Have you ever wondered what you should do so that your Non-Profit Organization appear in the first results of Google? Do you think that those that appear in the first positions of the paid results are the ones that have a larger budget to make said investment? Today we tell you about the possibility that your charitable cause can be advertised for free on Google Adwords. Is the case of Google Ad Grants.
We tell you what exactly this Google charity program consists of!
What is Google Ad Grant?
It is a grant promoted by Google and intended for non-profit organizations. Its objective is to show ads related to your organization, when a user performs a search related to the cause you promote. This tool helps these associations to publicize their initiatives, being able to reach a larger number of people.
This is possible from a monthly budget of 10,000 dollars that Google provides to these charities in the form of balance for advertising campaigns in your Search Network. The latter is one of the main features, since Ad Grants ads will appear when the user makes a query about the key terms established for the campaign. It is also worth noting that there are some limitations, such as the CPC It should be less than 2 dollars per keyword. However, it is an excellent option to start if your organization meets the main requirements.
Requirements to use Google Ad Grants
If you are interested in your organization being able to benefit from this program, we will tell you the main requirements that you should meet:
First of all, you must send your request to participate in . To do this, you will need to meet charity status. In this same section, you will be able to know the definitions depending on the status that is applicable in your country, since there are some entities that are applicable, such as the case of organizations and entities of a government type, hospitals or medical groups, educational centers or academic institutions and universities.
Subsequently, you must know and have accepted the policies that Google requires in relation to the use and receipt of donations, as well as comply with the principle of non-discrimination.
You must have a functioning and updated website, which has a large amount of information and content about your cause and activity. You can check the .
If you meet the requirements listed above, you can get the after completing the registration of your Non-Profit Organization.
How are the ads managed by Google Ad Grants?
As we have commented previously, you should know what these ads that Google will subsidize for their appearance will be like. First of all, you should know that it will only allow you to manage ads from the Google Search Network, not being possible for these to be made in another type of network. Within this limitation, some issues must be met:
The ads created in said advertising account must redirect to your organization’s domain, which you have previously declared in your participation request.
It is an account that must be managed continuously, making changes actively, since if it remains 90 days without any modification in the advertising account, it will be canceled and therefore, it will stop automatically.
In addition, you must bear in mind that the text of your ads must be closely related to the cause of your entity, with consistency between the keywords used, with the initiatives and activities that you carry out in your organization. Here you have the
Although there is a budget limit, you should also know that there is the possibility of opting for Grant Pro, which raises said budget by a total of $40,000 per month.
Tips to improve your Google Grants campaigns
As we can imagine, implementing an Adwords strategy requires an initial effort with very little return at the beginning. On the other hand, in the medium term, as we continue to improve and test, the effort will decrease and the tool will Google Ad Grants will start to take off.
The goal we strive for when creating our campaigns in Grants, and in Google Ads in general, is conversion.
Often, because we as an organization will inevitably need resources, we will seek a donation to fund our operations. It should be noted that this process, from the first exhibition to the “last purchase”, is always determined by the purchase funnel shapein such a way that the final conversion to an objective is much closer than our beginning, since a series of processes can be divided into several stages: Knowledge → Interest → Learning → Purchase intention → Final purchase
- You must configure the place where the ads will appear.
- You can create a paid account to help build brand through clicks earned on the Google Display Network.
- Specify long-tail keywords to maintain a high CTR. You can also take advantage of using words like “donate”, which are on the allowed list.
- Pay attention to the landing pages or landing pages: make sure that the landing pages are optimized. That is: they load fast, are functional and relevant to the search. Keep in mind that it is not very common for a donation to be made when it is the first time the organization is known.
- Study the advice of Google itself to be successful with ads.
- Use remarketing campaigns.
- Use custom affinities.
- Add forms on landing pages to get user feedback.
- Maximize conversions limit of $329 per day and $10,000.
Benefits of using Google Ad Grants
As you may have seen, without a doubt Ad Grants, it is a excellent option to publicize your charitable cause and association. Below we tell you more about how this program can be able to greatly help the activity in question carried out by your organization:
Reach a greater number of people
Google Ads is capable of showing your ad when a user performs a search related to the cause you promote. In this way, appearing on the Search Network is a great option to make yourself known and reach a larger audience. Since you are in control of your campaign yourself, you can use it to reach people everywhere, or if you prefer, those closest to you.
Valuable information about your campaigns
Once you have published your ads, you will be able to know more specific data about their performance in achieving conversions. In addition, from Google Analytics you will be able to know how users browse your website, once they have accessed it through this payment channel. It will undoubtedly be very valuable information to learn more about your target audience.
Increase your donations and volunteers
The easier it is to make donations through your platform, the more likely they will be. In addition, it is an excellent option to publicize your cause and get volunteers for it.
Without a doubt, Google Ad Grants is an excellent option for all those charitable organizations that want to increase their presence on the Internet. Do not hesitate to register to find out if you meet the necessary conditions to be a beneficiary of the program. Spain already has the possibility of adding organizations within this program!
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