Google Ad Grant management for non-profits

A Google Ad Grant gives charities up to $10,000 worth of free online advertising per month, to promote your website’s pages to the people that need your services. If you’re a UK charity that’s over £7,500 per month to help you raise awareness of your cause. That boost to your website’s traffic, can add thousands of extra visitors per month. You can put your message in front of audiences who need to hear it. I can help optimise your account to get great results and extract maximum value from your budget.

You want your non-profit to get noticed, impart information, offer services; and get donations, volunteers or support for your campaigns. Your website plays a vital role in this, but how can you ensure it gets visitors who are likely to be interested in what you have to say? That’s where Google Ad Grants come in useful.

You can rely on serendipity, hoping people find your website by searching Google. SEO techniques can improve your chances. You can try to get referrals from other websites, and undertake marketing activities. Then there’s paid advertising, which can be targeted and effective; however, it’s also expensive and beyond the marketing budget of smaller non-profits. Fortunately, Google offer free online advertising to non-profits and this is one of the most valuable online marketing tools you could hope for.

How does your non-profit apply for a Google Ad Grant?

The application differs depending on your country. Find out if you’re eligible | Make an application

Do you have the capacity to run a Google Adwords account?

There is only one real drawback. Your non-profit needs to have the staff time and skills to manage your Google Ad Grant. You need to devote time regularly, because Google insists you login at least once a month or risk losing the grant. Can you craft succinct, persuasive text ads, and choose keywords and phrases to attract the right audiences? You need to learn the skills to analyse the results and adjust your strategy, to make maximum use of your free allocation.

Ideally your staff would have the time to learn and practice these skills. Alternatively…

Hire me to manage your Google Ad Grants account

You will get an account that’s optimised to use as much of the annual $120,000 budget as possible, that focuses on promoting your website’s most important content, and is monitored and refined for success. If you intend to use your Google Grant to promote events, news and blog posts, and to keep refreshing the adverts and adding new campaigns, you’ll need to hire me for a few additional hours.

I create ad campaigns, write adverts and choose appropriate keywords for your audiences.  Once your campaigns are up and running, I analyse the visitor traffic on an ongoing basis and make amendments to ads and keywords to boost the future effectiveness of your campaigns.

You get a quarterly results snapshot, with graphs so you can see what’s working and what needs further tweaking. Meanwhile you can login at any time to see for yourself how the ad campaigns are faring, or track the stats using the free Google Analytics tool. Want to see exactly what work I’ve done on the account? Adwords tracks every change.

You are encouraged to suggest priority areas of your website for promotion, and to be as involved as you want in the wording of ads. You can either leave it mostly in my capable hands, or work collaboratively to get the best results. We could even arrange a session with your staff to come up with advert ideas. I can also make recommendations for improving your website pages, to get better results.

Let me know what you need, whether it’s training to use your Google Ad Grant better, a one-off audit or monthly management of your campaigns.

Contact me to find out more about how I can help boost the audience for your charity website and get it noticed.