Getting $120,000 in Google Grants and How To Manage It
-
Upload
royalladvertising -
Category
Marketing
-
view
205 -
download
0
description
Transcript of Getting $120,000 in Google Grants and How To Manage It
![Page 1: Getting $120,000 in Google Grants and How To Manage It](https://reader037.fdocuments.us/reader037/viewer/2022103115/557af113d8b42a25358b5243/html5/thumbnails/1.jpg)
![Page 2: Getting $120,000 in Google Grants and How To Manage It](https://reader037.fdocuments.us/reader037/viewer/2022103115/557af113d8b42a25358b5243/html5/thumbnails/2.jpg)
GETTING $120,000 IN GOOGLE GRANTS FOR ADVERTISING
AND HOW TO MANAGE IT
![Page 3: Getting $120,000 in Google Grants and How To Manage It](https://reader037.fdocuments.us/reader037/viewer/2022103115/557af113d8b42a25358b5243/html5/thumbnails/3.jpg)
GOOGLE NONPROFITS
Google Ad Grants
Google Earth Outreach
YouTube Nonprofit Program
![Page 4: Getting $120,000 in Google Grants and How To Manage It](https://reader037.fdocuments.us/reader037/viewer/2022103115/557af113d8b42a25358b5243/html5/thumbnails/4.jpg)
APPLICATION PROCESS
![Page 5: Getting $120,000 in Google Grants and How To Manage It](https://reader037.fdocuments.us/reader037/viewer/2022103115/557af113d8b42a25358b5243/html5/thumbnails/5.jpg)
![Page 6: Getting $120,000 in Google Grants and How To Manage It](https://reader037.fdocuments.us/reader037/viewer/2022103115/557af113d8b42a25358b5243/html5/thumbnails/6.jpg)
![Page 7: Getting $120,000 in Google Grants and How To Manage It](https://reader037.fdocuments.us/reader037/viewer/2022103115/557af113d8b42a25358b5243/html5/thumbnails/7.jpg)
![Page 8: Getting $120,000 in Google Grants and How To Manage It](https://reader037.fdocuments.us/reader037/viewer/2022103115/557af113d8b42a25358b5243/html5/thumbnails/8.jpg)
![Page 9: Getting $120,000 in Google Grants and How To Manage It](https://reader037.fdocuments.us/reader037/viewer/2022103115/557af113d8b42a25358b5243/html5/thumbnails/9.jpg)
![Page 10: Getting $120,000 in Google Grants and How To Manage It](https://reader037.fdocuments.us/reader037/viewer/2022103115/557af113d8b42a25358b5243/html5/thumbnails/10.jpg)
IT’S AS SIMPLE AS THAT!
![Page 11: Getting $120,000 in Google Grants and How To Manage It](https://reader037.fdocuments.us/reader037/viewer/2022103115/557af113d8b42a25358b5243/html5/thumbnails/11.jpg)
GOOGLE NONPROFITS
Google Ad Grants
Google Earth Outreach
YouTube Nonprofit Program
![Page 12: Getting $120,000 in Google Grants and How To Manage It](https://reader037.fdocuments.us/reader037/viewer/2022103115/557af113d8b42a25358b5243/html5/thumbnails/12.jpg)
GOOGLE AD GRANTSADWORDS FOR NON-PROFITS
![Page 13: Getting $120,000 in Google Grants and How To Manage It](https://reader037.fdocuments.us/reader037/viewer/2022103115/557af113d8b42a25358b5243/html5/thumbnails/13.jpg)
WHAT IS GOOGLE ADWORDS?
GOOGLE ADWORDS IS AN ONLINE ADVERTISING SERVICE
•A program by Google that lets you manage your
advertisements.
•Display your ad on the Google search network.
•Uses a bidding system to rank ads.
•Much more
![Page 14: Getting $120,000 in Google Grants and How To Manage It](https://reader037.fdocuments.us/reader037/viewer/2022103115/557af113d8b42a25358b5243/html5/thumbnails/14.jpg)
AD GRANTS FOR ADWORDS CAN HELP YOU
GET YOUR MESSAGE TO THE RIGHT PEOPLE
•Get your message to your target audience as they’re searching for you.
Grantees report that 25.3% of their site visits come from AdWords ads.
![Page 15: Getting $120,000 in Google Grants and How To Manage It](https://reader037.fdocuments.us/reader037/viewer/2022103115/557af113d8b42a25358b5243/html5/thumbnails/15.jpg)
GENERATE DONATIONS
•Grantees can solicit donations in
their AdWord Ads.
27% of Google Grantees report
“generating donations” as their
most important metric.
AD GRANTS FOR ADWORDS CAN HELP YOU
![Page 16: Getting $120,000 in Google Grants and How To Manage It](https://reader037.fdocuments.us/reader037/viewer/2022103115/557af113d8b42a25358b5243/html5/thumbnails/16.jpg)
ENGAGE VOLUNTEERS AND SUPPORTERS
•Recruit volunteers and engage
supporters directly from your
advertisements.
AD GRANTS FOR ADWORDS CAN HELP YOU
![Page 17: Getting $120,000 in Google Grants and How To Manage It](https://reader037.fdocuments.us/reader037/viewer/2022103115/557af113d8b42a25358b5243/html5/thumbnails/17.jpg)
YOU MAY BE ELIGIBLE FOR A GRANT IF:
ELIGIBILITY FOR AD GRANTS
•Hold valid charity status.
•Agree to nondiscrimination clauses.
•Functioning website with substantial content.
![Page 18: Getting $120,000 in Google Grants and How To Manage It](https://reader037.fdocuments.us/reader037/viewer/2022103115/557af113d8b42a25358b5243/html5/thumbnails/18.jpg)
CHARITY STATUS IN THE UNITED STATES
•Must have 501(c)(3) status with
the IRS.
•Must appear in the online
database.
![Page 19: Getting $120,000 in Google Grants and How To Manage It](https://reader037.fdocuments.us/reader037/viewer/2022103115/557af113d8b42a25358b5243/html5/thumbnails/19.jpg)
YOU ARE NOT ELIGIBLE FOR A GRANT IF:
•Government agency or organization
•Hospitals or medical groups
•Schools, childcare, academic institutions and universities.
•Most who aren’t eligible for a grant are eligible for Google’s other
nonprofit services (Google Earth Outreach and YouTube Nonprofit
Program)
![Page 20: Getting $120,000 in Google Grants and How To Manage It](https://reader037.fdocuments.us/reader037/viewer/2022103115/557af113d8b42a25358b5243/html5/thumbnails/20.jpg)
MAINTAINING ELIGIBILITY
•Link to the one domain that
was approved.
•Log in monthly
(recommended daily).
![Page 21: Getting $120,000 in Google Grants and How To Manage It](https://reader037.fdocuments.us/reader037/viewer/2022103115/557af113d8b42a25358b5243/html5/thumbnails/21.jpg)
•Ads must be relevant.
•Strictly commercial is prohibited.
•Cannot link to pages whose primary
purpose is to link to other pages.
![Page 22: Getting $120,000 in Google Grants and How To Manage It](https://reader037.fdocuments.us/reader037/viewer/2022103115/557af113d8b42a25358b5243/html5/thumbnails/22.jpg)
Ads offering financial products:
•mortgages
•credit cards
Donations of:
•cars
•boats
•property
![Page 23: Getting $120,000 in Google Grants and How To Manage It](https://reader037.fdocuments.us/reader037/viewer/2022103115/557af113d8b42a25358b5243/html5/thumbnails/23.jpg)
CANNOT DISPLAY GOOGLE ADSENSE ADS
![Page 24: Getting $120,000 in Google Grants and How To Manage It](https://reader037.fdocuments.us/reader037/viewer/2022103115/557af113d8b42a25358b5243/html5/thumbnails/24.jpg)
MANAGING YOUR GRANT MONEY IN ADWORDS
•Manage AdWords daily.
•Many only spend $330 a month (out of
$10,000!)
•3 billion searches on Google every day!
•Never submit any billing information.
![Page 25: Getting $120,000 in Google Grants and How To Manage It](https://reader037.fdocuments.us/reader037/viewer/2022103115/557af113d8b42a25358b5243/html5/thumbnails/25.jpg)
CLICK THROUGH RATE
Managing your Click Through Rate:
1. Create closely themed keyword groups
2. Regularly adjust your bids
3. Keep an eye on the competition’s ads
![Page 26: Getting $120,000 in Google Grants and How To Manage It](https://reader037.fdocuments.us/reader037/viewer/2022103115/557af113d8b42a25358b5243/html5/thumbnails/26.jpg)
MAINTAIN LOW COST PER CLICK
Google determines the amount of your
cost per click based on your Quality
Score, which is determined by 3 main
factors, including:
1) click through rate
2) ad relevance, and
3) landing page experience
![Page 27: Getting $120,000 in Google Grants and How To Manage It](https://reader037.fdocuments.us/reader037/viewer/2022103115/557af113d8b42a25358b5243/html5/thumbnails/27.jpg)
GOOGLE ADWORDS CONVERSION RATE
You can maintain a high conversion rate by keeping a close
watch on Adwords data.
1) Specific Keywords
2) Negative Keywords
![Page 28: Getting $120,000 in Google Grants and How To Manage It](https://reader037.fdocuments.us/reader037/viewer/2022103115/557af113d8b42a25358b5243/html5/thumbnails/28.jpg)
WHAT ELSE?
• Enhance your campaigns for users on Mobile
Devices
• Enhance your campaigns for users’ locations
• Enhance your campaigns for certain times
![Page 29: Getting $120,000 in Google Grants and How To Manage It](https://reader037.fdocuments.us/reader037/viewer/2022103115/557af113d8b42a25358b5243/html5/thumbnails/29.jpg)
BENEFITS & RESTRICTIONS:
GOOGLE ADWORDS AD GRANTS
PROGRAM DETAILS
•Daily budget of $329 or roughly $10,000 per month.
•Maximum CPC limit of $2.
•Only keyword targeted campaigns.
•Only appear on Google search results page.
•Text ads only
•May only promote mission based keywords.
![Page 30: Getting $120,000 in Google Grants and How To Manage It](https://reader037.fdocuments.us/reader037/viewer/2022103115/557af113d8b42a25358b5243/html5/thumbnails/30.jpg)
ADWORDS EXPRESS FOR GRANTS
Google can manage your account for you.
•Minimal ongoing management.
•Desktop and mobile devices.
•Review the effectiveness on the dashboard.
![Page 31: Getting $120,000 in Google Grants and How To Manage It](https://reader037.fdocuments.us/reader037/viewer/2022103115/557af113d8b42a25358b5243/html5/thumbnails/31.jpg)
ADWORDS EXPRESS FOR GRANTS
•Must already have an
AdWords account.
•Must be approved for Google
Ad Grants.
REQUIREMENTS
![Page 32: Getting $120,000 in Google Grants and How To Manage It](https://reader037.fdocuments.us/reader037/viewer/2022103115/557af113d8b42a25358b5243/html5/thumbnails/32.jpg)
ADWORDS EXPRESS FOR GRANTS
•Loss of control.
•Not able to set up keywords.
•Ads may show when unwanted.
•Pay for unwanted clicks.
•Lowers conversion rate
LIMITATIONS
![Page 33: Getting $120,000 in Google Grants and How To Manage It](https://reader037.fdocuments.us/reader037/viewer/2022103115/557af113d8b42a25358b5243/html5/thumbnails/33.jpg)
GRANTSPRO
•Spending cap of $40,000
per month
•Separate application
process.
![Page 34: Getting $120,000 in Google Grants and How To Manage It](https://reader037.fdocuments.us/reader037/viewer/2022103115/557af113d8b42a25358b5243/html5/thumbnails/34.jpg)
REQUIREMENTS:
GRANTSPRO PROGRAM DETAILS
•Tracking at least one (meaningful) conversion.
•Must hit your monthly budget.
•Maintain an average CTR of 1% or higher.
•How will you use your increased budget?
![Page 35: Getting $120,000 in Google Grants and How To Manage It](https://reader037.fdocuments.us/reader037/viewer/2022103115/557af113d8b42a25358b5243/html5/thumbnails/35.jpg)
•Be in good standing with Google.
•Authorized representative to
manage account daily.
•Complete an annual survey.
•Must share all conversion data.
![Page 36: Getting $120,000 in Google Grants and How To Manage It](https://reader037.fdocuments.us/reader037/viewer/2022103115/557af113d8b42a25358b5243/html5/thumbnails/36.jpg)
GOOGLE NONPROFITS
Google Ad Grants
Google Earth Outreach
YouTube Nonprofit Program
![Page 37: Getting $120,000 in Google Grants and How To Manage It](https://reader037.fdocuments.us/reader037/viewer/2022103115/557af113d8b42a25358b5243/html5/thumbnails/37.jpg)
GOOGLE EARTH OUTREACH
![Page 38: Getting $120,000 in Google Grants and How To Manage It](https://reader037.fdocuments.us/reader037/viewer/2022103115/557af113d8b42a25358b5243/html5/thumbnails/38.jpg)
MAP OUT SUCCESS FOR YOUR ORGANIZATION:
GOOGLE EARTH OUTREACH
•Create a custom map.
•Create a Google Earth for YouTube
•Publish maps to the web.
![Page 39: Getting $120,000 in Google Grants and How To Manage It](https://reader037.fdocuments.us/reader037/viewer/2022103115/557af113d8b42a25358b5243/html5/thumbnails/39.jpg)
Google Ad Grants
Google Earth Outreach
YouTube Nonprofit Program
GOOGLE NONPROFITS
![Page 40: Getting $120,000 in Google Grants and How To Manage It](https://reader037.fdocuments.us/reader037/viewer/2022103115/557af113d8b42a25358b5243/html5/thumbnails/40.jpg)
YOUTUBE NONPROFITPROGRAM
![Page 41: Getting $120,000 in Google Grants and How To Manage It](https://reader037.fdocuments.us/reader037/viewer/2022103115/557af113d8b42a25358b5243/html5/thumbnails/41.jpg)
TELL YOUR STORY THROUGH VIDEO
YOUTUBE NONPROFIT PROGRAM
•Able to solicit donations and engage viewers in a more interactive
way.
•Free enriched version of YouTube.
•Overlay a call-to-action onto your video.
•Customize your channel.
![Page 42: Getting $120,000 in Google Grants and How To Manage It](https://reader037.fdocuments.us/reader037/viewer/2022103115/557af113d8b42a25358b5243/html5/thumbnails/42.jpg)
NEED HELP CHOOSING KEYWORDS?
If your nonprofit would like help with your keywords, comment below and we’ll be
happy to provide suggestions.
WE CAN HELP!