shows up there, at the, at the top of the page, You'll see. So this way, you're more likely to get people who are searching to volunteer in Toronto. You want people to actually come to your website and volunteer through your organization. Then when that person clicks on that ad, they come to this page, Use Analytics and tracking to see how often people are actually taking the action do you want them to?
22:45
Right? And this way, volunteer to Ronald through the Google, Google Ad Grants, got hundreds of volunteers, especially during Covert 19. It was extremely successful campaign, and it's something that's still ongoing. And, of course, they have volunteering for a lot of other causes. So the ... grant is phenomenal for volunteer.
23:01
Now, turn ... and even as things open up, their organizations that have kind of had to pivot, right. You know, especially things like theaters, things, like, in person organization science centers. And that's exactly what curiosity is. So there are signs playground and do. They have got, you know, obviously, physical facilities that couldn't be used during Cove in 19. And what they did is they understood that they needed to pivot. They need to focus more on what is happening, you know, behind the screen. People are online more, and they still need to do things that entertain their kids like a playground. And so, what they did is they created Science Experiments for kids to do at home, essentially, And they have a bunch of different ones. It was a great pivot, and that's the landing page. Then we need to look at things like the keywords again, children's activities things to do at home experiments for kids. These ones can be a little bit more broad because you're trying to garner people who want to entertain their kids at home, wanted to do something. Exciting and fun.
23:51
And as you can see those keywords volumes, of course, Tearing Covert have have gone quite up at the end, and then what do you do? You write the ad text, You want your ads to trigger when somebody searches experiments for kids, because it's directly relevant to what you're offering. And you're showing the person that is searching that, that's something that you offer.
24:10
Right, and you see fun activities for kids, hands-on science at home, right? Engaging ad text, showcase that.
24:17
Then, when somebody clicks on that ad, they go to your landing page, and here, again, use your Analytics tools to see, you know, what are people clicking, what are people not clicking. And, that's how you get that. And, you know, carry out a see through the Google grant has had hundreds and hundreds of different experiments that they've been able to show showcase all across the nation. Because now it's online. So there's a lot more opportunity, geographically wise, to reach people.
24:41
So, just as a wrap up, we'll go through the steps for Success. David will do a much more in-depth look at this, but determined the challenges your non-profit has, Awareness, donations, selling, e-mail marketing, volunteering, whatever. It may be determined that as a challenge. Pick a landing page that solves that. If you're going to do volunteering, it would make sense that the landing page, AKA the website page, has, you know, a volunteer form or something where they can submit information, it, would it make sense to bring them straight to the donation page if you want them to volunteer.
25:10
Find the keywords that are extremely relevant, Relevancy is important. Just think back to my basketball and snow pants. Examples, where putting a relevant ad in front of someone is actually beneficial to them, because you're helping them find what they're looking for without being invasive. And step four, bring those searches to your website using free Google Ads, make sure you track how that happens and how successful that is.
25:35
Perfect, and I'll hand it off to David here, who will go a little bit more in-depth about the application process and steps for success.
25:44
Thanks Elliot, As you can all see, a tremendous value with the ad grant. And now, the logical next step will be, OK, how do we get started? Right, so we'll do our last poll of the day, Much simpler than before. This is just a yes or no answer. Do you have the Google Ad Grants? Currently, we do this just to see who's in the room, also, to be able to address those who have the ad grants, and then who, you know, who doesn't, to be able to talk further consultation after the webinar. So, for those of you who do have the ad grant, this next slide is going to be repetitive, but it only lasts about 30 to NaN, and then after that, we're gonna go into steps for success.
26:23
So we'll cut it off at 75%, like the other polls.
26:27
Just give it another couple of seconds to see, and this is pretty standard with most of the responses that we have with other webinar sessions, in terms of the breakdown.
26:38
Just wait for another couple people. We're almost there.
26:41
You haven't voted already. Please do so. It really helps.
26:45
Understand. Awesome.
26:47
Thank you.
26:48
So, yeah, this is standard.
26:50
About 910 break down, today, 9%, yes, 91%, no, with the Google Ad grants.
26:59
All right. So, in terms of getting in the actual application process, that's relatively straightforward.
27:04
And there's a couple of steps, depending on where you are in the process. So, like I mentioned before, you need to get your TechSoup token. Does the free token free process and this validates your operations as a non-profit organization?
27:17
And Google uses that token to then proceeded with the Google for non-profits, Google Grant process, after that, if you haven't already, you would apply for Google for non-profits, Also, known as G Suite. This gives your organization free access to Gmail, Drive, Calendar, et cetera. It's a really good tool in terms of your overall workflow system as an organization. And then, you will complete the Ad Grant Eligibility form, which is a Google Form.
27:43
It's about eight pages, but not like every page has a lot of information, A lot of it is surveys from Google. It's just asking, you know, how did you find out about them? What are you interested in learning? And then a couple more specific components in terms of your organization's name, website, et cetera, Very simple. I watched an organization through this earlier this week. It took us a total of 15 minutes. And then, finally, you're going to activate the Google Ad grants. And once you have the Google Ad Grants, then you can start building the campaigns, structuring the ads, and generating the spend and traffic. So, how long does it take? Well, it depends. I'm going to show you the breakdown, so you have a range. You might ask yourself, Will arrange, for 2 to 29, seems really crazy an excessive. Well, this, just like I said, depends on where you are in the process.
28:26
If you have your TechSoup token, and Google for non-profits already completed than the ad grant eligibility form, and the activation of the ... grant, will take 1 to 5 days, if not sooner. If you don't have TechSoup. And if you don't have Google for non-profits, that's where it adds those 10 to 14 business days, you know, and then, could result in about a month. So if you don't have anything, and you're starting from scratch, it's going to be about a month before you get the grant, if you have TechSoup. And you don't have Google for non-profits, you know, two weeks.
28:54
And if you have Google for non-profits, that only a couple of days and all that can be found on google dot com slash non-profits to initiate the process.
29:03
So now that we, we have that, out of the way, clear foundation of the value, how PPC works. How to get the Ad Grant, the framework, and the case studies, now, we're going to talk about how to succeed with a Google Ad Grants. And just a disclaimer, again, this is 101. So this is way more nuanced and way more detailed than what we're gonna cover, over the next 10 minutes, This is just to give you a sense of how to think about it going forward. So we're introducing this formula. And the reason that we do this so you really understand how to get the best experience of the grid, right. Whether it's going to be internal management, external, management, combination of the two. And this is really sums it up time. Spent time expertise equals results.
29:45
This isn't, know, a revolutionary idea. It's something that's not just applicable to Google Ad grants. It's life, in general, Any professional task, You know, how much time you have to spend on the task, and how much time, how much experience you have doing it.
29:59
Will, you know, yield the results that you have, so a combination of, not a lot of time, and, not all that expertise while, you're not going to have a lot of results, and vice versa. So, I say this.
30:09
So, you can really think about going forward, how to allocate your resources as a non-profit as no organization, has unlimited resources to see what the best opportunity for you would be.
30:20
So, in terms of succeeding with Google Ad Grants, we're going to go through this quickly, step one, you're going to strategize. So this means you need a plan.
30:28
What are you actually going to use the grant for, 3, 6, 9, 12 months, down the road?
30:33
And to understand what those goals, you know, you have for the website and a way to think about it would be what actions do you want users to take on your website? So like EYLEA framed in the case studies work backwards? Where do you want people to end up in the work backwards from there as it's a much better plan than starting off and not knowing where you're going to direct them to?
30:53
Step two, you're going to structure campaigns. A campaign can be thought about as linked to a certain goal, or action, or landing page will, I'll explain a little bit further. So if you're going to have, for example, a volunteer campaign and an e-mail acquisition campaign, those are two different goals.
31:09
So therefore, that necessitates two different campaigns because that's two different tracks of users that you're going to send to, an ultimate call to action, of, e-mail acquisition, or, say, volunteering, or anything else. Buying a membership, buying, a piece of merchandise, signing up for an event, a donation, et cetera. Step three, you're going to research keywords, right? As Elliot demonstrated, you need to find out the volume of keywords being searched in your area if you have a certain geo target area, or if it's more regional, national, et cetera. And the reason you're going to do that is because you want to make sure that the audience is targeted, and it's a high volume of keywords that will trigger your ads associated to the tasks that you're completing, and the actions that you want people to take. And so, as we saw before, you want to make sure that those keywords are relevant, so high search traffic, they're relevant to what people are searching, and you're going to use Google Keyword Planner, which is a free tool within your ad grant dashboard, to really investigate and explore.
32:06
We can't emphasis, emphasize this enough, keyword research is really the foundation, Right? If you do not research the keywords adequately and appropriately, you're not going to see good results later. So the way to think about all of these steps is that each step is incremental progress, right? It's compounding as time goes on, so if you don't have step one, completed step two, step three, it's actually a compounding in the wrong direction To yield little results, but if you have things structured structured properly and actually optimized, it will compound in the right direction and yield a better ROI of Rule hashtag two. You want a good quality score for the keyword, which means it's relevant to what the person is searching. It's not a duplicate. In your account long tail and match type.
32:50
That's basically is the exact phrase that someone is searching for, is that some of the words, you know, short keywords, As you can see, There's so many ways that we search as users, as we can all attest to as consumers. That may not be the exact words. That is being shown on the Websites page. But what the website, and the organization, or the company is required to do, is find out how to capture the language that we, as users, are putting into the Google search bar.
33:19
Step four, you're going to organize all of those keywords into Ad groups low. I'll give an example of what this looks like, because you don't want to put all of the keywords in one group. Right? You want to structure them, 1 to 10 keywords per group, and there's a reason for that. And this has to do exactly with what I just said about language and making sure that, depending on what the user searches, the organization is, still fielding that request and yielding an ad that's relevant to them. So here's the example. So if you just had everything in one ad group, as you can see here, donation box, donate, furniture, what to do with use, clothing, while the ad that's being shown, find local donation boxes, use our free locator tool, Your website dot org. Well, that addresses the keyword for donation box, but it doesn't really address the keywords for donated furniture, or what to do with use clothing, even though those are allowed and actually fostered by this donation box, and by this website.
34:13
So here, if someone searches donate furniture, even though if they clicked on that ad and clicked on the website, they could get to their destination. That would relieve that pain point, which is they want to donate furniture. The ad isn't showing that. So the ad is not relevant to them. And therefore, they're probably not click on that.
34:30
On the contrary, if you break them out into three different ad groups or how many you need, you can see that now donation box has ad text. that's relevant to the donation box keyword.
34:40
That donate furniture is now has ad text related to donate your used furniture, and what to do with use clothing, creative copywriting, approach, running out of closet space, donate your use clothing to charity.
34:51
So even though your website dot org, that URL there in green, it's all the same destination, what you're doing is you're creating different channels, different tracks, depending on what people are searching, so you can capture that traffic and drive them to the website, regardless of the words that you use. I hope that makes sense, and it's very logical. This is something we really emphasize. Connect that, you know, that we take the digital marketing jargon and we just translate it into layman's terms. It's very simple. It's very logical. As you can see, people search words, you want to find out those words that people are searching and connect them to your ads so that when people search them, the ads are shown regardless of the type and approach that they're using.
35:32
Step five.
35:33
Just you know a good segue, you want to write effective ad text.
35:36
You could have the keywords research correctly, But if you don't have effective ad text, that would actually prompt somebody to click then you're doing it wrong, Right? And so you're missing an opportunity to then continue the journey, because now they've see the keyword, right? It's kind of looking like what they want. But now, if the ad text is really unclear, it's not a good call to action. It's not you know, kind of a captivating question. The person is not going to click on it.
36:01
And with that, you want a couple of variations of relevant ad texts per group. Kind of like what we showed, because you want to make sure that there's different forms of copy out there. Just as you can imagine, in any type of business, they have different types of ad, text, different types of copy, depending on where they're showing it, whether it's print, whether it's digital, whether it's, you know, billboard, et cetera. And so you want to make sure that, depending on who is seeing that ad detects, that you're offering, actually captivates them, and then prompts them to click through to your website. Now, speaking a website, step six, you want to build these landing pages. So, for those of you who are not aware, landing pages are different than a website page, and that they're specifically designed for a call to action. And specifically designed with a targeted group of users that, you know, how you brought those users to your website.
36:48
Whereas a website page is more organic, and you're not really concerned with a specific action, and you want people to click around and explore. So landing pages are built for converting an optimizing traffic. The way to think about it, is there, the final step in the process? So if we go back, like I said before, all of this compounding, no incremental changes. Right? If you have good strategy and you structure the campaigns, right?
37:12
now you have the research of the keywords properly, the organized ad, ad groups, effective ad text. And now if you don't have a good landing page, all of that previous work is in vain.
37:23
So you want to make sure that your landing pages are optimized for action.
37:27
So on the left you can see hopefully many of you in the room do not have a website that looks like this.
37:32
For some reason, in the non-profit world, it's very common to have a giant photo with no information and no text, nor call to action, and it's actually in the way of the user journey and causes friction. And so that is not optimized on the left. On the right, it's optimized, And I think all of us can attest that we're naturally more drawn to something that is ordered. It's clear. It gives us clear instruction, and a clear button, or to take action.
37:56
And that optimized landing page, conversion, three times more donations. So as you can see, these changes, right, it's totally worth the allocation of resources if you're going to use the Google Ad Grants successfully. If you have a bad website with not good landing pages and not good call to actions, then you're gonna need to improve that, whether it's before the ad grant is initiated or as time goes on. Otherwise, you're not going to be seeing the results that you could expect by optimizing each level of the customer journey.
38:23
Then seven, very important, because this is the culmination of a cycle before you started again, whether it's the same campaign or a new campaign. You want to monitor these results and optimize this is for two reason you want to maintain program standards. Like I mentioned, in order to keep the ad grant active, you need to meet Google's criteria each and every month. This is a combination of click through rate, quality score and other factors that we can go into more detail during the Q and A and an individual consult. And then another reason why it's very important to monitor like Lillian mentioned do you want to make sure that you understand the behavior of the users on your website. And this is through Google Analytics conversion tracking and tag manager. If you don't have these pieces installed, you're not able to actually make informed decision based on the data in your website of how people are interacting with the ads and taking action.
39:16
So that's the summary. We're right at the 45 minute mark. So we've got plenty of time for Q and A If you have any other questions, please send them to hello at connect dot CA. I know it's a lot of information. But it's very straightforward. And we'd be happy to talk with 30 minute free consult eligibility. And also strategy, and maybe where your organization is in the process. So we can point you in the in the right direction with the next step.
39:42
So if you want to, if you want to come back on, we'll just start knocking duckett out these Q&A questions.
39:49
And thank you, everybody, for your time today.
39:51
Yep, thank you, everybody, and, and, you know, we're going to be here to answer any questions. We're just going to start from the bottom, make a the first questions that were asked, and we're going to work our way down, so don't worry.
40:00
We will definitely get to everybody's questions question: can you spend only $10000 per month and pay per click with Google or do you only get the $10000 per month if you spend a minimum over the 10 K?
40:16
I'm not quite sure I understand the question. You do not need to pay for advertising to receive the Google Ad Grants, The Google Our grant is up to $10000 a month. You can only spend it on Google. That is true, and it's Google Search, so, you know, display or anything like that, if you spend a minimum over, you know? So, you don't need to spend Advertising first in order to get the adequate. ... is a tool is designed by Google to help non-profits level the playing field with other larger organizations. Right now. Many smaller non-profits, that's primarily what we work with. Smaller. You know, local non-profits don't have $120,000 a year and marketing budget, so that's exactly what the Google Ad Grants program was invented in the first place. I hope that answers your question. If that wasn't clear enough, please rephrase and asked, we will definitely get to it.
41:07
Yeah, we'll just, we'll just go back and forth.
41:09
Make it easy. Understanding our website also needs to be secure. Can you clarify. Yep. Absolutely. That's another part of the website criteria. And eligibility process. You need to have the HTTPS security on your website. If you don't, then, you need to install and fix that before applying. So, absolutely. The website needs to be secure.
41:32
Is there a question or a question, Is there a fee by Connect Add tube reviewed the site to see if it qualifies before signing up for their services? So, notice the free consultation. If you go to connect dot CA or connect app dot com Or e-mail us at Hello Connect. that we could set up a meeting where we will go through these things, will do a website user journey audit for you, will let you see the status of your website. And you know, what, what level of success we think that you'll be able to reach and the current state, and what other things we could do in the future to improve that. So there's no fee for that. Yes, there's a fee for services, which you can find on our website. But for the free consultation. Of course. There is no fee.
42:11
And, in the meantime, I'm going to You can send an e-mail to Hello, it connected to CA if you're interested in console. It's also going to be the last poll here. This free consultation, it also will be able to talk about our service.
42:24
And so, if you are interested in scheduling a free consult, that's really what that question means, then, then please fill out the information there. So, eligibility requirement, question private, non-profit schools, not eligible, no foundation or so.
42:41
Like we mentioned, the best thing to do is apply for Google for non-profits, And then, from there, you will see if you're eligible. Most private non-profit schools would not be eligible. If they do not have a foundation or so, once again, schools can be a little bit of a gray area, apply for Google for non-profits, and then you'll be able to see we've worked with schools before. Some actually were eligible for the ad grant, and others were not, and so we did regular paid ads.
43:08
Yes.
43:10
Oh, yeah, well, we'll just leave this up in case you want us to reach out to question our NPLS shares a website with the government agency. It supports what the N.p.o. need a completely separate website to be eligible for the Google Ad Grants proof, OK? This is an interesting question. I can't say that, we've run into this before. It really comes down to the ownership of the website. If the government agency that you support owns the website, like, I'm talking about the domain and the hosting and all of that stuff, then you would need a separate website. If a non-profit organization owns it, I'm pretty sure that it will be OK, as a safer bet. Of course, a separate website would be better, but again, if the ownership lands on the non-profit, then, it should be completely fine.
43:56
Yeah, it should be fine. This is one of those Apply for Google For non-profits.
44:00
You'll be able to see, You know, I don't think it would be an issue, but it really depends on the operations and why, you know, it actually shares the website with the government agency.
44:12
It supports, meaning, is the website more about the government agency, or is the website more about the non-profit, and how to get involved and take action. I think that would be probably what TechSoup and Google is looking for. Next up, how exactly is the keyword logic linked to specific ads?
44:28
Is it derived from individual words chosen, or words chosen in tandem with each other? So that is part of the keyword research.
44:34
You can do long tail or match type or short tail keywords. And so, how does it work? Well, like we mentioned, you're going to have these campaign structures.
44:43
If you think of like the big bucket, and then the sub category would be the ad groups, right? And then in those ad groups, you have the specific keywords, right?
44:52
So depending on the ads that you want to run, let's say you want to run ads for a volunteer drive, Well, then you're going to have more volunteer, specific keywords in that specific campaign, right?
45:02
So then if you have, say, an event campaign, you're not going to have volunteer keywords in the event bucket, right? So, it is from individual chosen, and in tandem with each other. Depending on how you want to approach it, and what research you find in the Keyword planner, to see, actually, what is the volume of the keywords. And this is why there's experimentation involved, and why Google provides suggestions as well, that maybe it's not this word. Maybe it's these three. Maybe it's this order, and that's really up to you to do the keyword research or if you're working with an agency.
45:37
Great. Next question. I see this question asker has left, but in case other people have a question. What if you don't want to use Google Suite for your non-profit? That's fine. You don't have to use the Google Suite, just gives you access to like Drive. Google Meet, of course, Gmail, all of that kind of stuff, but you don't have to use it. Plenty of organizations, like still use Outlook or whatever other mail service you want, you're not forced to use it. By any means, it's simply a precursor to be able to use Google Atkins use if it is not essential. But having to have the Google for non-profit status is in order to get the Google background.
46:14
That's how it is exactly. Is there a limit to how many Ad Groups we can have? No no limit to how many ad groups you can have? I mean, this is just based on proper structure, proper keyword structure and so you know, it's just going to based on how you're approaching it, but there's no limit at any time of how many campaigns, how many ads, how many ad groups Just to note on that. It is quality, not quantity. So you're going to want to be specific and strategic about it. Not just like throwing a bunch of keywords in the, you know, in your account just to generate spend the whole point here is conversions not just spent and quality over quantity, so no limit, but be mindful that maybe sometimes less is more depending on the Cape.
46:59
Great. Next question. Can I advertize a website page if I just want to build awareness of my content? Yes, of course, you know, content is great, especially if you, let's say, you have blogs and news posts, stories about your organization. Those things perform exceptionally well within the Google algorithm, just based off the amount of keywords that you can use to attract it, right? We always say blogs are good, because it's like a JSON content to what your organization does, let's say. You're an organization that handles health, health causes, you know, you're blocking cover health causes and other things. It gives you more opportunity to put ads in front of people, to get awareness about your organization, and your content. So content is a great strategy, even if you don't have, let's say, a specific call to action, within, let's say, Google Analytics. What you could do is, you can set up a goal that would trigger if somebody was on that page, let's say, for three minutes, and they'd be like, OK. Well, that was enough time to read that blog post.
47:54
That's a common way that we can measure things like awareness, and, like, like action, without having to click, like certain budson buttons or anything.
48:04
Next up, my organization uses modules as their web building platform. It's meant for universities are not either. We should qualify for the grant, but no one is able to help us, OK?
48:15
I mean, not sure exactly what the question or issue is here, but we'd be happy to talk to, you know, determine if you are eligible. And like I've said before, apply for Google for non-profits, if you haven't already, If you are approved for Google, for Google, for non-profits, you will be eligible for the grant.
48:36
What determines the order of the ads that show Now, this, this is a great question. It is a little bit of a complex topic, but, you know, I will simplify it. Essentially, it comes down to something called the quality score. So the quality score, as I had alluded to before, is the likelihood that when someone searches something and see your ad, that they click on it, and they find what they need. So it's a little bit of a little bit of a complicated system that has to do with things like your ad text, your, where your landing page goes, the quality of your website, the content that you provide there, right, Google doesn't want to have people clicking on an ad and then not finding what they want, right. That's not really beneficial for anybody.
49:16
So, the best way to think about it is relevancy, and I've probably said it like 50 times, but it's extremely important to consider relevancy. Just think about my basketball and snow pants. Example, if I want to basketball and I got an ad for snow pads, I'm going to be very upset. Right? So, as specific as you can make these ads, you want to be very, very targeted as to how you look at, there's not a limit to how many ads you could run, right? You can have a bunch of different specific ads. And that will increase your Quality Score. And that has a lot to do with your landing page, AKA. where people go on your website is a little bit of a mixed bag. So the overall, as you lift or quality, that's how you get yourself higher and higher in terms of ranking when it comes to the advertisements themselves.
50:01
How do we sign up for a free consultation?
50:03
You can simply send an e-mail to that e-mail address on the screen or complete the poll or the survey from charity, how to, and we will be in touch.
50:15
I'll, I'll take the next one, too.
50:17
Can you have multiple campaigns running the same time? Yes. It's actually recommended to have multiple running at the same time. There's no limit to how many campaigns you can run by. Google, Your limit will be your own bandwidth, or if you're hiring agency, depending on the plan, and the amount of work you have each month. So, you could have campaigns running Evergreen year, round. You're going to have some based on seasonality, which you stop and start depending on, you know, how long they go for it, if their annual events. So, yeah, it's highly recommended. That's part of the strategy. You want to make sure that the ads are appearing for, you know, when the events or when the specific project or initiative is running. And then, at the same time, you have evergreen ones for awareness, e-mail, acquisition, et cetera, and running all at the same time. That's correct.
51:06
Next question. How much for your services. So, our lowest packages start at 599 a month. You can find out more information on our website. If you just go to the pricing page, we'd be more than happy to talk about in depth, pricing and what's right for every organization on, like I said, a free consult, well, where we will take you through your website audit and give you other insights. That's where we can share more information about how things are structured, as, where we want to be more informational here. If that's something you're interested in, please reach out to us. We're more than happy to talk about that.
51:36
I could take the next one to David.
51:38
I applied for Google for non-profits, and at the time, my website was not active. So I had to send documents in documents to verify. Now. I have Google Workspace is activated and did not do not see that. We had the grant info, where do I go from here, Or does that mean I have not been approved? So really, the easiest way to do that would be to go to google dot com slash non-profits. Sign in, on the top right-hand corner, if you have been a proof for the Google Workspace, Google for non-profit, what you'll see is, like a little, little dashboard. On the dashboard, you'll have a bunch of different products from Google, such as Google workspaces that has the Gmail and Drive, and all that stuff. And below that, you'll see the Google Ad Grants, which will either have status approved, or Disapproved, or whatever it may be. That's where you can do that, but in general, if you have Google for non-profits, the reason it would be disapproved as something to do with the application itself. So try that, again, reaching out to Google support. That's probably the best course of action for you.
52:35
Yeah, You can just go to google dot com slash non-profits, sign in with the Admin e-mail which will be your organization e-mail. And it's very straightforward to see where it's located. Is the keyword research included with the grants? So I'll answer this two ways because I'm not sure exactly what you're referring to. So yes, if you have the ad grant, you have access to the Keyword Planner Tool for free.
52:58
And, of course, it's included within the grant because there's no way to build campaigns based on keywords if you don't have access to that. There are also third party tools that can be recommended, or depending on if you want to use alternate sources for keyword research. We recommend using a little bit of both, but for starters definitely the keyword planner itself. And then it with our services. And with most agencies, the keyword research is included as a vital part of the expertise.
53:27
Great. Next question: Do some ... create multiple campaigns within a $330 a day budget, or some are spent 330, just on one campaign? So, again, it really, really depends on your organization, You know, Generally, organizations, Let's say, that our worldwide, or that are like nationwide, in this, in the United States, tend to be able to spend a higher, just simply based on the volume of keywords, and depends about things like brand awareness, or topic areas. There are certain areas that were veterans service, you know. We know we have a lot of success and things like, you know, theater's museums, lot of success and environmental industries. Anything to do with that kind of, that topic area, that performs really well. It really is a case by case basis. The important thing is to think, that 330 is the max for the day, and at, let's say, you're hitting that 330. Then, that comes down to A conversation, OK, what are priorities? Where would I rather have that money going? Is it towards my awareness campaign, or my e-mail acquisition campaigns? That's an internal conversation.
54:24
That must be had either with the agency managing your account, or internally, whatever, whatever that may be, but it really is a case by case basis there.
54:34
So I'll take, There's two that the line, I'll take those, and then there's a couple that align as well. So what does TechSoup, how do you sign up?
54:43
And if you qualify for Google for non-profits, can you also qualify for the Google Ad Grants? Or just to be clear, as we mentioned, and is located in the slides, TechSoup is a platform resource for non-profit organizations. It offers many different services, such as discounts to hardware and software.
54:59
And one of the resources it provides is this free TechSoup validation token to be used for the Google Ad Grants. So you can use TechSoup even outside of the scope of the Google Ad Grants, for access to software hardware. They've got other resources there. But for the Google Ad grant purposes, it is the TechSoup token. And to sign up, you just go to TechSoup, TechSoup website at TechSoup Canada website, depending on where you're located. They also have other country websites if you happen to be international. And then the second part, if you qualify for Google for non-profits, can you also qualify for Google Ad Grants? And that's exactly what we explained for. You need to have Google for non-profits in order to apply for the grid. The way to think about it is, the Google Ad Grant is an extension of the Google Ad Grants. Execute Google for non-profits program. So, the Google for non-profits is the criteria to have in order to apply for the grant, you can't apply for the adequate directly without applying for Google for non-profits.
55:56
Great. Next question here is General idea of criteria requirement to maintain the grant, so there's a few like numerical things, such as, you know, your click through rate must be at a certain era your quality score for your campaigns must be at a certain score. So there's that portion. Then of course, there's the compliance portion, where, you know, advertising, you know, any kind of illicit substances, any, anything that's not allowed like malicious software that Google has a bunch of different, you know, things that you obviously cannot advertize through their platforms. So primarily, primarily, those are the things that you're looking at alongside the numerical parts, as well.
56:32
And I take this next one to David. Can you have different landing pages for different ads? Yes, Of course. It's, It's very recommended in the example I spoke about before, you know, if You want to get volunteers, If someone clicks on a volunteer and add, it doesn't really make sense to take them to like an e-mail newsletter ad or a general awareness at our landing page? Sorry about that. So, yes, different landing pages for different campaigns? Again, the way to think about it is the end goal, right? If you angle is volunteering, that creates a certain structure. Certain keywords, certain ad text. If the goal is, let's say e-mail sign-ups, that's completely different awareness based, so think about it like that working backwards from what the end goal is.
57:12
Awesome. Well, that's all the questions. We're going to wrap it up there.
57:17
Thanks again for everyone participating today and sticking around for Q&A. And then, really, the free console is an extension of the Q and A, but now just handle on an individual organizational level. Like we mentioned, to go through a website audit, discuss your options and really point you in a consulting based way, what your best next steps would be.
57:38
And how to get the best experience out of the Google Ad Grants. So, for Connect Ed, David, this is Leah. Thanks everyone, thanks to Marcel and shared how to. And we hope you have a good rest of the day.
57:49
Thank you so much, everybody. Bye!
57:53
Thanks, everyone. Have a wonderful rest of your day! Please stay safe and healthy, and we hope to see you soon again on another charity, How to Webinar Cafe.

 

 

Topics: nonprofit marketing, nonprofit free resources, Google Ad Grant